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Marketing & Branding a Vet Practice
 

Marketing & Branding a Vet Practice

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I presented on branding and marketing an equine veterinary practice to members of the Louisiana Vet Med Association Equine Committee in September, 2011. Here is the presentation.

I presented on branding and marketing an equine veterinary practice to members of the Louisiana Vet Med Association Equine Committee in September, 2011. Here is the presentation.

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  • Hi, great slideshare Mike. Really accessible information which will help many vets.
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  • This cowboy is not like us. He knew what he was getting into when we are just participants in an accident
  • ??? Crossroads. Who thinks the future of how we run our practices will be different?Do you Know what it will look like. Ac risis is a terrible thing to waste
  • Ostrich with ehad in water. Tide goes out it is up somewhere else
  • Who wants to shift direction??
  • MPEquine LogoI realized that this is a people business. The best vets I have are those that are excellent at relating to people. Good vets/bad communicators and ok vets but great communicators. The best is great vet and great communiator
  • Are you up for the challenge? Eureka. Looking at other businesses
  • What does this mean? If you were not there would anybody care?Easy to differntiate when you had the only DR in town. Or the first that did acupucnture or mri etc. Need more that now. What you need is to give the ultimate customer experieince. This is a people business. Just being a vet won’t cut it any more.
  • Photos of a grocery store
  • Restaurant
  • Business Examples Use the 4H example. Declining use. Put together new programs to attract new people then brand it so when you see it you know what it is. Restaurant analogy. Advertising gets them there, marketing ensures you have the kind of food they want to eat and customer experience makes them come back
  • Apple vs Microsoft
  • BMW – The ultimate driving machine
  • BMW – The ultimate driving machine
  • BMW – The ultimate driving machine
  • BMW – The ultimate driving machine
  • BMW – The ultimate driving machine
  • Need a picture
  • Need a picture
  • IdentifySatisfykeep
  • Add stuff from handout
  • 255 resumes for 11 jobs23 jobs for every resume
  • Focus group should not have the vets. Have an outsider
  • First DR Good when experienced
  • Repro vet rebranding themselves.
  • Add logos of sort teams, political partiesOur values and visions reflect who we are as people and so they do to a busiinessYou need to know who you are so you can begin to present that image.. It is not enough to put uyour MS on your web site. You have to live it.Put some banal slogons up there from vet practices
  • NiagaraAsk Questions
  • Walk the walk and talk the talkDiscuss our brand with the questions
  • Starbucks closing for training
  • If you are this do you want this. McDonalds then a dirty slob serving
  • If you are this do you want this. McDonalds then a dirty slob serving
  • Rodeo and a vet in a suit
  • Rodeo and a vet in a suit
  • Trucks and clothes
  • Unless you are healingahorse with a new and revolutinary technique what else do you have to offer. Who do you think encounters cleints more?
  • How you get staff on board first. They want to be part of this.Transparency = discuss tomorrow
  • How you get staff on board first. They want to be part of this.Transparency = discuss tomorrow
  • As a leader you nend to be consistent and drive the changeShow the results from your research. Talk about the challenged, what the plan is and what you hope to achieve Makw them part of the solution
  • Pot of gold Run for the cureClient touch points
  • Culture club – Dos Equis, Volvo
  • Vet and client photo

Marketing & Branding a Vet Practice Marketing & Branding a Vet Practice Presentation Transcript

