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The Social Practice
SEVC 2014, Barcelona
CSR and our reputation
Link
The Girl Effect
René van den Bos
Multimedia
Marketing
Storyteller
Actor
DVM
Pharma
Digital Media
Intervet (MSD)
1965
Filmmaker
Mobile
Hous...
Link
Within DigiRedo we try to help vet practices and other companies to improve their communication with
their customers ...
Link
The Girl Effect was initiated by the Nike Foundation
Nike want to positively contribute to society with this
Pampers also does its contribution...
Link
...and doesn’t this video give you a good feeling?
For our kids, we have always bought Pampers, for this reason, to help babies in developing
countries. And Pampers has a po...
Also for every like they donate one vaccine...
The	
  best	
  kept	
  supermarketsecret
95%	
  of	
  all	
  chicken	
  in	
  the	
  supermarket	
  are	
  ‘bofchicken’.
T...
Link
Also in the veterinary healthcare there are CRS campaigns: MSD ASnimal Health does a similar
campaign as Pampers does...
And sometimes just a single vet practice can do good for society. A vet clinic in the south of
Holland has set up a projec...
What does all these projects do with people that buy these products or services?
This is what we call CSR
Business has
a responsibility
to give back
to the
community
Whom of you are already doing CSR projects with the clinic?
Planet
People
Society
In general CSR can be done in three main areas:
Planet PeopleSociety
energy sources
energy management
waste management
hygiene management
transportation
cradle2cradle
don...
why CSR offers vets
great opportunities
It suits us
We are already caring as vets. So if we do CSR, it fits with our image as caretaker of pets
It differentiates us
We can differentiate ourselves from our competitors
It binds us
It binds the relation we have with our customers
but...how can we use it?
...because we need a basis for the practice from where we can start communicating to the
outside ...
We know that nowadays a single individual can change the world...remember who won the
Nobel Peace Prize this year?
shareholders
PROFIT=GOAL
QUANTITY
manipulate
outside-in
consume
extrinsic value
1-dimensional
ego
control
illusion
top dow...
authen3c
PROFIT=REWARD
QUALITY
accountable
people/planet/profit
share
personal value
collective creativity
purpose
let	
  g...
Themarkethaschanged
..and yes, we also live in a changing world
Competitionincreases
Competition increases with mobile practices, practices in garden centers and pet-shops and
with large...
Numberofpetsdecreases
Fewer	
  and	
  fewer	
  pets	
  in	
  The	
  Netherlands
Lessexpensesperpet
Visit	
  to	
  the	
  vet	
  o<en	
  delayed	
  due	
  to	
  smaller	
  
budget
So how do vets deal with the crisis?
OK...so #vets sell their services
through Groupon...I just don’t know
what to think of that...
pic.twitter.com/x1ZNP6mrDZ
...
Knowledge is power, but not on its own. we need to do more in addition to our knowledge.
And if we do it well it becomes a...
PRODUCTS
ENGAGEMENT
CUSTOMEREXPERIENCE
KNOWLEDGE
These are the components that lead to the total customer experience
WHO/WHY
WE ARE
WHATWEDO
HOWWEDOIT
HOWWEAREPERCEIVED
Link
And this the same picture...
Please take a look at the video (see...
In order to distinguish ourselves, we need to know who and why we are and translate this
into recognizable and unique imag...
product &
service
Brand
design
Brand
identity
Brand
activation
brand
genotype
brand
fenotype
brand
behaviour
Brand
usage
B...
Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer
brand
genotype
brand
fenotype
All your communication shoul...
The ultimate goal is to make strong connections in the brain of our brand with positive
emotions in the brains of our clie...
examples from big brands: the connection that Coca Cola makes is...happiness
And even if you can’t read it, you recognize it immediately
What are the connections with Red Bull?
Young, tough, challenges
And with Volvo? Safety.
Which doesn’t mean that other cars are not safe, but they cannot claim that position as Volvo
does.
SAFETY?
Make sure it fits
and safe it is...the guy with the smile on the right is the driver of the car...
Howdowepresentourselves?
So, how do we vats brand ourselves?
brandvision
...to	
  bring	
  a	
  posi-ve	
  contribu-on	
  to	
  your	
  pet’s	
  health	
  and	
  wellbeing.
Responsibl...
brandpromise
Topcare	
  for	
  your	
  pet!
Your	
  pet,	
  our	
  care
Guarding	
  your	
  pet	
  through	
  care	
  and	...
logo veterinarian
Google this...
...and you’ll find this.How diverse is this?
What we see most are silhouettes of animals...
...or paws
While look again at the big brands...do they portrait their core product?
There is no car in the logo of Volvo
What the logo means of 11 car brands: http://www.businessinsider.com/car-logos-2011-5...
The meaning of the Shell logo: http://www.shell.com/global/aboutshell/who-we-are/our-
history/history-of-pecten.html
A logo from a group of vet clinics in The Netherlands. This logo was tested amongst
consumers and was associated with heal...
This is a logo form a clinic in the states. But this has a paw! Yes, but in combination with the
green leaf, what associat...
Shell does a lot in CSR...but for them it is a lot harder to make it fit...
...if you only look at the Niger Delta
So, if you present yourself as eco-friendly , be sure keep you 4WD out of sight...
In summary: the world has changed...
..and the market has changed, we need to distinguish ourselves form our competitors
So we need to do like the big brands do...
...branding and marketing...whether we like it or not
VETERINAIRY
it suits us
it differentiates us
it binds us
and if we combine this with CSR, or better, VSR...then there are ...
rene@digiredo.nl @renedigiredo
Thanks for your attention. If you need more information or need advise? Don’t hesitate to
c...
The Social Practice - CSR and the reputation of veterinary practice
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The Social Practice - CSR and the reputation of veterinary practice

