Client overview
MedVet is a national network of veterinarian-owned and -led emergency and specialty hospitals founded with a mission to advance the field of veterinary medicine through collaboration, compassion, and clinical excellence. With 39 locations across the United States, the organization provides 24/7 emergency, specialty, and urgent care for companion animals, partnering closely with family veterinarians to deliver seamless care when it matters most.
MedVet stands out in the veterinary industry by combining the depth of expertise found in large referral hospitals with the personal commitment of locally led teams. Its focus on medical quality, clinician leadership, and empathetic client communication has established MedVet as a trusted leader in veterinary emergency and specialty care.
Challenge
MedVet needed to modernize its marketing foundation to support both immediate and long-term growth. The organization’s priorities included:
- Launching new hospitals with structured paid search support
- Supporting the specialized Veterinary Eye Institute with dedicated campaigns
- Building a scalable, location-based search strategy and activation plan
- Developing a data collection infrastructure to enable accurate performance tracking and optimization
- Creating referral campaigns to strengthen collaboration with referring veterinarians
- Establishing a recruiting strategy to engage third- and fourth-year veterinary students
To achieve these goals, MedVet needed a partner adept at managing multi-location healthcare organizations, balancing rapid execution with thoughtful strategy. The right partner would be able to activate short-term priorities quickly while laying the groundwork for sustainable growth across the entire MedVet network.
Our Strategy
Parallel Path began by focusing on MedVet’s most immediate growth opportunities: supporting new hospital openings and strengthening the Veterinary Eye Institute. Through a series of strategic workshops, we collaborated with MedVet’s team to align on the highest-value opportunities, clarify performance goals, and establish a foundation for a scalable go-to-market framework that could support both near-term performance and long-term growth.
The strategy emphasized structure, precision, and adaptability. We analyzed competitive search behavior to understand how MedVet compared across markets and used those insights to shape a location-based model that could flex by market maturity. This approach allowed us to prioritize hospitals by growth potential and margin while creating a framework that could scale efficiently as MedVet expanded.
As performance data matured, the strategy evolved to include recruitment marketing as a complementary initiative designed to strengthen MedVet’s employer brand and attract top veterinary talent. We developed audience journeys and messaging frameworks that differentiated MedVet among practicing veterinarians, residents, and students by highlighting career development, ownership opportunities, and quality of life.
To unify all initiatives under a single performance framework, we also focused on building the right foundation for data collection. Auditing existing systems and strengthening event tracking ensured that marketing efforts could be measured accurately and optimized in alignment with business objectives.
Execution
Parallel Path executed a data-driven, multi-phase campaign framework designed to strengthen MedVet’s digital foundation and accelerate patient acquisition across priority markets. Our team made more than 1,900 bid and budget changes, refined over 200 keywords, and continuously optimized campaign structures to improve efficiency and conversion outcomes. As performance data accumulated, we refined campaign types, adjusted budgets by market maturity and service mix, and prioritized high-performing locations for scaled investment.
To complement search efforts, we introduced paid social to educate consumers and increase awareness among younger audiences who represent a growing share of pet owners. Social video creative leveraged MedVet’s highly engaging brand and animal-focused content to build familiarity and trust while helping pet owners understand where to go for emergency care before it’s needed. The initial pilot launched with one location, where we tracked awareness, site traffic, and revenue impact to inform audience targeting and future market expansion.
Services Provided
Paid Media Strategy and Management
Search Engine Optimization (SEO)
Creative Video Production
Multi-Location Campaign Planning
Recruitment Marketing Strategy
Data Collection Infrastructure
Social Campaign Development
Reporting and Analytics
Results
Parallel Path’s partnership with MedVet delivered strong early results that far surpassed industry benchmarks and established a foundation for scalable, long-term growth. Performance improved quickly across key metrics, validating the effectiveness of the campaign structure, targeting strategy, and data-driven optimization approach.
As the program matured, MedVet continued to see steady quarter-over-quarter growth in conversions and hospital visits while maintaining high efficiency and cost control. Campaign refinements and audience testing helped drive record performance in late 2024, including the highest hospital visit rate and conversion volume to date.
The addition of paid social introduced a new awareness channel that reached more than one million users and helped educate younger audiences on MedVet’s specialty and emergency care services. The campaign created an additional touchpoint for pet owners who were not yet actively searching for care, ultimately increasing brand awareness and driving incremental growth across channels.
During our partnership:
- In the first phase of our partnership, paid search generated a 533% ROAS, maintaining high performance and efficiency in subsequent periods
- Conversion rates exceeded industry benchmarks by 36%
- Cost per acquisition outperformed benchmarks by 61%
- Paid social reached 1M+ users and contributed to a 43% increase in hospital visits in the first quarter within the test market where it was launched
- Conversion goals have doubled year over year as the program expanded across additional markets
Parallel Path’s work helped MedVet create a scalable, data-driven marketing engine that continues to support new hospital launches, deepen brand awareness, and drive meaningful connections with pet owners across markets.