Boost Engagement With a Veterinary Loyalty Program
Veterinary medicine is a relationship-based business. Clients select and continue to patronize veterinary practices where they feel connected with the team and have consistently exceptional experiences. A well-designed veterinary loyalty program can strengthen this bond, incentivize pet owners to visit more frequently, and boost overall revenue.
Loyalty programs vary between clinics based on goals and client demographics. For example, a clinic hoping to improve parasite control compliance might offer a discount program or prize for purchasing and administering preventives according to recommendations. Here’s how to implement effective loyalty programs in your veterinary practice.
What are veterinary loyalty programs?
A loyalty program rewards clients for visits and purchases that benefit their pets’ health. Programs can take various forms, ranging in complexity from a simple points-per-dollar calculation to rotating promotions and discounts on products or services.
Rewards programs validate committed pet owners by reimbursing their investment in their pet’s health, and entice less active clients to engage more frequently with the clinic. The element of exclusivity combined with the opportunity for a great deal is particularly appealing to many pet owners.
Benefits of a veterinary loyalty program
Loyalty programs benefit everyone involved. Pets receive better care, clients enjoy a good deal, and the hospital builds long-lasting client relationships.
Additional benefits of loyalty programs for veterinary practices include:
- Better client retention — Retaining existing clients is more cost-effective than acquiring new ones. A veterinary loyalty program incentivizes return visits and long-term relationships.
- More client engagement — A well-designed program rewards specific actions to help you meet patient care goals, such as scheduling more wellness visits or increasing parasite preventive sales.
- Increased revenue — Clients participating in a rewards program may spend more per visit to reach their rewards faster, and they’re also likely to visit more often, which results in higher revenue for the hospital.
How to implement an effective loyalty program
Here are the steps to design and implement an effective loyalty program in your clinic:
- Define objectives — Determine what you want to achieve with the program. Goals should focus on win-win solutions for hospitals, clients, and patients. For example, you might aim to increase overall visits, improve preventive care compliance, or expand client education initiatives.
- Choose a structure — Decide on a program format that resonates with your client base. If you aren’t sure what to use, poll a focus group of your best and most reliable clients. Points, tiers, and membership models are possible options. Once you decide on an appropriate model, you can use the same focus group to workshop a pilot program before launch.
- Leverage technology — Unless you’re using punch cards, a digital platform is necessary to manage a loyalty program. Choose one that integrates with your cloud-based software for seamless use, such as AllyDVM or PetDesk.
- Train your team — Team members should understand the program's benefits and how to communicate them to pet owners. Keep everyone on the same page with brief updates and training sessions during meetings, or contact your marketing app rep to set up a team training session or lunch and learn.
- Promote the program — Increase visibility by promoting the new program on your website, social media channels, and in-clinic displays. Consider launching with a special promotion or event to gain initial buy-in.
- Monitor success — Use enrollment numbers and feedback from clients and team members to determine if the program is having the desired effect. Track return on investment (ROI) by choosing a subset of metrics to analyze before and after the program’s start date or between program members and non-members.
Loyalty programs get people excited about a business and help them feel like valued customers, which keeps them coming back. In veterinary medicine, loyalty programs can promote repeat visits, deepen relationships, and improve overall pet care quality. Show clients they’re appreciated and take your practice to the next level by offering a veterinary loyalty program.
