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ANIMAL HOSPITAL

OF MEBANE
Secondary Research Synthesis: Group Assignment 3

Elon University
October 4, 2017
Submitted to Professor H. Vincent

Presented by:
Lauren Bach
Cameron Wood
Abigail Dionise
Jennifer Grant
Jenna Merchant
Table of Contents
Executive Summary 1

Background 1

Hypothesis 2

SWOT Analysis 3

Competitive Analysis 5

Consumer Analysis 7

Industry Analysis 7

Marketing Approach 10

How to Communicate with Customers 11

Strategies 13

Next Steps 15

Sources 16
Executive Summary
This secondary synthesis catalogs the research conducted by our strategic
communications team regarding The Animal Hospital of Mebane and their plan to
move into a new, larger facility in the coming months. This synthesis will provide a
Hypothesis, SWOT Analysis, Competitor / Consumer / Industry / Marketing Analysis, as
well as Strategies for the Animal Hospital of Mebane.

This research will explore many facets regarding the animal hospital’s big move. The
hospital’s administration has expressed a feeling of worry regarding losing current
customers, but have also expressed their excitement to have the capacity to gain new
clients. We have examined both of these scenarios and provided an analysis for both,
along with an analysis of creative ways to expand their overall brand. This research
will also outline ways in which Animal Hospital of Mebane (AHoM) can create strategic
partnerships with nonprofits in the area. Lastly, this synthesis has highlighted ways
in which Animal Hospital of Mebane can stand out from its competitors and improve
communication with its current (and future) clients.

Background

In 2008, Dr. Gregg Jordan’s opened the Animal Hospital of Mebane with the help
of two supporting staff. That staff now stands at 19, nine years later. The hospital
is one of five located in Mebane. Clients reference and appreciate the “family-like
atmosphere” that the staff works hard to maintain leading to it being named “Mebane’s
#1 Veterinary Office” for eight years in a row. The staff is incredibly passionate about
their jobs and helping the community.

As a full- service animal hospital and “one- stop shop,” they provide wellness
visits, vaccinations, surgery, digital and dental X-rays, oral surgery, and an on- site
pharmacy. Animal Hospital of Mebane is also one of the few hospitals in the area to
offer ultrasound laser therapy for pets as well as boarding and grooming services.

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Hypothesis
We believe that Animal Hospital of Mebane is positioned for success within the
veterinary landscape of Mebane. With a strong and loyal customer base already
established, Animal Hospital of Mebane can achieve an even greater foothold of
customers by making a few key changes.

With the creation of strategic local partnerships, Animal Hospital of Mebane could
continue to build a presence in the community and uniquely position themselves as
Mebane’s provider for community health and engagement.

Additionally, although already active in the consumer education space, Animal Hospital
of Mebane has the opportunity to be indispensable to the consumer, in terms of being
there as a healthcare provider and guiding hand throughout the duration of a pet’s life.

Lastly, the impending opening of a new office will afford Animal Hospital of Mebane a
strong platform to reach new consumers and create a better customer experience for
pre-existing clientele.

Analysis

This research demonstrates the knowledge that we have garnered in relation to


the company, culture, competition, convergence, channel, consumer and category.
Drawing from our secondary findings, we hope to lay the groundwork for additional
primary research and a holistic campaign to benefit Animal Hospital of Mebane.

Company • Culture • Competition • Convergence • Channel • Consumer • Category

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SWOT Analysis
Strengths
• Pre-established customer base in Mebane
• Services that align with customer needs
• Positive reputation among community members
• Employees who are proud to represent the brand

Animal hospital of Mebane has a strong client base currently, which we believe will
(for the most part) remain loyal to them during their transition. Their strengths are largely
upheld by their clients, who maintain their positive reputation in the community through
channels such as Google Reviews. Animal Hospital of Mebane employees are attentive
and do a good job of listening to their clients wants / needs.

Weaknesses
• Overcrowded facility
• Higher prices than other animal hospitals in the area
• Long wait times for appointments

Their main weaknesses will be lessened during the transition to the spacious new
facility. The main challenges, therefore, will be maintaining clients and keeping them
happy before the move so they do not lose loyal customers.

