{ THE WHO }

Animal Specialty Group (ASG) is a multidisciplinary specialty and emergency hospital located in Los Angeles. In 2011, ASG’s business was stagnant due to intense competition and low hospital awareness primarily among pet owners. Another potential barrier to the hospital’s development and growth was the high cost of treatment and perceived to be sterile surroundings. Dreamentia was tasked with increasing online and offline awareness of ASG and its services in addition to presenting the dedicated, caring team to Southern California pet owners and the veterinary community.

{ THE WHAT }

To appeal to two extremely different segments, Dreamentia created a strategic brand positioning for the hospital, focusing on ASG’s seven in-house specialty treatments – all done with a collective compassion and commitment to providing the highest quality and most attentive care possible. To reach pet owners, Dreamentia created a new ASG website, reflecting the now new brand positioning. Content marketing continued with email communications, social media and information brochures. Dramatic visuals showcased the hospital’s state-of-the-art, cutting-edge treatments and collaborative, compassionate care.

For family veterinarians, the goal was to encourage referrals. Dreamentia created the “Referral to Recovery” program to ensure positive brand messaging among referral DVMs. The program included monthly and quarterly lectures – branded, “Dinner & … Nutrition, Surgery, Critical Care …” – and bi-weekly newsletters and updated educational materials. Dreamentia designed all materials sent to veterinarians and provided the real life images and copy.

{ THE SO WHAT }

The combined B2C and B2B efforts were a success that had a trickle-down effect to other aspects of ASG’s business and reputation: ASG’s website numbers continue to rise, reaching over 10,000 unique visits monthly.

The social media program has proven to be a top referral source to the website. The program has also connected ASG to over 9,000 like-minded individuals and hospital supporters. Online advertising played a key role in a 25% increase in ER care for the hospital. Lectures are drawing over 150+ potential referring doctors per event. Actual referrals from family veterinarians have dramatically increased, resulting in the hospital adding three new specialists over the past year.

Today, ASG is recognized as an authority in the industry, both nationally and internationally.