Client
Small animal clinic in the Midwest. Veterinary services include: diagnostic and
therapeutic services, acupuncture (unique in this market area), surgical services,
anesthesia, radiology services, dentistry, permanent identification, pharmacy,
individualized flea control programs and dietary counseling.
Situation
Heavy competition within the business sector with at least a dozen other vets
in the area. Current marketing included building signage, Web site, print and
online directory listings, tri-fold brochure, thank you and reminder cards, and
referral incentives.
Smart Growth Solutions
Here is the Cross Media and Customer Engagement strategy recommended:
Prospect Direct Mail - Launch a multi-frequency prospect direct mail program
targeted to area households with cats and dogs.
• Initial introductory mailer
• Two oversized postcard mailers to follow-up
• Email addresses solicited from responders for future communications
through web registration (general or personalized URL)
Print Advertising - Implement a print advertising campaign to reach a broader
metro area customer base.
Public Relations - Explicit publicity opportunities in all print and electronic media
with press releases, such as staff addition announcements/recognitions, milestone
announcements and special events.
Customer and Community Referrals -
• Letter with referral cards to 1,000 current customers, explaining referral incentive
program and ask for participation; distributed spring and fall.
• Broad distribution of its basic information pamphlet to pet stores, animal shelters,
humane societies, large animal vet practices, pet groomers, breeders and other local
merchants (including Welcome Wagon type organization) either in personal visits or
via mail with an appropriate cover letter that indicates the purpose: please refer
customers to our hospital.
SEO (search engine optimization) techniques to increase Web search effectiveness.
Newsletter - Quarterly publication to current and dormant customer files, focusing on
new services, pet care tips, pet nutrition, staffing updates, patient stories, healthcare
reminders and other customer relevant information. Includes discounts for special services.
Telemarketing - Cleanse dormant account list and telemarket to determine reasons for
defection to other providers. If appropriate and requested, send mailing with an incentive
to re-introduce services. Mailing includes a personalized letter, pamphlet and incentive coupon.
Promotional Products - Use an inexpensive promotional product as a customer giveaway,
including logo and contact information. Customers asked if they have a friend or neighbor who
would like the gift and be encouraged to provide their name and address so an introductory
mailing can be sent.
Refine Results
Metrics used to evaluate effectiveness, improve performance and measure ROI include:
• First-time patient inquiries to be measured by phone calls and visits asking for information,
rates, etc. Tracked internally with a brief questionnaire to capture data on how the inquirer
heard about company and services.
• A pre/post research questionnaire measuring awareness, interest, purchase consideration
and image attributes
• Coupon redemption program. Special offer coupons contained in the newsletter and
within the dormant accounts mailings also tracked.
• Web traffic increases monitored on a monthly basis
• Loyalty rates and increases in current customer services tracked internally.