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SWOT Analysis

Opportunities
• Establish AHoM as a provider of holistic health for Mebane community
• Pursue local strategic partnerships
• Growing population in Mebane
• Change in “Pet Culture”
• Have not done much marketing before
• Building a brand new facility

Animal hospital of Mebane has several promising Brand Point- of- Differentiation’s
(POD’s). If we execute a few key strategic strategies to set them apart from the
competition, it could make a world of difference when it comes to building a new client
base and maintaining customer loyalty. If carried out correctly, these opportunities will
outweigh the threats-- with the main opportunity being unique among other animal
hospitals in the area.

Threats
• Overcrowded facility
• Higher prices than other animal hospitals in the area
• Long wait times for appointments

The main worry from Animal Hospital of Mebane administrative employees is that they
will lose customers because of the stigma surrounding their move into a new facility,
which is that their prices will be unfairly raised and the new building will be “too fancy”
compared to their current building. As a communications team, we will handle ways in
which to convey the message that the family- feel of AHoM will remain the same.

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Competitive Analysis
Overview
Currently, in the city of Mebane, there are a total of five veterinary clinics or animal
hospitals, including the Animal Hospital of Mebane. The names of the other four are:
Creekside Animal Clinic, Mebane Pet Clinic, Mebane Veterinary Hospital, and Southern
Animal Hospital. These are not including the others scattered around Alamance and
Orange Counties, but solely those located in the heart of the city of Mebane. Three of
them, including the Animal Hospital of Mebane, are located right along Interstate 40,
while Creekside and Mebane Veterinary cover the North and South parts of Mebane,
respectively.

According to their websites, all of the animal hospitals offer similar services, while some
highlight specifics more than others, such as their grooming services. The websites
themselves are also similar, with consistent content updates. However, the designs look
to be a bit dated. One specific area in which the Animal Hospital of Mebane stands out is
their pricing, which tends to be more expensive than the competitors.

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What does this mean for Animal Hospital of Mebane?
According to Help Scout, 24% of consumers make their purchasing decision

based on prices ; these people are called the “Tightwads”. This means that 1 in every
4 consumers will take pricing into consideration when deciding which animal hospital to
go to. While this may not mean the prices themselves need to change, it may mean the
presentation of them do.

Membership programs are important when trying to establish long-term financial support,
such as attempting to convince people to continuously bring back their pets year after year
(ctb.ku.edu). They also allow for lump-sum payments to be spread out over the course
of a year. For a “Tightwad”, it could
mean all the difference when they see
a smaller month-to-month price as
opposed to the “lump-sum” price.

A membership program also allows


for customers to constantly be
interacting with a business, never
allowing the customer to forget
about them as long as they
are a member . Installing some
variation of a membership program will help to set them apart from their competition,
giving consumers another reason to pick the Animal Hospital of Mebane over the other four
surrounding hospitals.

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Consumer Analysis
The “pets as family” trend has increased high-end pet products and services such as
pet day care, dog fitness trackers, premium pet food and more. This leads to Americans
spending more on their pets than ever.

By 2020, the U.S. pet industry is expected to reach $96 billion in sales.

Millennials are most likely to treat their pets as family members and spend more money on
their health and happiness.

When analyzing what customers were looking for in a veterinarian, research found that
customers most want to be respected. Millennials in particular want things done quickly
and easily and saving them time is the #1 way to earn their respect and loyalty. Many
clients are trying to squeeze in appointments during their lunch hour break and have tight
schedules so they value having their time respected. If things are running behind schedule,
clients would appreciate an update via phone or text. Millennials also value the ability to
do things quickly online such as schedule via a website or app.

Industry Analysis
The pet and veterinary services category is strongly defined both nationally and in
Mebane. In order to fully analyze and determine the opportunity for Animal Hospital of
Mebane, it is important to understand the category nationally and within North Carolina.

Popular ways to get a pet... According to Mintel, both cat & dog owners are more
likely to obtain their pet through a shelter, family/friend or a breeder. The number of pet
owners turning to pet stores for dogs and cats is small across the board.

