As the teaching hospital of the RVC, the Queen Mother Hospital for Animals is known for its technical and research resources. 1st Opinion Vets also need reassurance on ‘quality of care’ – which they perceive as ‘continuity of care / outcome’ as the patient transfers from them to the hospital. The communication idea was ‘Your patients couldn’t be in better hands’, with ads showing case notes based on real patients with specific conditions, to illustrate different specialties.
