Pet Insurance; How to go about a marketing plan/promotion of?
How does it benefit the practice? (I already know all benefits for the owners)
Promotion ideas?
I have to make out a marketing and promotion for pet Insurance and these questions are hard to find answers for.
Any links at all really. . . Although obviously I know the basics, I’ve been pushing good insurance on owners for years in my clinic; but although it may be easy to do, it’s hard to write about.
This Assignment I have is a real doozie. (2nd year B.Sc Veterinary Nursing Student)
Pet insurance benefits a practice in the following ways:
1. It provides another revenue stream
2. It reassures the pet owner that you are looking out for his/her welfare, as well as for the health and well being of his/her pet.
3. It is a competitive step forward, since not many veterinarians offer it — it sets your practice apart
4. It allows you to ride on the marketing coattails of the insurance company — any local advertising, promotion and marketing — especially direct marketing — will mention the name of your practice. (The insurance company may pick up the entire cost of this advertising, or you may be asked to pay part of the cost — it is well worth it.)
5. The insurance company should give you referrals from enquiries in your district — that is, pet owners who communicate directly with the insurance company should be referred to you as their local representative, and pet owners who contact the insurance company solely about insurance should be told about your veterinary practice. (”By the way, Brian Boru Small Animal Practice of Bailey-Cream o’ The Reeks is a professional practitioner down the road you should be aware of, should you require their services — especially since they honour our insurance.” or words to that effect.)
6. Any incidental projects you put into your practice publicise and promote your practice tenfold. These include:
a) insurance of course
b) local workshops and seminars before schools, church groups, community organisations
c) newsletters –on line and printed and distributed FREE — on a regular basis
d) pro bono work for pet owners who can’t afford it (some sort of a means test here, so you won’t be taken advantage of) — perhaps exclusively for the very old or disabled. Specialise, say, in service animals, working with local orgs. for the blind, hard-of-hearing, etc.
e) brochures and handouts distributed in your surgery– not only materials that you receive on a regular basis from large manufacturers, etc., but little brochures you write on your own on local problems, say incidence of ticks and the like
f) offer to write a column for the local press
g) give talks at the library. This is very popular.
h) write a book or two. Not necessarily James Herriot stuff (although that would be nice), but little heart-warming stories, with you as the hero, of course. The book could be online.
i) set up and maintain a) website, b) a blog — and keep it fresh and up to date
j) contribute to other local websites, not necessarily having anything to do with animals: church, library, community, even real estate, agriculture, historical and cultural. Become de facto the local authority on matters veterinary!
You might want to look at useful blog on direct marketing that throws out a lot of sensible ideas on marketing and promotion. It’s called Direct Marketing Creative Generator. The blogger is a college professor and direct marketing veteran.
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