The Social Practice - CSR and the reputation of veterinary practice

The Social Practice

SEVC 2014, Barcelona

CSR and our reputation

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The Girl Effect

René van den Bos

MultimediaMarketing

Storyteller

Actor

DVM

Pharma

Digital MediaIntervet (MSD)

1965

FilmmakerMobile

Houseboat

Veterinarian

Marcela

David

Enterprise 2.0

Apple lover

Apps

Global Product Manager

InternationalTechnical Manager

Felipe

Colombia

Golf

LinkedInTwitterSo this is me

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

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The Girl Effect was initiated by the Nike FoundationNike want to positively contribute to society with this

Pampers also does its contribution...

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

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

Also for every like they donate one vaccine...

The  best  kept  supermarketsecret

95%  of  all  chicken  in  the  supermarket  are  ‘bofchicken’.These  animals  can  hardly  walk.

Biological  chicken930  grams

Bofchicken2350  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

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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.

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.

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

This is what we call CSR

Business has a responsibility

to give back to the

communityWhom of you are already doing CSR projects with the clinic?

Planet

People

Society

In general CSR can be done in three main areas:

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 wnon-profits

One Health

healthplan

teambuilding

communication

diversity

training

involvementpractice management

water management

coaching

People in this case are the people that work in your own organization

why CSR offers vets great opportunities

It suits us

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

It differentiates us

We can differentiate ourselves from our competitors

It binds us

It binds the relation we have with our customers

but...how can we use it?

...because we need a basis for the practice from where we can start communicating to the outside world

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

shareholders

PROFIT = GOAL

QUANTITY

manipulate

outside-in

consume

extrinsic value

1-dimensional

ego

control

illusiontop down

fear

perceptual value

short term perception

CLOSEDindividual  energy

material success

reactive

to send

subconscious

TALKsilos

SHOUT

MEtechnology  as  support

These words refer to a world that many do not want to support anymore...

authen3c

PROFIT = REWARD

QUALITY

accountable

people/planet/profit

share

personal value

collective creativity

purposelet  go

Reality

grassroots

trust

perceptual value

long term value

OPENaccountable  csr

quality of lifeproactive

coherencesustainabilitydialogue

holistic

ON DEMAND

ME+WEtechnology  as  core

stakeholders

...this is where it is changing to...

The market has changed

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

Competition increases

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)

Number of pets decreasesFewer  and  fewer  pets  in  The  Netherlands

Less expenses per petVisit  to  the  vet  o<en  delayed  due  to  smaller  budget

So how do vets deal with the crisis?

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

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.

PRODUCTS

ENGAGEMENT

CUSTOMER EXPERIENCE

KNOWLEDGE

These are the components that lead to the total customer experience

WHO/WHY WE ARE

WHAT WE DO

HOW WE DO IT

HOW WE ARE PERCEIVED

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And this the same picture...Please take a look at the video (see link in slide)The book: https://www.startwithwhy.com

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.

product &service

Branddesign

Brandidentity

Brandactivation

brandgenotype

brandfenotype

brandbehaviour

Brand usage

Brandimage

> > >

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.

Bron: Brand Design merkidentiteit in woord en beeld - Ruud Boer

brandgenotype

brand

fenotype

All your communication should be related to your brand

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

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

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

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

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

SAFETY?

Make sure it fits

and safe it is...the guy with the smile on the right is the driver of the car...

How do we present ourselves?

So, how do we vats brand ourselves?

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...

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?

logo veterinarian

Google this...

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

What we see most are silhouettes of animals...

...or paws

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

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

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

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

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.

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

...if you only look at the Niger Delta

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

In summary: the world has changed...

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

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

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

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

[email protected] @renedigiredo

Thanks for your attention. If you need more information or need advise? Don’t hesitate to contact me.