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The Value of An Email Address

 

 

How To Create Insanely Loyal Clients Patients 1

 

THE VALUE OF AN EMAIL ADDRESS

Did you ever consider the value of having an accurate email address for your client?  Today we will share why your email list is one of your practices most valuable assets and how easy it can be to capture emails from your clients.

First, you might be surprised to know that the average veterinary hospital has accurate emails for only 50% to 60% of their clients.  That means communicating via email is not an option for 40% to 50% of clients and will require you to use more expensive channels of communication. As you know this cost contributes to your profitability.

Next and more importantly is the power of a multi-channel strategy.  When you combine an email with a postcard (email first then postcard) you will see about a 30% lift in the number of appointments scheduled. Let's do the math. We will assume you have 1,000 reminders and send only a postcard. In this scenario, 500 clients schedule an appointment. Now let's add an email to the communication.  With this multi-channel strategy, you will get a 30% lift or 650 appointments scheduled.  If the average value of a wellness appointment is $160.00, having the multi-channel strategy is worth  $24,000 in incremental revenue. 

Your MBF Loyalty program is a great way to increase the number of accurate emails in your database.   Every rewards member has to provide their email address to register for the program.  The value of the data you collect from your rewards program is one of your practices most valuable assets and can impact your hospital's revenue immediately!

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Why We Love Cause Marketing For Your Veterinary Practice (And You Should, Too!)

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In March’s Blog post, MBF Loyalty's Veterinary Clients Lead The Pack!, we share that the American Pet Products Association 2017-2018 National Pet Owners Survey reports Gen Y/Millennial pet ownership has officially surpassed baby-boomer ownership by three percentage points to now account for 35 percent of all pet owners. We also share that according to Adweek, at least 70 percent of millennials have purchased a product that supports a cause. And 90 percent of millennials are likely to switch from one brand to another — even when price and quality are equal — if the second supports a cause. The reason this is so important and worth repeating is that research shows that there’s a big potential payoff for companies willing to cater to this demographic. Below are several things you can do to attract this demographic to your veterinary practice. 

  1. Consider establishing a non-profit fund associated with your hospital to help local pets in need of care. As daunting as this sounds, one can easily be established through the Veterinary Care Foundation. The Veterinary Care Foundation is a 501(c)(3) not-for-profit charitable foundation created for the specific purpose of helping veterinary practices fund the discounted and no charge care they generously provide to hardship cases, rescue groups or as good Samaritans.
  2. Establish a Membership based loyalty program - Bond Brand Loyalty research shows 68% of 20- to 34-year-olds would change where they shop if it meant getting more program rewards and one-third reporting buying something they didn’t need or want just to earn points or increase membership status.
  3. Incorporate Cause Marketing into your loyalty program by donating a portion of the rewards earned by the client to a good cause. MBF Loyalty’s Reward program includes an optional feature that allows veterinary hospitals to select the percentage of each invoice that is donated to their selected charity.  Funds add up quickly and the non-profit you've established becomes a very active part of your practice. 
  4. Create mission focused messaging. Millennials aren’t going to respond to perks but would prefer to understand how their donation is going to benefit your mission and their community. How did their donation benefit local pets in need, how many etc. Share how your fund is helping others in emails, on your website and social media. MBF loyal marketing campaigns will help you get the word out and shared amongst members!
  5. Share your news with the media and attract more new clients to your veterinary practice. Submitting a press release with your newsworthy story is inexpensive, yet an effective way to spread the word of the valuable service you are providing. As an added benefit, many publications will publish your information online providing many SEO benefits for your veterinary hospital as well. 


In closing, Jason Dorsey, a millennials researcher at the Center for Generational Kinetics explains, “Members are willing to pay to get the extra benefits and feeling of being special.” It is easy to start and manage a Cause Marketing Program.  To Learn More and Speak with an MBF Business Consultant, please click below. 

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