{"id":78023,"date":"2025-08-01T00:00:14","date_gmt":"2025-08-01T04:00:14","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=78023"},"modified":"2025-07-22T16:33:39","modified_gmt":"2025-07-22T20:33:39","slug":"veterinary-medicine-challenges","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/veterinary-medicine-challenges\/","title":{"rendered":"The Truth Behind Veterinary Medicine&#8217;s Challenges and Victories"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">V<\/span><span class=\"s1\">eterinary visits are down, yet our society\u2019s love affair with pets has never been stronger. Pet numbers and pet lifespans are up, and the bond between pets and families continues to grow. Despite all that, we\u2019re seeing fewer wagging tails coming through our doors. The contradiction is real. Why? In part, because we\u2019ve erected barriers to veterinary care, perhaps inadvertently or unintentionally, but raised them, nonetheless. We are aware of the barriers: higher fees, reduced availability, transportation issues, client education gaps, language and cultural hurdles, client fears of being judged, a lack of trust, and limited payment options. <\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Let\u2019s dive deeper into two of the most significant barriers: fee increases and limited availability. <\/span><\/p>\n<h3 class=\"p4\"><span class=\"s2\">Why the Sticker Shock?<\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">Our fees have risen dramatically in recent years because of these usual suspects: <\/span><\/p>\n<ul>\n<li class=\"p5\"><span class=\"s3\"><b>Inflation:<\/b><\/span><span class=\"s1\"> Rent, utilities, insurance and supplies cost more. Someone must cover our expenses.<\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Labor:<\/b><\/span><span class=\"s1\"> We\u2019re paying better wages and offering more fringe benefits to attract and keep talented team members. Rightly so.<\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Staffing shortages:<\/b><\/span><span class=\"s1\"> We don\u2019t have enough veterinarians and veterinary technicians. Lower capacity leads to higher prices.<\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Human-animal bond:<\/b><\/span><span class=\"s1\"> Greater client expectations and a growing number of pets result in a higher potential demand for veterinary care. <\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Medical advancements:<\/b><\/span><span class=\"s1\"> Better veterinary care \u2014 new medications, diagnostics, equipment and treatments \u2014 comes at a price. While care is steadily improving, so are the costs. <\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Regulatory compliance:<\/b><\/span><span class=\"s1\"> Increased oversight and higher standards also come at a price. <\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Pet health insurance: <\/b><\/span><span class=\"s1\">As more people purchase coverage for their pets, there is less pressure to keep fees low (as is true in human medicine). <\/span><\/li>\n<li class=\"p5\"><span class=\"s4\"><b>Longer visits: <\/b><\/span>The British Veterinary Association, in response to a request from the U.K.\u2019s Competition and Market Authority, reported that patient visit times have risen from six to 10 minutes to 15 to 20 minutes over the past decade due to growing client expectations. Longer visits and higher costs \u2014 time is money.<\/li>\n<\/ul>\n<p class=\"p3\"><span class=\"s1\">One can argue that we have underpriced our services for decades. Recent fee increases might reflect a correction as much as an inflationary spike. We have moved prices to a level that allows for better pay, benefits, equipment, facilities and support. <\/span><\/p>\n<h3 class=\"p4\"><span class=\"s2\">A Brief Look Back<\/span><\/h3>\n<p class=\"p2\">When I started in practice, we essentially held a monopoly on vaccines. Does anyone remember the first parvo outbreak? Back then, we could charge hefty fees for vaccines, a reliable profit center that allowed us to subsidize other parts of the hospital. Eventually, vaccine clinics and animal shelters laid claim to that space. That wasn\u2019t a bad thing, as broader access to preventive care is a win. But it meant we had to evolve.<\/p>\n<p class=\"p3\"><span class=\"s1\">Then came the pharmacy gold rush. In-house drug revenue helped keep the lights on, but the revenue stream faded as online and big-box pharmacies entered the veterinary space.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Today, diagnostics might be the new monopoly. Blood work, imaging and pathology are still exclusive to the veterinary provider. However, wearables, at-home testing and tech innovation will change those categories, too. That\u2019s capitalism. That\u2019s evolution. Like it or not, here it comes. We will continue to evolve and adapt. What\u2019s the next revenue stream?<\/span><\/p>\n<h3 class=\"p4\"><span class=\"s2\">Diminished Availability<\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">Higher fees and less access to veterinary care are a difficult combo for consumers to navigate. Why has service availability dropped? Again, multiple factors are at play, many of which are perfectly reasonable, and some of which were necessitated by the COVID-19 pandemic. The changes were sometimes overdue and necessary at the time, and all were made with the best intentions. But combined, they\u2019ve contributed to lower availability. Consider the following.