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More and more business try to distinguish themselves to the customer through CSR, Corporate Social Responsibility. We, veterinarians, should do the same with our practices. But, if you actively invest in CSR, you need to extend this behavior in all your activities in order to be trustworthy. We veterinarians have a great benefit compared to all those other businesses. We are trustworthy and authentic. We care, because that's what we do. Take a look at this presentation and see the opportunities!

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The Social Practice - CSR and the reputation of veterinary practice

  1. 1. The Social Practice SEVC 2014, Barcelona CSR and our reputation
  2. 2. Link The Girl Effect
  3. 3. René van den Bos Multimedia Marketing Storyteller Actor DVM Pharma Digital Media Intervet (MSD) 1965 Filmmaker Mobile Houseboat Veterinarian Marcela David Enterprise 2.0 Apple lover Apps Global Product Manager International Technical Manager Felipe Colombia Golf LinkedInTwitter So this is me
  4. 4. Link Within DigiRedo we try to help vet practices and other companies to improve their communication with their customers and their colleagues using digital technologies.
  5. 5. Link The Girl Effect was initiated by the Nike Foundation Nike want to positively contribute to society with this
  6. 6. Pampers also does its contribution...
  7. 7. Link ...and doesn’t this video give you a good feeling?
  8. 8. For our kids, we have always bought Pampers, for this reason, to help babies in developing countries. And Pampers has a positice connotation with us because of that
  9. 9. Also for every like they donate one vaccine...
  10. 10. The  best  kept  supermarketsecret 95%  of  all  chicken  in  the  supermarket  are  ‘bofchicken’. These  animals  can  hardly  walk. Biological  chicken 930  grams Bofchicken 2350  grams Another example, but then with a reverse effect: animal rights association makes customers feel guilty to buy what we call ‘bof’chicken. And now supermarkets will stop selling these chicken
  11. 11. Link Also in the veterinary healthcare there are CRS campaigns: MSD ASnimal Health does a similar campaign as Pampers does. Donating a rabies vaccine for every rabies vaccine sold to a project in the Serengeti where all dogs in all villages around the Serengeti are vaccinates against rabies.
  12. 12. And sometimes just a single vet practice can do good for society. A vet clinic in the south of Holland has set up a project ‘Association Human Animal Need’ which helps people that cannot afford proper veterinary health care for their pets.
  13. 13. What does all these projects do with people that buy these products or services?
  14. 14. This is what we call CSR
  15. 15. Business has a responsibility to give back to the community Whom of you are already doing CSR projects with the clinic?
  16. 16. Planet People Society In general CSR can be done in three main areas:
  17. 17. Planet PeopleSociety energy sources energy management waste management hygiene management transportation cradle2cradle donations sponsor through labour local events sustainable products (eg fair trade) internships cooperation w non-profits One Health healthplan teambuilding communication diversity training involvement practice management water management coaching People in this case are the people that work in your own organization
  18. 18. why CSR offers vets great opportunities
  19. 19. It suits us We are already caring as vets. So if we do CSR, it fits with our image as caretaker of pets
  20. 20. It differentiates us We can differentiate ourselves from our competitors
  21. 21. It binds us It binds the relation we have with our customers
  22. 22. but...how can we use it? ...because we need a basis for the practice from where we can start communicating to the outside world
  23. 23. We know that nowadays a single individual can change the world...remember who won the Nobel Peace Prize this year?
  24. 24. shareholders PROFIT=GOAL QUANTITY manipulate outside-in consume extrinsic value 1-dimensional ego control illusion top down fear perceptual value short term perception CLOSED individual  energy material success reactive to send subconscious TALK silos SHOUT ME technology  as  support These words refer to a world that many do not want to support anymore...
  25. 25. authen3c PROFIT=REWARD QUALITY accountable people/planet/profit share personal value collective creativity purpose let  go Reality grassroots trust perceptual value long term value OPEN accountable  csr quality of life proactive coherence sustainability dialogue holistic ON DEMAND ME+WE technology  as  core stakeholders ...this is where it is changing to...
  26. 26. Themarkethaschanged ..and yes, we also live in a changing world
  27. 27. Competitionincreases Competition increases with mobile practices, practices in garden centers and pet-shops and with large groups of practices that operate under the same brand (corporates or franchise organisations)
  28. 28. Numberofpetsdecreases Fewer  and  fewer  pets  in  The  Netherlands
  29. 29. Lessexpensesperpet Visit  to  the  vet  o<en  delayed  due  to  smaller   budget
