Google Ratings

What Google ratings reveal about veterinary practice closures.

According to the Enterprise Practice Database, a subscription-based service tracking enterprise veterinary practice locations, 262 enterprise-owned veterinary practices permanently closed in Q1 2025, a significant jump from the previous quarter. While nearly half of these closures were Mars-owned locations, closures among other corporate groups increased by 60% compared to Q4 2024.

What’s driving the closures?

Several underlying trends are shaping this shift. Many large veterinary enterprise groups are under continued financial pressure, driven by investor expectations and the need to demonstrate profitability. As a result, the focus has pivoted away from aggressive acquisitions toward operational efficiency. Underperforming or strategically misaligned locations are increasingly being shuttered.

At the same time, the industry-wide shortage of veterinarians continues to affect staffing. Inadequately staffed practices often struggle to maintain service levels, contributing to patient dissatisfaction and, ultimately, closure.

While financial data behind these decisions remains confidential, the Google ratings, which are included as part of the EPD subscription, offer a valuable, customer-centric lens into what might be influencing these outcomes.

Google ratings: Subtle but telling difference

Practices that closed in Q1 2025 had an average Google rating of 4.37, compared to 4.50 for the 10,000-plus practices that remained open. While both numbers are relatively strong on a 5-point scale, the gap suggests a consistent, albeit modest, difference in customer experience and satisfaction.

What to share with your customers:

In a highly competitive market, even small declines in satisfaction may be early warning signs of deeper issues, like inconsistent service, poor communication or impersonal care. Regularly monitoring online ratings is essential for maintaining a strong reputation and staying ahead of potential problems.

Number of Google reviews: An even stronger signal

The volume of Google reviews may paint an even more compelling picture. Closed locations averaged 228 reviews, while the surviving enterprise practices averaged 380 reviews.

This disparity may point to a number of underlying issues like lower foot traffic or client volume over time; weaker community engagement and brand presence; or reduced investment in marketing, referral programs, or review generation.

What to share with your customers:

The number of reviews may be as critical – if not more so – than the ratings themselves. A high volume of reviews typically reflects stronger community ties, higher visibility and a more active customer base. Tracking this metric alongside marketing, outreach and client acquisition efforts can help ensure those initiatives are delivering meaningful results.

In today’s ever-changing veterinary landscape, staying ahead means understanding not just what’s happening inside the practice – but also how it’s perceived from the outside.

A close eye

While closures can result from a wide range of operational or financial factors, Google ratings and review volume offer accessible, real-time insight into customer sentiment. Encourage your customers to keep a close eye on both.

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