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Demand for veterinary services is higher than ever, and clinics are under increasing pressure to meet the growing needs while navigating an already strained industry.
Demand for veterinary services is higher than ever, fueled in part by rising consumer expectations for better pet healthcare that mirrors human medicine. With two-thirds of Australian households now owning at least one pet (Therian Australian Pet Owner Research, 2024), clinics are under increasing pressure to meet the growing needs while navigating an already strained industry.
The veterinary industry is evolving rapidly to keep pace, further driven by major advancements in medicine and technology. As new trends subsequently emerge that gain traction amongst both businesses and consumers, independent veterinary practices need to stay abreast of these major trends. This is crucial if the growth and succession plans of these practices are to succeed amongst an increasingly challenging market. This surge in demand has prompted many within the veterinary profession to reassess the traditional approaches of the past and explore how they can improve with the help of new technologies and methodologies to enhance efficiency, patient care, and staff wellbeing.
There has been a rise in new practices with innovative service models such as mobile clinics and pop-up veterinary clinics that are gaining traction, offering added flexibility and convenience for both veterinarians and pet owners. These alternative service models are particularly appealing to younger veterinarians seeking work-life balance and pet owners looking for accessible, on-demand care. The emergence of new, purpose-built clinics, further reflects this shift towards adaptable, client-focused veterinary care.
Another emerging trend is the growing focus on pet wellness and the enhanced outcomes for patients from holistic treatment approaches. Many clinics are becoming ‘Fear-Free’ Certified, along with integrating wellness-oriented equipment, shifting from purely functional designs and equipment, to spaces that prioritise animal health and staff wellbeing. This shift reflects a broader industry movement towards a growth mindset, where mental and physical wellness are considered essential components of veterinary care.
Emerging Veterinary Technology
To stay ahead of the curve, veterinary practices are increasingly adopting new technologies, streamlining operations and alleviating the daily pressures in their clinics and hospitals. Some of these practices are improving their operational efficiency and increasing revenue by utilising:
AI-powered diagnostics
Advanced imaging
Telemedicine
Autonomous pharmacy management systems such as CUBEX
Client facing apps for customer service, scheduling or pet medical record access
Today’s veterinary clients expect technologies that seamlessly engage with them for their pet’s healthcare. Some clinics have been successfully engaging with their clients through apps such as PetsApp or PetDesk, to increasing client convenience by enabling real-time interactions and communication. These apps not only improve the client’s experience but provide relief for the business through improving workflow efficiency for a busy clinic.
Emerging Veterinary Clinic Service Models
Modern veterinary practices are evolving to meet client needs in providing a more human-centric experience. By incorporating achievable methods of service delivery into existing clinics, practices can better meet both client and industry demands.
Such methods include:
Calming clinic designs that create stress-free environments and experiences for pets and owners
Instant online booking and same-day/walk-in appointments
24/7 primary and urgent care
Transparent pricing structures with pre-treatment quotes
Membership plans
Access to mobile pet care
On-demand virtual consultations
Tech-enabled tools for clients, such as easy access to medical records (e.g., via an app)
In-house access to essential pet supplies
Some of these modern veterinary models are also extending to incorporate staff needs, improving stress levels, job satisfaction and retention. These models incorporate benefits such as stakeholder opportunities, competitive wages, transparent staff pay structures, and profit-sharing incentives. Additionally, many clinics are implementing mental health support programs, offering access to counseling services, wellness initiatives, and flexible work arrangements. By fostering a supportive work environment, clinics not only reduce stress and burnout but also enhance job satisfaction, leading to higher retention rates and a more motivated workplace.
These modern business models offer more flexibility and adaptability, creating new revenue streams and improving on the traditional service models often based on simple fee-for-service structures. The adoption of models and emerging technologies with holistic wellness approaches has enabled many of these practices to become a ‘clinic of choice’. Those that successfully integrate these innovations are seeing significant improvements in patient outcomes, positive client engagement, staff and client satisfaction and long-term profitability.
