Partners for Healthy Pets Update- Winter, 2013

An Unprecedented Effort

The second year of Partners for Healthy Pets saw many accomplishments. First and foremost among them was the continuing growth and support for what has become a coalition of professional associations and animal health industry partners that is truly unprecedented in the history of the profession. We enter 2013 with all 20 founding members renewing their commitment of financial and other resources, and pledging their ongoing support for increasing the preventive healthcare services delivered to the nation’s pets.

Just as impressively, 45 Associate Members, including 34 state veterinary associations, have pledged support for the mission and vision of the organization and have committed to providing in-kind contributions. Based on requests from other sectors, Associate Member categories have been established for Colleges of Veterinary Medicine, International Associations, and the media.

We are truly and uniquely positioned to make a positive and significant impact on pet health!

Tools that Matter

An entire suite of web based practice tools and resources were unveiled during the AVMA Convention in August. The tools – free and widely available to the profession – focus on addressing those things that research told us were needed to reduce the barriers to pet owners obtaining preventive healthcare. These include implementing preventive healthcare guidelines, communicating the value of and annual exam, reaching pet owners through internet marketing and social media, developing and implementing preventive healthcare payment plans, and developing feline friendly practices.

Initially requiring AVMA or AAHA membership for access, the entire collection of tools and resources are now broadly available, requiring only registration and identification of affiliation with an organization involved with Partners for Healthy Pets.

What’s Next?

A key goal has always been to carry out a consumer awareness campaign, to drive pet owners to seek regular veterinary preventive healthcare. We are pleased to report that we are on schedule for this phase of our plans, and expect to launch a robust $5+ million campaign in mid-2013.

Schafer Condon Carter, a Chicago agency with significant purpose-based advertising experience, has been selected by the Board of Directors to develop and carry out the campaign. As this is written, planning is underway.

While the amount of resources available for the campaign is very impressive, the campaign’s success will depend on leveraging the resources of our Associate Members as well as all veterinary practices.

The use of creative materials created for the campaign by both Associate Members and practices is one of the ways the campaign messages can reach a wider audience.

More details of the campaign, and opportunities for Associate Members to contribute with in-kind resources, will be available in our Spring update