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Memberresearch
2012
2012 Research Summary PresentationPresented by Graham Catt October 2013
Australian
Veterinary
Association
Membership
Challenges
Research
objectives
3 Phase
Methodologyexploratory responses
quantative online surveys
focus groups
RESEARCH METHODOLOGY
A major urban centre (100,000+)
A regional centre (10,000-100,000)
A rural community (less than 10,000)
53%
27%
20%
PRACTICE OWNER DETAILS
Location %
NSW & ACT 34
VIC & TAS 30
QLD 16
SA 8
WA 11
NT 1
Outside Australia 0
Male63%
Fe-male37%
Gender
Age %
31 – 40 15
41 – 50 46
51 – 60 25
61 – 70 14
71 or older 1
Area Practice Located in
Owner Partner Director
59%
24%
17%
Role in the Practice
88%
4% 2% 2% 1% 1% 2% 1%
New Grad details
Male
20%
Femal
e80%
2009 2010 2011
33%
50%
17%
GenderYear Graduated
Age %
22 or less 0
23-25 years 48
26-28 years 25
29-31 years 19
32 or more 9
Current Job Position
2009 2010 2011 2012 I am yet to start
10%
35%
41%
11%
3%
Year Started Practicing
Location %
NSW & ACT 38
VIC & TAS 27
QLD 19
SA 5
WA 4
NT 1
Outside Australia 5
What’s keeping you
awake at night?
New graduate transition; PROFESSIONAL CONCERNS
wages & working
conditions“The hours are really long and then you have to often work on-call hours on the weekends, and then if you want to do any continuing education, which you have to do, those are always at night or on the weekend outside of work hours – you are always giving up your free time.”
“The new grad wage levels are not anywhere near where you expect them to be and trying to live off that when you have a gigantic debt level is not the easiest or the most fun thing.”
New graduate transition; PRACTICE & PERSONAL CONCERNS
lack of confidence, “In my first week, I stomach-tubed an
animal and made it bleed through the nose and I was devastated, the responsibility
and pressure is immense.”
“Dealing with the animals is ok because you always know that you can get help or look something up in a book, but dealing with clients is really challenging”
pressure & lack of resources
“Learning how to keep a cool composure is important because if your freak out then everyone around you is freaked out and you are the one that is supposed to be in control. Without a sense of control then clients have no confidence in you.”
“When we leave uni we lose our access a lot of the journals, a big problem… at uni if
you had a difficult or interesting case you could go to the journals, find the right
study and read the whole article.”
poor public perceptions
“I see the negative opinion held by the public towards the vet
industry as a massively important issue within the practice since it
demotivates our staff, and particularly junior staff, especially
when customers are very unpleasant to them and make
snide comments”
“We all know of psychological issues that members of the vet community are facing, because of negative connotations form the public towards the industry. A lot of it is related to negative perceptions of vets and they (staff) feel relentlessly under attack.”
Employers & Owners: public perceptions
“There is a lot of perception out there that vet fees are astronomical, or that we over
service.”
low awareness of the cost
of pet healthcare
“The public does not fully understand what goes on behind the reception desk. Any surgical
procedure has surgeon, nurses, anaesthetist and machinery costs and the public does not know
what is involved with these procedures, they just see us as being expensive.”
“The public thinks we charge a lot of money and also earn a lot of money
but this is not true.”
