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The purpose of this report is to analyze the current market position of Scottsdale Ranch Animal Hospital, and make appropriate marketing recommendations and strategies for implementation. Managerial goals include increasing customer retention and growing its customer base in order to generate new revenue.
The analysis conducted includes reviewing the external environment, internal environment, and market opportunities. Notable industry and environmental trends include: laws regarding bans on the sale of commercially bred pets, an overall increase in national pet spending, declining feline veterinary visits over the last few years, a cultural trend emphasizing spending on luxury pet goods and services, and a significant level of local competition that has similar service offerings.
Notable internal strengths include: the prime geographical location of SRAH in a pet-friendly and wealthy community, multiple service offerings available, the quality of veterinary staff, a loyal clientele, and a “blank slate” in terms of marketing. However, internal weaknesses include: outdated equipment and technology, a lack of marketing efforts and a weak online presence, poor management, human resource issues and little employee accountability, and poor financial conditions as a result of high levels of debt between the practice and building.
Partway through this project, SRAH decided to sell its practice to PetVet Care Centers, a company specialized in acquiring animal hospitals in order to grow a national veterinary network. PetVet took over ownership in March of 2014, and has already begun to address the critical managerial and financial problems at SRAH. Thus, the following recommendations are made to the new owners specifically regarding building an integrated marketing campaign. The limitation, however, is that PetVet’s marketing budget is unknown at the time of this report.
Based on SRAH’s precarious position in the marketplace, it is recommended that the practice focus on client retention, capturing first time visits by creating a strong online presence, and capturing first time visits by targeting new customer segments. Client retention strategies are as follows:
• Push email sign ups for online Pet Portal. Goal is to improve the percentage of clients signed up from 36% to 43% by the end of the 2014 fiscal year (approximately 450 new sign ups).
• Specifically create policies regarding behavior in employee-client interactions.
• Include a summary sheet detailing services received and veterinarian recommendations to be given with discharge paperwork.
• Implement callbacks within 24 hours of a patient surgery to be performed by vet techs
• Create specialized goodie bags for surgeries or boarding stay. Example would be a boarding goodie bag that contains treats, toys, and a personalized “thank you for staying with us” card.
• Bundling services to create preventative care packages. Canine Junior and Senior Wellness packages could result in additional $31,000+ in revenue each year.
Strategies centered on capturing first time visits through creating a strong online presence include:
• Hiring CyberMark for its regional SEO services to improve SRAH’s ranking in search engine results.
• Switching to a new website producer to allow for greater flexibility and autonomy in managing SRAH’s website. It is suggested that PetVet consider IDEXX or CyberMark for this service.
Lastly, strategies centered on capturing first time visits by targeting new customer segments are as follow:
• Purchasing a direct mail list from DirectMailTools.com, that specifies Scottsdale homeowners or renters, who own a cat or dog, and have lived in their place of residency for less than a year.
• Consider converting breed specific groups as a long-term goal, though no immediate action is suggested.
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Background: Extreme heat is a public health challenge. The scarcity of directly comparable studies on the association of heat with morbidity and mortality and the inconsistent identification of threshold temperatures for severe impacts hampers the development of comprehensive strategies aimed at reducing adverse heat-health events.
Objectives: This quantitative study was designed to link temperature with mortality and morbidity events in Maricopa County, Arizona, USA, with a focus on the summer season.
Methods: Using Poisson regression models that controlled for temporal confounders, we assessed daily temperature–health associations for a suite of mortality and morbidity events, diagnoses, and temperature metrics. Minimum risk temperatures, increasing risk temperatures, and excess risk temperatures were statistically identified to represent different “trigger points” at which heat-health intervention measures might be activated.
Results: We found significant and consistent associations of high environmental temperature with all-cause mortality, cardiovascular mortality, heat-related mortality, and mortality resulting from conditions that are consequences of heat and dehydration. Hospitalizations and emergency department visits due to heat-related conditions and conditions associated with consequences of heat and dehydration were also strongly associated with high temperatures, and there were several times more of those events than there were deaths. For each temperature metric, we observed large contrasts in trigger points (up to 22°C) across multiple health events and diagnoses.
Conclusion: Consideration of multiple health events and diagnoses together with a comprehensive approach to identifying threshold temperatures revealed large differences in trigger points for possible interventions related to heat. Providing an array of heat trigger points applicable for different end-users may improve the public health response to a problem that is projected to worsen in the coming decades.