Many veterinary practices give puppy and kitten packs out, and those that don't ponder the question if they should. Determining a return on investment is challenging for something that doesn't often elicit feedback or get an immediate reaction. That's why we asked clients – over 1,400 – what they thought of the welcome pack they received from their veterinarian, and we set out to figure out the ROI and what made the most difference in the packs.
The Ontario Veterinary Medical Association's 2018 Pet Owner survey found that the #1 factor that pet owners consider when choosing a veterinarian isn't pricing or the quality of medicine they practice.
It is the degree to which the practice and veterinary team demonstrate how interested they are in the pet's overall well-being1.
The data, featured in charts below, from our pet owner survey clearly shows that puppy and kitten packs are an easy and effective way to clearly show your clients that you are interested in their pet's overall well-being.
Additionally, when clients were asked if they believe they’re currently receiving enough valuable educational information from their vet, 46% of both cat and dog owners indicated that they are NOT!
While there are many uses for welcome packs, some being given to new clients or existing clients who got a new pet, or even used as incentives for wellness plan programs, the range that veterinary practices spend on them varies from free (donated product samples, pamphlets, and photocopied educational material) to upwards of $20. Our data indicates that the average spent on puppy and kitten packs is approximately $5.
Our survey data shows that the key to getting the best ROI from your new pet pack is having a client-perceived value between $10–25, as well as it containing educational information that your clients want and find valuable (rated 8–10 stars). See the specific data below.
Welcome packs are often an overlooked opportunity to enhance client loyalty and knowledge. Packs with a higher client-perceived cost and those with higher client-rated information rank higher.
Even if the 101 Essential Tips book was the only thing in your pet packs, it would rank in the top tier of performance, based on the data featured above.
The books have a listed MSRP of $11.95, placing the client-perceived value of the gift into that higher-performing $10-25 range. This value is even further reinforced when you also sell the books at your front desk, and your clients see that you’ve given them a book that you sell to others for $11.95.
We provide up to 50% off of MSRP for veterinary practices.
We also have digital versions of the books. Unlimited-use annual subscriptions available.
If you want to go “above and beyond,” you can add some of the items from the lists below. The majority of survey respondents indicated they would also like to see these things in their new pet packs.
Practices have been using our books since we published our first title in 2016. Some have done away with their entire client welcome pack and use the books instead; others enhance the education they provide by eliminating all the pamphlets and photocopies that took their team considerable time to collate and assemble.
"These books are a great educational tool that allows clients to have a valid informational piece in their hands when they walk out the door. Hopefully it avoids some of the Dr. Google searches that misinform clients. This helps my staff and myself be more efficient in exam rooms without spending hours overwhelming new pet owners with information! I love the easy to understand format and my clients do too!"
— Tammy Stevenson, DVM
"This easy and fun to read book is perfect for our new puppy owners. It is the centerpiece of our puppy information packet. The clients love the comprehensive nature of this book and easy to read format. There are plenty of things in this book that I would never have never thought to review with owners. Now I don’t have to! Dr. Nicholas has done it for me."
— Jon Perchick, DVM
“This book is the “What to expect while expecting” book for cat parents! It accumulates all the practical stuff I have gathered over 20 years of practice that I wish I could teach my clients in a short annual exam. I love that it addresses not just medical but behavioral advice to make your life with your cat the best it can be.”
— Amie Balandovich, DVM
With the recent advent of Millennials outnumbering any one group of pet owners and their desire for digital communication, a digital book option may be right for your practice and clients.
Find out more about our 101 Essential Tips web-book, unlimited-use subscriptions.
