A National Client’s PerspectiveDr Alexis Nahama

Head of MarketingVCA Animal Hospitals

Objective

Provide you with information and insights that can help you grow your business.

Q: VCA is

a/ a small family owned group of hospitalsb/ a multi-billion dollar animal health companyc/ a reseller of adult only videod/ b and c e/ None of the above

VCA - Hospital Division ($1.4B)• VCA General Practices

– 540+ local ‘community friendly’ hospitals– Independent medical decision making (medical director)– Corporate control over all business operations– Serves 1.5 M active pet owners annually

• VCA Specialty hospitals (referral centers)– 35 Specialty Centers across the nation– 300+ Board Certified Specialists– Leading professional provider of veterinary education– Serves 6,500+ independent hospitals

Other activities (divisions)…• Diagnostic laboratory serves 17,000

independent veterinary hospitals• Marketing Services company serves 6,000

independent hospitals (Vetstreet)• ‘Technology’ division (Sound-Eklin) serves

3,000 independent hospitals

1986 11996 1512001 2152006 4452007 4652008 4802009 4952010 5302011 5502012 5752013 610

History

Local… local … local…

MARKETING A VETERINARY HOSPITAL

Hospital Brochures

Yellow Pages

Newspaper Ads

Newsletters

Reminder Cards & Calls

Open Houses

Word of Mouth

Direct Mail

Website

Social Media

Promotional Itemspens, magnets

From Print Yellow Pages…

VCA - PYP history• Big account for 15+ years• Historically lacked rigor in placement• 2007 > 100% call tracking• 2008 > ROI model for all decisions• 2009 – 2012 > improved volume +20%

year on year while maintaining volume and reducing CPA.

To Complex Digital Channels …

VCA – New Client Digital Program• Flash based sites (not searchable) to

fully data and CMS driven sites• Now SEO/SEM to multi-million dollar

campaigns tracking over 38,000 local keyword combinations

• ROI driven (data matched to the transaction level)

About Social Media Activities…

Q: What is the next big thing?

a/ Social anthropologyb/ Big Datac/ Econometric modellingd/ Marketing automatione/ Zentrophotaic numeric localizersf/ Back to the business fundamentals

No magic black box…

Candid Topics

C-Suite Pressure on Marketing

No time to ‘educate’ everyone

Cold Calls / VM harassment

Sweet talk to me …

Provenincremental

ROI

Respectmy time(balance)

To the point Comerecommended

Thank you

ALEXIS.NAHAMA@VCAANTECH.COM@BizDVMwww.linkedin.com/in/anahama