VHMA Insiders’ Insight Commentary
April 2025
Brittany Yost, CVPM, CVBL, CCFP
Senior Manager, Customer Implementation and Engagement, Vetsource
The data paints a clear picture: veterinary practices are facing mounting challenges in maintaining client visits. According to the VHMA's KPI Insiders' Insight, the trend remains concerning. While December showed a modest year-over-year revenue increase, January saw a slight dip, followed by a more notable decline in February. March brought some relief with a 2.5% year-over-year revenue uptick. Revenue per patient has remained positive over the past 12 months, holding steady between 4.4% and 5.9% in Q1.
Despite these revenue trends, practices continue to struggle with patient retention. Active patient counts have steadily declined year over year while lapsing patient numbers are on the rise. The bottom line? Patient visits and active client engagement are trending downward, demanding urgent and strategic attention.
Many in the field are already feeling the impact: unexpected gaps in the schedule, quieter waiting rooms, and growing concern in practice management forums. Comments like, “It’s getting scary, especially since we just added a new doctor,” and “On track to be our slowest first quarter in years,” are becoming all too common. The message is clear—client visits are down, and the industry is feeling the pressure.
The Erosion of Client Loyalty
Provet Cloud's 2025 Veterinary Insights Report reveals a concerning trend: 61% of U.S. veterinary hospitals perceive a decline in client loyalty. Additionally, almost a third (31%) of pet owners say they are likely to change their vet clinic this year, with younger demographics showing an even greater likelihood (40% of 18-34 year-olds). This underscores a fundamental shift in how pet owners view their relationship with their veterinarian. Client loyalty is no longer a given; it's something that must be earned and nurtured. Many practices have reacted with short-term solutions, like new client promotions, rather than addressing the core issues.
The past several years presented unprecedented operational challenges for veterinary practices. We effectively navigated these challenges, for the most part, through the implementation of technological solutions and workflow adjustments. While these adaptations, such as curbside service and limited-contact appointments, were necessary, they often came at the cost of personalized client interaction. Now, as we have returned to face-to-face interactions and clients have more choices in who they select for their pet’s care, it's time to refocus on what truly sets a practice apart: the client experience.
Returning to the Basics
In 2024, we explored numerous technological advancements to streamline workflows and improve efficiency. These tools remain invaluable, but it's crucial to remember that veterinary care is more than just a transaction, it's a relationship. Differentiation through service excellence is essential to thrive in today’s competitive market. During the pandemic, customer service may have taken a backseat as practices focused on simply staying afloat. Unfortunately, this led to the development of some less-than-ideal habits. Now is the time to break those patterns and embrace a client-first mentality.
Building a Client-First Experience
Medical expertise isn’t enough to guarantee client loyalty. Veterinary care, at its core, is a service industry and demands an equal emphasis on operational efficiency and providing a truly exceptional client experience. Streamlining workflows enables veterinarians to focus on delivering high-quality care while a client-first approach simultaneously fosters trust and builds lasting relationships. To truly connect with clients, practices should focus on:
- Creating positive interactions - Cultivate a welcoming and comfortable environment. Communicate clearly, address concerns promptly, and go the extra mile to create memorable moments. Consider thoughtful additions like a "first visit" chalkboard for pet photos or offering treats specific to pets’ dietary needs, including hypoallergenic and metabolic treats.
- Understanding individual needs - Leverage client data to personalize interactions. Practice active listening, empathize with concerns, and tailor your approach to each client. If records reveal that a dog is arthritic, prepare the room with a cushioned vet mat or thick towel with a no-slip mat underneath. If a cat arrives nervous, train your team to cover its crate with a towel sprayed with Feliway. Through these small moves, practices can demonstrate their commitment to individualized care, build trust, and strengthen the client-veterinarian relationship.
- Ensuring consistent excellence - Deliver a seamless experience across all touchpoints, from check-in to check-out and across every visit. Standardized protocols in areas such as patient handling, like low-stress techniques for anxious animals, to ensure predictable care. Every team member adhering to these standards delivers a uniform, high-quality experience.
