The Loyalty Challenge: Why Veterinary Practices Must Embrace Personalisation and Tech

The Rising Challenge of Client Retention

In today’s competitive veterinary marketplace, client retention is more important than ever. Practices are finding that acquiring a new client can cost five times more than retaining an existing one . Yet keeping those existing clients is becoming harder. Economic pressures have made pet owners increasingly price-sensitive – veterinary revenues in recent years climbed even as patient visits declined (a 5.7% revenue rise vs. a 2.7% drop in visits from 2021–2023) . In other words, some pet owners are delaying or skipping visits due to cost concerns . Combined with growing competition (from new clinics to online pet care services), this means loyalty can no longer be taken for granted. Veterinary teams face a clear imperative: focus on client experience to keep pet owners coming back.

Personalized Service as the Key to Loyalty

Amid these retention challenges, one factor consistently sets thriving practices apart – exceptional, personalized customer service. Clients today expect more than top-notch medical care for their pets; they also crave a positive, personal experience. Surveys show that speed, convenience, helpful staff, and friendly service are among the top factors shaping client satisfaction across industries . It’s easy to see how this applies to vet clinics: an estimated 80% of pet owners now prefer to book appointments online for convenience , and they want to feel welcomed and valued at each interaction.

Delivering personalized service means treating each client as an individual, not just “another appointment.” Little touches make a big difference – using the pet’s name, remembering a client’s preferences, sending tailored reminders and follow-ups. Practices that excel at this find that personalized communication builds loyalty . When clients feel heard and appreciated, trust deepens and they’re far more likely to return for future visits (and to refer friends). On the flip side, a single bad experience or sense of indifference can send them looking for a new vet. Every touchpoint – from a warm first greeting to compassionate issue resolution – matters for retention.

Technology Trends Shaping Veterinary Care (U.S. and Europe)

Just as important, the definition of great service is evolving in the digital age. Pet owners now expect technology-enabled convenience as part of their veterinary experience. In fact, most clients today look for features like easy online booking, digital communications, and transparent pricing, and they have no problem leaving a clinic that doesn’t offer these conveniences . This has driven a wave of tech adoption across veterinary practices in the U.S. and Europe alike.

Telemedicine is a prime example. Once a niche offering, telehealth saw explosive growth during the pandemic and has since carved out a lasting role in pet care . Regulatory changes are following suit – by 2023, several U.S. states had legalized establishing a veterinarian-client-patient relationship via remote consults , and the UK’s veterinary authorities moved to permanently allow virtual care under certain conditions. The result: more clinics are embracing teleconsultations for triage, routine check-ins, and follow-ups. In the U.S. alone, 42% of clinics now offer telemedicine, up from 29% in 2023  – a remarkable jump in one year. European practices are adopting similar digital tools as demand for remote and flexible care grows on both continents.

Beyond telehealth, clinics are investing in cloud-based practice management software, AI-driven diagnostic tools, and mobile apps to streamline operations and improve service quality . These technologies enable things like instant access to medical records, automated appointment reminders, and even AI-assisted radiograph analysis. Importantly, technology is also enhancing client communication: from text message updates on a pet’s status to app-based loyalty programs and “chat” features for quick questions. Modern pet owners – especially millennials and Gen Z who are digital natives – have come to expect this level of connected, on-demand service. Practices that meet these expectations can differentiate themselves. Those that don’t risk appearing outdated. As one industry report noted bluntly, client loyalty is declining, with 63% of veterinary professionals observing that pet owners no longer stick with a single clinic . The message is clear: if you don’t provide the convenience and care experience clients seek, they will find it elsewhere.

Embracing Innovation with Urgency

Facing these trends, forward-thinking veterinary practices are treating innovation and digital transformation with a new sense of urgency. The goal isn’t technology for its own sake, but leveraging tech to deliver more personalized, seamless care. For example, a clinic might implement an integrated client communication platform so that appointment reminders, follow-up instructions, and even pet birthday notes are automated yet feel personal. Telehealth services can be used to extend care access and keep clients engaged between in-person visits. Flexible payment options or wellness plans can remove financial friction and demonstrate empathy for clients’ situations. Each initiative strengthens the client bond and reinforces loyalty.

Crucially, investing in customer service improvements and tech upgrades should be seen as an investment in retention (and profitability), not just an expense. Efficiency gains from automation can free up staff time to focus on high-touch interactions. Likewise, data insights from modern software can help tailor services to client needs. As Dr. Alex Hynes put it, skimping on technology is often a “false sense of efficiency” – any short-term savings are outweighed by long-term losses in time, money, and client goodwill . In contrast, clinics that embrace the tools and training to serve today’s connected clients will reap the rewards in sustained growth.

Professional service providers in the veterinary field should take note: The window to modernize is now. Pet owners’ expectations will only continue rising, and the competition for their loyalty will intensify. By doubling down on personalized customer service and smart technology adoption, veterinary practices can meet these challenges head-on. The outcome is more than just better retention metrics – it’s a thriving practice built on loyal client relationships and healthier pets, even in the face of industry change.

References

• American Veterinary Medical Association – Facing economic uncertainty, clients delay veterinary visits (Nov 2023) .

• Veterinary Hospitals Association – Improving Client Retention Through Exceptional Customer Service (Sep 2024)  .

• Vetsource – 2023 Trends in Veterinary Client Experience and Customer Service (2023) .

• Thavma Consulting – Beyond Borders: How European Startups Are Transforming U.S. Pet Care (Feb 2025)  .

• Provet Cloud – 2025 Veterinary Insights Report: Key Findings (Mar 2025)  .

• Covetrus (EMEA) – The Hottest Veterinary Industry Trends for 2023 (Jan 2023) .

• DVM360 – Veterinary Industry Trends to Watch in 2024 (Oct 2023) .