Background: American Association of Equine Practitioners (AAEP) is a professional membership organization for equine veterinarians. AAEP is continuously seeking to provide the most value to members in a challenging economy.

Business Question: How can AAEP help its members (equine veterinarians) grow and retain business in a declining marketplace?

Approach: Element conducted 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 the key findings of the research, AAEP developed a website to communicate the top ten actions member veterinarians can incorporate into their practices to increase their business. By providing actionable content, AAEP ensures its members get real value from their memberships.