Business View Magazine | July 2019

79 BUSINESS VIEW MAGAZINE JULY 2019 PETHEALTH Cole emphasizes that efficiency is a top priority for these shelters. “They want to be able to focus their resources on life-saving work,” she asserts. As a result, there is a major push to help shelters go paperless, to automate, and make the adoption process easier, with less labor required on the shelter’s part to facilitate the process. Cole highlights the importance of continuous improvement to support the shelters in these efforts: “Our investment of millions of dollars a year into the software drives automation and helps to facilitate operations, supporting the shelters in finding efficiency gains.” The fact that microchipping is woven in to the adoption process is key for the go-to-market strategy, and also of great benefit to the adopting pet parents. “Like us, shelters are proponents of microchipping, because it is one of the best ways to reunite lost pets with their families,” Cole explains. “We supply microchips to the shelter, and they implant them in their adoptable pets prior to adoption. As part of the registration process at adoption, we then have the opportunity to provide insurance and our Lost Pet Recovery Services to those adoptable pets. This creates a win-win for all involved. And it is this approach that makes us unique. So, while we do have competition across all segments, we created a unique ecosystem between pet parents, animal shelters and Pethealth that sets us apart.” According to Cole, this integrated approach and ease-of-use is why registration rates for 24PetWatch microchips are over 20 percent higher than industry averages, which is good for pets, pet parents, and shelters. Cole stresses the importance of lost pet services and Pethealth’s approach: “When a pet goes missing, it can be devastating for a family. Our top priority is getting any pet reunited with its family. This is why we recently made a major shift in our Lost Pet Recovery Service. Since 2018, we’ve been providing Lost Pet Recovery Services for free to all of the registered pet owners in our database. They can go online, update their contact information, and then, in the event their pet is lost, we can contact them by email or automated call to facilitate a reunion. Every year,