Back to the December 2005 issue.

VetVantage

(by Peter Bohenek, President)

VetVantage came to Rhythm Interactive at the beginning of 2005 with a business concept and a corresponding business plan. The goal was to create a full-scale membership website for the veterinary industry that would derive economies of scale by uniting vets as one single purchasing power. By doing so, VetVantage would be able to command lower pricing for their members.

Rhythm Interactive quickly went to work planning and organizing the online plan of attack. A membership website was developed that would act as a marketing tool to attract interested prospects and engage them with compelling graphics and content. The ultimate goal of the website was viewer conversion, meaning a signup or the completion of an online form to receive further information. All such online forms were tied directly into salesforce so that follow up by VetVantage personnel was as easy as possible.

The website also contains a viral component that enables viewers to forward information about VetVantage to a colleague. This works particularly well with the price comparison tool that was developed to help prospects understand the potential cost savings that could be derived from membership. The results page shows exactly how much the prospect would save on items they already purchase and allows them to send the results to colleagues.

The website is geared to support prospects and convert them to members, but the website also offers members support as well. As a member of VetVantage, you can log into the site and order all of your products at discounted prices directly from major veterinary suppliers and manufacturers. Members can create favorites for easy reorders, and members can use the website to monitor their savings on an ongoing basis.

The project also involved the design and development of all collateral materials including business cards, stationery, brochures, presentation folders and trade show booth graphics. As a full service interactive firm, Rhythm Interactive offers full graphic design and printing services. VetVantage was able to take advantage of the full service offering, allowing for a single point of contact for the entire project.

Vetvantage’s use of the Internet to support their business model has been executed very well. The website is complete, and VetVantage is now in the process of acquiring members through various marketing and sales methods.





Statistics Corner

Spending for online display ads grew 12.6 percent in the first half of 2005 .

For the past three years, Thanksgiving Day has been the peak day for visits to online shopping websites.

Online retailers saw a 35 percent spike in traffic on Cyber Monday (November 28, 2005).

Internet advertising revenue hit $3.1 billion in Q3 of 2005 (the first time a quarter has surpassed $3 billion), a 33.9 percent increase.

Sixty million U.S. adults use search engines on any given day, up from 38 million in June 2004.

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