I had the good fortune last weekend to attend the ASVMAE ThinkWorks meeting in Denver. In case you wondering, ASVMAE stands for American Society of Veterinary Medical Association Executives (a mouthful!). This is a great group of association management professionals from veterinary medical associations around the country.
Our thought-leader for the weekend covered how to message your association (or veterinary practice), what are website best practices, and what do the changing generations portend for our communication and marketing work. After 10 pages of notes, I came away with several key observations.
What is our “why” proposition? What is the why of the IVMA? Why do we exist? I tried to answer this by saying what I believe – that if the IVMA didn’t exist, where would Indiana veterinarians connect and engage? Where would the heart and soul of your profession exist? Sure there are lots of options, but we want IVMA to be your “partner” for life along the path of your veterinary career. IVMA is in your backyard – we get why it’s important that you have a successful and profitable career. It is a responsibility I take very seriously. Maybe it’s a purpose IVMA doesn’t always communicate well, but we are going to work on that!
What do the generations tell us about communicating with each other? Alot. I am a Baby Boomer – my sons are Millenials. Boy do we look at the world differently. Well guess what – so do our association members (and so do your clients)! IVMA has to deliver our “why” proposition to everyone on the spectrum. This is the best way for IVMA to be your “partner” in your professional career. I look forward to this challenge.
Is perception reality? First impressions matter. We learned that your website (veterinary practice or VMA) is a window into the world and culture of your practice (or association). Websites still remain the gateway of connection. Is it beautiful, simple and effective? Does it provide a call to action for the reader? A little time and review here could garner you more new clients for your practice.
Look for more to come from the IVMA in the months ahead. It is why we are here.
Author: Lisa Perius is the Executive Director of the Indiana Veterinary Medical Association, a position she has held since January, 1996. She has served on the Board of Directors of the American Society of Veterinary Medical Association Executive (ASVMAE) and was the association’s president in 2002-2003. She was named Executive Director of the Year in July, 2005.
*The views and opinions expressed in this article are those of the authors and do not necessarily reflect the official policy or position of the Indiana Society of Association Executives (ISAE).