The De Novo Model – A New Modelling Concept from the Ground Up
The de novo – Latin for “new build” – model of animal care is an innovative approach for independent veterinary clinics that offers an alternative to corporate-owned practices. Unlike traditional setups where veterinarians work under larger organisations with limited autonomy, de novo practices allow local veterinarians to buy-in as participating owners of the hospitals they operate, while allowing the clinic to benefit from centralised resources and support structures. This empowers the participating veterinarians through autonomy and ownership within their clinic, while pets receive the best possible care.
The de novo business model is being championed by companies such as the USA-based GoodVets LLC, founded in 2016. Based on the idea that “healthy pets start with empowered vets”, they partner with entrepreneurial veterinarians, promising a minority stake for those who want to start a practice with lower financial risk. Their resources help veterinarians navigate business challenges such as marketing, human resources, accounting, and more.
This model redefines veterinary care by aligning clinician empowerment with a patient-centered approach, setting a new standard for quality and innovation.
Membership Plans
In a membership plan-based model, financial options are designed to meet the diverse needs of pet owners, while providing a consistent revenue stream for clinics. Membership plans provide clients with convenient 24/7 access to veterinary care via clinics, care providers, and mobile apps, for a set annual or monthly fee, or clients can alternatively pay on a non-commitment, pay-per-service basis.
A prime example of a company successfully implementing this structure is Modern Animal, a U.S.-based veterinary practice. Their model ensures that pet owners receive unlimited virtual consultations, preventative care, primary and urgent care, diagnostics, and routine treatments without unexpected costs. This approach fosters stronger relationships between veterinarians and clients, as pet owners are more likely to seek care proactively rather than delaying visits due to financial concerns.
This model in particular is gaining traction here in Australia as an easy change that clinics can introduce to guarantee a revenue stream, create a relationship between the veterinarian and the client while allowing them to schedule in procedures in a consistent flow. It is an easy win all round and brings peace of mind to both clients and veterinarians.
Additional benefits of a membership-based system include:
Affordable, predictable costs for clients, reducing stress from price shock
Improved client retention – Pet owners are more engaged and loyal to a clinic that offers ongoing care
Steady revenue stream for clinics – providing consistent income and reducing dependency on one-time visits
Reduced administrative burden – processes are simplified, reducing chasing up clients for follow ups and invoicing etc.
Operational efficiency – Clinics experience fewer last-minute cancellations and more balanced appointment scheduling.
Better patient outcomes – Routine and preventative care become more accessible, reducing emergency visits
Some Easy Changes to Make
The veterinary industry is at a turning point, with new technologies, evolving client expectations, and innovative business models reshaping the landscape. By embracing digital advancements, modern service delivery methods, and holistic patient care, veterinary clinics can position themselves for sustained success. Even the most traditional existing veterinary hospitals can adapt to the changing needs of their clients by implementing a few methods to make their experience easier.
This could be achieved through:
Online appointment bookings: Simplify scheduling with digital systems
Virtual visits: Enable consultations via platforms like Zoom
Fee transparency: Improve pricing clarity with upfront quotes
Flexible payment options: Offer membership plans or payment plans
Home visits: Bring care directly to clients
Client-centric design: adopting Fear-Free accommodations and layouts in your veterinary clinic or hospital design
Technology integration: Client-centric apps to streamline communication and share diagnostic results etc.
Cost-saving technologies: Implement solutions that reduce operational costs and pass savings onto clients where appropriate
These improvements can transform client experiences, enhance operational efficiency, and help clinics remain competitive in an ever-changing market.
Architecture – Equipment – Technology. With over three decades of leadership in animal welfare-centric solutions for the veterinary sector, Therian brings unparalleled expertise to your practice. We specialise in understanding your business requirements and as a result have successfully executed 600+ projects across the Asia Pacific region. Our suite of products and services are designed to improve efficiencies, drive profitability, and promote superior staff and patient outcomes.
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