  • The New Path to Success for the Equine Vet
    Mike Pownall, DVM
    mike@mpequine.com
    www.slideshare.net/mpownall
  • Our World
  • Our World
  • What’s My Story
  • We Need a New Way
    Can we learn from other industries?
    Marketing
    Branding
    Social Media
    Cost Savings
  • What Makes You Special?
  • What Happens When You’re Special?
    Value = Loyalty= Less Price Sensitivity
  • The Customer Experience
    Client Outcome
  • The Customer Experience
    It should not be a commodity business
  • If you reduce your prices… you have to sell MORE to maintain your margin
  • If you reduce your prices… you have to sell MORE to maintain your margin
  • If you reduce your prices… you have to sell MORE to maintain your margin
  • % Change to Pre Tax Profit
  • Profit Leakers
  • Good, Cheap & Fast
    You can be 2 but not all 3
    Good and cheap not fast
    Good and fast not cheap
    Cheap and fast not good
  • Giving Value
    Marketing
    Branding
  • What the #*^%*@ is Marketing?
    Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. Wikepedia.com
  • What is Branding
    What you stand for
    What you want to be know for
    Promise of
    Quality
    Service
    Performance
    Customer Experience
  • Marketing
  • The Equine Practice?
    Where are we going to find value?
  • The Equine Practice?
    Where are we going to find value?
  • Marketing
    Competition
    Customer
    Customer
    Customer
  • Strategy
    Identify our challenges
    Create a plan
    How we will do it
    How will we measure it
  • Competition
  • Bargaining Power of Clients
    The internet
    Relative abundance of veterinarians
    Health of the local economy
    Lay providers
    Price sensitivity
    Different breeds or disciplines
  • Threat of New Entrants
    New vets in an area
    Non-veterinary practitioners
    The internet
    Internet pharmacies
  • Bargaining Power of Suppliers
    Increased costs from suppliers
    Decreased competition
    Cost of labor in local market
  • Threat of Substitute Product
    Lay practitioners
    Internet
    Lack of differentiation
  • Competitive Rivalry
    Newly graduated vets
    Price cutting by other vets
    Online pharmacies
  • What Does Your Client Think of You?
    Surveys?
    www.surveymonkey.com
    Focus Group
    Hire a pro
  • Are You Missing Clients
    Market Segmentation
    Clients
    Breeds
  • What Does Your Client Want?
    Million $ Question
  • 2007 AAEP Survey
    Quality of care
    Medical knowledge
    Horsemanship
    Prompt or available
    Communication skills
  • What do you offer?
  • Values
    Vision
    Mission Statements
  • Mission Statement
    Concise statement of business strategy from a clients POV
    What do we do?
    How do we do it?
    Who do we do it for?
    Not-differentiating
  • Vision Statement
    What you want the practice to be
    Our vision at McKee-Pownall is to be a leader in Canadian equine veterinary services. We will do this by setting a standard of excellence recognized by clients, employees and colleagues as a leading resource to the equine community.
  • Value Statement
     
    We recognize and value the strength and uniqueness of each Client-Horse-Veterinarian relationship.
    We are professional, ethical, innovative and available.
    We are leaders in implementing current medical technologies and are an important resource to the equine industry.
    We are committed to excellence in veterinary medicine, customer service and client education.
    We provide a supportive, collaborative working environment where everyone can maximize their potential.
    We are an economically sustainable business.
    We are environmentally responsible.
    Differentiating
  • Values
    “The nature of our motivation determines the character of our work”
    Dalai Lama
  • Where are we Now?
    Competition
    Customers
    Ourselves
    Services
    Values
  • Case Example
    Signalment
    • 1.5 vet practice
    • 3 competing vet practices
    • One vet lacked bedside manner
    • Other vets part of mixed group practice
    • Last vet was very hungry
    • All were cheap
  • Who are we?
    Great bedside manner
    Showed up on time
    Full gamut of technology
    Patient
    More expensive
  • What is our plan?
    Seek out those who want better
    Not lower our prices
    Be everything the others aren’t
    Reflect our values
    Develop a brand
  • Your Brand
    What does your practice stand for?
    What do you want your practice to be know for?
    What is your guarantee?
    What are the systems to deliver it?
  • Why the Brand is so Important
    Develops an organizations identity
    Creates processes to deliver
    Springboard for change
    Clarity in an organization
  • Why are staff so important?
    We perform medicine
    We deliver the brand
    Happy employees = happy clients
  • 5 Steps to a Brand
    Based on values, vision and mission
    Driven by leadership.
    Develop with communication
    Make it fun
    Encourage change
  • Values, Vision & Mission
  • Values, Vision & Mission
    What is the sense of mission that ultimately drives what we do at MPES?
    Who is our ideal customer (in general terms)?
    In one sentence, describe what makes the McKee-Pownall way of doing business unique.
    Do you know where this practice is headed in the next 5 years? If so, where?
    Who is our ideal employee – list 3 personality traits that make a model MPES employee
  • Leadership
  • Communication
  • Have Fun
  • Evolve
    We are committed to Personal Learning and Development
    We are Flexible and Adaptable
    We are Self-Motivated
    We are Unique Individuals
    We are Courageous and Self-Confident
    We are Problem-Solvers
    We are Team Players
    We have a Positive Outlook
    Commitment to Personal Health
    We are Emotionally Intelligent
  • Other Impacts To Your Practice
    HR
    Training
    Compensation
    Technology
  • Does it Work?
    Less HR headaches
    More fun at work
    New profit centers
    Practice growth
    Decreased costs
    Loyal clients
    Fired clients!!
  • Final Words
    Essential
    Be patient
    Be consistent
  • Spreading the Word?
    See you tomorrow morning!