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Email Campaign Succeeds in Luring Former Clients

Nearly 8 percent of long-lost patients returned after their owners received an email reminder.

Veterinarians who call out to pet owners by email can capture new business.

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Thousands of dollars in additional revenue may be just a mouse click away.

The veterinary industry group Partners for Healthy Pets and the marketing company Vetstreet are promoting a free email service in which they do much of the work.

Here’s how it is done:

  • A veterinary practice provides the email addresses of clients who have not walked through the door over the past 14 months.
  • Partners for Healthy Pets and Vetstreet send a personalized email encouraging a pet owner to schedule a checkup. A $25 discount may be offered if an appointment is made within a month.

Does the tactic work? Yes.

Speaking last week at the Banfield Pet Healthcare Industry Summit in Portland, Ore., Partners for Healthy Pets chairman Ron DeHaven, DVM, MBA, outlined the results of a 90-day pilot campaign.

Just over 400 practices submitted email lists. Nearly 300,000 former patients were targeted. From that effort, 23,615 patients visited—a success rate of 7.9 percent.

Dr. DeHaven, who also serves as CEO of the American Veterinary Medical Association, calculated that the campaign generated overall revenue of $5.6 million, based on an average bill of $239.

The number breaks down to an average of $14,040 per hospital.

“The overwhelming success of the pilot program has affirmed the value of this initiative for veterinary practices and for [Partners for Healthy Pets’] mission of ensuring pet wellness through regular preventive care,” DeHaven said. “This program can lead to renewed veterinary and client relationships, ultimately benefiting the veterinarian, the pet owner and most importantly, the pet.”

What was a trial program is now a full-fledged drive to bring lapsed clients back into clinics.

The program remains free. Veterinary practices may register at www.PHPExclusiveOffer.com or by calling Yardley, Pa.-based Vetstreet at 888-799-8387.

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