Partners for Healthy Pets shifts from ads to conversations
After conducting a multimedia consumer advertising campaign, Partners for Healthy Pets is focusing on providing resources that help veterinary practice teams communicate the value of preventive care to pet owners.
“PHP is an unprecedented coalition of organizations all focused on one thing—ensuring our pets receive the preventive care they deserve through regular visits to a veterinarian,” said Dr. Ron DeHaven, PHP chairman and CEO of the AVMA. “The partnership was formed because of a decade-long decline in the frequency of routine veterinary visits. Along the way, it really hit me that we have been doing a disservice to our clients and their pets by not focusing first on keeping them healthy, while we continue to give the best care for sick and injured animals.”
Led by the AVMA and the American Animal Hospital Association, Partners for Healthy Pets is an alliance of more than 100 veterinary associations, veterinary colleges, and animal health companies committed to improving the overall health of pets. The alliance was launched in 2011, introduced its free online toolbox for practice teams in 2012, and started its consumer campaign in 2013. Paid advertising extended through the end of 2015.
For 2016, Partners for Healthy Pets has developed a calendar to promote its tools for practice teams. In February, the alliance is showcasing its resources on forward booking, that is, booking the next appointment before the client leaves the premises.
“Beyond the Basics: Attracting and Retaining Clients” is the theme for PHP continuing education this year. Upcoming CE will be at the Western Veterinary Conference, AAHA conference, and AVMA Annual Convention.
Year-round, practices can sign up for the PHP Practice Enrollment Program and receive a monthly electronic newsletter providing ready-to-use content to share with clients via social media, practice newsletters, and websites. Practices can follow the PHP Facebook page, Pet Wellness Pulse, which also provides shareable content. Practices also can sign up at PHPExclusiveOffer.com for a program of targeted emails to help reconnect with past-due patients.
The PHP website features success stories from practices that have used resources from the alliance.
Karli Carter, practice manager at Payson Family Pet Hospital in Payson, Utah, picks up content from the PHP newsletter and Facebook page for the practice’s Facebook page. She said, “The content is easy to get, and I love adding it into our mix. It is helpful to have access to the posts when I am trying to consistently post weekly. It’s nice since the information is ready to go.”
Drs. Julie and Jon Woodman, co-owners of Town & Country Veterinary Services in Hastings, Minnesota, have created a PHP section on their website to emphasize yearly checkups. Dr. Julie Woodman said, “We’d rather see happy, healthy pets. If we can keep them alive longer, it is best for the practice, the team, and the owner. It’s a win for all.”
Resources from the alliance are available on the PHP website.
Related JAVMA content:
Program helps bring back lapsed patients (Sept. 15, 2015)
Is the message getting through? (Sept. 15, 2014)
Ads to promote visits to veterinarians (Oct. 15, 2013)