<\/span><\/p>\n<ul>\n<li class=\"p5\"><span class=\"s3\"><b>Shrinking hours:<\/b><\/span><span class=\"s1\"> Many hospitals are closed on evenings and weekends. Saturday appointments aren\u2019t a staple anymore. Four-day workweeks are great for our personal wellness, but they also mean we\u2019re less available to others. Working four days a week compared with the old five days results in nearly two months less time on the clinic floor annually. Likewise, weekly full-time hours have crept down. <\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>More paid time off: <\/b><\/span><span class=\"s1\">Receiving four weeks away from the clinic instead of two weeks is to be celebrated, but it contributes to lower availability.<\/span><\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Appointment friction:<\/b><\/span><span class=\"s1\"> Booking fees, blocking off time for charting and limited appointment slots are understandable but ultimately add barriers to care.<\/span><\/li>\n<li class=\"p5\"><span class=\"s4\"><b>Marketing cuts:<\/b><\/span> Why spend money promoting our practices when we were overwhelmed during COVID-19? It\u2019s time to reinvest in search engine optimization, social media and client education. Let\u2019s help our clients find their way back through our doors. Make it convenient for them.<\/li>\n<li class=\"p5\"><span class=\"s3\"><b>Reduced client service: <\/b><\/span><span class=\"s1\">We focused almost exclusively on back-of-the-house efficiency during the pandemic crunch and let the front of the house slip. Phones went unanswered, forward bookings fell by the wayside, client reminders went unsent, and lapsed pet owners were ignored. Let\u2019s turn our focus back to the front. Client service representatives are key to driving more visits.<\/span><\/li>\n<\/ul>\n<p class=\"p3\"><span class=\"s1\">Many of our decisions made sense individually. However, together they painted a picture. We\u2019ve made it harder for clients to see us.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">How do we balance our teams\u2019 work-life needs and a growing and more demanding client base? <\/span><\/p>\n<h3 class=\"p4\"><span class=\"s2\">Solutions: The Middle Path\u00a0<\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">Diagnosing the problem is easy. Treating it is harder but not impossible. <\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">When it comes to rising fees, let\u2019s start with a spectrum of care mindset, expanded payment options, pet insurance, wellness plans, improved client education and better client connections. Let\u2019s meet people where they are.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Regarding diminished visits, let\u2019s start at the front. Invest in the professional development of our CSRs. Practice leaders can pick up the phone, review their reminder system and examine their booking policies. Work one Saturday each month and consider an evening shift. <\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">You don\u2019t have to do it all. Find your team\u2019s unique balance between client needs and team well-being. It can be done. A compromise, as everywhere in life, is needed.<\/span><\/p>\n<h3 class=\"p4\"><span class=\"s2\">The Good News?<\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">The economy ebbs and flows, but our profession? It\u2019s resilient. As long as people love pets \u2014 they do and always will \u2014 we\u2019ll have a meaningful role to play. What we do for pets and families has never been more critical. <\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Veterinary medicine will continue to evolve. There will always be a next chapter. Our job is to continue adapting, removing barriers and ensuring that medical care is available and affordable to as many pet families as possible.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Let\u2019s keep opening doors.<\/span><\/p>\n<hr \/>\n<h3><span style=\"color: #008000;\">WEEKEND WORK<\/span><\/h3>\n<p>According to a 2025 Veterinary Hospital Managers Association survey, 18% of the respondents reported that their practice was open on both Saturday and Sunday.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rising fees and diminishing capacity have put pet owners and our profession in a bind.<\/p>\n","protected":false},"author":693,"featured_media":78024,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[531],"tags":[],"class_list":["post-78023","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-august-september-2025","column-creative-disruption","clinical_topics-veterinary-industry"],"acf":{"hide_sidebar":false,"hide_sidebar_ad":false,"hide_all_ads":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Truth Behind Veterinary Medicine&#039;s Challenges and Victories | Today&#039;s Veterinary Business<\/title>\n<meta name=\"description\" content=\"Veterinary medicine is evolving fast. 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