AAHA/Branding and

Communications Brand Platform and Rollout

Chewing on the AAHA Brand

PR planning process

1. Identify organizational objectives2. Key stakeholders / publics /

audiences3. Stakeholder-specific goals4. Research5. Plan6. Execute7. Measure, evaluate, and revise

The American Animal Hospital Association

Quality Standards Education Practice management Marketing Meet public needs Accreditation

Situation analysis

Accreditation levels Quality levels

Stakeholder-specific objectives

Veterinarians Awareness Understanding Relevance Action

Pet owners Awareness Understanding Preference

Research Approach

1. Message lab workshop with AAHA staff2. Focus groups

Accredited members: 2 groups at AAHA convention

Non-accredited members: 3 telephone groups Veterinary students: 2 telephone groups

3. Veterinarian survey4. Pet owner telephone survey

503 dog and cat owners who use a veterinarian

RESEARCH INSIGHTS: VETERINARIANS

What does AAHA stand for?

Core brand1. At the cutting edge

of animal practice2. Excellence in

animal care3. Setting high

standards for animal hospital practice

Other traits Integrity The elite Best quality animal

hospital practices

Elitist Attitude of

superiority

“[AAHA is] trying to keep up on the cutting edge and

doing things to keep [veterinarians] in the forefront of veterinary

medicine.” (Non-acc 5/6)

“I [am accredited] for personal pride, to know we are practicing medicine and operating a clinic at the

highest standards.” (Acc.3/28)

“The AAHA has higher standards than what the

AVMA would be going for. It means more to have an

AAHA hospital.” (Non-acc 5/7)

“The primary objective of AAHA is to get every

veterinarian to practice the highest level of

medicine.” (Student 5/7)

AAHA Brand Position:What does AAHA stand for?

Accreditation: Benefits

1. Highest standards2. Consistency and quality in animal

care3. Running a better practice4. Better business operations5. Teamwork6. Shared staff goals7. Pride

Accreditation Feedback: Accredited veterinarians

“For the practice owner, it was just to make sure we’re at the top — the best. If I owned my own

practice, I would go through the

accreditation process.” (Acc 3/29)

“Consistency in care. It helped us

design certain protocols for the

hospital to teach the entire staff that this is the way it’s done.”

(Acc 3/28)

Accreditation Feedback: Accredited veterinarians

“The average AAHA hospital does provide better care than the

average non-AAHA hospital. They have

protocols, guidelines, requirements … [Pet

owners] don’t care about the clinical things. They

care about getting better care for their pets. We

need to tell [consumers].” (Acc 3/28)

“We’re the only hospital in our area

that is AAHA accredited. We are at a higher level. We

know with the systems of checks, we won’t

fall behind on anything. If there’s

something we should be doing better, they

let us know that.” (Acc 3/29)

Accreditation:Negative perceptions

Not a guarantee of superior medical practice Some accredited clinics slack off

Time and expense Some standards “above and beyond” Low pet owner awareness

Accreditation:Vets and the pet owner

Low awareness Not a competitive advantage Does not bring in clients Not in consumer consideration

and evaluation criteria

“An AAHA hospital may or may not be better, but at least

you have the assurance that they’ve met the

[highest] standards. You don’t have that

assurance at any other hospital. No

guarantees.” (Acc 3/28)“My motivation anyway for getting

accredited is that I could have that logo on my door … If [people] see that they

have that added confidence.” (Non-acc 5/7)

RESEARCH INSIGHTS:PET OWNERS

Choosing a veterinarian

Pet owners primarily select veterinarians based on:

Vet relationship with the pets

Vet concern about animal care

Vet communication with the pet owner

Pet owners and accreditation

Very impor-tantExtremely important

Low awareness (15%)

BUT

High importance

53%

60%

Consumer Insights:How many clinics are

accredited? Consumers have an overly optimistic view

Consumer Insights: Key benefits of accreditation

Based on survey test of messages:

