4124. How to ... create a compelling vaccination REMINDER card

Mar 23, 2020.

1. FROM DR SING KONG YUEN
The 4 images were given to a vet intern. The title was "How to create a compelling vaccination REMINDER card." The key word is "compelling". So, the intern must know what it means and
write to show and tell what constitutes "compelling". Hence, make use of the 2 case studies and
elaborate.

1.1  Free commercial card from a drug company for all vets in Singapore

Photo is attractive. However, some dogs look "cloned". Not bright. The background is patchy,
as if there is poor lighting. Overall, a poor impression of printing quality. 

Commercial free VR card

 1.2  Vaccination Card created by Dr Sing Kong Yuen for Toa Payoh Vets

Customised VR Card with colours, attractive image of cat and dog
from Vistaprint services. Each card costs $0.54/card for 50 cards being
printed as at May 23, 2020. The QR code was not inserted
in the actual card but it is very useful for the younger generation
to scan and send WhatsApp message to the vet.. 

INSTRUCTIONS TO INTERN:

Use 3 D's

Answer the question.
Why is there a need to create a compelling vaccination card? Use the above two as case studies.
It is the same as why you will buy one product over another.

(Research - marketing books)

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2.  SCRIPT WRITTEN BY INTERN:

Hook: Do you find it difficult to keep up with your pet’s vaccinations? Perhaps…you often lose the vaccination card and find yourself having to dig it up? 

Presenting to you, the importance of a visually compelling vaccination card!

Vaccination cards are useful health records that contain information about vaccination dates and dosage. This information is helpful for pet owners, vaccination providers and public health researchers.  HOOK ONE EXAMPLE OF ENACTMENT BY INTERN.... Can be in an illustrated cartoon form. A POSTMAN IN A SMALL VAN, BIKE. ---GOES TO HDB LETTER BOX. CARD INSERTED IN BY POST MAN. Can use illustrations. (Sometimes, the intern has to be proactive....

Afternoon round for this postman

Internship helps you to develop your initiative, resolve challenges of lack of resources and get to know the case studies well as you had done the work.) CLOSE UP OF CARD....."Use the Commercial Vaccination Reminder Card". He sees another VR Card.... Colour, Text, Images..... Compelled to read. CLOSE UP. He keeps his card carefully, brings home, puts on his desk table desk to remind himself of the date......(Use Toa Payoh Vets card).



MUST HAVE A TRANSITION SLIDE (BELOW). Not to rush into "Details".

Dialogue: 

Oftentimes, vet clinics will call to remind the pet owner of their pet’s upcoming vaccinations.

The vet nurse calls a patient, “Hello, is this Snowy’s owner? Snowy is due for her vaccinations soon!”

The owner replies, “Oh! Really? I lost her vaccination card and forgot about her vaccinations…” DOG OWNER PHONES TP VETS...….FOR APPOINTMENT

Details:

Firstly, a vaccination card needs to be eye-catching and be able to capture the attention of the pet owner. This will make sure that the pet owner is reminded of their pet’s next vaccine whenever they come across the card and do not misplace the card.

Secondly, a vaccination card should briefly cover the importance of keeping up with their pet’s vaccines. Pet owners often neglect following up on vaccine appointments because they do not recognize the importance of vaccinations. Beyond the prevention of diseases in pets that may rack up large veterinary bills, it also protects families from contracting zoonotic diseases such as rabies from their pets. Diseases such as parvovirus also have a high fatality rate and are highly infectious, which may infect other animals in the household and lead to death.

Finally, a vaccination card should include contact details for a veterinary clinic in order to ease the process of vaccinating the pet. These details should be placed at a prominent position on the card such that pet owners are able to easily locate a contact number and book an appointment for vaccinations. 

COMPELLING. WHAT IT MEANS? COMPELLING. 2 CASE STUDIES. IS FIRST CARD MORE COMPELLING THAN 2ND? WHAT ARE THE DESIGN ARTWORK THAT MAKES IT COMPELLING? FRONT SIDE

1. Hook - Title text must attract reading 2. 3 parts - Introduction, Body, Conclusion. How you place them. 3. Cross-selling (a product or service XX%). Covid-19. Premium face mask for kids. discounted with this card 4. Call to Action. QR Code.

