2021 Mid-Year Meeting Speakers

2021 Mid-Year Meeting

Join Us August 25 – 27, 2021

Keynote Speakers


Kelly McDonald is considered one of the nation’s top experts in marketing, leadership, the customer experience and consumer trends.  She is the founder of McDonald Marketing, which has twice been named one of the “Top Ad Agencies in the U.S.” by Advertising Age magazine.
Her client experience includes brands such as Toyota, NASA, Kimberly-Clark, Nike, Harley-Davidson, Miller beer, and Sherwin-Williams.
Kelly does hundreds of speaking engagements each year, both in person and as Virtual Keynotes and webcasts for clients.
She has been featured on CNBC, in Forbes, Bloomberg BusinessWeek, Fast Company, on CNNMoney.com and more.
She is the author of three bestselling books. Her fourth book is titled “It’s Time to Talk About Race at Work:Every Leader’s Guide to Making Progress on Diversity, Equity & Inclusion” and it will be released in June.
Kelly lives in Denver and when she’s not working, she enjoys boxing – (not kickboxing, actual boxing! 😊) – and shopping for high heels.

SESSION – How To Market, Sell To & Serve People Not Like You

If you could grow your business simply by marketing to your existing clients and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you have to win over the customers and clients you’re not getting, but could be. Now, more than ever, it’s important to reach new prospects in different ways to grow your business.

It’s imperative to form a connection with customers and prospects in order to earn their business. This is especially true in the highly competitive veterinary services industry. But how do you form a connection with someone who is completely different from you?  Whether it’s gender, age, lifestage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition.

People spend money on what they care about. Show your customers and prospects how you fit into what they need and what they value, and they’ll show you the money. By recognizing people’s differences and just tweaking your product, message, approach or marketing efforts to reflect their values, you‘ll get the business.

Understanding your customers’ values is how you will reach new customers’ hearts, minds, and, ultimately, their wallets.

Using consumer insights and real-world examples from successful companies, retailers and other organizations, “How to Market, Sell to and Serve People Not Like You” shows you how to create a deep, values-based connection between you and your customers and prospects.

You’ll learn:

  • Five low-cost / no cost things you can do right now to grow your business with new customers and increase customer satisfaction and retention
  • The do’s and don’ts of marketing to different customer segments and their values
  • The major macro trends that affect your business – and all of us – and how to leverage them for growth & customer satisfaction
  • How to communicate in a relevant manner to stand out from your competition
  • How to recover from a mistake that smooths things over EVERY TIME

Learn more about Kelly McDonald


Dr. O’Hara is the President of APG | O’Hara. She has proven expertise exploring the key sectors in the companion animal landscape: pet owners, veterinarians, vet hospitals, benefits decision-makers – using their voices and behaviors as guideposts. She has nearly 30 years of applied thought leadership, consumer insights and analytics experience creating content and strategies leading Fortune 100 businesses like Nationwide, HP, Disney, and Microsoft. This expertise requires a keen ability to understand the complexities of organizations and B2B/B2C landscapes to conceptualize and effectively design insights-driven strategies grounded in a fact base.

Session – COVID-19 Impact and Implications for the Animal Health Industry

Join Kerry O’Hara, APG|O’Hara Research and Analytics, for a provocative look at how pet owners’ behaviors and expectations have been impacted by COVID-19, sponsored by UVSA.

This groundbreaking research explored the following areas:

  • Key pet owner attitudinal and behavioral shifts as a result of COVID-19 safety protocols, and an understanding of how the animal health industry will pivot post-COVID
  • Pet owners’ relationships with veterinarians, the veterinarian response, and what the relationship will look like post-COVID
  • Reasons behind behavioral shifts and attitudes towards veterinarians
  • How Millennials are evolving the animal health industry
  • COVID impact on pet owner behavior and future expectations