Veterinary Success Strategies: 6 Reasons Why Some Veterinary Practices Thrive and Others Struggle
What causes some veterinary practices to grow steadily, build a star-studded team with top talent, and operate profitably, while others struggle to simply stay afloat? The skills and mindset of practice owners and managers, and the culture they create, can make or break veterinary practice success.
Great leaders build a strong foundation and understand how to adapt to the changing industry. Here are six key veterinary success strategies and attributes that set thriving practices apart.
1. Thoughtful financial management
Successful veterinary practice owners play the long game by looking past immediate revenue and paying close attention to metrics that indicate overall veterinary clinic health. Tracking data points, such as client acquisition, retention, or average transaction values, provides hard evidence of current strengths and weaknesses.
In contrast, struggling veterinary hospitals often operate blindly, focusing solely on day-to-day survival without developing a longer-term strategic plan. Practices stuck in this loop must intentionally break this cycle and learn to use data to set and meet goals.
2. Investment in the veterinary team
Thriving teams treat team members well because they understand that people are the heart of their business. Investing in credentialed veterinary technicians and veterinarians through continuing education opportunities or advanced training and certifications shows your commitment to the team’s personal growth, improves job satisfaction, and elevates patient care to new levels.
In contrast, practices that see employees only as an expense that needs gutting, or a replaceable set of hands, typically struggle to retain top talent. Engagement and experience build stronger teams, and strong teams support successful practices.
3. Strong client communication
Client communication is a critical veterinary success strategy that veterinary teams must master. Thriving teams understand how to talk to pet owners using straightforward language and how to reach them for the greatest impact. Using digital tools, such as email, text, client portals, and social media, allows veterinary professionals to share educational content and encourage engagement in pet healthcare.
Poor communication can leave clients feeling confused about pet health recommendations, disconnected from their pet’s care, or angry about pricing because they don’t understand a bill or estimate.
4. Intentional technology use
Technology in the veterinary industry constantly changes. A key veterinary success strategy is to thoughtfully and intentionally adopt new technology on a “goldilocks” timeline—not too slow and not too fast. Teams don’t need to jump on every tech bandwagon immediately, but should remain open to new possibilities and how they can make the practice better.
A modern, cloud-based practice management software system is the ideal way to ease into new tech, as updates and integrations are easily added when the team is ready. On the other hand, practices that rely on outdated systems or shy away from positive change may struggle.
5. Value-based pricing
High-quality veterinary care comes at a cost, and clients are more sensitive to pricing than ever. Thriving veterinary practices use a veterinary success strategy that carefully addresses the issue of pricing in a way that emphasizes value. Pet owners don’t necessarily want the cheapest care—they want the best care. They are willing to pay more for skilled veterinary services, particularly when client care matches the price point, but prefer to pay less for routine care, such as wellness exams and vaccines.
Value-based pricing also relies on team members knowing how to effectively communicate the value of care, rather than focusing solely on cost. Practices that repeatedly raise prices without explanation, use a blanket markup, or avoid cost discussions altogether may lose client trust as economic times become tighter.
6. Consistent leadership
What is a veterinary team without a leader? Successful practice owners and managers understand the concept of leadership in veterinary medicine as distinct from simple management. They carry out the practice’s operations with a strategic plan, but also focus on leading people. Supporting team member well-being, modeling accountability, and creating a psychologically safe environment are veterinary success strategies that allow the practice to reap the benefits of a positive culture.
Great veterinary leaders are not born, they’re trained. Teams that elevate high performers to management roles will falter if those leaders are not committed to growing in their role and doing the work to help their veterinary teams thrive.
Thriving in practice
Veterinary practices succeed when leaders and teams commit to veterinary success strategies that balance medical excellence with sound business practices, including a focus on communication, flexibility, training, and the client experience. Thriving clinics prioritize teamwork and strategy to overcome challenges and establish a profitable, sustainable veterinary business.
