Delivering a new website that resonates with three audiences

Zoetis Reference Laboratories marketing team contacted me when they were ready to launch a new website. They also needed help in writing email communication projects. Zoetis had recently brought three regional veterinary diagnostic laboratories together. Each laboratory – Phoenix Lab, ZNLabs, and Ethos Diagnostic Science – had its own website and processes catered to their customers. Zoetis Reference Labs had a small market share compared to two diagnostic lab leaders in the United States.

Conveying a seamless transition and a continuation of preferred services were crucial. The new messaging played a critical role in showing customers how they would benefit by joining the Zoetis family of companies. Launching a new website is never simple. But this endeavor required experts who could execute within a rigorous regulated healthcare review process during a pandemic.

As the sole veterinary copywriter, I worked with the C-Suite, marketing, medical, laboratory leadership and web design teams. My responsibilities included diving into the research, interviewing subject matter experts, organizing and synthesizing the data, and designing the messaging hierarchy. I created the key messages, emails and website content.

Client Success Story: Zoetis Reference Laboratories


Zoetis Reference Laboratories website launched on time. Veterinarians and veterinary technicians gave positive feedback about the content addressing their needs. With every click, the brand reassures current clients while also attracting new veterinarians to the nationwide lab network.


  • Website strategy
  • Website copy
  • New services launch
  • Email communication

In the client’s words.

Pleased with the site we launched. Thank you for your expertise as we merged the three labs and three customer sets into one. Your knowledge and insight were invaluable. I was really happy with the collaborative conversations we had to map out customer experiences and journeys.

We’ve had a lot of good responses from customers around the transition and the communications delivered. Customers have transitioned well, even those customers who experienced price increases.
Carrera Halwachs, Brand Manager, Zoetis Reference Laboratories, U.S.

Zoetis Reference Laboratories website

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Highlights of Animal Health Clients

“I have had the pleasure of working with Shannan on several commercial writing projects. She has always performed in a professional and creative manner. Shannan provides a positive team spirit and tremendous knowledge of writing technique. I would highly recommend her for marketing projects.”
Mick Sibbel, The Sibbel Group

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