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.”