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Five publications that target Canadian veterinarians and can be used to reach veterinarians in Canada via advertising include the West Coast Veterinarian Magazine, the Veterinary Practice News Canada magazine, The Canadian Veterinary Journal, Focus Magazine, and the Innovative Veterinary Care (IVC) Journal.

Publications for Canadian Veterinarians

1. West Coast Veterinarian Magazine

  • A link to the most recent volume of the West Coast Veterinarian Magazine can be found here.
  • This magazine is published quarterly by the CVMA-SBCV Chapter of the Canadian Veterinary Medical Association. It covers news and information on veterinary issues, practice, and medicine as well as stories on veterinarians.
  • Members of the CVMA-SBCV Chapter are sent the print copy of this magazine while others can access the magazine online.
  • Inga Liimatta, Ad Sales, can be contacted at [email protected] to place display ads in the West Coast Veterinarian print magazine.

2. Veterinary Practice News Canada

3. The Canadian Veterinary Journal

  • A link to the table of contents and abstracts of content in the latest volume of the Canadian Veterinary Journal can be found here.
  • While the full-version of recent issues is only available to members and veterinary students, a link to the May 2019 volume of the magazine can be found here.
  • Canadian Veterinary Journal is a peer-reviewed scientific publication focused on veterinary practitioners in Canada. It is published monthly by the Canadian Veterinary Medical Association (CVMA) and features news, articles, reviews, and information on new veterinary products.
  • The journal reaches more than 7,000 veterinary practitioners in Canada. It has the highest readership among small animal practitioners (close to 3,500), followed by mixed animal practitioners and students. In addition, the journal reaches libraries and institutions, large animal practitioners, and practitioners in government, research, and veterinary industry.
  • The advertising rates, specifications, and ad format requirements for advertising in the Canadian Veterinary Journal can be found here.
  • Laima Laffitte, the Advertising and Sponsorship Consultant for the journal, can be reached at [email protected] and (613) 673-2659.

4. Focus Magazine

  • A link to the March-April 2018 volume of the Focus Magazine can be found here.
  • Focus Magazine is a bi-monthly magazine published by the Ontario Veterinary Medical Association (OVMA). The magazine covers topics such as new veterinary research, veterinary practice management, health and well-being, government/regulations, communications, and financial management, among others.
  • The print version of the magazine reaches over 3,000 veterinarians in Ontario while thousands of veterinarians read its digital version online. It has a readership rate of 90% and a pass-on rate of 70%.
  • The current and past versions of the magazine are only available to OVMA members. Details and requirements for free, discounted, and paid memberships can be found here.
  • The advertising rates, specifications, formats, and deadlines for booking ads can be found in this Advertiser Kit.
  • To reserve ad space in the magazine or for any advertising inquiries, the advertising coordinator, Vicky Vernile, can be contacted at [email protected] or 1.800.670.1702 ext. 210.

5. Innovative Veterinary Care (IVC) Journal

  • A link to the Innovative Veterinary Care (IVC) Journal can be found here.
  • The Innovative Veterinary Care Journal is published by the Ontario-based Redstone Media Group. Redstone Media Group is North America’s leading publisher of health and wellness magazines for veterinarians, RMG, pets, and horses.
  • Innovative Veterinary Care Journal focuses on veterinarians and vet technicians and covers topics related to both traditional and integrative veterinary care.
  • The company prints 120,000 copies of the journal every year. The journal’s website receives 350,000 annual views.
  • The journal’s team can be contacted at [email protected]. However, for marketing-related information, Redstone Media Group can be contacted using this form.

Canadian Veterinarians — Psychographics

A psychographic profile for Canadian veterinarians has been provided below.

