When GE Capital Retail Bank changed its name to Synchrony Bank, Care Credit needed to distribute new applications, forms and marketing materials to over 175,000 healthcare provider offices throughout the U.S. The distribution project included two rounds of kits; over 350,000 kits in all.
In addition to the sheer volume of the project, the complexity of the project was increased by the fact that each line of service providers, i.e., dentists, veterinarians, etc., received a different set of forms and marketing materials specifically tailored to the specialty. And, providers in one state were to receive a special, state-specific version of the applications and forms. Also, offices in certain areas received applications written in Spanish, as well as, applications written in English.
Further adding to the complexity of the project were a multitude of production and logistics requirements. The distribution was to be governed by a strict production and shipping schedule that included specific dates for the shipping of each version of kit and the use of multiple shipping methods.
All Points was chosen as the fulfillment company to handle the kitting and distribution for this project of monumental proportions.
The first phase of the project involved the shrink wrapping of individual applications into packs of 25. The number of applications totaled nearly 22 million and included English and Spanish versions.
The shrink wrapping phase was scheduled to begin roughly thirty days prior to the kitting phase in order to build enough on-hand inventory to satisfy the kitting requirements. Shrink wrapping of applications continued throughout the kitting phase so that the shrink wrapping was completed in conjunction with the completion of the overall project.
The second phase of the project was the kitting of application packs, a program agreement, disclosure forms, orientation, operating and welcome guides, selection slips, a marketing piece, and an introductory letter.
A customized box was sourced by All Points and manufactured for the project. The box was designed to securely fit the contents of the kit, make packing as efficient as possible, and minimize shipping costs. White was chosen as the color so that the CareCredit label affixed to the exterior would make a very nice presentation and “grab the recipient’s attention.” The unique CareCredit box label was also sourced and printed by All Points. Kitting involved collating the ten CareCredit items, packing individual boxes, and applying the Care Credit and FedEx labels. There were thirteen different versions of kits each of which required a different set of documents.
A stringent set of Quality Assurance procedures were established by All Points and included hourly production-line inspections and daily, random inspection of completed kits. QA results were logged and reported to Care Credit daily.
CareCredit dictated the version and quantity of kits to be produced daily; on average about 10,000 kits per day. Adherence to the schedule was mandated in order to manage the anticipated number of phone calls that the CareCredit customer care call center would receive each day.
To reduce the cost of shipping via FedEx, “zone skipping” truck shipments were arranged and trailers loaded in accordance with a distribution schedule that included kit type priorities and delivery times based on region of the country. Completed versions of kits that comprised less than a truck load destined for a specific FedEx hub were staged and combined with other kit versions to fill each trailer and maximize shipping efficiencies; a virtual, logistical “Rubik’s Cube.”
The Care Credit project management team was able to rely on one vendor, All Points, for the packaging of applications, the sourcing of shipping boxes, the printing of box labels, the kitting of multiple components, and the logistics of distribution.
In all, All Points produced 865,928 packs of shrink wrapped applications and 358,469 kits; every piece was produced and shipped on schedule and without a single error.