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Find Out MoreNexus Emergency Vet Hospital - A case study
Australia
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Since establishing Specialist Vet Marketing, I have been profoundly moved by the dedication and innovation of so many veterinary practitioners. I was a vet for over 15 years in the UK before changing careers 15 years ago into digital marketing. My role at Specialist Vet Marketing has reignited my connection to the industry. Working with incredibly talented vets who create and innovate their businesses is inspiring and highly rewarding.
One of our recent projects firmly fits into the “innovation” category. The team behind Nexus Emergency Vet Hospital in Adelaide, South Australia, Dr Jaclyn Gosliga and Dustin Fromm had a clear idea of their practice model; however, like most vet practices we work with, they knew they needed professional and tailored digital marketing to ensure their special offering reached and resonated with pet owners whose pets are truly part of the family.
It starts with understanding
Understanding its intent is the first and most important step in launching any new offering. In this part of the process, we learn about the business, its unique positioning and the simulus and people behind it. We must dig deep into the personality of those driving the innovation, as this sets the foundation for each brand element.
As Dr Gosliga shares, “Too often, pets are taken away without explanation, leaving their families anxious, confused, and in the dark, only to face an unexpected bill later. It doesn’t feel right, because it isn’t.”
Nexus Emergency Vet Hospital was focused on care, transparency, and connection. Their experience and values had shown that pet owners wanted more than a transactional relationship. When their pets needed high-level care, pet owners wanted to be with them, understand what was happening, and be by their side.
Dr Jacyln and Dustin identified that pet owners need a comprehensive range of veterinary services available when they need them and to be part of the healing process. Essentially, they require connection to everything from a vet nurse to emergency surgery, specialist services such as advanced diagnostics, and end-of-life care, all under one roof and available 24/7.
A bold mission requiring a marketing alliance that understood the communication challenges and could articulate the offering and its values, underpinned by authenticity.
“Understanding the intent behind a veterinary practice is the foundation of every authentic brand - it’s where meaningful marketing begins.”
The team got to work
After the strategy meeting, the team get to work. The creative and technical teams collectively design a brand document and work schedule outlining roles, responsibilities, timelines, and feedback loops. This living, interactive workflow guides the brand, website, and content integration. This includes:
- Research: Competition, customer profiling, risk assessment, analytics and SEO development, channel audits and website structure mapping.
- Brand strategy: Value proposition, messaging, tone, proof points and narrative (storytelling).
- Visual identity: Logo, colour palette, professional photography, graphics, typography, and brand guidelines that influence current and ongoing visual design work.
- Website architecture and UX: Website structure and user experience. Website navigation, page positioning and communication hierarchy, URL Schema, and site map.
- SEO, GEO and content: Primary keywords, search intent, page outlines including headings and CTA’s, and long-form content.
Throughout this process, the team met regularly with Nexus Emergency Vet Hospital. These meetings provided feedback loops that ensured the client was informed at each stage and could make changes if required. Our process of continuous feedback ensures iterations are made during, not after, the production of collaterals. This process is invaluable in keeping the project moving and ensuring client satisfaction at each touchpoint.
The challenges
Problem-solving is a significant part of any new branding project. The Nexus Emergency Vet Hospital project presented challenges that required the team to think creatively and work proactively. As it is a new business, we were tasked with building the brand from the ground up. The offering was highly unique and unexplored. Limited research data were available, and no physical site was in place. It was like building the cockpit of a plane as it taxis down the runway.
The service offerings are complex and multi-functional, including a one-of-a-kind option for pet owners to stay with their pet overnight if necessary, similar to a human hospital environment. This required concentrated and thoughtful design to ensure the website simplified the complexity for users while articulating the client’s benefits without overwhelming the website’s real estate.
We also needed to work in sync with the client. As they were project managing the fitout of the physical site, we needed to get ahead of the physical build and ensure the website and marketing were live to ensure satisfactory digital search traction before the hospital became operational and ready to take patients.
Coordination and communication between the client and the creative and technical teams were critical elements to the successful launch of this project. The result is an exquisite website that truly reflects the offer, values, and personality of Adelaide’s first and only Emergency Vet Hospital, offering a full scope of veterinary services and enabling owners to stay with their pets just like a human medical facility.
“Creating the brand and website for Nexus Emergency Vet was like building the cockpit of a plane as it taxied down the runway - challenging, exhilarating, and ultimately deeply rewarding.”
As I write this case study, Pete and I are on-site in Adelaide with Dr Jaclyn, her husband and CO owner Dustin and their team of nurses and veterinary specialists, putting the finishing touches on the facility, updating the photography and helping them prepare and organise a series of open days for new clients.
An outstanding achievement by all, and one I am very proud to have been a part of.
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FAQs
What makes the Nexus Emergency Vet Hospital project so unique?
Nexus Emergency Vet in Adelaide is the first of its kind to offer a full scope of emergency and specialist veterinary services under one roof, 24/7, while allowing pet owners to stay with their animals during treatment – just like in a human hospital environment.
How did Specialist Vet Marketing contribute to the Nexus Emergency Vet Hospital launch?
The Specialist Vet Marketing team developed Nexus’s entire digital presence from the ground up, including brand strategy, website design, SEO, and storytelling. Their collaboration ensured that every aspect of the online experience mirrored the clinic’s values of care, transparency, and connection.
What challenges did the project team face?
Creating a brand for a new and highly innovative business meant there was little existing research or data to rely on. The marketing and creative teams had to develop everything from brand identity to digital structure in parallel with the physical build of the hospital – ensuring both were ready to launch together.
Why is understanding a veterinary practice’s intent so important in marketing?
Every successful campaign starts with understanding what drives a practice – its mission, people, and unique offering. This understanding forms the foundation for messaging, visuals and user experience, ensuring that marketing feels genuine and builds client trust.
How does Specialist Vet Marketing ensure collaboration throughout a project?
We work in continuous feedback loops with clients, maintaining regular meetings during the creative process rather than after completion. This approach ensures every deliverable reflects the client’s vision and that adjustments can be made promptly to keep the project moving smoothly.
What was the final outcome for Nexus Emergency Vet Hospital?
The end result was a striking, user-friendly website that captures the personality, values and innovative care model of Adelaide’s first emergency veterinary hospital to offer full transparency and connection between pets, owners and the clinical team.
How does Specialist Vet Marketing help veterinary practices stand out?
Specialist Vet Marketing partners closely with clients to deeply understand their values, goals and the people behind the practice. This insight drives the creation of authentic brand strategies, websites and digital content that truly reflect each clinic’s identity and attract the right audience.
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