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How to design medical record management and relationships with pet owners using EMOROC CRM Lite for veterinary hospitals and pet salons.

Hello, this is Matsubara, CRM Evangelist.

"We haven't been able to confirm whether the dogs that received vaccinations last year have come again this year."

"When the staff member in charge of grooming changed, I suddenly felt like I was being treated like a first-time customer, which felt strange."

"After the pet passed away, we completely lost contact with the owner."

These are words I hear from the directors and owners of animal hospitals and pet salons.

Customer management in animal hospitals and pet salons has a unique structure that is not found in other industries.
Customers are divided into two layers: "pets" and "owners," and it's necessary to manage relationships with both simultaneously.
By recording the pet's health status, treatment history, and vaccination history, while simultaneously fostering an emotionally trusting relationship with the owner, this dual approach creates a long-term relationship with the veterinarian.

Features of customer management in animal hospitals and pet salons

[Three features that differentiate it from other industries]

① Customers have a two-tiered structure: "pet (patient)" and "owner".
→ Pet medical record information and
It is also necessary to manage the relationship with the owner at the same time.

② The frequency of visits is determined by "health condition" and "preventive care schedule".
→ Rabies vaccine (once a year) and combination vaccine (once a year)
Heartworm prevention (spring), Frontline (year-round), etc.
→ Because the cycle can be predicted, proactive reminders are effective.

③ Saying goodbye to a pet can be a turning point in the relationship with the customer.
→ Designing the relationship between the owner and the pet after the pet's death is important.
→ Proper follow-up leads to "We'll bring our next pet here too."

Field Design – Design Specialized for Veterinary Hospitals and Pet Salons

In EMOROCO CRM Lite, the most practical design is to link "owner records" as the parent and "pet records" as the child.

Owner's Record

field name Types Message
emotional temperature Selection Red = Hot / Orange = Warm / Blue = Cool / Light Blue = Cold
Last visit date Date The starting point of the entire workflow
Staff in charge text Name of the primary veterinarian, groomer, or staff member
Reasons for visiting the hospital Selection Referral / Internet search / Signboard / Neighborhood / Other
Source text Who introduced you?
Preferred method of communication Selection Phone / LINE / Email / Postcard
Narrative text Examples include: "They have a very strong attachment to their pets," "They keep multiple pets," and "They come from far away."

Pet records (linked to the owner)

field name Types Message
Pet name text  
Type/variety Selection Dogs, cats, rabbits, birds, and others / Breeds
Date of Birth Date Useful for birthday tracking and age calculation.
Sex and Neutering/Spaying Selection  
Rabies vaccination date Date Next reminder trigger
Combination vaccine vaccination date Date Next reminder trigger
Heartworm prevention start date Date  
Chronic illnesses/allergies text  
Enrollment status Selection While enrolled / Passed away (crossed the Rainbow Bridge) / Moved
Medical record memo text Personality traits, precautions, etc. (e.g., "I'm not good with blood draws")

Workflow Design – 7 Approaches to Preventive Medicine and Relationship Building

Workflow ①: Annual rabies vaccination reminder

Trigger: From the date of rabies vaccination
350 days later (15 days before the vaccination deadline)

Action: Create a task for the assigned staff member.
"{Owner's Name}'s {Pet's Name}"
The time for rabies vaccination is approaching.

Date of previous vaccination: {Date of rabies vaccination}
Method of contact: {Preference for method of contact}

Please send me the information.
Don't forget the information about the group vaccination in April."

Rabies vaccinations are legally required to be administered once a year.
By making reminders a "system," we can prevent missed vaccinations and build trust with pet owners, showing them that we "care about them."

Workflow ②: Annual reminders for combination vaccines

Trigger: 350 days after the date of combined vaccination

Action: Create a task for the assigned staff member.
"{Owner's Name}'s {Pet's Name}"
The time for combined vaccination is approaching.

Date of previous vaccination: {Date of combined vaccine administration}
Chronic illnesses/allergies: {Children's illnesses/allergies}

Please check the medical record memo before contacting us.
"When is {pet name}'s vaccination period?"
Start with the phrase, "We're getting closer."

