Industry: Associations and non-profits
Area of Focus: Product & Service Development and Refinement
Target: B2B
Method: Qual telephone in-depths and quant online survey

Background: Professional membership organization for equine veterinarians seeking to increase value to members in a challenging economy.

Business Question: How can the association help its members grow and retain business in a declining marketplace?

Approach: Qualitative interviews and quantitative surveys with horse owners, trainers, and breeders to identify what they value in a veterinarian and what would increase their usage of veterinary services.

Outcome: Using study findings, the organization developed a website to communicate the top ten actions member veterinarians can incorporate into their practices to increase their business. By providing actionable content, the association ensures its members get real value from memberships.