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Marketing
Points make discounts: a loyalty card scheme for veterinary practice
  1. David Finlay

    David Finlay qualified from Edinburgh in 1974 and, in 1984 established a single vet, small animal practice in Grangemouth and Stenhousemuir. In 1996, the practice initiated a major change in business strategy, focusing on consumer relationship management. In 1998, the practice received the Forth Valley Marketing Award.

Abstract

VETERINARY practices, as stand-alone businesses, respond, like other businesses, to recognised business disciplines. Here, David Finlay describes how one of the fastest growing marketing tools in recent years - the loyalty card scheme - may be implemented for use in practice, based on his experiences of having introduced such a scheme into his own practice two years ago.

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