Veterinary33 / Digital Publishing / Growth Product Management
From email reach to areason to return.
I led the product direction for Veterinary33's modernization: turning an email-dependent veterinary publication into a more useful digital experience built around discoverable clinical content, professional identity, discussion, and audience intelligence.
The editorial platform is live. Community features have launched, while meaningful participation and sustained retention remain the next product challenges.
Product: Veterinary33
Role: Product Strategy, UX/UI, Growth & Digital Experience
Status: Live editorial platform · Community early-stage
01.The Challenge
A distribution engine is not the same as an engaged product.
Veterinary33 already had access to a sizable email audience and a regular veterinary editorial cadence. The opportunity was to make the website itself more useful, discoverable, and worth revisiting, rather than relying primarily on the next newsletter.
Dependence on reactivation
The existing publishing model used frequent newsletters to bring readers back. Email reach existed, but it did not by itself create a lasting on-site habit.
Outdated digital experience
The earlier CMS and user experience did not reflect the quality, volume, and range of specialized veterinary knowledge the publication wanted to deliver.
A passive audience
Readers could consume articles, but the opportunity was to give professionals and interested readers ways to exchange knowledge and return for new discussions.
The business opportunity
Transform newsletter-driven attention into a digital publishing experience that supports content discovery, credible professional participation, repeat visits, and relevant links to EDRA's veterinary learning resources.
02.The Strategy
Move from sending content to creating ongoing utility.
I approached the relaunch as a connected experience, not a cosmetic redesign: the editorial system, audience discovery, professional identity, participation, and commercial relevance all had to reinforce each other.
Before / Channel dependent
Email → Article → Exit
The newsletter brings attention to a story. Once it is consumed, another campaign may be needed to prompt the next visit.
Designed direction / Product led
Email → Article → Discussion → Return
Content becomes a starting point for useful discovery and conversation. Registered readers can build continuity beyond a single email click.
Audience relevance
Organize content by veterinary topic, species, and professional interest.
Participation architecture
Connect each article with a related discussion and member identity.
Decision intelligence
Track behavior, adoption, and content performance to guide the next iteration.
03.The Solution
A publishing platform designed for discovery, contribution, and learning.
The redesign went beyond an updated interface. It created the technical and UX foundation for an editorial platform that can connect article consumption, community activity, and professional resources.
Real product / Live website captures
The actual Veterinary33 experience.
Searchable clinical archive
Subject discovery, editorial formats, and a searchable library of veterinary coverage.
Visit this page
Clinical article experience
Readable research summaries, publication context, and a direct path into discussion.
Visit this page
Community and discussions
Article-linked topics, forum discovery, subject filters, and member participation tools.
Visit this pageThese images are captures of the real public website, not generated mockups. Live content, article counts, and community activity may change.
A modern editorial foundation
Reorganized clinical coverage into a cleaner reading experience with subject filters, article metadata, search, and discoverable content archives.
Product decision
Prioritize relevance and readability for professionals who need to scan information efficiently.
Article-linked discussions
Articles can generate associated forum topics automatically. Registered members can also create their own topics and participate in discussions.
Product decision
Build conversation into the content architecture instead of treating a forum as an unrelated destination.
Veterinary profiles and verification
Readers can register, while eligible veterinary professionals can display verified credentials or professional identity signals in community contexts.
Product decision
Make expertise visible without requiring all readers to hold veterinary credentials.
AI-assisted curation
AI helps support article discovery and editorial operations. Clinical reporting can reference peer-reviewed research, while editorial trust and source context remain essential.
Product decision
Use automation to support content operations, not to replace quality control or impersonate community members.
Internal audience intelligence
Dashboards organize reader activity, article attention, traffic, member segments, and engagement signals for product decisions.
Product decision
Give the team visibility into behavior rather than judging success on email volume alone.
Relevant veterinary learning resources
Editorial topics can connect to professional books and resources from the EDRA Publishing veterinary catalog when relevant.
Product decision
Make commercial discovery contextual, not intrusive, and distinguish editorial coverage from sponsored resources.
04.Growth Strategy
Build the experience around the reader lifecycle.
I connected a well-established acquisition channel with product experiences intended to improve activation, meaningful participation, and future retention. These stages are the product model, not validated funnel-conversion results.
Acquisition
Newsletters, search, and editorial discovery bring readers to relevant content.
Activation
A reader finds a useful article, topic, or professional resource.
Participation
Registered users can respond to article discussions or create topics.
Retention
Relevant updates and continuing conversations are intended to encourage return visits.
Expansion
When appropriate, discover related EDRA veterinary books and learning resources.
The metric I would prioritize next
Meaningful weekly participation among registered readers: a reply, relevant discussion, or other defined contribution, paired with cohort-based return behavior. This would tell us more about product adoption than email sends or forum page views alone.
05.Results & Evidence
Reach is established. Community adoption is still early.
The platform has real audience and membership data. The important distinction is between people reaching the website, creating accounts, and participating meaningfully in the community.
Website activity
Active users
GA overview in internal analytics snapshot
Page views
Same captured GA overview
Engagement rate
GA overview; reporting window not confirmed
Early community signals
Registered members
Captured internal member dashboard
Members active in the past 7 days
At the time of screenshot
Forum page views
Internal page report; not posts or replies
Distribution context
Semi-qualified contacts in the broader Mailchimp database
The editorial newsletter routinely highlights approximately five articles per day, or 25 across a five-day week. The broader Mailchimp database is not the number of active Veterinary33 readers or newsletter recipients per send.
06.Key Decisions & Learnings
What I prioritized, and what I deliberately did not rush.
This project reflects product management under real constraints: a publishing operation with ongoing content demands, a limited team, and a community that requires credible participation and moderation.
Editorial value before community scale
The immediate priority is maintaining useful, structured veterinary coverage. Moderation and community programming require resources and deliberate timing.
Trust before AI moderation
Automated moderation and discussion agents are technically possible, but I chose not to rely on them without confidence in quality and reliability.
Visits are not retention
An audience reaching the forum or registration page does not demonstrate sustained participation. The next step is clearer activation and return-visit measurement.
My ownership
Product strategy connected to growth execution.
I defined the relaunch opportunity and directed the platform experience around how veterinary professionals discover information, how content can lead to participation, and how analytics should inform future product decisions. My background in lifecycle marketing helped connect acquisition and the on-site experience, while AI-assisted tools supported implementation and editorial workflows.
What comes next
Measure and build meaningful participation.
Define what qualifies as an active community member, beyond page views and logins.
Improve member onboarding and article-to-discussion transitions.
Introduce a sustainable moderation process when community demand and resources justify it.
Measure weekly participation, return cohorts, and content-to-commerce engagement.
These are future priorities, not completed experiments or validated growth outcomes.