The Vetservice Group

Diamond Rewards Set The Standard

Six months after its launch, the Vetservice Group’s unique Diamond Rewards incentive programme has created quite a stir in companion animal veterinary circles.

With 100 vet nurses from all over the country undertaking their first ‘alpine retreat’ weekends this winter, totally funded by the programme, it’s fulfilling its goal of being both an incentive and educational tool for vet support staff.
And Vetservice has already began preparing to take the programme into the rural marketplace later this year, says Jack Mainprize, group marketing manager.

“The expansion of the program into the rural marketplace is under way; implementation will begin soon and run on through 2007 and into 2008.”
Diamond Rewards is a first for the New Zealand vet industry, he says.
“Diamond Rewards came about as a result of our collective experiences in developing marketing programs and tools for our veterinary practice members,” he explains.

“Over the past few years we’ve built up an understanding of just how crucial it is to have staff on board with any business development that you’re undertaking.

“You can achieve 100 per cent buy in for a concept or product from a practice principal or business owner, but if you don’t have that same level of buy-in from the staff that will be required to promote the product then it’s going to be an uphill battle.”

So halfway through 2006, Vetservice began developing an incentive programme that would both recognize the role played by support staff and give supply partners a tangible, flexible way to market their promotions.

Now, with Diamond Rewards, support staff at member practices now earn points for selling products and services to their clients.
These points increase exponentially with growth in sales, Mainprize says, and are redeemed via a catalogue of consumer products comprising over 1000 options, including shopping vouchers.

“For our member practices, it means their staff now have an incentive to growth the business with no administrative burden or tax implications, and at no cost to the practice. It’s a great staff retention and motivational tool. 

“Our supply partners now have a measurable way of encouraging growth. 
The measurability aspect is important of course."

“If you’re asking suppliers to invest in a new program, you better be able to provide good reporting on the results! Our program does that.”

Last but definitely not least, the programme rewards staff for a job well done.

“But Diamond Rewards is a bit more than that because it’s about education too,” Mainprize says.

“It fits well with our philosophy of ‘wellness’ by encouraging increased subscription to premium animal health care products and our own range of in-house diagnostic products.”

The program is integrated with VetService’s end-user incentive program, PetCare Rewards. When staff enroll clients into this, they are rewarded by Diamond Rewards.

Jack Mainprize says the weekend alpine retreats for vet nurses that are currently underway will include an educational element as well as a celebration of the first six months.

“So the program allows for more than just the monthly accumulation of rewards points – it’s also about learning, and getting together, and sharing how we can do even better at promoting ‘wellness’ in companion animal practice and growing our businesses.”

The Diamond Rewards program now has 445 Veterinary support staff enrolled nationwide.
Its partners are the strategic partners of the Vetservice Group – Hill’s Pet Nutrition, Merial NZ, Petware, SVS and Pet-N-Sur, and the groups own range of in-house diagnostics.

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Article reproduced courtesy of AgriMedia Ltd.