Why Pet Owners Are Skipping Vet Visits – And What It Means for Your Practice in 2025
The veterinary industry is navigating a period of significant change. After a surge in demand for pet care during the pandemic, practices are now facing declining revenue, fewer visits, and a shrinking active customer base. The VetSource white paper, based on extensive data from U.S. veterinary practices, explores these trends and offers actionable strategies for practices to adapt and thrive in 2025. Additionally, the paper raises the possibility that broader societal trends, such as vaccine hesitancy spilling over from human medicine, may be contributing to these challenges.
Current Situation: Challenges Facing Veterinary Practices
Declining Revenue and Visits
Veterinary practices are experiencing a noticeable decline in both revenue and visits. While price increases helped sustain revenue growth in recent years, this strategy is no longer sufficient to offset the reduction in patient numbers and visit frequency. Wellness visits, in particular, are lagging, and product-only visits are showing the steepest decline. This suggests that pet owners are becoming more selective about when and why they visit their veterinarian.
Economic Pressures on Pet Owners
Rising inflation and cost-of-living increases are putting financial strain on households, making it harder for many families to afford veterinary care. Veterinary service costs have risen significantly, outpacing general inflation, which has led pet owners to delay or skip routine visits. The average time between visits has increased substantially since the pandemic, reflecting a shift in how pet owners prioritize spending on their pets’ health.
Shifts in Spending Patterns
Pet owners are cutting back on certain types of spending, such as therapeutic diets, pharmacy purchases, and surgical procedures. Additionally, fewer pet owners are purchasing parasite prevention products from their veterinarians, opting instead for cheaper alternatives or foregoing protection altogether. This trend highlights a growing disconnect between pet owners and veterinary practices when it comes to preventive care.
Shrinking Active Customer Base
The number of active patients is declining, driven primarily by a reduction in canine patients, who represent the majority of practice revenue. Fewer new puppies and kittens are entering the system, and overall new client acquisition is down. This trend poses a long-term challenge for practice growth and sustainability.
Workforce Challenges
Veterinarians are seeing fewer daily transactions and working fewer days per month, leading to significant revenue losses. These workforce challenges are compounded by broader industry issues, such as staffing shortages and burnout, which further strain practice operations.
The Role of Vaccine Hesitancy in Declining Visits
One potential factor contributing to the decline in veterinary visits, particularly for wellness care, may be the spillover of vaccine hesitancy from human medicine to pet care. Over the past few years, vaccine hesitancy has become a prominent issue in human healthcare, fueled by misinformation and distrust in medical institutions. This hesitancy may be influencing pet owners’ attitudes toward routine vaccinations and preventive care for their pets.
Impact on Wellness Visits: Wellness visits, which often include vaccinations, are declining at a faster rate than other types of visits. This could indicate that pet owners are questioning the necessity of routine vaccinations or are hesitant to bring their pets in for preventive care.
Broader Distrust in Healthcare: The erosion of trust in medical institutions, exacerbated by controversies surrounding human vaccines, may be extending to veterinary medicine. Pet owners who are skeptical of human vaccines may also be less likely to trust veterinary recommendations for their pets.
Educational Gaps: Misinformation about vaccines and preventive care, whether for humans or pets, can lead to poor health outcomes. Veterinary practices may need to invest more in client education to address these concerns and rebuild trust.
Opportunities for 2025: Strategies for Success
To address these challenges, the white paper outlines several strategies for veterinary practices to adapt and thrive in 2025:
Focus on Client Retention and Experience
Improve the Client Journey: Every interaction, from scheduling appointments to post-visit follow-ups, should be optimized for convenience and satisfaction.
Multiple Communication Channels: Offer chat, text, and email options to meet clients’ expectations for seamless communication.
Online Services: Implement online appointment booking, prescription refills, and product purchases to make it easier for clients to engage with the practice.
Re-Engage Lapsing Patients
Use automated communication tools to remind clients about overdue health services and bring them back into the practice.
Personalized outreach can help rebuild relationships with clients who have reduced their visit frequency.
Meet Clients’ Evolving Financial Needs
Spectrum of Care: Offer a range of treatment options to accommodate varying budgets, ensuring that clients can access care within their financial limitations.
Segment Invoices: Break down high-dollar invoices into smaller, more manageable payments to reduce financial barriers.
Expand Payment Options: Offer digital payments, lines of credit, and flexible payment plans to make care more accessible.
Incentivize Repeat Business with Loyalty Programs
Loyalty programs can drive significant revenue growth by fostering long-term relationships with clients. Rewarding loyal clients increases their lifetime value and encourages repeat business.
Improve Operational Efficiency with Technology
Streamline Workflows: Leverage veterinary software to automate tasks, reduce manual data entry, and enhance communication.
Leverage Data: Use practice data to create personalized marketing strategies and tailor communications to clients’ needs.
Measure Success: Track key metrics such as client retention, visit frequency, and revenue to evaluate the effectiveness of new initiatives.
Address Vaccine Hesitancy Through Education and Trust-Building
Client Education: Provide clear, evidence-based information about the importance of vaccinations and preventive care for pets. Address common misconceptions and emphasize the role of vaccines in protecting pets from serious diseases.
Rebuild Trust: Foster open, transparent communication with clients to rebuild trust in veterinary recommendations.
Community Outreach: Engage with the local community through events, social media, and partnerships to promote the value of veterinary care.
Adapting to a New Reality
The veterinary industry must evolve to meet the changing needs of pet owners in 2025. Practices that prioritize client experience, offer flexible care options, and leverage technology will be better positioned to navigate the challenges ahead. Additionally, addressing broader societal trends, such as vaccine hesitancy, will be critical to rebuilding trust and encouraging pet owners to seek preventive care for their pets.
By embracing these strategies, veterinary practices can not only survive but thrive in this new era, ensuring the health and well-being of pets while building sustainable, client-focused businesses.
Read the full report here: https://assets.vetsource.com/m/3e5197539521d838/original/DataServicesWhitePaper.pdf?&target=_blank
