Collaborative Post: Org History

Upstate Veterinary Specialists, UVS, is a veterinary practice specializing in advanced medical, surgical, and oncologic pet care. As the business began growing, Dr. Keith Allen joined the practice as part owner and and Dr. Trina Toshic joined as internal medicine. Three years ago, UVS outgrew their current facility and built a new office. They had six doctors, and over 20 employees. They have once again outgrown their facility and have renovated, over doubling the office size. They now have a total of nine doctors, with a tenth starting in September. There are now 35 employees, including technicians, receptionists, kennel personnel, and a radiation therapist. They have also purchased a lot of new equipment and have grown their oncology practice significantly. UVS will now have the ability to offer more services than before.
THE PROBLEM: With the new equipment and renovations, UVS will offer more quality services than ever before. Since they are a referral only practice, they won’t need to advertise this to the general public as much as they will the veterinary practices that refer clients to them. Since they cover such a large area, the greater Upstate SC area, as well as Northern GA, and Western NC, how do they get the word out to ALL of the referring vets in that area?
PROPOSAL: We will write an invitation letter to attend an open house to all referring vets since the practice began. We will do a newspaper writeup on the renovations and open house to attract new referring veterinarians. Finally, we will compose a pamphlet to be used during the open house that explains in detail the new equipment and added services UVS will offer.