TransPromo Special Report — TransPromo Communications: More Than a Pretty Statement
Options and opportunities abound for using a transaction document to educate a constituency. For example, when healthcare insurance providers discover that participants have diabetes or high blood pressure, they can make recommendations on healthcare options and alternatives. Communications to new parents on “child wellness” approaches can be incorporated into transaction documents between the provider and the insured. Banking institutions can educate parents about college savings. There is tremendous opportunity for “transeducational” content in today’s market that enhances customer loyalty.
Keeping Customers’ Pets Healthy
There are a number of relationships where doing business on a sustained basis is a good indicator that you have opted into the relationship. These opt-in relationships with your office supplies stores, lawn care specialists, window cleaners, doctors, dentists, hair dressers or barbers offer a tremendous marketing opportunity for service suppliers, as well as their business partners, to reinvent the way they deliver “reminder” notices.
Veterinary Metrics is a consulting company that works with veterinary practices to combine effective data management with the personalized communication and comprehensive training necessary to establish a wellness strategy that leads to long-term client relationships and healthy pets. The company’s research indicates that a lack of effective marketing accounts for up to $2 million in unrealized annual revenues for the existing client base within a typical two-vet practice.
Based on an analysis of the veterinary practice, Veterinary Metrics develops an automated, personalized communications campaign that results in a high-quality, four-color mailer distributed in lieu of conventional postcard communication. These materials remind pet owners of vaccinations and annual check-ups, but can also promote special services and provide educational information.
According to Hank Swartz, Veterinary Metrics director of business strategy, “Recent surveys indicate that 80 percent of pet-owning households hold their pets in the same esteem as they do their children and consider them a full-fledged member of the family. They are willing, and very likely, to expend funds on healthcare for their pets if they understand the importance of that care. Veterinarians are sitting on a virtual revenue goldmine with the data contained in their practice management systems.”
A digital printing and publishing pioneer and marketing expert, Barbara Pellow helps companies develop multi-media strategies that ride the information wave whether it is developing a strategy to launch a new product, building a strategic marketing plan or educating your sales force on how to deliver an effective value proposition. She brings the knowledge and skills to help companies expand and grow business opportunity. Barb has had a number of high-profile marketing and sales positions including Chief Marketing Officer for the Kodak Graphic Communications Group, Corporate Vice President of Marketing for IKON Office Solutions, and Vice President and General Manager for the Xerox Document Production Systems Group. She also served as the Gannett chair in integrated publishing sciences in Rochester Institute of Technology's (RIT) School of Printing Management and Sciences (SPMS). Most recently, Barb was the Group Director for Business Development at InfoTrends. She is currently the Manager of Pellow and Partners, LLC.
Barb can be reached via email at firstname.lastname@example.org (Mobile, 585-734-2228)