Case Studies > Healthcare & Veterinary > Community Veterinary Partners
CVP Case Study: Driving Pet Care Engagement Across the Nation
Reconnecting Pet Owners: How CVP Revitalized Veterinary Visits with Tailored Campaigns
Highlights
Revenue Growth
Generated $800K in incremental revenue, marking an 18% increase in just over 100 days.
Audience Engagement
Successfully re-engaged pet owners who had not visited a vet in over four years.
Multichannel Excellence
Deployed 10+ creative versions across direct mail, email, and social campaigns, tailored to over 200,000 recipients.
Agile Optimization
Weekly performance reporting enabled real-time adjustments, ensuring maximum impact across all campaign channels.
Summary
Region
- National
industry
- Healthcare & Veterinary
Company size
- Over 125 veterinary practices
rmg solutions
- SmartPiXL
- Digital Marketing
- General Ad Tracking
about
Community Veterinary Partners (CVP) operates over 125 veterinary practices across multiple states in the U.S. Post-pandemic, CVP sought to re-engage pet owners and drive annual check-ups to recover from the economic and behavioral impacts of COVID-19. They partnered with RMG to implement data-driven strategies to bolster client retention and revenue growth while preserving the local identity of individual practices.
Challenge
The veterinary industry faced significant challenges post-COVID, with many pet owners delaying visits for over four years. CVP wanted to:
- Incentivize pet owners to re-engage with their local veterinary practices.
- Centralize marketing efforts without losing the unique branding of individual practices.
- Validate the effectiveness of their digital ad strategies.
strategy
RMG collaborated with CVP and their agency partners to design and execute a 10-week integrated multichannel campaign. Key strategies included:
- Using SmartPiXL to validate digital ad performance and improve audience targeting.
- Developing 10+ creative and copy variations for tailored outreach through direct mail, email, and social media channels.
- Testing increased social media budgets and deploying multiple video assets across eight targeted markets to optimize engagement.
- Leveraging a Customer Relationship Management (CRM) & Digital Asset Management (DAM) platform to personalize creative assets for over 200,000 recipients.
solution
RMG’s solution combined advanced targeting with personalized engagement:
- Designed, produced, and managed direct mail campaigns with localized branding.
- Created dynamic email campaigns with eight unique versions to resonate with diverse audiences.
- Deployed engaging social media campaigns validated through SmartPiXL to identify ad responders and track effectiveness.
- Delivered weekly analysis and reporting, enabling agile optimization of campaign elements.
results
The campaign exceeded expectations, achieving:
- $800K in incremental revenue, representing an 18% increase in revenue within just over 100 days.
- Validation of direct-to-consumer marketing as a powerful approach, with social marketing recognized as an effective supporting channel.
- Enhanced brand alignment across practices while maintaining local appeal, fostering stronger customer relationships.
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