VetConnect Direct Mail

Direct Mail Program Launch

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BRINGING SALES REPS AND CLIENTS TOGETHER

It was quite a challenge: An overburdened sales force charged with selling multiple products; little or no direct face time with their clients, and; a mature product line perceived by many as a commodity. Sales tools were needed to help add value to each sales call, while supplying much-needed product and promotional information. The “VetConnect” dimensional direct mail campaign was just what the doctor ordered, literally. Three dimensional direct mail boxes were designed with arresting “wild animal” visuals and intriguing cover copy. Each box contained a host of educational materials that also served as handy reference documents for clinic personnel. Company sales representatives delivered the boxes and reference documents to key companion animal veterinarians. Pre-mailings to these vets – oversized postcards and personalized letters from each rep – alerted them to the impending call. Other vets received the boxes and sales materials by mail. Subsequent mailings continued to deliver additional index cards and technical data sheets for months to come. The result? The campaign helped the sales representatives significantly increase face time with their customers, allowing them to detail product attributes and advantages. The reference cards and tech tip sheets delivered value-added information on vaccine protocols, while increasing awareness and interest in Schering-Plough companion animal products.

BROWSE OTHER SCHERING-PLOUGH CASE STUDIES:
VetConnect Newsletter Series
E-Commerce Campaign
Re-Branding Campaign
Sam’s Club Pallet Display