Pets as Family
Animal health leaders discussed how humanization is transforming veterinary care during a recent UVSA panel.
An increasing number of pet owners are viewing their pets as beloved family members, leading to a shift in expectations for pet care with important and sweeping implications for veterinary practices.
“Today’s pet owners, especially millennials (the largest living adult population in the U.S.) are seeking pet care experiences that mirror their own encounters with healthcare providers, where a meaningful relationship is cultivated,” said Julia Loew, chief commercial officer, MWI Animal Health, and Sandra Godbout, PhD, DVM, vice president, global marketing, MWI Animal Health. Both Loew and Dr. Godbout shared their thoughts on pet humanization and marketing strategy during a panel on industry trends and future outlook at the United Veterinary Services Association annual conference.
“Simultaneously though, pet owners want their pet care experiences to mimic the efficient and convenient interactions they have day to day with brands like Amazon or Netflix,” Dr. Godbout and Loew said.
Consequently, marketing strategies that resonate with most pet parents focus on personalization, convenience and holistic care. But Loew and Dr. Godbout said veterinary practices must go beyond words and act by adapting their communication and service models to address the emotional and functional needs of today’s pet parents – with technology being the key enabler. “This is why MWI’s innovation pipeline is strongly centered on technologies that enable the self-serve, information-at-your-fingertips resources that pet parents crave in a manner that helps vet practices enhance engagement and overall experience.”
For example, digital tools like MWI’s PetPage Portal allow pet parents to access records, book appointments and engage with their veterinarian 24/7, creating a seamless and personalized experience. The company’s soon-to-be-relaunched Easy Care wellness plan aligns with the growing interest in proactive health management and holistic care for pets, they said. Data-driven insights produced by MWI’s solutions help practices tailor communications and personalize recommendations to individual pet owners, building stronger, more meaningful connections.
A window of opportunity
The most pressing challenge facing the animal health industry over the next decade is the effective integration of rapidly advancing technologies into everyday veterinary workflows, Loew and Dr. Godbout said. “While these innovations promise enhanced efficiency, improved client experiences, better patient outcomes and even support for the mental well-being of veterinary teams, many practices may struggle with understanding, adopting and fully leveraging these tools amid their already demanding schedules.”
To proactively prepare, practices and their technology partners must focus on gradual, intentional adoption of technology. The key is to introduce tools that immediately demonstrate value, such as AI-powered exam room dictation or automated marketing, in a way that feels manageable and directly improves daily operations. Providing comprehensive education, training and ongoing support will be essential to help practices understand the impact and benefits of these innovations without feeling overwhelmed.
“The industry also needs to advocate for creating ‘space’ within busy practices to embrace change,” they said. This includes streamlining workflows to make room for new tools and fostering a culture that views technology as an enabler, not a burden. Technology companies can further support this transition by offering scalable solutions, pilot programs and resources that help practices ease into adoption while building confidence in their ability to adapt.
Ultimately, the animal health industry has an opportunity to transform how veterinary teams operate, ensuring that technology enhances their work rather than complicating it. “By focusing on education, collaboration and phased implementation, practices can prepare for a future where AI and other advancements drive better outcomes for patients, pet parents and veterinary teams alike.”
How independent veterinary practices can remain viable
As corporate consolidation continues to grow, Dr. Godbout and Loew believe smaller and independent veterinary practices can remain competitive by leveraging their unique strengths, adopting innovative strategies and focusing on their local communities.
“All veterinary practices – especially small or independent ones – are increasingly stretched thin, with growing caseloads, shifting client expectations, rising operational costs and the added pressure of meeting pet parents’ demands for greater convenience and transparency in the care experience,” they said.
To stay competitive and evolve with the industry, independent practices must be open to embracing scalable technologies that help them work smarter instead of harder. Additions like client communication platforms, telemedicine and automated marketing can help streamline workflows, reduce administrative burdens, meet pet parents and patients where they are and ultimately improve patient care.
“In addition to adopting a spirit of openness to and continuous learning of technology, independent practices should lean into their natural advantage of offering a more personalized degree of care and fostering deeper community connections – something increasingly valued by today’s emotionally connected pet parents,” Dr. Godbout and Loew said. “By finding new ways to engage with the community (like partnerships with local organizations or hosting events), these practices can establish themselves as trusted community partners. These practices can also pursue new initiatives tailored to the needs of their community, evaluating existing gaps in care and expanding services to fill them, attracting new clients and reducing the need for referrals to competitors.”
This natural proximity to their communities also presents a great opportunity for small practices to prioritize client education about the importance of preventive care. Whether it extends to offering affordable wellness plans, or simply empowering staff to educate pet parents on the topic, practices can use this tactic to help strengthen their relationships with pet parents, drive revenue and most importantly, promote long-term health for pets.
Investing in staff is another critical strategy. A passionate, well-trained and motivated team makes all the difference in any environment. Offering development opportunities, performance-based incentives and implementing other measures to foster a positive work environment can boost staff morale and encourage exceptional care, leading to stronger loyalty and word-of-mouth referrals.
“At first glance, it may seem natural to assume that corporate practices have an advantage over independent clinics due to their scale and financial resources, but this isn’t always the case,” Dr. Godbout and Loew said. “Independent practices can utilize partnerships with group purchasing organizations (GPOs) to leverage comparable scale and financial resources. While the primary benefit for most practices is lower prices of drugs, medical supplies and other items, certain GPOs also offer practices resources such as continuing education opportunities, marketing services, peer communities and consultative services to support practice growth. GPO partnerships offer significant, tangible benefits and are a valuable resource that small practices should strongly consider.”
What’s on the horizon
Over the next five years, a handful of innovative technologies are poised to significantly reshape daily veterinary workflows. AI-powered tools such as exam room dictation software, automated triage systems and targeted marketing will help streamline administrative tasks and improve efficiency, freeing up veterinary teams to focus on patient care. “These technologies aid not only in reducing the burden of documentation and workflow bottlenecks but also enhancing the client experience by enabling faster and more precise communication,” Dr. Godbout and Loew said.
Telehealth is another game-changing innovation, and a service offering that MWI is keenly focused on expanding, they noted. Telehealth – along with related, emerging services, such as at-home care and monitoring, virtual consultations and chatbot-based support – will enable more accessible care and promote compliance in treatment plans and preventative care. The rise of these capabilities highlights the growing trend of extending veterinary care beyond a practice’s physical walls, ensuring continuity of care while providing a level of convenience and service increasingly expected by today’s pet parents.
Personalized medicine will also transform veterinary workflows by enabling more tailored treatment plans based on a pet’s unique health profile. Advanced diagnostics, wearable health monitors and resulting data-driven insights will allow practices to deliver proactive, preventative care, improving patient outcomes while strengthening the human-animal bond.
“Ultimately, these innovations will shift the focus from reactive treatment to a more holistic, long-term approach to pet health.”
Knowing what tech to invest in
For veterinary practices (especially smaller, independent ones), investing in technology is a major decision. Fears of frustration, underutilization or wasted resources can create hesitation. “However, as customer expectations continue to evolve, it’s essential for clinics to adopt technology to stay competitive in the industry,” said Dr. Godbout and Loew.
The most effective approach is to start small with scalable (versus standalone), customizable solutions that are simple to implement and provide quick, incremental wins. These early successes help build confidence in using technology and allow practices to pinpoint other areas of improvement, enabling the gradual and strategic adoption of additional technologies.
Photo credits:
istockphoto.com/simonkr
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