I’m Kerry Nesbit.
I Plan, Implement and Manage Marketing for Veterinary Practices.
Drawing on a master’s-level education in communications and decades of experience and continuing education as a marketing communications professional, I blend proven ideas and insights from outside the veterinary space with industry best practices to help practice owners more effectively market their services.
In Practice Since 1980
I started Kerry Nesbit, Incorporated, as a writing and graphic design business in 1983 after three years as marketing communications coordinator for an insurance company. (To save you the trouble of doing the math—I’m in my mid-60s.)
I have a master’s degree in journalism and a bachelor’s degree in radio, television and motion pictures—both from the University of North Carolina at Chapel Hill. While in graduate school, along with journalism, I studied marketing and advertising in the UNC School of Business Administration and worked as managing editor of a scholarly journal published by the UNC School of Education.
I wrote my master’s thesis on how words and images work together in print.
My career as a professional writer began in 1978 when, as an undergraduate, I sold my first magazine article. The topic was how to photograph dogs.
Through the decades, I’ve sold many more feature articles and news releases, written for, designed and edited in-house publications, written and designed brochures and flyers, created websites from scratch, written catalog copy, designed labels and packaging and provided marketing communications and public relations counsel for a variety of clients.
I’ve worked mostly with professional and financial services providers, counting lawyers, educators, human health care providers, insurers, accountants, bankers, advocacy groups, trade associations, direct mail marketers, manufacturers and entrepreneurs among my clients.
Over a span of 25 years, I applied my most persuasive writing and design skills to encourage charitable gifts to not-for-profit clients of my client of longest standing—a fund-raising consultant who retired in 2008.
More recently, I spent more than six years handling digital and print communications for an Episcopal church. As the church’s first communications director, I designed a multi-channel communications system to serve approximately 2,500 parishioners in more than 1,000 households. To implement the program, I—
- Created and maintained three websites,
- Wrote, designed and edited a monthly printed newsletter, a weekly emailed newsletter and a weekly printed bulletin supplement,
- Wrote and designed program brochures, flyers, posters and signs,
- Served as church photographer,
- Scheduled, edited and posted audio recordings online and
- Oversaw a dozen Facebook fan and group pages.
While on the church staff, I continued to operate Kerry Nesbit, Incorporated, in my free time.
With persistent dreams of pursuing several important unmet career goals and a powerful preference for working from home (and hanging out with my dog), I resigned from the church position in August 2018 to return to full-time work on my business.
From Generalist to Specialist in Veterinary Practice Marketing
I began working with veterinary clients in 1994, since then handling such veterinary marketing projects as logo and stationery designs, printed brochures and flyers, custom websites and blog posts, client and staff surveys, staff marketing training and branding workshops, client letters and email messages, news and feature releases, responses to online reviews and talking points for dealing one-on-one with difficult clients and team members.
For two years, I managed a cooperative public relations program for a county veterinary medical association.
In 2006, I set up VeterinaryLogos.com, a website dedicated to selling logo and stationery design services.
My relationship with Brownsburg Animal Clinic—one of more than 50 veterinary clients I’ve served so far—began in June 2009 when Timea Brady, DVM, bought the Brownsburg, Indiana, practice. Starting with a new logo and my Ultimate Identity Package from VeterinaryLogos.com, Dr. Brady has depended on me to provide consulting and creative services to help her clinic thrive ever since.
For details and samples of my work for Brownsburg Animal Clinic and other noteworthy small-animal practices I’ve served, see the case studies.
In 2016, after reading a new book on positioning, I realized I could improve the relevance, quality and value of my consulting and creative services by specializing in a single industry vertical. As I scanned a list of the hundreds of clients I have served in dozens of industries over the decades, I easily picked out the veterinary clients as my favorites and chose veterinary services marketing as the field most promising, interesting and meaningful to me as a dog lover with plenty of client-side experience.
In addition to cases full of books about various aspects of writing, design and marketing, I already had a number of books about veterinary services marketing I’d collected since the mid-1990s. Once I decided to specialize, I reread those and ordered even more books about veterinary practice marketing, management and team training, subscribed to every veterinary newsletter I could find and started availing myself of online continuing education courses.
As I learned more about the veterinary industry and developed plans to relaunch my newly-specialized business, I interviewed a number of practice owners, vet school development and public relations staffers, a former AVMA president and a veterinary practice management consultant who were kind enough to answer my many questions and offer their advice. I also visited lots of veterinary marketing agency websites, reviewing service offerings and samples of their work.
In the process of doing my research, I’ve gained many insights and seen a good bit of fine work being done on behalf of veterinary practices. I’m especially excited to recognize opportunities to draw on my decades of experience outside the veterinary industry to offer fresh ideas and approaches that apparently are not being tested or written about in industry publications.
The “big idea” for my specialized practice is to bring all my qualifications, skills, experience, ideas and insights from the broader world of marketing to bear on the marketing challenges facing veterinary practice owners today.
Given my broader perspective, my veterinary clients and I occasionally zig when competing practices and agencies are zagging—just as they’ve all learned to do in the same veterinary marketing workshops, webinars and industry publications. When it’s called for, we zag, too. But we also have the option of differentiating ourselves by using less familiar marketing principles and practices from beyond the veterinary industry.
Mission-Driven to Help Companion Animals
I have loved dogs all my life and deeply appreciate the immeasurable joy my canine companions have brought me.
With my practice specialty in veterinary marketing now fully established, I look forward to spending the rest of my career supporting veterinary caregivers and their clients in providing the best possible care for as many companion animals as I can impact. I feel called to this work and have no plans to retire so long as I am able to continue producing high-quality work, keeping up with my field and being of service to my clients and their clients. (My mother very capably kept books at our family’s welding supply business through age 84, and I’d like very much to carry on in her tradition.)
If you would like to explore the idea of outsourcing your veterinary practice marketing to a capable specialist, I invite you, as an easy first step, to request a free Marketing Vital Signs Check. I usually complete the diagnostics within one or two business days and then present my findings and recommendations to you in a 30-minute video consultation scheduled at your convenience. Of course, there is no cost or obligation.