Case Studies > Healthcare & Veterinary > Community Veterinary Partners
Community Veterinary Partners' 94% Ad Cost Drop
RMG engineered a highly targeted, multi-channel direct marketing program across three waves to reactivate lapsed pet owners for more than 100 veterinary clinics, driving a 317% email CTR lift and a 94% drop in social CPC.
Highlights
94% Lower Ad Costs
Social cost per click fell from $5.90 to $0.35
38x Social Reach
Reach grew from 19K to 738K in Wave 3
317% Email CTR Lift
Click-through rate jumped from Wave 2 to Wave 3
121 Clinics
Scaled from an 8-week pilot to a national 13-week program
Summary
Region
- National
industry
- Healthcare & Veterinary
Company size
- Over 125 veterinary practices
rmg solutions
- Email Marketing & Copy
- SMS / Text Marketing
- Facebook Paid Advertising
- Direct Mail
- SmartPiXL Visitor Intelligence
about
Community Veterinary Partners (CVP) is a multi-site veterinary healthcare organization operating more than 100 clinics across the country. Every clinic has the same quiet problem: pet owners who used to come in, and stopped. In 2023, CVP engaged RMG to design and run a Re-Lapsed Client win-back program, a coordinated effort to bring those lapsed clients back through the door, at national scale, clinic by clinic.
Challenge
CVP needed to systematically re-engage a large pool of lapsed pet owners across a geographically dispersed clinic network. The program faced several complex operational and technical challenges:
- Re-engage a large pool of lapsed pet-owner clients across 100+ geographically dispersed CVP clinic locations
- Build and execute multi-channel personalized campaigns with clinic-level customization (logos, offers, phone numbers, QR codes) at scale
- Establish baseline data hygiene, campaign playbooks, and quality assurance processes to support repeatable, error-free execution
- Measure channel ROI and appointment conversion across email, social, SMS, direct mail, and digital — with limited initial Martech infrastructure
strategy
To re-engage the lapsed pet-owner client pool, the campaign was structured as a multi-channel direct marketing program spanning successive waves. The strategy focused on deploying email, SMS, Facebook paid advertising, direct mail, and SmartPiXL landing page tracking across CVP’s clinic network, ensuring that each wave built directly on the concrete data and execution learnings of the last to drive compounding improvements across every channel.
solution
RMG designed and deployed a 3-wave RLC campaign program, each wave building on prior learnings in creative, targeting, and execution.
- Wave 1: 8-week campaign, 111 clinics — email, direct mail, social, SmartPiXL landing page tracking
- Wave 2: Expanded targeting, refined creative, higher social budget allocation
- Wave 3: 13-week campaign, 121 clinics — added SMS as new channel; UGC-style social creative; reduced email complexity; established formal QA playbook
- SmartPiXL deployed across 25 clinic domains to capture visitor demographics and validate CMOG audience segments
results
Based on key findings across all three waves, the campaign delivered progressive performance and efficiency gains across every channel:
- Email Optimization: Driven by tighter data hygiene, unsubscribes fell 68% and bounce rates fell 82% from Wave 1 to Wave 3. A 317% increase in click-through rate (Wave 3 vs. Wave 2) demonstrated significantly higher content engagement among openers.
- SMS Engagement: SMS delivered a strong ~15% click rate (approximately double the email CTR). Delivery rates improved from 86% to 97% across drops as processes and data quality tightened.
- Social Advertising: Achieved massive efficiency gains, reducing CPC by 94% ($5.90 to $0.35) and expanding reach 38-fold to 738,003. Humor-driven UGC video creative proved highly successful, with the “RUN, Don’t Walk” ad earning an 8.33% CTR.
- SmartPiXL & Direct Mail: SmartPiXL achieved a 98% email match rate and validated demographic target assumptions (50%+ female, over 55) with Mondays and Fridays identified as peak web traffic days. Direct mail successfully demonstrated physical capability to customize print assets across a complex, multi-clinic national footprint.
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