Pets Best, Headquartered in Boise, Idaho, is a division of general Fire & Casualty Company, which specializes in agribusiness, livestock and animal-related insurance products. The company was started by a well-respected industry veteran in the pet health insurance arena (Dr. Jack Stephens, former CEO of VPI, the largest and oldest pet health insurance company in the U.S.).

When they approached us back in July 2005, the company’s goal was to be the premier insurance provider for pets, operating though a nationwide network of veterinary partners in key markets throughout the country. With only four main competitors in the U.S. market, the public relations activities in 2005 initially addressed the larger veterinarian clinics/hospitals, including owners and staff. The 2006 activities more heavily addressed the consumer public.

Press materials needed to be developed in preparation of a soft launch in September 2005, starting with veterinarian offices in Arizona, Nevada and California. The goal was to establish a channel in approximately 700 vet offices by end of 2005. A public launch was planed for early January 2006 in Orlando at one of the largest veterinarian trade shows of the year.