As a result... As a result of consumer trends showing that dog and cat owners look to
shelters, family/friends and breeders the most, Animal Hospital of Mebane can strategically
partner with the key players in these categories locally. With growth in the Mebane area,
and an increase in dog owners, reaching new owners right as they get their new dog and
bringing them to Animal Hospital of Mebane will continue to garner loyal and valuable
customers.

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Industry Trends

According to a study by PetMd, several large shifts have been happening within the veterinary
services category:
• Increase in small animal practitioners
• Decrease in large animal practitioners
• Cultural shift towards animal welfare and care

These shifts category and industry wide are crucial to Animal Hospital of Mebane.
Although competing against an influx of small animal practitioners, Animal Hospital of
Mebane’s services fit a national trend and cultural need. The category relies on the
consumer beliefs and culture that treating animals like family members is the new norm. In
fact, more than 91% of pet owners consider their pets to be part of the family.

According to Bissell, most Americans would describe their pet as their best friend, followed
closely by describing them as their snuggle buddy, and then their guardian. While the
growing number of pet-owning households has increased spending, the amount people
spend per pet is also on the rise. This suggests that care is not only necessary, but also
an indication of love for an animal. As pet owners build more emotional relationships with
their pets, they are increasingly willing to spend on costly treatment.

Advances in the field of diagnostic testing are making pet care more and more like human
health care, with many owners choosing to have their pets undergo expensive tests that
often lead to pricey treatments. As the average spend per pet continues to increase, more
people might turn to pet insurance to help them cover some of the cost.

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Health of the Category
According to the APA, besides food purchases, the next biggest amount of money spent
was on veterinary care and OTC medicine.

Additional statistics regarding consumer spending in the vet services category are:
• An average of $235 for routine checkup for dog owners
• An average of $196 for routine checkup for cat owners

Lastly, according to the BLS, over the past several years, even through the great
recession, the average amount of money that an American pet owner spends increases
annually.
According to the average household cost, most recently of $502, is higher than the
average annual cost of alcohol, landline phone bills and even some clothing.

What does this mean for Animal Hospital of Mebane?


The category is strongly functioning, and consumers are prioritizing pet and veterinary
related costs higher than many other personal costs.

Overall, the category is in high demand and consumers are willing to spend the
money.

If Animal Hospital of Mebane can position themselves uniquely within the Mebane
landscape, they are already providing a service that consumers desire, and will continue to
be successful.
Price Concerns & Opportunities to combat them:

Veterinary services are pricey and that is a big deterrent for new customers or customers
seeking services elsewhere. If Animal Hospital of Mebane can make customers see
the inherent value in not only their services, but their expertise and knowledge base,
consumers may begin to see the price as more reasonable.

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Marketing Approach
Interest in Dogs Increases
According to Mintel, the percentage of dog owners is up 19% in the past decade. Among
those particularly likely to own dogs are parents, men and young adults. Additionally, over
58% of American households own at least one pet.

38% of millennials (aged 23-40) have at least one pet, making up a large part of the pet
ownership demographic and therefore people seeking quality veterinary care.

Pets are increasingly popular for college students, especially dogs. Additionally, the idea
of pets as service animals or stress relievers during college is gaining traction. Animal
Hospital of Mebane is located among several universities, such as Elon University, Duke
University and UNC Chapel Hill. Tapping into this increasing consumer base among
college students, could help raise awareness and increase customer participation.

Cats vs. Dogs


Dogs are increasingly popular and have been on the rise. Nationally, only 31 million
households have cats, whereas 53 million households have dogs. Not only do more
households already have dogs, but the number of dog owners has increased 19% in the
past decade while cat ownership has remained small, with a 4% growth rate.

What does this mean for Animal Hospital of Mebane?


Animal Hospital of Mebane’s largest demographic of pets is already dogs. This is
consistent with the national trend. If dog ownership is set to increase, Animal Hospital of
Mebane’s largest consumer base will remain as dog owners. Although available for other
pet services, Animal Hospital of Mebane should continue to advertise to and cater to dog
owners. Not only are they the largest and growing demographic of pet owners, but they
already have that basis established.

Developing a unique foothold within the dog market could help to differentiate Animal
Hospital of Mebane within a landscape of very similar and on par competitors.

