CREATE AWARENESS FOR AN UNKNOWN BRAND.
MVS is a group of over 80 specialty veterinarians who offer clinical services in cardiology, neurology, dermatology, oncology, opthalmalogy, hematology and emergency care. They are considered the ‘Mayo Clinic’ of veterinary practices, with two state-of-the-art veterinary hospitals featuring the latest in high tech care. Patients come to them via their primary care referring vet or learn about them through word of mouth and self-refer into the practice.
Michigan Veterinary Services (MVS) came to re:group for help to re:position their brand to help them gain the awareness and the recognition they deserve. MVS did not feel that they were capturing their share of either the physician referral or the patient self-referral market. As part of our Discovery process, we interviewed physicians in the practice as well as pet owners. We learned that dedicated pet owners and breeders are their number one prospects because MVS offers the latest knowledge, expertise and technology in veterinary care. To these owners, their pets are as important to them as their own family members and they deserve the very best and latest care available.
We developed a multi-dimensional campaign based around the idea that “there’s no such thing as just a pet” to reach pet owners who consider their pets to be part of the family. Our advertising campaign used magazines, radio and direct mail to promote the new position and create traffic at MVS events. A new website, www.michvet.com promotes the new position and showcases their expertise. Referring physicians were reached via custom letters, phone calls and specialty brochures about MVS.
Initial results showed an increase of more than 10% in new patients. Consumer advertising results were excellent at generating traffic for the opening of their second hospital, pet first aid classes and pet adoption events. Since the development of their new positioning, MVS grew their awareness and was recognized as a premier veterinary practice. As a result, they recently affiliated with a national veterinary practice called, Blue Pearl Veterinary Partners.
