Blog

The Future of Veterinary Marketing: 7 Trends and Insights for 2025

Written by Angela Beal, DVM

The new year is an opportunity for veterinary practices to set goals and plan for improvement. In 2025, veterinary professionals should evaluate current challenges and seek opportunities to adjust to changing conditions. The pandemic-driven boom in demand seen in the past few years sparked rapid industry changes, but veterinarians are now seeing less demand. Keeping up with veterinary marketing trends can help clinics stay competitive in an ever-changing landscape. Here are some strategies to try in 2025.

1. Expand your telemedicine services

Telemedicine expansion represents a significant advancement in veterinary care. When properly executed, telemedicine services offer clients convenient access to care, while alleviating bottlenecks in the clinic and giving you a leg up over the competition. In 2025, focus on implementing and marketing your telemedicine offerings by highlighting the convenience and accessibility of virtual consultations and asynchronous communication. Consider adopting a dedicated telemedicine app to capture charges for email and text communications your team is already providing, and then educate clients on the app's benefits.

2. Leverage artificial intelligence

Artificial Intelligence (AI) can transform your marketing plan by analyzing client data and helping you develop tailored strategies to reach your target audience. Once AI helps you determine a marketing direction, it can also assist in writing emails, blogs, social media posts, and more to increase client engagement and loyalty. Other hospital AI tools can reduce the time you spend on paperwork and administrative tasks, giving you more time to focus on developing a veterinary marketing plan.

3. Develop an online presence

A user- and mobile-friendly website remains critical to veterinary marketing in the new year. Stand out from the pack by avoiding cookie-cutter language and helping clients understand who you are. Your website should also provide convenience through AI chatbots, online scheduling, and client portals to access information. An optimized website improves the user experience and attracts organic traffic.

4. Tackle social media

Social media platforms aren’t going anywhere in 2025, and they’re essential for veterinary marketing strategies focused on connection. Attract and engage clients and build a local community by posting on one or two platforms regularly, but avoid trying to do too much at once. Engaging content positions you as the expert, shows clients behind-the-scenes glimpses, and nurtures a sense of trust. If you’re already a social media pro, try adding new post types, such as polls and live streams.

5. Exhibit authenticity

Today’s pet owners value authenticity and transparency in veterinary marketing. Openness about services, pricing, and policies builds trust with pet owners and helps them see the value in recommended care without feeling like sales targets. Posting stories, content, or promotions designed to showcase your practice's unique values and offerings can differentiate your team from others in the area.

6. Provide convenience

Pet owners expect convenience and constant communication with their veterinary team. Providing an online store, online scheduling, and digital communication tools, such as a pet portal, offers clients convenience for an unmatched experience. An e-commerce platform integrated into your website also allows clients to purchase products directly from a trusted source and keeps them on track to meet their pet wellness goals.

7. Evaluate your success with analytics

New marketing strategies necessitate new ways to measure their impacts. Advanced analytic tools built into cloud-based practice management software or pet owner communication platforms can help you measure improvements in key metrics. Without analytics, you can’t be sure your time or financial investment is worthwhile. Before adopting a new marketing strategy, consider how you’ll assess performance and success to help guide future decisions.

Your 2025 veterinary marketing plan should build on previous principles and focus on technological advancements, client engagement, and authenticity. Leaning into these trends will help you attract and engage modern pet owners and younger generations, boosting practice performance. Aim to align marketing strategies with client expectations, embrace technology, and focus on the client experience for success in the new year.

Angela Beal, DVM

Angela Beal is a veterinarian in Columbus, Ohio who loves using her writing to help veterinarians live more fulfilling lives by helping make practice life more efficient and less stressful. Angela has a background in private practice and academia, and since 2020, she has worked full-time with Rumpus Writing and Editing, a veterinary-specific writing and editing company. Rumpus’ clients include veterinary practices and industry partners, including marketing companies, national corporations, consultants, and several international businesses. Learn more at rumpuswriting.com. The views and opinions in this piece are the authors own, and do not necessarily reflect the views of IDEXX.