6. Research Approach
1. Message lab workshop with AAHA staff
2. Focus groups
Accredited members: 2 groups at AAHA convention
Non-accredited members: 3 telephone groups
Veterinary students: 2 telephone groups
3. Veterinarian survey
4. Pet owner telephone survey
503 dog and cat owners who use a veterinarian
8. What does AAHA stand for?
Core brand
1. At the cutting edge of
animal practice
2. Excellence in animal
care
3. Setting high standards
for animal hospital
practice
Other traits
Integrity
The elite
Best quality animal
hospital practices
Elitist
Attitude of superiority
9. “[AAHA is] trying to keep up on
the cutting edge and doing
things to keep [veterinarians] in
the forefront of veterinary
medicine.”
(Non-acc 5/6)
“I [am accredited] for personal
pride, to know we are practicing
medicine and operating a clinic
at the highest standards.”
(Acc.3/28)
“The AAHA has higher
standards than what the AVMA
would be going for. It means
more to have an AAHA hospital.”
(Non-acc 5/7)
“The primary objective of AAHA
is to get every veterinarian to
practice the highest level of
medicine.” (Student 5/7)
AAHA Brand Position:
What does AAHA stand for?
10. Accreditation:
Benefits
1. Highest standards
2. Consistency and quality in animal care
3. Running a better practice
4. Better business operations
5. Teamwork
6. Shared staff goals
7. Pride
11. Accreditation Feedback:
Accredited veterinarians
“For the practice
owner, it was just to
make sure we’re at the
top — the best. If I
owned my own
practice, I would go
through the
accreditation process.”
(Acc 3/29)
“Consistency in care.
It helped us design
certain protocols for the
hospital to teach the
entire staff that this is
the way it’s done.”
(Acc 3/28)
12. Accreditation Feedback:
Accredited veterinarians
“The average AAHA hospital
does provide better care
than the average non-AAHA
hospital. They have
protocols, guidelines, require
ments … [Pet owners] don’t
care about the clinical things.
They care about getting
better care for their pets. We
need to tell [consumers].”
(Acc 3/28)
“We’re the only hospital in
our area that is AAHA
accredited. We are at a
higher level. We know
with the systems of
checks, we won’t fall
behind on anything. If
there’s something we
should be doing
better, they let us know
that.” (Acc 3/29)
13. Accreditation:
Negative perceptions
Not a guarantee of superior
medical practice
Some accredited clinics slack off
Time and expense
Some standards ―above and beyond‖
Low pet owner awareness
14. Accreditation:
Vets and the pet owner
Low awareness
Not a competitive advantage
Does not bring in clients
Not in consumer consideration
and evaluation criteria
“An AAHA hospital
may or may not be
better, but at least
you have the
assurance that
they’ve met the
[highest]
standards. You
don’t have that
assurance at any
other hospital. No
guarantees.”
(Acc 3/28)“My motivation anyway for getting
accredited is that I could have that logo
on my door … If [people] see that they
have that added confidence.”
(Non-acc 5/7)
16. Choosing a veterinarian
Pet owners primarily select
veterinarians based on:
Vet relationship with the pets
Vet concern about animal care
Vet communication with the
pet owner
17. Pet owners and accreditation
Before
hearing
benefits
After
hearing
benefits
Very
important
Extremely
important
Low awareness (15%)
BUT
High importance
53%
60%
19. Consumer Insights:
Key benefits of accreditation
Based on survey test of messages:
1. The best in animal care
2. The latest in medicine, education, and training
3. Adherence to highest standards
4. AAHA sets and enforces standards
22. Target Audiences
Target What We Want
Them to Think
What We Want Them
to Do
Pet Owners
Accreditation =
Superior Quality
Choose Accredited Clinics
Accredited Clinics
Accreditation =
Advantages
Renew and Promote
Accreditation
Veterinary Students
Accreditation =
Preferred Employer
Seek Accredited Clinics
Non-Accredited Clinics/
Non-Members
Accreditation =
Advantages
Seek Accreditation
Shelters/Breeders/
Relo Influencers/KOLs
Accreditation =
Superior Quality
Promote Accredited Clinics
23. AAHA Accreditation:
Brand Architecture
AAHA’s accreditation brand must be:
Well-defined
Credible
Differentiated
The best, the first, or the only
Relevant
How can we motivate required actions?
