1. Presented by Dr. Tom Graves Head of Small Animal Medicine Chris Beuoy Director of Communications Launching a Primary Care Service at a Referral Veterinary Hospital

2. Presentation Overview Your mission, if you accept it: Develop a marketing plan for a new service to be offered by the University of Illinois Veterinary Teaching Hospital Help us define our target market Identify marketing messages Prepare a detailed plan for promotions

3. Presentation Overview The College & its goals The Hospital & its woes The Plan & YOU!

4. Presentation Overview Definition of terms:  “Primary care” = routine veterinary services, such as vaccinations, spay & neuter surgeries, annual exams  “Referral service” = handles problems that require specialized expertise or equipment that general practice clinics do not have  “Teaching hospital” = students, interns, and residents participate in patient care under the supervision of faculty specialists

6. College of Veterinary Medicine Only veterinary college in Illinois One of only 28 in the U.S. Engaged in teaching, research and service THE COLLEGE & ITS GOALS

7. Education: Education: Professional and graduate degree programs (no undergrad degrees) Research: Research: Biomedical discoveries to improve human, animal, and environmental health Outreach/service: Clinical veterinary care, Outreach/service: Clinical veterinary care, diagnostic services, and animal owner education THE COLLEGE & ITS GOALS Veterinary Teaching Hospital is a vital component of all three.

8. College Top 5 Priorities: Excellence in the DVM program Research with real-life medical applications Establishing a College presence in Chicago New College facilities Inform public health policy through the Center for One Medicine initiative THE COLLEGE & ITS GOALS

10. Primer on the Veterinary Teaching Hospital Accredited by the American Animal Hospital Association Provides care for ~12,000 small animal and ~3,000 large animal patients plus ~24,000 animals on farms per year THE HOSPITAL & ITS WOES

11. Primer on the Veterinary Teaching Hospital Contributes to the education of veterinary students and veterinary specialists-in-training (interns, residents) Contributes to research through clinical trials The health and well-being of the VTH is vital to the overall success of the College THE HOSPITAL & ITS WOES

12. Primer on the Veterinary Teaching Hospital More than 40 faculty members in the Department of Veterinary Clinical Medicine Six sections:  Community Health and Preventive Medicine  Equine (medicine, surgery, and reproduction)  Farm Animal (medicine, surgery, and reproduction)  Small Animal Medicine  Small Animal Surgery  Specialty Medicine THE HOSPITAL & ITS WOES

13. Small Animal Specialty Areas  Internal Medicine  gastroenterology, cardiology, neurology, endocrinology, urology, pulmonology, infectious diseases, etc.)  Surgery (orthopedic and soft tissue)  Emergency/Critical Care  Oncology  Dentistry  Ophthalmology  Dermatology  Anesthesiology  Diagnostic Imaging/Radiology  Theriogenology (reproduction)  Exotics/zoo medicine THE HOSPITAL & ITS WOES

14. Cool Things We Do  Endoscopy of gastrointestinal, respiratory, and urogenital tracts.  Hip and elbow replacement surgery for arthritic pets  Tailored physical therapy for recovery or conditioning  Digital X-ray, ultrasound, nuclear scintigraphy, MRI  24-7 ER and ICU with advanced patient care/monitoring  Embryo transfer, semen collection, artificial insemination  Root canal surgery  Chemotherapy and radiation therapy for pets with cancer THE HOSPITAL & ITS WOES

16. What don’t we do?  Puppy and kitten wellness exams  Annual vaccinations/exams  Routine spay-neuter surgeries  Routine anything THE HOSPITAL & ITS WOES

17. Small Animal Caseload Is Down  2003-0415,852  2004-0513,683  2005-0614,083  2006-0712,847 THE HOSPITAL & ITS WOES

18. Small Animal Caseload Is Down  Competition: Large specialty veterinary hospitals have opened in Chicago  Turnover: Since 2002, 27 clinical faculty members have left; more than half the faculty are new  Client relations: Referring vets lost their sense of connection, lost confidence in our services THE HOSPITAL & ITS WOES

19. Lower Caseload Is Bad  Students need cases to learn  Interns and residents need cases to learn  Faculty need cases for research  The hospital needs revenue from cases THE HOSPITAL & ITS WOES

20. The Plan THE PLAN & YOU! Launch a small animal primary care service within the existing teaching hospital facility

21. Why a Primary Care Service? Enhanced Revenue Student Exposure to Primary Care Increased Caseload Increased Referrals there’s more… THE PLAN & YOU!

22. Why a Primary Care Service? Enhanced Community Involvement Enhanced Standing in the Community Expanded Client Base Enhanced Development Opportunities THE PLAN & YOU!

23. Components of the Plan Services Staffing Facilities THE PLAN & YOU! Market Analysis Budget Exit Strategy

24. Offer primary care appointments Weekend and evening office hours Provide all routine (non-specialist) veterinary services for dogs and cats Services THE PLAN & YOU!

25. Ours would be the 38th primary care veterinary practice in Champaign Co. The primary care dog/cat market in the county is estimated at ~$11 million/year We think there’s plenty to go around Market Analysis THE PLAN & YOU!

28. Campus Survey In Dec. ’07-Jan. ’08, we conducted a market survey of faculty & staff on the Urbana campus. THE PLAN & YOU!

29. Campus Survey The purpose of the survey was to Assess level of awareness of current services at the Veterinary Teaching Hospital Identify prevailing perceptions of the Veterinary Teaching Hospital Assess interest in using primary care services offered by the College THE PLAN & YOU!

30. And the Survey Says… We were thrilled to get 800 responses! Overall those who had used the services of the Veterinary Teaching Hospital were very positive about their experience The University of Illinois brand is very strong on campus Respondents value quality of care above cost THE PLAN & YOU!

31. Action Items to Implement Plan THE PLAN & YOU! Space for the new service has been made available within our existing facilities Veterinarian(s) and technicians to staff the new service must be hired A market survey has been conducted Here’s where YOU come in: A marketing plan needs to be developed

32. THE PLAN & YOU! Your mission, if you accept it: Develop a marketing plan for a new service to be offered by the University of Illinois Veterinary Teaching Hospital Help us define our target market Identify marketing messages Prepare a detailed plan for promotions

33. Vet Med Open House April 5, 2008