Business Conversations for 2025

As a DSR, your role goes beyond being a product provider to your customers – you are their connection to the broader business landscape.

Your customers are deeply invested in caring for pets, often leaving little time to research market dynamics, assess their practice and explore solutions to improve performance. That’s where you come in, and it’s how you can position yourself as an invaluable partner.

The Veterinary Hospital Managers Assocation Insiders’ Insights KPI Quarterly Commentary is a must-read resource for DSRs that will keep you informed about the key trends, challenges and opportunities shaping the veterinary industry. The January 2025 edition highlights some critical takeaways from 2024 and offers valuable benchmarks for your customers to assess their performance, and recommendations for thriving in 2025.

The VHMA information is perfect as a conversation starter. Help your customers assess where they are relative to the VHMA numbers, and then introduce potential solutions that improve performance, allowing them to bring better care to pets while increasing their bottom line. Here are two highlights from the most recent Quarterly Commentary, which can be useful for having a different kind of business conversation and offering your customers trusted recommendations.

Patient visits

2024: Wellness visits were down 2.9%, and product-only visits have seen a significant decline of 7%. Sickness visits remain stable.

Talking points: Target dermatology and osteoarthritis patients, underserved groups with the potential to grow nutritional sales, while enhancing patient care. Focus on forward booking appointments. Promote last-minute openings with incentives. Ask about other household pets, especially cats, who may not be receiving regular care. Consider referral programs. Understand the customer’s desire for speed, convenience, helpful employees and friendly service.

Product sales

2024: Parasiticide purchases decreased by 5.7%, dispensed months of protection dropped by 9%, pharmacy purchases declined by 0.3%, and therapeutic diet purchases fell by 4.2%.

Talking points: Practices face increasing competition from external purchasing channels, so discuss the best strategies to protect this business, as well as exploring whether injectable medications might be a fit. Embrace e-commerce and home delivery. Keep curbside service in the mix for product sales.

Recommendations for 2025

Stress that your customers must prioritize new clients, client retention and improving the overall client experience. They need to proactively address declining patient numbers and strengthen client relationships. A recalibrated focus on proactive care and customer service will drive sustainability and success in the coming year, especially with Millennial and Gen Z customers who are critical for success today and into the future.

To read the VHMA Insiders’ Insights Commentary visit https://www.vhma.org/blogs/vhma-admin/2025/01/13/vhmainsidersinsightskpiqtrcommentaryjan2025

Photo credit: istockphoto.com/Jibon Islam