24. ATTRIBUTES
For
Vet Clinics
Excellence
Highest
Standards
Training
Teamwork
Cutting Edge
ATTRIBUTES
For
Pet Owners
Excellence
Comfort
Latest
Practices
Training
Trust
Benefit Statements
As the only organization that accredits veterinary clinics in the U.S., the
American Animal Hospital Association sets the standard for
quality animal care.
Since 1933, clinics that accept the challenge of accreditation are tested to
meet 900 quality standards that encompass all aspects of animal care —
ranging from patient care and pain management,
to training and medical record keeping.
AAHA standards are continuously updated to keep accredited clinics on the
forefront of veterinary medicine and to adopt the most advanced business
practices.
Through accreditation, veterinarians gain assurance and pride that their
clinics operate at the highest standards.
Pet owners gain piece of mind, because they know their AAHA-accredited
clinic is an elite facility — one that is committed to providing the very best in
animal care for their beloved pets.
Core Statement
Accreditation through the American Animal Hospital Association is the only way to ensure that a veterinary
clinic is operating at the highest standards of excellence in animal care. Veterinarians and pet owners know
that pets at AAHA-accredited clinics receive the most advanced and most professional care.
Accreditation:
Brand Architecture
25. Key Messages and
Proof Points
AAHA sets the standard for animal care
AAHA is the only organization that accredits veterinary
clinics in the U.S.
With 900 quality standards that encompass all aspects
of animal care, AAHA Accreditation is the only way to
ensure that a veterinary clinic is operating at the
highest standards
AAHA standards are continuously updated to keep
accredited clinics on the forefront of veterinary
medicine and to adopt the most advanced business
practices
Accredited clinics receive ongoing support from AAHA
to remain at the forefront of their profession
26. Veterinarians know that accredited clinics provide the
highest quality care and employ the most advanced
clinical and business practices
INSERT CLINICAL PROOF POINT
Better business practices mean AAHA accredited clinics are
typically the larger and more well-established clinics in their
communities
2.9 FTE versus 1.9 – 4.6 support staff per FTE versus
4.0 – 28.2 years in business versus 20.9
Pet owners know that when they take their pets to an
AAHA accredited clinic, they will receive the very best
in animal care
8 out of 10 pet owners say AAHA accreditation is important and
will be a factor the next time they select a veterinarian
Key Messages and
Proof Points
27. Brand Personality Portrait
Brand Association Reinforce Reposition To
All Audiences
Highest standards in animal care x
Excellence x
Best training/all staff x
Veterinarian Only
Expensive Worth the cost; new clients as result
Time-consuming Worth the time; new clients as result
Elitist The best; but all are welcome
No higher quality than my standards
Highest quality in the industry
Peace of mind
Cutting edge x
Teamwork x
Pet Owner Only
Relates to all veterinary clinics Only the best are accredited
Ensures comfort and pain management x
Trust x
35. Veterinarians
Top 100 animal hospitals
Partnership with veterinary trade
Publish annual list
Criteria based on AAHA standards
Promotion through new media outreach
A professional veterinary association formed in 1933 to regulate and promote high quality standards for small animal practices.Serves about 6,000 hospital members in the U.S. and Canada3,000 hospitals are AAHA-accredited - that’s only 15% of all veterinary practices in the U.S. and CanadaProduces publications, videos, client information and other services
Clinics provide the best in animal careTaking your pet to an accredited clinic means you are getting the very best in animal careClinics are up-to-date on the latest in medicine, education, and trainingVeterinarians and technicians at accredited clinics keep up on the latest practices in veterinary medicineAt AAHA-accredited clinics, all animal hospital or clinic staff have appropriate education and training for their job responsibilitiesClinics adhere to the highest standards, including:The latest standards, protocols, and procedures for all acts of veterinary medicineState-of-the art standards for sterile surgical conditionsThe latest standards of pain management during and after a pet’s surgeryAAHA sets and enforces standardsAAHA is the only organization that certifies veterinary clinics across the country to ensure they meet the highest standardsAAHA is the leader in setting and enforcing standards for quality in veterinary care