How One Innovative Veterinary Practice Increased Revenue by Over 175%—Rethink Membership

Case Study: Perrin 410 – Strengthening Client Loyalty through a Membership Rewards Program (January, 2013 – January, 2018) – 5 Year Case Study

Practice History: Perrin 410 Animal Hospital, established in 2004 in San Antonio, has been a trusted veterinary practice in the community for nearly two decades. Dr. Stuckey became the owner in 2011 and sold the practice in 2021, bringing a fresh perspective and a commitment to enhancing client care and community engagement. Perrin 410 partnered with Rethink Veterinary Solutions (RVS) in January of 2013 to address increasing client turnover and enhance loyalty among both new and existing clients.

Background: This membership and rewards program was one of the more aggressive strategies implemented by Rethink Veterinary Solutions, aiming to foster goodwill and support local pets in need. Dr. Stuckey and practice manager Damien Ivory were committed to doing things differently than before, resulting in tremendous rewards. This approach led to one of the most dramatic increases in total revenue seen from an established practice by RVS.

Challenges: Perrin 410 faced several challenges, including:

• Stagnant growth and revenue for years considering the market in the San Antonio area.
• Address Challenges that the entire industry was facing and documented via the industry shaking Bayer-Brakke Study.
• Attracting new clients and keeping them coming back.

• Considering wellness plans but not being fully sold that they were a good fit for their practice. 
• The need for innovation to not only drive revenue growth but enhance the entire experience for clients and team members of the practice.

Solution: Brian Macrae with Rethink Veterinary Solutions (RVS) worked with and developed a customized membership and rewards program designed to address these challenges. This program provided significant value to clients while fostering community connections through a dedicated donation initiative.

Membership Benefits
The membership plan, available for an enrollment fee of $95 initially for first year members (always higher and increasing amount for renewals), included value to promote repeat business and build long-term relationships:

• Instant Rewards: Members received 10% cashback on every purchase, automatically loaded onto their membership card for use toward future services.
• Charity Contribution: Perrin 410 donated 1% of every dollar spent by members to the Animal Defense League of San Antonio, a nonprofit organization chartered in 1934 that operates a true no-kill shelter for abused, abandoned, and neglected dogs and cats. Their mission is to enhance the quality of life for these animals by providing necessary medical care, food, shelter, and safety while working to find them the best possible homes.
• Annual Examinations: Members received three examinations (for illness or wellness) each year, valued at $148.50 (at the time), encouraging regular health check-ups. Exams had to be redeemed within 12 months or they automatically were removed from the members balance. 
• Complimentary Services: Two included nail trims for members' pets during the membership year, valued at $36, enhancing the value of membership.
• Adoption Incentive: Perrin 410's partnership with the Animal Defense League created a strong channel for new client acquisition by giving away free memberships to owners who adopted through them. This strategy led to significant growth for the practice, ensuring a steady flow of new clients that new pet owners would consistently return to the clinic during their pet’s first year.
• Additional Exclusive Benefits: Members enjoyed various exclusive perks throughout the year, promoting ongoing engagement and loyalty.
• Cost Savings Plan: For the $95 enrollment fee, members received services valued at $148.50, resulting in a 36% savings, along with the opportunity to earn cashback on purchases.

Sales and Membership Data

Key Insights

Results: From January 1, 2013, to January 1, 2018, Perrin 410 saw marked improvement in client retention and loyalty through its collaboration with Rethink Veterinary Solutions. The membership rewards program encouraged repeat visits, while the donation initiative further solidified the clinic’s positive reputation in the community.

The clinic's total bill amount sales increased from $610,762.98 in 2013 to $1,699,251.89 in 2017, highlighting the program's effectiveness. Additionally, total donations rose from $11,652.37 in 2013 to $30,884.22 in 2017, demonstrating the clinic's commitment to giving back to the community.

Conclusion: Perrin 410 reduced client turnover and boosted loyalty by integrating a rewards-based membership program with a meaningful partnership. Offering services like wellness exams and nail trims encouraged repeat visits while supporting local pets in need. This case study highlights the success of a well-structured retention strategy in a competitive veterinary market.