presented by dr. tom graves head of small animal medicine chris beuoy director of communications...
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TRANSCRIPT
Presented by
Dr. Tom GravesHead of Small Animal Medicine
Chris BeuoyDirector of Communications
Launching a Primary Care Service at a Referral Veterinary Hospital
Presentation Overview
Your mission, if you accept it:
Develop a marketing plan for a new service to be offered by the University of Illinois Veterinary Teaching Hospital
• Help us define our target market• Identify marketing messages • Prepare a detailed plan for promotions
Presentation Overview
• The College & its goals• The Hospital & its woes• The Plan & YOU!
Presentation Overview
• Definition of terms:“Primary care” = routine veterinary services, such as
vaccinations, spay & neuter surgeries, annual exams“Referral service” = handles problems that require
specialized expertise or equipment that general practice clinics do not have
“Teaching hospital” = students, interns, and residents participate in patient care under the supervision of faculty specialists
College of Veterinary Medicine
• Only veterinary college in Illinois • One of only 28 in the U.S.• Engaged in teaching, research and service
THE COLLEGE & ITS GOALS
Education: Professional and graduate degree programs (no undergrad degrees)
Research: Biomedical discoveries to improve human, animal, and environmental health
Outreach/service: Clinical veterinary care, diagnostic services, and animal owner education
THE COLLEGE & ITS GOALS
Veterinary Teaching Hospital is a vital component of all three.
College Top 5 Priorities:
• Excellence in the DVM program• Research with real-life medical applications • Establishing a College presence in Chicago• New College facilities• Inform public health policy through the
Center for One Medicine initiative
THE COLLEGE & ITS GOALS
Primer on the Veterinary Teaching Hospital
• Accredited by the American Animal Hospital Association
• Provides care for ~12,000 small animal and ~3,000 large animalpatients plus ~24,000 animals on farms per year
THE HOSPITAL & ITS WOES
Primer on the Veterinary Teaching Hospital
• Contributes to the education of veterinary students and veterinary specialists-in-training (interns, residents)
• Contributes to research through clinical trials
• The health and well-being of the VTH is vital to the overall success of the College
THE HOSPITAL & ITS WOES
Primer on the Veterinary Teaching Hospital
• More than 40 faculty members in the Department of Veterinary Clinical Medicine
• Six sections: Community Health and Preventive Medicine Equine (medicine, surgery, and reproduction) Farm Animal (medicine, surgery, and reproduction) Small Animal Medicine Small Animal Surgery Specialty Medicine
THE HOSPITAL & ITS WOES
Small Animal Specialty Areas Internal Medicine
gastroenterology, cardiology, neurology, endocrinology, urology, pulmonology, infectious diseases, etc.)
Surgery (orthopedic and soft tissue) Emergency/Critical Care Oncology Dentistry Ophthalmology Dermatology Anesthesiology Diagnostic Imaging/Radiology Theriogenology (reproduction) Exotics/zoo medicine
THE HOSPITAL & ITS WOES
Cool Things We Do
Endoscopy of gastrointestinal, respiratory, and urogenital tracts. Hip and elbow replacement surgery for arthritic pets Tailored physical therapy for recovery or conditioning Digital X-ray, ultrasound, nuclear scintigraphy, MRI 24-7 ER and ICU with advanced patient care/monitoring Embryo transfer, semen collection, artificial insemination Root canal surgery Chemotherapy and radiation therapy for pets with cancer
THE HOSPITAL & ITS WOES
What don’t we do?
Puppy and kitten wellness exams Annual vaccinations/exams Routine spay-neuter surgeries Routine anything
THE HOSPITAL & ITS WOES
Small Animal Caseload Is Down
2003-04 15,852 2004-05 13,683 2005-06 14,083 2006-07 12,847
THE HOSPITAL & ITS WOES
Small Animal Caseload Is Down
Competition: Large specialty veterinary hospitals have opened in Chicago
Turnover: Since 2002, 27 clinical faculty members have left; more than half the faculty are new
Client relations: Referring vets lost their sense of connection, lost confidence in our services
THE HOSPITAL & ITS WOES
Lower Caseload Is Bad
Students need cases to learn Interns and residents need cases to learn Faculty need cases for research The hospital needs revenue from cases
THE HOSPITAL & ITS WOES
The Plan
THE PLAN & YOU!
Launch a small animal primary care service within the existing teaching hospital facility
Why a Primary Care Service?
• Enhanced Revenue• Student Exposure to Primary Care• Increased Caseload• Increased Referrals
there’s more…
THE PLAN & YOU!
Why a Primary Care Service?
• Enhanced Community Involvement• Enhanced Standing in the Community• Expanded Client Base• Enhanced Development Opportunities
THE PLAN & YOU!
Components of the Plan
• Services• Staffing• Facilities
THE PLAN & YOU!
• Market Analysis• Budget• Exit Strategy
• Offer primary care appointments • Weekend and evening office hours• Provide all routine (non-specialist)
veterinary services for dogs and cats
Services
THE PLAN & YOU!
• Ours would be the 38th primary care veterinary practice in Champaign Co.
• The primary care dog/cat market in the county is estimated at ~$11 million/year
• We think there’s plenty to go around
Market Analysis
THE PLAN & YOU!
THE PLAN & YOU!
THE PLAN & YOU!
Campus Survey
In Dec. ’07-Jan. ’08, we conducted a market survey of faculty & staff on the Urbana campus.
THE PLAN & YOU!
Campus Survey
The purpose of the survey was to• Assess level of awareness of current
services at the Veterinary Teaching Hospital• Identify prevailing perceptions of the
Veterinary Teaching Hospital• Assess interest in using primary care
services offered by the College
THE PLAN & YOU!
And the Survey Says…
We were thrilled to get 800 responses!
• Overall those who had used the services of the Veterinary Teaching Hospital were very positive about their experience
• The University of Illinois brand is very strong on campus
• Respondents value quality of care above cost
THE PLAN & YOU!
Action Items to Implement Plan
THE PLAN & YOU!
• Space for the new service has been made available within our existing facilities
• Veterinarian(s) and technicians to staff the new service must be hired
• A market survey has been conducted
Here’s where YOU come in:• A marketing plan needs to be developed
THE PLAN & YOU!
Your mission, if you accept it:
Develop a marketing plan for a new service to be offered by the University of Illinois Veterinary Teaching Hospital
• Help us define our target market• Identify marketing messages • Prepare a detailed plan for promotions
Vet Med Open
House April 5, 2008