Workflow ③: Information on the heartworm prevention season (Spring)

Trigger: First week of March every year (regular execution)

Action: Create a task for the assigned staff member.
"It's heartworm prevention season."
For owners of the target pet (dog)
Please send me information about heartworm prevention medication.

For pet owners with an emotional temperature of "cool" or lower
Please be especially polite in your communication.

Workflow ④: Follow up on your pet's birthday

Trigger: One week before the pet's birth date (annually)

Action: Create a task for the assigned staff member.
"There's one week until {pet's name}'s birthday."
Please leave a message for the owner, {Owner's Name}.

It's {pet name}'s birthday.
How are you doing?
That one sentence is enough.
Do not discuss anything about medical consultations or services.
For pet owners whose emotional temperature is below "cool"
We will use this as an opportunity to rebuild relationships.

It is extremely rare for a veterinary clinic or salon to contact you on your pet's birthday.
This experience leads to a deep sense of trust, making them feel that "they truly care about my child here."

Workflow 5: Visit Cycle Exceeded Alert (Preventing Patient Loss)

Trigger: Six months have passed since the last visit.
× Enrollment status = "Currently enrolled"

Action: Create a task for the assigned staff member.
"Six months have passed since {Owner's Name}'s last visit to our clinic."

Last visit date: {Last visit date}
Emotional temperature: {emotional temperature}
Pet: {Pet name} ({Type/Breed})

Starting with information on vaccinations, health checkups, etc.
Please contact me.
"To coolly update one's emotional temperature."

Workflow ⑥: Follow-up with pet owners after their pet's passing (most important)

Trigger: Status changes to "Rainbow Bridge (Permanent Repose)"

Action 1: Generate a task for the assigned staff member (immediately)
"{Owner's Name}'s {Pet's Name}"
He has passed away.

First, please let me offer my condolences.
Do not discuss anything about medical consultations or services.

If possible, please send a handwritten letter or message.
"Time with {pet name}"
The words were, "Thank you very much."

Action ②: Create a follow-up task in one month.
"{Owner's Name}'s {Pet's Name}"
It's been a month since they passed away.
Please contact me to check on my current situation.
To be there for someone in a state of grief.
Top priority. The next pet discussion should come from the owner.
"Don't do it until it's brought up."

Pet loss (grief) involves serious emotional distress.
The trust built with a veterinary hospital or salon that provided appropriate care during this period can last a lifetime, leading to the choice to return to the same place when welcoming another pet.

Workflow 7: Handover when the assigned staff member changes.

Trigger: Staff assigned to a field has changed.

Action: Create a task for the new staff member in charge.
"Your assigned caregiver has changed, {owner's name}."
Please be sure to check this before your first interaction.

Pet: {Pet name} ({Type/Breed})
Chronic illnesses/allergies: {Children's illnesses/allergies}
Medical record memo: {Medical record memo}
Narrative: {narrative}
Preferred method of communication: {Preferred method of communication}

First words:
"About {pet name}"
I'm taking over from the previous person in charge.
Please convey it naturally."

Designing for families with multiple pets

Pet owners with multiple pets will link multiple pet records to their owner record.

[Example of a management design for keeping multiple animals]

Owner: Mr./Ms. Tanaka
├── Pochi (Shiba Inu, male, 10 years old)
│ Rabies: 2026/03/01
│ Combination vaccine: 2026/04/15
│ Chronic condition: Arthritis, requires therapeutic diet
│
└── Miru (cat, female, 3 years old)
Combination vaccine: 2026/06/10
Enrollment status: Currently enrolled

Narrative (Owner's Record):
"Pochi is elderly and has arthritis."
It seems difficult for them to get around. We are considering asking about home visits.
Mill is still young and energetic,
I'm having a hard time getting used to being in the hospital.
Mr. Tanaka has a very deep love for his pets.
There is a tendency to prioritize the quality of treatment over cost.

Summary — From "Medical Records" to "Relationship Inheritance"

Customer management at animal hospitals and pet salons is based on two pillars: pet health records (medical charts) and a relationship of trust with pet owners.

Vaccination reminders, birthday messages, and grief support after a pet's passing—by transforming these from "the memory and care of the staff member" to a "system," a feeling of "they understand us" is created, regardless of which staff member is in charge.

First, start by setting the emotional temperature for all owner records and configuring the workflow for rabies vaccination reminders.

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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