  30. 30. So how do vets deal with the crisis?
  31. 31. OK...so #vets sell their services through Groupon...I just don’t know what to think of that... pic.twitter.com/x1ZNP6mrDZ In my opinion this is not the way
  32. 32. Knowledge is power, but not on its own. we need to do more in addition to our knowledge. And if we do it well it becomes a synergy.
  33. 33. PRODUCTS ENGAGEMENT CUSTOMEREXPERIENCE KNOWLEDGE These are the components that lead to the total customer experience
  34. 34. WHO/WHY WE ARE WHATWEDO HOWWEDOIT HOWWEAREPERCEIVED Link And this the same picture... Please take a look at the video (see link in slide) The book: https://www.startwithwhy.com
  35. 35. In order to distinguish ourselves, we need to know who and why we are and translate this into recognizable and unique image...unique as a fingerprint. And this is called branding.
  36. 36. product & service Brand design Brand identity Brand activation brand genotype brand fenotype brand behaviour Brand usage Brand image > > > Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer ...yes, we need to market ourselves in a professional way, complete with a visual brand.
  37. 37. Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer brand genotype brand fenotype All your communication should be related to your brand
  38. 38. The ultimate goal is to make strong connections in the brain of our brand with positive emotions in the brains of our clients. For more info see neuromarketing wiki: http://en.wikipedia.org/wiki/Neuromarketing
  39. 39. examples from big brands: the connection that Coca Cola makes is...happiness
  40. 40. And even if you can’t read it, you recognize it immediately
  41. 41. What are the connections with Red Bull? Young, tough, challenges
  42. 42. And with Volvo? Safety. Which doesn’t mean that other cars are not safe, but they cannot claim that position as Volvo does.
  43. 43. SAFETY? Make sure it fits and safe it is...the guy with the smile on the right is the driver of the car...
  44. 44. Howdowepresentourselves? So, how do we vats brand ourselves?
  45. 45. brandvision ...to  bring  a  posi-ve  contribu-on  to  your  pet’s  health  and  wellbeing. Responsible  pet  ownership  through  educa-on  and  aid  to  pet  owners   and  through  delivery  of  veterinary  care  to  animals. A  personal  and  animal  friendly  approach  is  most  important  to  us.   With  us,  your  pet  is  not  a  number,  but  has  a  name. We  stand  for  qualita-ve  preventa-ve  and  cura-ve  care  based  on  state-­‐of-­‐the-­‐art  knowledge   and  experience,  evidence  based  research  and  contemporary  products. …to  contribute  to  the  human-­‐animal  bond   through  op-mal  support  of  the  health  of  your  pet. Our  caring  and  compassionate  doctors  and  staff  offer  high-­‐quality  veterinary  medicine.   They  stay  up-­‐to-­‐date  on  the  latest  veterinary  procedures. Mainly on our knowledge...
  46. 46. brandpromise Topcare  for  your  pet! Your  pet,  our  care Guarding  your  pet  through  care  and  aIen-on You  and  your  pet  are  the  heart  of  our  clinic Care  for  animals,  lifelong. Caring  for  pets...and  their  people,  too ...and our care, but is that really the most distinctive factor?
  47. 47. logo veterinarian Google this...
  48. 48. ...and you’ll find this.How diverse is this?
  49. 49. What we see most are silhouettes of animals...
  50. 50. ...or paws
  51. 51. While look again at the big brands...do they portrait their core product?
  52. 52. There is no car in the logo of Volvo What the logo means of 11 car brands: http://www.businessinsider.com/car-logos-2011-5? op=1
  53. 53. The meaning of the Shell logo: http://www.shell.com/global/aboutshell/who-we-are/our- history/history-of-pecten.html
  54. 54. A logo from a group of vet clinics in The Netherlands. This logo was tested amongst consumers and was associated with health and quality. But that was not distinctive? Well, in this case it is. The logo is communicating it and this group of clinics will therefore occupy the quality position, such as Volvo occupies safety. As long as they live up to it, of course
  55. 55. This is a logo form a clinic in the states. But this has a paw! Yes, but in combination with the green leaf, what association do you have? Indeed, eco-friendly. And that’s what they are.
  56. 56. Shell does a lot in CSR...but for them it is a lot harder to make it fit...
  57. 57. ...if you only look at the Niger Delta
  58. 58. So, if you present yourself as eco-friendly , be sure keep you 4WD out of sight...
  59. 59. In summary: the world has changed...
  60. 60. ..and the market has changed, we need to distinguish ourselves form our competitors
  61. 61. So we need to do like the big brands do...
  62. 62. ...branding and marketing...whether we like it or not
  63. 63. VETERINAIRY it suits us it differentiates us it binds us and if we combine this with CSR, or better, VSR...then there are great opportunities. We then will become The Social Practice
  64. 64. rene@digiredo.nl @renedigiredo Thanks for your attention. If you need more information or need advise? Don’t hesitate to contact me.

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