Turning Animal Health Crises Into Opportunities: Managing Online Reputation and Building Positive Awareness

While attending Veterinary Meeting & Expo (VMX) this year, the largest professional veterinary conference in the U.S., Rosica Communications was contacted by a multi-location veterinary hospital in South Florida that specializes in emergency pet healthcare. The hospital was facing a real-time reputational challenge after two (separate) pet owners and their family members and friends posted biased comments on social media and the company’s Google Business Profiles. The skewed narrative generated inquiries from several members of the community along with past and current clients.

We acted immediately to support the hospitals and immediately mobilized a crisis communications team to gather facts, assess risk, and craft strategic responses (internal and external communications). We developed a fair, compassionate, and balanced public statement in the event it was needed that acknowledged the hospital’s responsibility while clearly explaining the realities of the two cases. Our team provided rapid-response media support, monitored social media and online news outlets, and created internal messaging for the hospital’s staff of more than 180 employees to ensure consistent and accurate communications across the organization.

Beyond crisis management, Rosica devised and executed a proactive storytelling program to strengthen the hospital’s thought leadership reputation. Highlighting positive patient outcomes, we shared the experiences of grateful pet owners and showcased the hospital’s advanced technologies and the expertise of its highly skilled veterinarians.

Following the successful resolution of the crisis, the hospital retained Rosica Communications to lead an ongoing media relations effort. Our team now works to continually elevate proactively manage perception. Rosica also provides 24/7 on-call crisis monitoring and rapid-response support to ensure the hospital is prepared for any/all future issues.

Through strategic crisis communications, reputation management, and proactive media communications, Rosica Communications, a trusted crisis communications firm, helped turn a crisis into a platform for renewed trust, growth, and leadership in the South Florida veterinary community.