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Personalized Direct Mail Cures a Pharmacy’s Ailing Campaign

Personalized Direct Mail Cures a Pharmacy’s Ailing Campaign

in Case Studies

Challenge:

A full-service veterinary pharmacy mails reminders to pet owners whose pet medications need refilling. For years, staff members had been spending up to 14 hours per week printing, folding and inserting plain-looking form letters that were then mailed with first class postage. It was an inefficient, dreaded task, postage costs ran high, and response rates were stuck in the low single digits. 

Solution:

We knew right away that the veterinary pharmacy was a perfect candidate for a personalized direct mail campaign. Their data was good, but not being optimized. After consulting with their manager, we agreed to design a full-color, variable data postcard that would also reduce postage costs. The postcard contained variable elements for the veterinary clinic’s name, owner’s name, pet’s name, prescription, and prescription discount. In addition to variable text, the images changed depending on whether the reminder was for a cat or a dog. Once a week, the veterinary pharmacy exports and emails a list to us from its customer database. We print and mail the personalized postcards within 24 hours. 

Results:

The veterinary pharmacy was thrilled with the new direct mail program. A task that previously took them up to 14 hours per week now takes only 15 minutes. The switch from mailing first class envelopes to postcards put them on course to save $9,000 annually, and response rates climbed from low single digits to 14%.