Front Foot Marketing helped Vetz Petz cut through years of Antinol sales data to build a clear vet clinic and direct-to-consumer growth framework — segmenting clinics and pet owners by value, and setting the KPIs to measure and grow both channels.
The Challenge
Vetz Petz’s Antinol — a green-lipped mussel joint mobility supplement sold both through veterinary clinics and direct to consumer — had years of sales, wholesaler and subscription data scattered across systems, with no single lens to make sense of it. Founder, David Elsworth, and Chief Strategy Officer Laura Rosenwinkel brought Front Foot Marketing in with a clear brief: cut through the noise, clarify the strategic approach for both the vet clinic channel and the direct-to-consumer (DTC) channel, and set a framework of KPIs the business could use to measure success going forward.
The Vet Clinic Growth Approach
Front Foot Marketing built two parallel strategic frameworks, one per channel, both anchored in the same idea: segment by value, then act differently depending on where a clinic or customer sits against their peers.
For the vet clinic channel, clinics were segmented into three tiers by size — Large (16+ vets), Medium (7–15 vets) and Small (1–6 vets) — with expected wholesaler ordering frequency mapped for each tier. The core lever was Vetz Petz’s Pro Partner “vet code” system: the unique code each clinic gives pet owners, which earns the clinic a rebate for the lifetime of that customer’s subscription. The framework centres on two KPIs — activation (what % of a clinic’s sales carry a vet code) and conversion (what % of vet-code customers go on to subscribe) — with clinics classified as under, at, or over their segment average, and treated accordingly: re-contacted and educated if under average, thanked and recognised if over.
For the direct-to-consumer channel, Front Foot Marketing mapped the purchase funnel from first purchase through second purchase through 3+ purchases, tracking customer acquisition cost, conversion to subscription, and conversion to advocacy — with 3+ time purchasers (roughly 6–9 months of product use) flagged as the pool most likely to provide genuine testimonials.
The Result
Vetz Petz now has a single, shared strategic framework across both channels: vet clinic segmentation by size with clear activation and subscription-conversion targets; pet-owner value segmentation based on Antinol usage tenure and subscription status; a defined KPI set covering activation rate, subscription conversion, reorder frequency and advocacy identification; and a clear playbook for which clinics or customers to re-contact, thank, or recognise, based on where they sit against their segment average.
The same thinking has since carried through into Vetz Petz’s broader global strategic planning: the three-stage acquisition model Front Foot Marketing mapped for the DTC funnel — trial, 60-day activation, then long-term subscription and advocacy — and the vet/pro channel KPIs around clinic activation and code usage, now sit at the centre of Vetz Petz’s global growth commitments across markets.
Laura has kind words for the process:
“After years of developing customized analytic reports, our business was drowning in numbers and analysis. Front Foot’s team took the time to assess our strategy and developed KPI’s to best track our marketing in order to reach our targets. Highly recommend.”
— Laura Rosenwinkel, Chief Strategy Officer, Vetz Petz (Antinol)
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