This document discusses a new path to success for equine veterinary practices through marketing, branding, and focusing on customer experience. It emphasizes developing a clear brand and values based on leadership, communication, and making the process fun. This will help practices attract loyal clients, grow, decrease costs, and create a supportive work environment for employees. The key is to find value for customers and differentiate from competitors through quality service, expertise, and living up to the brand promise.
20. 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
21. What is Branding What you stand for What you want to be know for Promise of Quality Service Performance Customer Experience
34. Bargaining Power of Clients The internet Relative abundance of veterinarians Health of the local economy Lay providers Price sensitivity Different breeds or disciplines
35. Threat of New Entrants New vets in an area Non-veterinary practitioners The internet Internet pharmacies
36. Bargaining Power of Suppliers Increased costs from suppliers Decreased competition Cost of labor in local market
45. 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
46. 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.
47. 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
48. Values “The nature of our motivation determines the character of our work” Dalai Lama
49. Where are we Now? Competition Customers Ourselves Services Values
56. 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
57. 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?
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65. Why the Brand is so Important Develops an organizations identity Creates processes to deliver Springboard for change Clarity in an organization
66. Why are staff so important? We perform medicine We deliver the brand Happy employees = happy clients
67. 5 Steps to a Brand Based on values, vision and mission Driven by leadership. Develop with communication Make it fun Encourage change
69. 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
73. 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
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75. Other Impacts To Your Practice HR Training Compensation Technology
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77. Does it Work? Less HR headaches More fun at work New profit centers Practice growth Decreased costs Loyal clients Fired clients!!
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