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Recommendations to Animal Hospital of Mebane:
Dog Days are here to stay
• Continue to build and expand dog owner clientele
• Establish themselves as the leading dog provider in Mebane
• Develop a USP for “dog pet parents”
• Differentiate services available for wide variety of dog breeds
• Tap into dog- loving college student population nearby

Attitudes Towards Veterinary Care


According to the recent Mintel study from July 2017, attitudes among pet owners are
conducive to pet care.
The desire to seek professional advice on the health of a pet and the largely expressed
desire for preventative care indicates that the market of pet owners is conducive to the
services that Animal Hospital of Mebane offers.
If Animal Hospital of Mebane can capitalize on their expertise as a professional office and
harness preventative care as a big component of their business, it will be powerful.

How to Communicate with Consumers


Social Media
Currently : The Animal Hospital of Mebane regularly operates just a Facebook page.
While there is an Instagram profile, is is sparsely used, with just ten posts in the past six
months. Their Facebook page is features an extensive “Reviews” section, where they are
rated 4.9-Stars out of 5 in over 86 reviews. They also do a great job in consistently posting
material everyday to engage with their 1,491 followers.
Why It Matters : Mebane’s population is steadily increasing thanks to the seemingly
endless amount of businesses and factories that are pouring into the area. Since 2010,
the population has seen a near 15% increase in population, bringing the city’s population
to over 14,000 (population.us). With this increase in population, brings an increase in pet
owners and Facebook users. According to the PEW Research Center, 79% of online adults
in the United States are using Facebook, compared to just 32% for Instagram and 24% for
Twitter. Clearly, Facebook is the main outlet through which adults are using social media,
and the Animal Hospital of Mebane is currently capitalizing on that in a strategic way.
Another reason social media is so important for the hospital is because 71% of consumers
who had a positive social media experience with a brand are more likely to recommend the
brand or product to others (dreamgrow.com).

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Website
Currently : Their current website looks a bit outdated. While simple and easy to navigate,
it is evident that the website design itself has not been updated in a few years. However,
all of the information on the website is up to date, which is reassuring to its current and
potential customers.
Why It Matters : People simply trust websites, and the information on them more
when they are better designed. According to a study that asked why people mistrusted
a website, 94% of the comments were directly related to the website design, while only
6% of them had to do with the content (forbes.com). One of the specific elements that
participants pointed out to was boring website design. People want to go to a veterinarian
who they can trust, and that trust begins by visiting their website. If potential customers
cannot trust a business’ website, they may not trust the business. The Animal Hospital of
Mebane needs to consider doing an overhaul of their website so that potential customers
can have a better feel of the fine veterinary work they are doing, and not get steered away
by an unattractive website.

Reviews
Currently : The Animal Hospital of Mebane uses review sites, such as Yelp and Google
Review, to have customers review their business to help future consumers. On Yelp, the
company only has two reviews, both of which gave them a 1-Star out of 5. However on
Google Review, the company has received 63 reviews with an overall rating of 4.5-Stars.
The hospital also allows for reviews on their Facebook page, of which they have 86 that
have given them an overall 4.9-Stars.
Why It Matters : People trust what others have to say, as nearly 72% of consumers
trust online reviews as much as personal recommendations from real people. 41% of pet
owners turn to the Internet for information on pet care services. Also, 83% of buyers no
longer trust advertising, but most trust recommendations from online (vivial.net). Having
online reviews is important, as people would more than likely rather get their pet taken
care of by a trusted veterinarian. The Animal Hospital of Mebane has clearly garnered
great reviews on both Google Reviews and Facebook, which is important when people are
shopping around for a new vet. The hospital should consider better highlighting their high
reviews, so that potential customers cannot miss them and their current customers realize
just how great of service they are receiving.

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Strategies

Create a “bridge” program partnering with a non- profit that


encourages continued loyalty.

According to a 2017 study in the Journal of Communication Disorders, North Carolina is


among the top 11 states in the country with high rates of children with Autism Spectrum
Disorder. Consequently, this study also found that:

1. Pet ownership may be associated with adjustment among adolescents with ASD.
2. Taking more responsibility for a pet is associated with fewer depressive symptoms.
3. More socially impaired adolescents may differentially benefit from pet ownership.

