Novartis Animal Health UK
There are an estimated 3.5 million small- to medium-sized enterprises
(SMEs) in the UK. Potentially important users of direct mail, they tend
to be intermittent users because of pressures on time. And they see the
Royal Mail as a large, disinterested company.
To combat this, the Royal Mail created an education programme in the
form of six jargon-free booklets, mailed monthly. ’Hot topic’ booklets
followed, and the Royal Mail also hosts workshops and stages its own SME
To date, 48,000 SMEs have been recruited. A questionnaire has also been
developed to track customer attitudes and levels of activity. This has
allowed customers to explain their needs, which with segmentation
provides more tailored communications.
Companies in the programme have increased their spending by almost 12%
on average, three times as much as non-members. Research confirms the
majority now view the Royal Mail as a credible business partner.
Novartis developed an easy-to-use treatment, Fortekor, for canine heart
problems, to give more vets the chance to develop an interest in the
subject, and to prescribe.
Novartis sought to build its relationships with vets via an educational
incentive programme, based on scratch-card technology. A travelling
symposium was then developed, attended by 800 vets at venues throughout
Sovereign Finance, a subsidiary of Girobank, provides finance
It wanted to differentiate its service and create brand loyalty.
A survey suggested Sovereign took more time than competitors to
understand consumers’ needs. From this was developed the promise -
’discovering needs, devising solutions and delivering answers’. Since
the launch of a teaser campaign, turnover has doubled in some sectors.