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!
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
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
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.
12.
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?
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
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)
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.
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.
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...
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?
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...
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