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?