More and more business try to distinguish themselves to the customer through CSR, Corporate Social Responsibility. We, veterinarians, should do the same with our practices. But, if you actively invest in CSR, you need to extend this behavior in all your activities in order to be trustworthy. We veterinarians have a great benefit compared to all those other businesses. We are trustworthy and authentic. We care, because that's what we do. Take a look at this presentation and see the opportunities!

1. The Social Practice
SEVC 2014, Barcelona
CSR and our reputation

2. Link
The Girl Effect

3. René van den Bos
Multimedia
Marketing
Storyteller
Actor
DVM
Pharma
Digital Media
Intervet (MSD)
1965
Filmmaker
Mobile
Houseboat
Veterinarian
Marcela
David
Enterprise 2.0
Apple lover
Apps
Global Product Manager
International
Technical Manager
Felipe
Colombia
Golf
LinkedInTwitter
So this is me

4. Link
Within DigiRedo we try to help vet practices and other companies to improve their communication with
their customers and their colleagues using digital technologies.

5. Link
The Girl Effect was initiated by the Nike Foundation
Nike want to positively contribute to society with this

6. Pampers also does its contribution...

7. Link
...and doesn’t this video give you a good feeling?

8. For our kids, we have always bought Pampers, for this reason, to help babies in developing
countries. And Pampers has a positice connotation with us because of that

9. Also for every like they donate one vaccine...

10. The
best
kept
supermarketsecret
95%
of
all
chicken
in
the
supermarket
are
‘bofchicken’.
These
animals
can
hardly
walk.
Biological
chicken
930
grams
Bofchicken
2350
grams
Another example, but then with a reverse effect: animal rights association makes customers
feel guilty to buy what we call ‘bof’chicken. And now supermarkets will stop selling these
chicken

11. Link
Also in the veterinary healthcare there are CRS campaigns: MSD ASnimal Health does a similar
campaign as Pampers does. Donating a rabies vaccine for every rabies vaccine sold to a
project in the Serengeti where all dogs in all villages around the Serengeti are vaccinates
against rabies.

13. And sometimes just a single vet practice can do good for society. A vet clinic in the south of
Holland has set up a project ‘Association Human Animal Need’ which helps people that
cannot afford proper veterinary health care for their pets.

14. What does all these projects do with people that buy these products or services?

15. This is what we call CSR

16. Business has
a responsibility
to give back
to the
community
Whom of you are already doing CSR projects with the clinic?

17. Planet
People
Society
In general CSR can be done in three main areas:

18. Planet PeopleSociety
energy sources
energy management
waste management
hygiene management
transportation
cradle2cradle
donations
sponsor through labour
local events
sustainable products
(eg fair trade)
internships
cooperation w
non-profits
One Health
healthplan
teambuilding
communication
diversity
training
involvement
practice management
water management
coaching
People in this case are the people that work in your own organization

19. why CSR offers vets
great opportunities

20. It suits us
We are already caring as vets. So if we do CSR, it fits with our image as caretaker of pets

21. It differentiates us
We can differentiate ourselves from our competitors

22. It binds us
It binds the relation we have with our customers

23. but...how can we use it?
...because we need a basis for the practice from where we can start communicating to the
outside world

24. We know that nowadays a single individual can change the world...remember who won the
Nobel Peace Prize this year?

25. shareholders
PROFIT=GOAL
QUANTITY
manipulate
outside-in
consume
extrinsic value
1-dimensional
ego
control
illusion
top down
fear
perceptual value
short term perception
CLOSED
individual
energy
material success
reactive
to send
subconscious
TALK
silos
SHOUT
ME technology
as
support
These words refer to a world that many do not want to support anymore...

26. authen3c
PROFIT=REWARD
QUALITY
accountable
people/planet/profit
share
personal value
collective creativity
purpose
let
go
Reality
grassroots
trust
perceptual value
long term value
OPEN
accountable
csr
quality of life
proactive
coherence
sustainability
dialogue
holistic
ON DEMAND
ME+WE
technology
as
core
stakeholders
...this is where it is changing to...

27. Themarkethaschanged
..and yes, we also live in a changing world

28. Competitionincreases
Competition increases with mobile practices, practices in garden centers and pet-shops and
with large groups of practices that operate under the same brand (corporates or franchise
organisations)

29. Numberofpetsdecreases
Fewer
and
fewer
pets
in
The
Netherlands

30. Lessexpensesperpet
Visit
to
the
vet
o<en
delayed
due
to
smaller
budget

31. So how do vets deal with the crisis?

32. OK...so #vets sell their services
through Groupon...I just don’t know
what to think of that...
pic.twitter.com/x1ZNP6mrDZ
In my opinion this is not the way

33. Knowledge is power, but not on its own. we need to do more in addition to our knowledge.
And if we do it well it becomes a synergy.