AHoM could partner with the several ADS organizations in the greater Mebane area,
including North Carolina Therapeutic Riding Center, Autism Life Link, and Autism Society
of North Carolina (located in Raleigh.) There are many opportunities here: pairing up
shelter animals with families in need of a therapy animal, having families participate in
ASD events co- sponsored by AHoM and an ASD organization, etc. It will not only bring
the community together for a good cause, but will put Animal Hospital of Mebane in a great
PR spotlight. It may also result in some new clients if a nearby family were to adopt a
therapy animal.

The “bridge” is that this program is already established at their current location, and will
be continued, same as before, in the new facility. This could make the clients feel more “at
home” in the new building if they have a continued program outside of the animal hospital
to engage with.

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Educate and engage clients using interactive content, thus becoming the
premiere animal hospital for education on a wide variety of animal- related
subjects.

To really establish and maintain the reputation and value of their services, Animal Hospital
of Mebane can provide continued education beyond just at the annual pet checkup.
Not only will this create a more informed clientele, but a clientele that is constantly in
contact with the animal hospital. They won’t think of Animal Hospital of Mebane once a
year as an errand-- they’ll have an ongoing dialogue with the hospital that’s interesting
and informative.

This can be carried out in the form of:


• Social media educational/entertaining content
• AHoM as a thought leader in Mebane in terms of publication and regional press
exposure
• Seminars for various pet life stages
• FAQ campaigns
• Mailed newsletters
• “Animal Insurance for Dummies”-- a basic step- by- step guide on when to take your
animal to the vet, what shots to get when, what to look out for regarding illnesses, and
could even include a timeline on when to come into the hospital.

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Nest Steps
Briefly, there is a large amount of primary research to be completed to execute a strategic
campaign for Animal Hospital of Mebane. Given our secondary synthesis, it appears as
if our primary research is heading towards interviewing college students in the larger
Mebane area, as well as visiting ASD organizations to explore a potential partnership with
the animal hospital.

We also find it important to document (via photos and videos) the emotional connection
that Mebane residents have with their animals. This will give us a deeper understanding
as to why clients choose certain hospitals and we can only grasp this concept through in-
person experiences and interviews.

Following synthesis of our secondary research, we aim to circle back with the client, and
adjust our plans according to feedback. Additionally, we will soon begin to complete our
primary research, develop key insights and objectives and move forward with campaign
development.

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Sources
http://www.petmd.com/blogs/thedailyvet/aobrien/2013/aug/how-the-veterinary-field-has-changed-

in-150-years-30818

https://www.learnvest.com/2016/02/americas-pets-by-the-numbers-how-much-we-spend-on-our-

animal-friends

http://www.mycreeksideonline.com

http://www.animalhospitalofmebane.com

http://www.southernanimalhospital.com

http://www.pewinternet.org/2016/11/11/social-media-update-2016/

http://population.us/nc/mebane/

https://www.forbes.com/sites/drewhendricks/2015/02/11/understanding-the-full-impact-of-web-

design-on-seo-branding-and-more/#12ca45d364fe

https://vivial.net/blog/why-google-will-inevitably-beat-yelp-in-the-review-game/

https://www.dreamgrow.com/21-social-media-marketing-statistics/

https://www.helpscout.net/consumer-behavior/

http://ctb.ku.edu/en/table-of-contents/sustain/long-term-sustainability/membership-program/main

http://academic.mintel.com.ezproxy.elon.edu/display/842847/

http://academic.mintel.com.ezproxy.elon.edu/display/842851/

http://academic.mintel.com.ezproxy.elon.edu/display/842849/

https://www.forbes.com/sites/neilhowe/2017/06/20/how-generational-change-boosts-the-roaring-

pet-care-market/#46792b706ab1

https://fred.stlouisfed.org/series/DPETRC1A027NBEA#0

http://www.nber.org/papers/w22669

https://www.iii.org/fact-statistic/facts-statistics-pet-statistics

http://eds.b.ebscohost.com/ehost/detail/detail?vid=4&sid=3356db00-d5b0-4db9-80e5-b92791b1b

9f7%40sessionmgr102&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=1213784

47&db=ufh

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