This document provides examples of how direct communications can be used to proactively reach customers through a veterinary practice management software. It outlines eight examples of direct communications that could be sent to customers through email, text, mail, or cards to inform them of health issues, promote vaccination reminders, and stay top of mind. The webinar aims to teach attendees how to effectively segment customers and send targeted messages through their practice management software to improve engagement and care.

1. How do I deliver my marketing
campaigns to the right people?
By Harm-Jan Kreun
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2. 2
• Role at Animana
• Prior experience/educational
International Key Account Manager
Harm Jan Kreun

3. Introduction – How a webinar works
• Total duration: 45 min
• Polling questions
• Presentation
• Microphones will be muted
• Ask questions using the chat function
• Q&A
• This webinar will be recorded and you’ll be able to view it
again via the link we will send after the webinar.
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4. Last Webinars
• How financial reports can help you grow and assess your
current situation
• Why your practice needs a marketing plan
• Content is King, this is why content is essential to reach
your goal
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5. Goals of this webinar
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• Enabling you to (proactively) communicate with your
customers in different scenarios by giving practical
examples
• Show you the value of direct communication to customers

6. Polling questions:
• Do you send newsletter to your customers?
• Did you send any direct mailings to your customers last
year?
• Which method do you prefer for direct/mass mailings?
• Do you have a year plan for sending direct mailings?
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7. Example 1: Poisoned Cat(s)
Did you treat poisoned cats in
your practice last year?

8. Example 1: Poisoned Cat(s)
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Text message/SMS
Method
Veterinary practice has treated multiple poisoned
cats in the same area.
Situation
Proactively making clients aware that there is a
dangerous situation for their cats in the area.
Objective
• Go to extra mailing mailing filters on contacts
• Select mailing option: SMS
• Select:
• Owner has Cats
• Last Activity after: 01-01-2016
• Filter on Address: Postcode of certain area
Steps
Mr. Kreun, please note that
cat poisoning is occurring in
your area. Please keep your
cat inside and if you have
questions don’t to hesitate to
call us.
Message

9. Example 2: Non vaccinated patients
What is your vaccination
percentage (cats & dogs
combined)?

10. Example 2: Non vaccinated patients
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Email
Method
60% of your pets are vaccinated, all the others never
get an invite for a vaccination
Situation
Making clients aware of vaccination
Objective
• Go to extra mailing mailing filters on products
• Select mailing option: Email
• Filter on:
• Owner has Dogs
• Last Activity after: 01-01-2016
• Select products: Select all the vaccinations: you can select
more then 1 with CNTR button
• Select has not had the product
• Select period: 01-01-2016 until today
• Create content
Steps

11. Example 3: Dog with a high risk on DCM
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Traditional Mail / A letter
Method
Some canine breeds have a higher chance on DCM,
owners are not informed about this.
Situation
Preventing dogs from getting sick OR informing
clients that treatment is possible.
Objective
• Go to extra mailing mailing filters on products
• Select mailing option: Post
• Select:
• Owner has Dogs
• Last Activity after: 01-01-2016
• Age: Between 5 month’s and 5 years
• Select Species: Dobberman, Cavalier, enz.
• Select products: ProBNP test
• Select has not had the product
• Select period: 01-01-2016 until today
• Select content
Steps

12. Example 4: High risk of cats with kidney problems
What percentage of cats will get
kidney failure when they
become older?

13. Example 4: High risk of cats with kidney problems
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Traditional Mail / A letter
Method
Over 50% of the older cats will have kidney failure
Situation
Prevent cats from being sick or start the treatment
on time
Objective
•Go to extra mailing mailing filters on products
•Select mailing option: Post
•Select:
•Owner has Cats
•Last Activity after: 01-01-2016
•Age: Older then 7 years
•Select products: SDMA/ Blood test
•Select has not had the product
•Select period: 01-01-2016 until today
•Select the content
Steps

14. Example 5: Birthday cards
Do you send birthday cards to
your patients?

15. Example 5: Birthday cards
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Birthday card
Method
Finding a moment to bond with your customers
Situation
Stay on top of mind with your clients by sending a
highly personal message.
Objective
• Go to extra mailing mailing filters on patients
• Select mailing option: Card/Post
• Select:
• Birthday
• Check filter on Anniversary
• Select the content
Steps

16. Example 6: Non vaccinated Rabbits
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Email
Method
A lot of rabbits are not vaccinated.
Situation
Inform the customer about the risks
Objective
• Go to extra mailing mailing filters on products
• Select mailing option: Email
• Select:
• Owner has Rabbits
• Last Activity after: 01-01-2016
• Select products: Select all the vaccinations: you can select
more then 1 with CNTR button
• Select has not had the product
• Select period: 01-01-2016 until today
• Create content
Steps

17. Example 8: Tick alert
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Text message
Method
Ticks starting to come back
Situation
Ensuring that customer is aware of methods to
prevent Ticks.
Objective
• Go to extra mailing mailing filters on contacts
• Select mailing option: SMS
• Select:
• Last Activity after 01-01-2016
• Select the content
Steps
Mr. Kreun, tick season for
animals has started, prevent
ticks now and stop by our
practice!
Message

18. What’s next?
• Price increase webinar
• Help.animana.com and register
• Please help us improve these webinars and fill in the
survey that will be presented after this webinar has
ended
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19. Questions?
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