VetPD
Bringing event bookings, marketing and customer data together in one connected system.
VetPD
VetPD — Veterinary Professional Development — was founded in 2011 by vets who recognised a lack of first-class, hands-on continuing education for veterinarians worldwide. Today it’s an innovative global market leader in high-end, interactive veterinary continuing education (CE), working with hand-picked, world-renowned subject matter experts.
VetPD’s CE is aimed at small animal and equine veterinarians of all levels, delivered through hands-on workshops with genuine small-group teaching, destination events, weekly panel discussions, in-depth masterclasses, and fully branded custom CE for third parties. VetPD operates worldwide, with offices in the UK, USA and Australia.
Marketing, bookings and customer data, all in different places
VetPD came to OpenCRM to find a better way of managing their marketing emails in a way that could be tied into a CRM solution. They also wanted a slick way of using the CRM as a conduit to managing event attendees.
As the business grew, they needed a system that could:
- Take event registrations and payment details from their website and have this information visible in their CRM system automatically
- Manage a growing database of customers
- Support email marketing that returned results
- Minimise human error by automating tasks wherever possible
Previously, data had been siloed into different software solutions that did not talk to each other.
One platform, connected to everything else
OpenCRM provided a platform, connected with other apps, that brought these processes together. OpenCRM is the database where all customer and prospect information is stored — segmented so VetPD can use it for large-scale marketing, taking advantage of our integration with MailChimp.
The emails contain links back to the bookings page on the website. When a customer books onto an event, that information is fed straight back into OpenCRM.
At OpenCRM we often say that “evolution is better than revolution” — for VetPD it meant that, as they became accustomed to the features and functionality of OpenCRM, they could add further customisation and automation into their processes.
Streamlined operations, end to end
With OpenCRM in place, VetPD has been able to streamline operations, from marketing, to event management, to keeping customer data up-to-date.
- Customer, marketing and sales data held in one place with improved visibility
- The system has continued to evolve alongside the business, supporting both growth and the increasing complexity of its bespoke services
A flexible framework, not a forced fit
The solution aligned closely with how VetPD already operated. Instead of forcing change, OpenCRM provided a flexible framework that could be adapted through configuration and custom development, allowing the business to refine its processes without losing what made them effective.
Rather than seeing their initial OpenCRM project as the end of the journey, it’s a new beginning. Having chosen OpenCRM to resolve a few specific problems, the team at VetPD is now in a position to explore further functionality to help manage further processes in one place. OpenCRM’s consultative approach of delivering projects in a logical sequence helps build the picture of how VetPD’s CRM adoption has evolved, and where it’s likely to go next to help them get the most from the system.
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