TransPromo Special Report — TransPromo Communications: More Than a Pretty Statement
To help veterinary practices mine this data, Veterinary Metrics collaborated with NCP Solutions, a provider of outsourced business communications services including advanced output and secure workflows, to design a two-component mailer. The left side of the mailer is a personalized letter addressed to the pet owner that contains educational and reminder material, as well as a call to action—usually suggesting that the recipient call for an appointment.
The mailer uses a specialized window envelope that shows the recipient’s address, the veterinary practice’s return address, a full-color picture of the type of pet (cat or dog) the recipient owns and a message that reads “Important Health Information for [pet name].”
“The high level of personalization and the professional appearance of this piece ensures that it will be opened and increases the chance that it will be acted upon,” Swartz adds. “It also conveys a sense of caring on the part of the veterinarian, communicating that he or she is truly concerned about the pet’s health.”
The incremental cost of these mailings is well worth the expense, with the average Veterinary Metrics client practice achieving revenues that are 30 percent above industry averages, and some practices achieving more than 25 percent annual growth.
For every dollar clients invest in Veterinary Metrics services (including mailing programs), they are achieving $18 to $20 in return, an outstanding ROI by any measure.
The overriding message is that while there is tremendous opportunity for using Trans-Promo to blend a marketing message or a coupon with a statement, the definition is broader in today’s environment. It is a mechanism to engage in dialogue with existing customers to expand loyalty, cross-sell, educate or re-engage a dormant account. PI
About the Author
A digital printing and publishing pioneer and marketing expert, Barbara Pellow helps companies develop multimedia strategies that ride the information wave. She has assisted companies in areas such as creating strategies to launch new products, building strategic marketing plans, and educating their sales force on how to deliver an effective value proposition. A recognized author and industry speaker, Pellow serves as Director at InfoTrends. As an expert on TransPromo communications, she wrote the content for this special supplement.
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- Field Marianne Gaige
Barbara Pellow is the owner and founder of Pellow and Partners. With her long history focusing on digital communications and print technology, she works with both print service providers and equipment and software manufacturers on the development of strategies to improve revenue and profitability and grow market share.