- Build trust and loyalty - Be honest, transparent, and reliable. Focus on building long-term relationships rather than one-time interactions. When a pet requires an expensive procedure, build trust by providing a detailed, itemized estimate, explaining the necessity of each step, and discussing all available treatment options, including less costly alternatives. This open and honest approach demonstrates that the practice prioritizes the pet's well-being and the client's financial situation, fostering a sense of partnership and long-term loyalty.
- Empower your team - Provide your staff with the tools and resources they need to deliver exceptional service. Remember, happy employees lead to happy clients, and a motivated team is essential for a successful practice. Regularly schedule team meetings for open communication and celebrating successes. Offer cross-training opportunities to broaden skill sets and foster a sense of teamwork. By supporting the team's professional development and well-being, the practice creates a culture of excellence that translates into exceptional client experiences.
Transform client feedback into meaningful change
In addition to building a client-first experience, ongoing improvement is also key. By consistently measuring client satisfaction and adapting to evolving expectations, practices can provide exceptional care while remaining competitive. A proactive approach to improvement not only enhances the client experience but also builds long-term loyalty and trust.
One of the most effective methods for fostering continuous improvement is implementing the ACAF Customer Feedback Loop. This structured approach allows practices to systematically collect, analyze, and act on client feedback to refine their services and address concerns in a meaningful way. The loop consists of four key stages:
1. Ask – proactively gather client feedback
Regularly collecting feedback ensures that practices stay informed about client needs and expectations. In addition to sending post-visit surveys, it’s important to monitor online reviews, social media comments, and direct client interactions. These insights provide real-time awareness of client perceptions, enabling practices to address potential concerns before they escalate. The more feedback a practice gathers, the clearer the picture becomes of what is working well and what needs improvement.
2. Categorize – organize feedback to identify trends
Once feedback is collected, it should be systematically categorized into key themes such as:
● Medical Services – Quality of care, treatment plans, and veterinary expertise
● Customer Service – Staff interactions, communication, and overall client experience
● Pricing and Value – Transparency, affordability, and perceived fairness of service costs
When feedback is categorized effectively, common threads often emerge, making it simpler to bring about meaningful improvements.
3. Act – implement meaningful changes
Collecting feedback is only valuable if it leads to real changes. Clients want to see that their concerns are being acknowledged and addressed. Whether it's streamlining appointment scheduling, enhancing communication with pet owners, or adjusting service offerings based on common concerns, taking action demonstrates a genuine commitment to client satisfaction.
Consider implementing small yet impactful changes, such as:
● Improving wait times by optimizing appointment scheduling.
● Providing clearer post-visit instructions to enhance pet care at home.
● Training staff on client communication to foster a more welcoming environment.
Every improvement, no matter how small, contributes to a better experience and stronger client relationships.
4. Follow-up – close the loop and maintain engagement
Following up with clients reassures them that their voices have been heard, and their input is valued. This can be done through:
● Personalized responses to reviews and feedback, thanking clients for their input.
● Social media updates showcasing recent improvements made based on client suggestions.
● Practice newsletters highlighting ongoing enhancements and addressing common concerns.
By maintaining open communication and demonstrating a commitment to continuous improvement, practices not only strengthen client trust but also encourage ongoing engagement and loyalty
Rebuilding Bonds for a Thriving Practice
The veterinary industry is at a critical juncture. By acknowledging the data, understanding the shift in client expectations, and prioritizing the client experience, we can rebuild trust and loyalty. Moving beyond reactive measures to embrace a client-centric approach will not only address the current decline in client visits but also ensure the long-term success of our practices. It is through a renewed focus on personalized care, consistent excellence, and empowered teams that we will strengthen client bonds and create a thriving veterinary community.
Read the VHMA's Insiders' Insights KPI Report - April 2025.
Sources:
“2025 Veterinary Insights Report”. Provet Cloud. 2025.
“Customer Feedback Strategy: The Only Guide You'll Ever Need.” Hubspot. https://www.hubspot.com/customer-feedback
“Pet Parent Research Report: How Pet Parents View and Value Technology in Vet Care”. PetDesk. 2025.
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