Dr Tom Graves Head of Small Animal Medicine Chris Beuoy Director of Communications Launching a Primary Care Service at a Referral Veterinary Hospital Presentation Overview Your mission if you accept it ID: 389953
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Presented by Dr. Tom GravesHead of Small Animal MedicineChris BeuoyDirector of Communications
Launching a Primary Care Service
at a Referral Veterinary HospitalSlide2Presentation 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 Slide3Presentation Overview
The College & its goalsThe Hospital & its woesThe Plan & YOU!Slide4Presentation 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 specialistsSlide5Slide6
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 goalsSlide7
Education: Professional and graduate degree programs (no undergrad degrees)Research: Biomedical discoveries to improve human, animal, and environmental healthOutreach/service: Clinical veterinary care, diagnostic services, and animal owner education
The College & its goals
Veterinary Teaching Hospital is a
vital component of all three.Slide8
College Top 5 Priorities:Excellence in the DVM programResearch 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 goalsSlide9Slide10
Primer on the Veterinary Teaching Hospital
Accredited by the American
Animal Hospital Association
Provides care for
~12,000 small
animal and ~3,000 large animal
patients plus
~24,000 animals
on
farms
per
year
The hospital & its woesSlide11
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 woesSlide12
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 woesSlide13
Small Animal Specialty AreasInternal Medicinegastroenterology, cardiology, neurology, endocrinology, urology, pulmonology, infectious diseases, etc.)
Surgery (orthopedic and soft tissue)
Emergency/Critical CareOncology
Dentistry
Ophthalmology
Dermatology
Anesthesiology
Diagnostic Imaging/Radiology
Theriogenology (reproduction)
Exotics/zoo medicine
The hospital & its woesSlide14
Cool Things We DoEndoscopy 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, MRI24-7 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 woesSlide15Slide16
What don’t we do?
Puppy and kitten wellness examsAnnual vaccinations/exams
Routine spay-neuter surgeries
Routine anything
The hospital & its woesSlide17
Small Animal Caseload Is Down2003-04 15,852
2004-05 13,683
2005-06 14,0832006-07 12,847
The hospital & its woesSlide18
Small Animal Caseload Is DownCompetition: 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 woesSlide19
Lower Caseload Is BadStudents need cases to learn
Interns and residents need cases to learn
Faculty need cases for researchThe hospital needs revenue from cases
The hospital & its woesSlide20
The Plan
The plan & you!
Launch a small animal primary care service within the existing teaching hospital facilitySlide21
Why a Primary Care Service?
Enhanced Revenue
Student Exposure to Primary Care
Increased Caseload
Increased
Referrals
there’s more…
The plan & you!Slide22
Why a Primary Care Service?
Enhanced
Community InvolvementEnhanced Standing in the Community
Expanded Client Base
Enhanced Development Opportunities
The plan & you!Slide23
Components of the Plan
ServicesStaffing
Facilities
The plan & you!
Market Analysis
Budget
Exit StrategySlide24
Offer primary care appointments Weekend and evening office hoursProvide all routine (non-specialist) veterinary services for dogs and cats
Services
The plan & you!Slide25
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/yearWe think there’s plenty to go around
Market Analysis
The plan & you!Slide26
The plan & you!Slide27
The plan & you!Slide28
Campus Survey In Dec. ’07-Jan. ’08, we conducted a market survey of faculty & staff on the Urbana campus.
The plan & you!Slide29
Campus SurveyThe purpose of the survey
was toAssess level of awareness of current services at the Veterinary Teaching Hospital
Identify prevailing perceptions of the Veterinary Teaching HospitalAssess interest in using primary care services offered by the College
The plan & you!Slide30
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!Slide31
Action Items to Implement PlanThe plan & you!
Space for the new service has been made available within our existing facilitiesVeterinarian(s) and technicians to staff the
new service must be hiredA market survey has been conducted
Here’s where YOU come in:
A marketing plan needs to be developedSlide32
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 Slide33
Vet Med Open House April 5, 2008