This month’s post comes to us from Trisha Betterly, Client Communications Coordinator at Dogwood Pet Hospital, an AAHA-accredited practice team member in Gresham, Oregon. 
Who is Dogwood Pet Hospital?
Dogwood Pet Hospital is the quintessential family-owned practice. Since 1978 we have operated from a warm building inspired by the natural beauty of the Pacific Northwest, built from the dreams and by the hands of Dr. Hawkins and his family. Clients are greeted by our delightful garden full of native rhododendrons, a white dogwood tree (hence the name), and our mascot, a canine topiary named Spirit. Spirit is known for representing the loving bond between us and our pets.
Although we may appear traditional and somewhat quaint on the outside, we provide a very modern approach to veterinary medicine. We are among the few practices nationwide combining natural medicine with traditional veterinary care.
Almost a decade ago, Dr. Hawkins wanted more for his own 10-year-old Vizsla, Trekkor. Years after bilateral TPLO surgery, the traditional pain medication for Trekkor's arthritis no longer provided sufficient pain relief. Trekkor's discomfort motivated Hawkins to return to school and study alternative medicine including acupuncture. “A whole new world of healing and hope opened,” said Hawkins. “To think of all the patients I could now help with alternative and natural treatments was exhilarating. I viewed veterinary medicine through a whole new lens.”
From Hawkins' new outlook grew Dogwood Pet Hospital’s integrative approach and unique niche in the community. Although in an over-saturated veterinary market, including several low-cost clinics nearby, we are very optimistic. We continue practicing with the highest standards, thinking outside-of-the-box, never settling for the status quo, nurturing our bonds with clients, and promoting our practice. Even during the present economic downturn, we have maintained a strong client base, keeping our long-term clients while consistently adding new ones.
Dusting off the mission statement
When AHAA asked us to discuss our brand identity, we acknowledged that it was time to revise our mission statement. It now reads:
Our mission is to provide compassionate holistic care that integrates the best of modern western medicine, acupuncture, herbs and nutrition. By viewing our patients as whole beings, we will promote a lifestyle that is conducive to the most optimal state of health. It is our mission to create a culture that fosters the Dogwood-client-patient-relationship by providing the information needed to make educated decisions. All team members play an equally important role in the well-being of our patients, and will strive to work synergistically with one another and the clients.
Practicing our core values takes practice
Our core values guide us daily. One core value among our team is community involvement. Dr. Hawkins is the 2010 president of Gresham Rotary, where he facilitates a philanthropic organization that raises money for local scholarships, to send children to summer camp, and to eradicate polio. Dr. Prull and several of our technicians volunteer their time and expertise with the Portland Animal Welfare Team, providing free veterinary care to the pets of people who are homeless or in extreme poverty. We often team up with our friends at Petco during public educational events. Most recently, we advocated pet cancer awareness and prevention, conforming nicely with our core values and brand niche.
A long-term client paid Hawkins the ultimate compliment: “You have a unique ability to hire and cultivate the best overall staff I've ever seen.” We always seek individuals who share our philosophy and often take a unique approach in hiring staff. For example, although our receptionists had no veterinary experience when hired, they did have years in customer service and demonstrated outstanding skills in learning to identify the needs of our clients. They quickly acquired the veterinary knowledge needed in their job because of their enthusiasm. Hawkins has an amazingly adept and personable associate in Dr. Rebecca Prull, who shares our core values and is an essential member of the team. She brings experience in acupuncture and exotic pet care, allowing us to expand our practice.
Brand Identity is a TEAM effort
It's important that clients have confidence in every member of our team and not just the doctors. Building a Dogwood-client-patient-bond and trust is important at every level. When clients drop off their pets to board, they know and trust the team member caring for their pets. We are fortunate in that we have retained an enthusiastic, educated and driven team to build and maintain our client relationships.
Branding takes work. Within the last couple of years we’ve molded a new marketing position for our receptionist and recent college graduate in communication studies. Her role is to focus on client communication and promotion. One of her responsibilities is to build trust and nurture client relationships online through social media. Since the average client visits us 2-4 times a year, our growing Facebook page provides a format to connect with clients up to 365 days a year. We measure the efficacy of our posts through client response and interaction and are gratified by the results.
We are consistent and cohesive in our branding. From our physical building, community and online presence, and our Dogwood culture, we continuously practice and convey who we are.
Share your practice’s brand story and have it featured right here as the brandBUZZ post for the month. Email your story and contact information, along with any pictures you have to illustrate it to amy.miller@aahanet.org.