Neogen launches b-to-b loyalty program for veterinarians

Food- and animal-safety product maker Neogen will launch a business-to-business loyalty program for veterinarians next month. Specifically focused on its equine prescriptions, the program will give a rebate of up to 6% to vets who purchase those items.

The program will run from November 1 through next February.

Tracey Reynolds, ethical products marketing manager at Neogen, said that the company has conducted rebate programs in the past, but not to this extent. The effort will be the first time a full 6% rebate is given. In years past, the biggest rebate offered was 5%.

Reynolds said the goals of the campaign are to create loyalty among existing customers and to increase brand awareness for its products.

“Putting money back into the pockets of the practitioners is a great way to get repeat buyers,” she said.

Veterinarians who spend at least $7,500 with the company will be entered to win a $2,000 prize. The winner will be chosen randomly at the end of the effort.

To qualify for the minimum rebate of 3%, veterinarians must purchase at least $2,500 of qualifying products during the program period. Purchases of at least $5,000 can earn a 4% rebate; $7,500 can earn 5%; and purchases of $10,000 can result in the maximum rebate of 6%. The products can be mixed and matched.

The company will distribute rebates 45 days after the program ends.

Reynolds said the company timed the effort to coincide with the American Association of Equine Practitioners' annual convention, which takes place in early December.

The firm is promoting the program through direct mail and e-mail to Neogen's database of clients.

“This program is really about appreciation,” Reynolds said. “Showing that we appreciate the business we get is important. Especially in this economy, it's nice to get a little something back.”

Neogen developed the program internally.