Henry Schein’s acquisition of Vetstreet designed to improve communication between practices and clients
Helping veterinary practices communicate more effectively with clients – presumably, leading to better health for animals and better profitability for practices – was the driving force behind Henry Schein’s Dec. 31 acquisition of Yardley, Pa.-based Vetstreet.
“We believe that the most important conversation in the veterinary field is the one between veterinarians and pet owners,” says John Nicholson, director of corporate brands, Henry Schein Animal Health. “This conversation, rooted in the fact that veterinarians are the only true and trusted source of credible clinical knowledge, takes place across a number of media formats.”
Founded in 2008, Vetstreet offers veterinary practices a suite of online and offline products and services designed to improve their ability to communicate with pet owners for all of their pet needs and address the lack of compliance with wellness visits. Vetstreet had sales in 2014 of $43 million.
The approximately 100 members of Vetstreet will continue to be led by its current management team, including the company’s founder and president, Derrick Kraemer.
“Vetstreet provides a number of unique products and services to Henry Schein Animal Health customers,” says Nicholson. Those include:
• HealthyPet magazine, customized for clients and sent on behalf of practices. The magazine contains breed-specific tips and information for each pet owner on pet health issues, and reinforces the value of the veterinarian as the trusted source for their pets’ care. “This, coupled with Vetstreet’s postcard, email, and text reminders, gives us a Premier Reminder System that offers online and offline options to all of our clients,” says Nicholson.
• Targeted marketing programs sent on behalf of the practice to pet owners, featuring products and services from most of the major animal health manufacturers. These programs feature targeted, customized, and personalized digital and print communications, and are provided to the veterinarian at no cost.
• Vetstreet.com, a pet owner/consumer-focused website that features peer-reviewed content written by practitioners and veterinary industry professionals.
• A new client-acquisition and re-engagement program that leverages Vetstreet.com’s veterinary directory, which includes full veterinary profiles. Vetstreet also sends emails to pet owners who have recently moved into a new area.
• A reputation engagement program, featuring thank-you emails and surveys, as well as a social management service to help practices optimize their social pages and respond to online reviews.
Henry Schein’s existing reminder system is additive to that of Vetstreet, “because (Henry Schein’s) reminder postcards are fully automated and include an array of complimentary designs for practices to choose from,” says Nicholson. “We believe that we have the most complete range of options for veterinarians looking to utilize automated printed appointment reminders, which are still proven and effective at increasing patient traffic.”