BACK SIDE UPDATE us if there is change of address or health of pets QR Code, email tel website

Discovery: 

A vaccination card that is visually appealing is crucial in ensuring that pet owners vaccinate their pets in a timely manner and is important in preserving the overall health of pets in the long run Veterinary services are a business. For an employer, it must be profitable to survive and last over the years. Revenue comes from pet clients and referrals. A tidy and clean clinic makes a good impression. So should marketing materials. Clients will go to competitors who give them good impressions, among other things. The following should be inside the card. Elaborate on points No. 1 to 8 No. 1 = title 2= services 3= why bother to do it? 4= contact 5=contact QR code 6 = cat should be there 7=dog (some VR cards show dog only) 8 = give space for cross-selling a produce/service e.g. 5% discount on dental scaling, premium face mask

USE OF COMPUTERISATION. Not all clinic owners can afford to pay the high costs of computerization. There is a recurring annual fee payment. This article provides tips to the smaller vet clinics to help them in their business. Compelling VR postcards are a "personal touch", like a friend sending you a post card during her travels (show a travel postcard).

This may be a competitive advantage compared to computerized mailings or texting, as there is a personal touch involved if you write instead of putting on address labels. CONCLUSION
First impressions count. A compelling vaccination reminder card gives a good impression as the prospects will not think poorly of your business operation compared to a poorly designed VR card.


CREDITS FOR MORE INFORMATION

---------------------------------------------------------------------------------------------- COMMENTS BY DR SING: The following are NOT in an organised order as the intern will then by spoon-fed. They are pointers ... 1. The topic should be "How to create a compelling vaccination REMINDER card." This is my mistake. This angle is from the veterinarian's point of view. Veterinary services are a business. It has to be profitable to survive over the years and to upgrade its equipment. VR cards are one way to generate revenue and to prevent diseases in the pets. However, many busy owners in Singaporfe do not find time to vaccinate their dogs and cats. A VR is a timely reminder and they appreciate it. However, there is a need to create a compelling VR as many owners will ignore the poorly designed ones but may keep the compelling ones on his or her desk. 2. There is a vaccination card (details of pets etc) in veterinary practices, but this topic is not referring to that. Also the four images shown are Vaccination Reminder Cards. 3. The intern must look for the key words. This is a "How to.." video. 4. Do Research: google "how to create a vaccination reminder card" and get many pointers. 5. Do re-write another script with some pertinent points are given by me as follows: 1. What is the meaning of "compelling" in this Dog and Cat VR card? Compelling card will refer to a card that "evokes interest, attention, or admiration in a powerfully irresistible way".

2.  How to make the card compelling? This topic is related to marketing and advertisements. The vet school does not teach this topic. The vet has to do research. That includes "google search".

3. Why bother to make the card compelling?
Money is spent on printing the card. Make a good impression if you want to retain your clientele who
has numerous choices of service providers. .

4. Why not use the free VR cards? They usually are not up to design standards as shown in this case study:
Analyse and explain the front side, the back side.







This free card is meant to promote the company's heartworm vaccination. That may not be what
the pet owner cares about. The deadly diseases are distemper and parvoviruses. The card design is what
most professional designers will rate as good. Not cluttered. Attractive dogs.

What should be on the front side?
This is a card from Vistaprint. It costs around $0.54 cents to print both sides in colour as at May 2020.
Vistaprint permits customisation of text, image, colours and QR code.

The design of the card by Dr Sing is as follows:

1. A hook as the heading. "Prevent COSTLY diseases..."
If you just title "Vaccination Reminder Card", your card is not compelling.

2. Services provided.

3. Conclusion. To reinforce and to remind the pet owner that pets are family. And those who love their pets do
consider them family members.

4. Contact details wih a message - website.

5. An image is important. Best is to have a dog and a cat unless you want
to print separately. 6. What is missing is the QR Code. This is very important nowadays.

Use the QR code from the following advert when you create your template. Do not copy above design. Think how you will improve on above layout.

QR code is usually placed on lower right. Code is the same as above.

7. In your design, add it one feature as shown in Vistaprint's card (XX% off). You can 

hand-draw your design - so that the font sizes can be inspected by me for size and clarity.

Make space for one produce/service   XX% off in your design.

8. Now we analyse the back side of the free VR card. Some pet owners think they should contact
"Age D'Or" as there is no clinic contact. So I made two stamps. The whole presentation is very unimpressive

but this is a free card!  

9. More professionally designed. The right hand side should have the services/products offered. The person usually reads the RIGHT side first. 10. Any updates should have a QR code. "Please inform us of any changes in your address and health of your pet. This should be in a "box" with QR code beside it. Some pets may have passed away; the owner has a new vet. The owner will have been reminded to contact the clinic. In conclusion: This video is created for the small practices that do not have a computerized vaccination reminder system. A good designer still needs your input on how to make a compelling VR. So, you have to do the artwork for the designer TIPS AND ADVICES Computerised VR is best as it can implement the Reminder and RECALL VR vacc reminder cards.

Intern: To re-draw and not copy wholesale the 2 slides.