Motivations and Aspirations

  • Many veterinarians in Canada aspire to have “their own practice or become a partner in a practice.” The reasons that drive this aspiration include an ability to make their own decisions, earn a higher income, and have increased flexibility in vacation time.”
  • In fact, 75% of Canadian veterinarians work in general or specialized private practices of all sizes. Around 10% of veterinarians in the country work for the government. Only 6% are employed in the veterinary industry and 5% are associated with veterinary teaching and research roles.
  • Canadian veterinarians want a better work-life balance, and hence, work fewer hours. Today, young veterinarians in Canada work 500 fewer hours per year, compared to the previous decades.
  • In 2018, female vet graduates made up nearly 85% of all veterinary graduates in Ontario. These female vet graduates tend to “take time off to have children and come back part-time.” Hence, it can be assumed that young female veterinarians tend to put their family before their career.
  • Continuing professional development is also important for veterinarians in Canada. In 2018, veterinarians in Ontario logged an average of 111 hours of continuing professional development.

Likes and Interests

  • Some basic interests among veterinarians include working with animals and animal welfare. A study from 2014 indicates that Canadian veterinarians love four aspects of their job including “making a difference by helping animals, making a difference by helping clients, having challenging/interesting work, and having supportive coworker relationships.”

Emotions

  • Veterinarians in Canada struggle with stress and other mental health issues. According to a research study published in February 2020, veterinarians report high levels of “stress, burnout, depression, anxiety, secondary traumatic stress, and suicidal thoughts.”
  • The study further indicates that the prevalence of suicidal thoughts among veterinarians (who participated in the study) was 26.2%, substantially higher than the 2-10% prevalence among the general international population.
  • Female veterinarians report mental health issues more frequently than male veterinarians. Some of the factors contributing to mental health issues in veterinarians include their interaction with sick animals, euthanizing pets, animal cruelty, and conflicts with pet owners.

Hobbies

  • Veterinarians in Canada typically work 8-10 hours daily, or nearly 50-60 hours a week. They also work nights and weekends, as and when necessary, leaving little to no time for hobbies. Consequently, recent information on the hobbies and activities outside of work for Canadian veterinarians was not available. However, a study from 2014 indicates that nearly 25% of veterinary practitioners exercise almost daily while 40% participate in moderate physical activities for at least 30 minutes several times a week.

Media Habits

  • Veterinarians in Canada tend to consult professional bodies for their concerns and inquiries. In addition, they subscribe to the magazines and newsletters published by the professional veterinary bodies and associations such as the Canadian Veterinary Medical Association and the Ontario Veterinary Medical Association (OVMA).

Generational Insights

  • Initial research indicated that the average Canadian veterinarian is a female in her 40s, with an annual income in the range of $30,229 and $139,667, or approximately $85,000 on average. Given this, we reviewed the psychographics of Canadians and in their 40s (Gen Xers) and pulled relevant insights that may prove helpful in marketing to the average Canadian veterinarian.
  • Overall, 71% of Gen Xers in Canada subscribe to traditional TV while 72% have an SVOD subscription. They spend more hours per week i.e., 8.7 hours watching traditional TV than online TV (4 hours).
  • 90% of Canadian Gen Xers are prolific radio listeners. However, only 38% have music streaming subscriptions.
  • An analysis of 40-45-year-old Canadian women on Facebook whose interests include “veterinary medicine”, “veterinary physician”, “veterinary surgery”, and “Veterinary Practice News” (publication) indicates that they frequently visit Maclean’s and Chatelaine in news and media websites and Well.ca in health and wellness websites.
  • Their favorite TV show is Cuisine futée and their favorite news and media companies include Today’s Parent, CBC Indigenous, and CBC.
  • In addition, this audience group shops at IKEA, Artemano (furniture), The Body Shop (cosmetics), and Hudson’s Bay (departmental store). Their favorite clothing brands are Ricki’s, RW&CO., Old Navy, Reitmans, Joe Fresh, RUDSAK, Simons, and Roots.
  • A complete breakdown of the interests of this audience can be found in the screenshots below.

Facebook Audience

Facebook Audience 2

Facebook Audience 3
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