Account brief — Fairfax Veterinary Clinic

Where we are right now

Fairfax is one of the steadier Growth-tier accounts — fourteen months in, no friction, and Dr. Hamish (the owner) trusts DE to make small judgment calls without checking back. Mel runs the front office and sends most of the day-to-day requests. She emails directly, usually short, usually clean. The practice ships changes confidently and rarely asks for previews on routine work.

The thing that matters this quarter is the boarding-services expansion — Robert and Dr. Hamish walked through it on the May 8 call. They're aiming for a Q3 launch of expanded overnight boarding, and DE's role is to refresh the site so it can carry the new offering. No work has come in for that yet, but it's the next strategic moment for this account.

Voice

Confident, warm, crisp. No exclamation marks (Alie's brand-voice note from March). No marketing-speak. The practice has a "we've-been-here-thirty-years" quiet authority — copy should match that.

How Mel writes (recent email)

Hey team, can we add a quick note on the homepage that Saturday urgent-care is 9am-12pm from May 20-25, then remove it after the 26th? We also mention availability on the services page, so please make sure it doesn't conflict. Thanks, Mel.

How DE replies on this account (last shipped)

Hi Mel, banner is up on the homepage and matches the services-page wording. They'll auto-revert May 26 so you don't have to think about it. Let me know if anything else. Jeni.

Recent activity

Saturday urgent-care hours in progress today

12 min ago

Mel · routine update · 9–12 May 20–25 with auto-revert May 26

Banner refresh — spring exotic-care promo

Apr 18

Mel · shipped same day · banner ran 3 weeks, removed Apr 30

New patient intake flow update

Mar 22

Dr. Hamish · added boarding-history question · shipped after one preview cycle

Services page reorg

Feb 14

Mel · grouped exotics under one card, simplified pricing language

Homepage hero redesign

Jan 30

Alie-led · brand voice ratification · "Care that feels like family" line

Senior team touches

A

Alie 3 weeks ago

Brand-voice review on the April banner draft. Direction: tighter, no exclamation marks, lead with what changes (not why). The note holds for current and future copy on this account.

R

Robert May 8 · call with Dr. Hamish

Quarterly check-in. Dr. Hamish is planning a Q3 launch of expanded overnight boarding services — wants to make sure DE's site work is in sync with the operational rollout. No specific asks yet; the work will come through Mel when they're ready.

Where Fairfax sits in the fleet

Engagement

Top 30%

across Growth-tier accounts

Ticket cadence

~6 / month

routine plus seasonal

Churn signal

None

healthy, growing relationship

Things worth remembering

Dr. Hamish doesn't need to be looped in on routine work. Mel has full authority on day-to-day updates.
The Q3 boarding expansion is the next strategic moment. When work for it comes in, treat it as a real project (not a routine update) and offer a strategic check-in early.
Their exotics services is the busiest part of the practice and the part most worth promoting in seasonal pushes (we saw 3x lift on the April banner exotic-care promo).
Mel prefers email over Slack. Don't push them toward portals or new tools.