1. The best in animal care

2. The latest in medicine, education, and training

3. Adherence to highest standards

4. AAHA sets and enforces standards

AAHA ACCREDITATION BRAND ARCHITECTURE

Students

Accredited Clinics

Non-accredited Clinics

Pet owners

Campaign Audiences

Breeders

Shelters

Realtors

Friends and Neighbors

Target Audiences

Target What We Want Them to Think

What We Want Them to Do

Pet Owners Accreditation = Superior Quality

Choose Accredited Clinics

Accredited Clinics Accreditation = Advantages

Renew and Promote Accreditation

Veterinary Students Accreditation = Preferred Employer Seek Accredited Clinics

Non-Accredited Clinics/Non-Members

Accreditation = Advantages Seek Accreditation

Shelters/Breeders/Relo Influencers/KOLs

Accreditation = Superior Quality

Promote Accredited Clinics

AAHA Accreditation:Brand Architecture

AAHA’s accreditation brand must be: Well-defined Credible Differentiated

The best, the first, or the only Relevant

How can we motivate required actions?

ATTRIBUTES For

Vet Clinics

Excellence

Highest Standards

Training

Teamwork

Cutting Edge

ATTRIBUTES For

Pet Owners

Excellence

Comfort

Latest Practices

Training

Trust

Benefit Statements

As the only organization that accredits veterinary clinics in the U.S., the American Animal Hospital Association sets the standard for

quality animal care.

Since 1933, clinics that accept the challenge of accreditation are tested to meet 900 quality standards that encompass all aspects of animal care — ranging from patient care and pain management,

to training and medical record keeping.

AAHA standards are continuously updated to keep accredited clinics on the forefront of veterinary medicine and to adopt the most

advanced business practices.

Through accreditation, veterinarians gain assurance and pride that their clinics operate at the highest standards.

Pet owners gain piece of mind, because they know their AAHA-accredited clinic is an elite facility — one that is committed to providing the very best in animal care for their beloved pets.

Core Statement

Accreditation through the American Animal Hospital Association is the only way to ensure that a veterinary clinic is operating at the highest standards of excellence in animal care.

Veterinarians and pet owners know that pets at AAHA-accredited clinics receive the most advanced and most professional care.

Accreditation:Brand Architecture

Key Messages and Proof Points

AAHA sets the standard for animal care

AAHA is the only organization that accredits veterinary clinics in the U.S.

With 900 quality standards that encompass all aspects of animal care, AAHA Accreditation is the only way to ensure that a veterinary clinic is operating at the highest standards

AAHA standards are continuously updated to keep accredited clinics on the forefront of veterinary medicine and to adopt the most advanced business practices

Accredited clinics receive ongoing support from AAHA to remain at the forefront of their profession

Veterinarians know that accredited clinics provide the highest quality care and employ the most advanced clinical and business practices

INSERT CLINICAL PROOF POINT Better business practices mean AAHA accredited clinics

are typically the larger and more well-established clinics in their communities

2.9 FTE versus 1.9 – 4.6 support staff per FTE versus4.0 – 28.2 years in business versus 20.9

Pet owners know that when they take their pets to an AAHA accredited clinic, they will receive the very best in animal care

8 out of 10 pet owners say AAHA accreditation is important and will be a factor the next time they select a veterinarian

Key Messages and Proof Points

Brand Personality Portrait

Brand Association Reinforce Reposition To

All Audiences

Highest standards in animal care x

Excellence x

Best training/all staff x

Veterinarian Only

Expensive Worth the cost; new clients as result

Time-consumingWorth the time; new clients as result

Elitist The best; but all are welcome

No higher quality than my standardsHighest quality in the industryPeace of mind

Cutting edge x

Teamwork x

Pet Owner Only

Relates to all veterinary clinics Only the best are accredited

Ensures comfort and pain management x

Trust x

AAHA ACCREDITATION CAMPAIGN

Program Timeline

2010

2009

2011

Introduce

Engage

Entrench

Veterinarians

Old logo New logo and tagline

Veterinarians

Build awareness of campaign

Veterinarians

Vet-to-vet word of mouth

Vet and hospital testimonials

Accredited hospital open houses

Veterinarians

Campaign blog

Marketing webinars, videos, podcasts

Branding consultants

Veterinarians

Clinic Marketing Accreditation logos, signage, advertising

Veterinarians

Top 100 animal hospitals Partnership with veterinary trade Publish annual list Criteria based on AAHA standards Promotion through new media outreach

Pet owners

Consumer Awareness Animal Planet partnership

Pet owners

Redesigned consumer-facing web site Twitter

Pet owners

Pet owners

Partnerships Real estate agents U.S. Postal Service

QUESTIONS?