Employers & Owners: public perceptions
Being a member
RECENT GRADUATES: MAIN REASON FOR BEING AN AVA MEMBER
40%
17%15%
12%
8%6%
1% 1%
being part of the profession is the most important reason for membership
“I don’t know if my AVA membership provides value for money, but I think you should
support your industry and that’s what I’m doing by having a
membership”
EMPLOYERS / OWNERS: MAIN REASON FOR BEING AN AVA MEMBER
59%
18%
8% 6%3% 2% 1% 2%
“I think the younger generation doesn’t see AVA membership as important, they have other ways of networking and getting edu-
cated”
being part of the profession is the most important reason for membership
40%New Grads
17%New Grads
15%New Grads
12%New Grads
Expectations of
The AVA
RECENT GRADUATES: EXPECTATIONS OF THE ROLE OF AVA
56%
45%40%
35% 32% 29%
18% 16% 14% 12%
advocacy and promotion to the public are the biggest areas of concern
30% 47%
OWNERS / EMPLOYERS: EXPECTATIONS OF THE ROLE OF AVA
Advocacy - be-ing a voice for veterinarians
Promoting the profession to the general
public
Represent the views of
members as the acting pro-fessional body
A reliable source of ac-curate, evid-
ence-based in-formation on animal health
issues for veterinarians
A reliable source of ac-curate, evid-
ence-based in-formation on animal health issues for the
public and other stake-
holders
Providing pro-fessional de-velopment
opportunities
Setting stand-ards of excel-
lence and best practice
Policy devel-opment for all
vets
Providing op-portunities to
network
Certification/ accreditation
of veterin-arians
58%
49% 48%
29% 29% 27% 27%
16%10%
6%
advocacy & promotion
to the public56%New Grads 35%
New Grads 32%New Grads
45%New Grads
18%New Grads 40%
New Grads
AUSAE STATE OF THE SECTOR: REASONS FOR JOINING
Advocacy, reputation
& promotion to the public
“While only 6% of respondents’ rate advocacy services as a reason for joining, 93% rate the provision of these services by their own association as important or critical.
Associations Matter: 2013 state of the sector report
OWNERS / EMPLOYERS: AVA PERFORMANCE IN CORE ROLES
Represent the views of mem-bers as the acting professional
body
Promoting the profession to the general public
Advocacy - being a voice for veterinarians
0.050.05
55%
38%
63%
40%
62%
32%
Below Expectations/ AVA Does not Perform this Role
Meeting Expectations
Above Expectations
promotion & advocacy,
more needed
New Grads: PERFORMANCE OF AVA IN DESIRED ROLES
Represent the views of mem-bers as the acting professional
body
Promoting the profession to the general public
Advocacy - being a voice for veterinarians
10%4%5%
61%
44%
64%
28%
47%
30%
Below Expectations/ AVA Does not Perform this Role
Meeting Expectations
Above Expectations
promotion & advocacy,
more needed
Membership value and
awareness
VALUE OF MEMBERSHIP
Excellent value Good value Neither good nor poor value
Poor value Very poor value
1%
36%
44%
16%
2%
62% of recent graduates are not
getting good value“At the moment, I am more than happy to pay my $350 because I think that’s about right, but certainly at $700 the pay does not go up enough to justify the increase in cost of membership three years out”
Even if my employer pays for my membership this doesn’t change the value I get.
It’s not just a monetary discussion, it’s also about the lack of benefits.
VALUE OF MEMBERSHIP
“I think we need to be reminded what kinds of
services are available because then we might use
them”
it is not part of the culture here
I don't b
elieve
the prac
tice sh
o...
I norm
ally h
ave no ve
ts...
There
is not e
nough va
lue rece
iv...
My e
mployees h
ave neve
r ...
I offere
d but they d
id not t...
My e
mployees d
o not valu
...
Too m
uch of a
financia
l...
Currently
not hap
py wi...
We pre
fer t
o pay fo
r the ve
ts t..
.
44%
17%15%
11%7%
2% 2% 1% 1%
81% OF EMPLOYERS DID NOT PAY AVA MEMBERSHIP FOR EMPLOYED VETS
“Reason I don’t pay for their membership is because my staff doesn’t see the value in it, and
they wouldn’t appreciate what I did for them”
the AVA
PERCEPTIONS OF AVA – AVA IS CONSIDERED TO BE…
5.9 imp 6.9 imp
scientific
respected
ethical
approachable
memberfocused
traditional
PERCEPTIONS OF AVA – AVA IS NOT CONSIDERED TO BE…
innovativeirrelevant
dynamic
elitist
disparate
caringstrong
inconsistent
modern
ASSISTANCE IN TRANSITION TO THE WORKFORCE
29% found AVA helpful
Very helpful Helpful enough Just ok Not helpful enough Not at all helpful Not applicable/Did not seek or require
their help
6%
23%
35%
10%
5%
21%
AVA is seen to be quiet & insular…
PERCEPTIONS OF AVA IN PROMOTING & ADVOCATING
…speak for,
and less to the
industry
Summary
Research conducted by Taverner Research July 2012* All image rights owned by Shutterstock