34. PRODUCTS
ENGAGEMENT
CUSTOMEREXPERIENCE
KNOWLEDGE
These are the components that lead to the total customer experience

35. WHO/WHY
WE ARE
WHATWEDO
HOWWEDOIT
HOWWEAREPERCEIVED
Link
And this the same picture...
Please take a look at the video (see link in slide)
The book: https://www.startwithwhy.com

36. In order to distinguish ourselves, we need to know who and why we are and translate this
into recognizable and unique image...unique as a fingerprint. And this is called branding.

37. product &
service
Brand
design
Brand
identity
Brand
activation
brand
genotype
brand
fenotype
brand
behaviour
Brand
usage
Brand
image
> > >
Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer
...yes, we need to market ourselves in a professional way, complete with a visual brand.

38. Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer
brand
genotype
brand
fenotype
All your communication should be related to your brand

39. The ultimate goal is to make strong connections in the brain of our brand with positive
emotions in the brains of our clients.
For more info see neuromarketing wiki: http://en.wikipedia.org/wiki/Neuromarketing

40. examples from big brands: the connection that Coca Cola makes is...happiness

41. And even if you can’t read it, you recognize it immediately

42. What are the connections with Red Bull?
Young, tough, challenges

43. And with Volvo? Safety.
Which doesn’t mean that other cars are not safe, but they cannot claim that position as Volvo
does.

44. SAFETY?
Make sure it fits
and safe it is...the guy with the smile on the right is the driver of the car...

45. Howdowepresentourselves?
So, how do we vats brand ourselves?

46. brandvision
...to
bring
a
posi-ve
contribu-on
to
your
pet’s
health
and
wellbeing.
Responsible
pet
ownership
through
educa-on
and
aid
to
pet
owners
and
through
delivery
of
veterinary
care
to
animals.
A
personal
and
animal
friendly
approach
is
most
important
to
us.
With
us,
your
pet
is
not
a
number,
but
has
a
name.
We
stand
for
qualita-ve
preventa-ve
and
cura-ve
care
based
on
state-­‐of-­‐the-­‐art
knowledge
and
experience,
evidence
based
research
and
contemporary
products.
…to
contribute
to
the
human-­‐animal
bond
through
op-mal
support
of
the
health
of
your
pet.
Our
caring
and
compassionate
doctors
and
staff
offer
high-­‐quality
veterinary
medicine.
They
stay
up-­‐to-­‐date
on
the
latest
veterinary
procedures.
Mainly on our knowledge...

47. brandpromise
Topcare
for
your
pet!
Your
pet,
our
care
Guarding
your
pet
through
care
and
aIen-on
You
and
your
pet
are
the
heart
of
our
clinic
Care
for
animals,
lifelong.
Caring
for
pets...and
their
people,
too
...and our care, but is that really the most distinctive factor?

48. logo veterinarian
Google this...

49. ...and you’ll find this.How diverse is this?

50. What we see most are silhouettes of animals...

51. ...or paws

52. While look again at the big brands...do they portrait their core product?

53. There is no car in the logo of Volvo
What the logo means of 11 car brands: http://www.businessinsider.com/car-logos-2011-5?
op=1

54. The meaning of the Shell logo: http://www.shell.com/global/aboutshell/who-we-are/our-
history/history-of-pecten.html

55. A logo from a group of vet clinics in The Netherlands. This logo was tested amongst
consumers and was associated with health and quality. But that was not distinctive? Well, in
this case it is. The logo is communicating it and this group of clinics will therefore occupy the
quality position, such as Volvo occupies safety. As long as they live up to it, of course

56. This is a logo form a clinic in the states. But this has a paw! Yes, but in combination with the
green leaf, what association do you have? Indeed, eco-friendly. And that’s what they are.

57. Shell does a lot in CSR...but for them it is a lot harder to make it fit...

58. ...if you only look at the Niger Delta

59. So, if you present yourself as eco-friendly , be sure keep you 4WD out of sight...

60. In summary: the world has changed...

61. ..and the market has changed, we need to distinguish ourselves form our competitors

62. So we need to do like the big brands do...

63. ...branding and marketing...whether we like it or not

64. VETERINAIRY
it suits us
it differentiates us
it binds us
and if we combine this with CSR, or better, VSR...then there are great opportunities. We then
will become The Social Practice

65. rene@digiredo.nl @renedigiredo
Thanks for your attention. If you need more information or need advise? Don’t hesitate to
contact me.