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Alexis Nahama, vice president marketing, VCA Animal Hospital, gave the audience four tips for working with him and other national advertisers: provide incremental ROI, respect my time, get to the point, and come recommended.
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A National Client’s PerspectiveDr Alexis Nahama
Head of MarketingVCA Animal Hospitals
Objective
Provide you with information and insights that can help you grow your business.
Q: VCA is
a/ a small family owned group of hospitalsb/ a multi-billion dollar animal health companyc/ a reseller of adult only videod/ b and c e/ None of the above
VCA - Hospital Division ($1.4B)• VCA General Practices
– 540+ local ‘community friendly’ hospitals– Independent medical decision making (medical director)– Corporate control over all business operations– Serves 1.5 M active pet owners annually
• VCA Specialty hospitals (referral centers)– 35 Specialty Centers across the nation– 300+ Board Certified Specialists– Leading professional provider of veterinary education– Serves 6,500+ independent hospitals
Other activities (divisions)…• Diagnostic laboratory serves 17,000
independent veterinary hospitals• Marketing Services company serves 6,000
independent hospitals (Vetstreet)• ‘Technology’ division (Sound-Eklin) serves
3,000 independent hospitals
1986 11996 1512001 2152006 4452007 4652008 4802009 4952010 5302011 5502012 5752013 610
History
Local… local … local…
MARKETING A VETERINARY HOSPITAL
Hospital Brochures
Yellow Pages
Newspaper Ads
Newsletters
Reminder Cards & Calls
Open Houses
Word of Mouth
Direct Mail
Website
Social Media
Promotional Itemspens, magnets
From Print Yellow Pages…
VCA - PYP history• Big account for 15+ years• Historically lacked rigor in placement• 2007 > 100% call tracking• 2008 > ROI model for all decisions• 2009 – 2012 > improved volume +20%
year on year while maintaining volume and reducing CPA.
To Complex Digital Channels …
VCA – New Client Digital Program• Flash based sites (not searchable) to
fully data and CMS driven sites• Now SEO/SEM to multi-million dollar
campaigns tracking over 38,000 local keyword combinations
• ROI driven (data matched to the transaction level)
About Social Media Activities…
Q: What is the next big thing?
a/ Social anthropologyb/ Big Datac/ Econometric modellingd/ Marketing automatione/ Zentrophotaic numeric localizersf/ Back to the business fundamentals
No magic black box…
Candid Topics
C-Suite Pressure on Marketing
No time to ‘educate’ everyone
Cold Calls / VM harassment
Sweet talk to me …
Provenincremental
ROI
Respectmy time(balance)
To the point Comerecommended
