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Partners for Healthy Pets Unveils New Reminder Program

Saturday, April 15, 2017  
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The results of Partners for Healthy Pets’ (PHP) new inactive client reminder program is music to the veterinary profession’s ears—it has convincingly demonstrated the program’s ability to re-engage inactive clients with their veterinary practices.

 

Within six months of implementing the reminder program, participating veterinary practices:

  • Generated an average of 128 patient visits, from formerly inactive clients.
  • Had an overall 8.5 percent inactive client response rate (the percentage of clients who responded to the email and brought their pets in for an appointment), which is considered high by overall industry standards.
  • Showed overall outstanding results with cat owners, owners of senior pets and long-term inactive owners.
  • Generated an average of $20,574 in revenue per practice from the targeted population of previously inactive clients.
  • Most importantly, all of these pets are now receiving the preventive healthcare that is so crucial to their well-being.

 

Driven by a mission to ensure pets receive the preventive healthcare they deserve through regular visits to a veterinarian, PHP designed a reminder program that addressed the need for bringing inactive clients back to veterinary practices since inactive clients are becoming increasingly common and their pets are not receiving essential preventive healthcare.

 

The success of the PHP program is based on two major features that set it apart from other typical reminder programs. First, is the criteria upon which the patients are targeted for communication. The PHP program is based on the client’s visitation history, not a timetable for a specific service (e.g. rabies vaccination). The program asks practices to identify pet owners who had been inactive for a specific time period. For example, practices can target those pet owners who had been absent from the practice for 14 months or longer.

 

Second, the message that is communicated to the pet owner is unique. “A service-specific reminder, such as a reminder for a pet’s heartworm testing, is not the most persuasive message because it doesn’t focus on the relationship between the pet, the owner, and the veterinary practice,” said Dr. Granstrom.

 

Instead of service specific reminders, the PHP reminder program consists of an empathetic message that emphasizes three compelling points:

  1. Recognition that pet owners want to provide great care for their pets but they often have busy lives, making it difficult for them to bring their pets in for regular exams.
  2. Sincere concern from the practice for their pets’ health by emphasizing the importance of regular checkups.
  3. A pet’s annual exam is as important as food and love.

“The PHP message focuses on the bond between the pet and its owner and it conveys that the practice’s primary motivation is not on delivery of specific services at specified times, but on the well-being of its patients,” said Dr. Trumpeter. She adds, “This message is consistent with the culture in most veterinary practices.”

 

The professionally produced resources used in the PHP inactive client reminder program feature PHP’s “spokes dog,” Henley and “spokes cat,” Oz and are available to veterinary practices at no cost on the PHP website, Inactive Client Program. Practices should go to the PHP website’s Resources Toolbox link to find complete program details and access to the free reminder message resources.

 

The results of the PHP inactive client reminder program have been published as a white paper titled, “A new reminder program available to veterinary practices that re-engages inactive clients and delivers the benefits of preventive healthcare.” It has been published in the April issue of the AAHA magazine, Trends. It will also be available to view online at www.partnersforhealthypets.org.


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