How to Grow Your Veterinary Practice During a Recession

For years, veterinary medicine has carried the comforting label of “recession-proof.” But new data tells a different story, and so do the voices we’re hearing from hundreds of practices across the country.

A recent Frontiers in Veterinary Science study by Neill, Salois & McKay confirms what many teams have already felt: the veterinary industry entered a recessionary phase in late 2024, with negative growth forecast through mid-2026. Prices for veterinary care continue to rise, but real client spending is falling.

In plain language: pet owners aren’t coming in less because they care less. They’re coming in less because life feels harder: financially, emotionally, logistically.

At Digital Empathy, we work with more than 600 independent practices across the U.S. and Canada. Every week, we talk with owners, practice managers, and medical directors trying to make sense of a confusing economy. Across those dozens of conversations, the patterns are consistent: slower appointment flow, softer preventive care numbers, more emotional money conversations.

Between inflation, election-year uncertainty, and a prolonged government shutdown affecting thousands of military and federal workers, many families are tightening their budgets in ways we haven’t seen since 2008. In markets with a high percentage of government or military employees, practices are reporting sudden schedule gaps, slower pharmacy sales, and a level of client stress that feels almost contagious.

It’s a difficult moment. But it’s also a pivotal one. Because the veterinary practices that will endure this downturn aren’t the ones who simply wait it out; they’re the ones who learn faster, listen deeper, and adapt to what pet owners are actually going through.

The Emotional Economy of Pet Care

Pet owners haven’t stopped caring; they’re just navigating care differently. Before the pandemic, they picked up the phone or walked in. Today, they research first. They compare. They crowdsource. They ask Reddit for recommendations before they ask their neighbor. They’re using AI tools to find “the best vet for my 10 year old dog’s TPLO surgery that doesn’t cost an arm and a leg.”

Modern pet parents don’t necessarily want the cheapest option. They want the clearest one—a practice who explains what to expect, what it costs, and why it matters. They want to know who you are, what you value, and whether you see their pet the way they do. The veterinary clinics that will stay busy aren’t the ones spending the most on ads (although this does help!). They’re the ones who truly understand their clients and build seamless experiences before the owner ever steps foot into the lobby.

The good news? You already have most of the information you need to do this! It’s just hiding in plain sight. Your data, your conversations, and your community all hold the clues.

Step 1: Understand Your Existing Clients

Most of the answers you need are already in your PIMS data, but you just haven’t looked lately.

Run a report that looks at:

• How many active clients you have today vs. a year ago
• Who’s overdue for wellness or dentals
• How far clients are driving (check ZIP codes)
• Which services or products are trending down

Even a one-hour review can reveal which parts of your business are softening, and which clients are still loyal.

Step 2: See What Pet Owners in your Area are Saying Online (Even If You’re Not Tech-Savvy)

You don’t need to be an internet expert. Here’s how to do it:

Reddit:

1. Go to www.reddit.com.
2. In the search bar, type your city or neighborhood plus the word “veterinarian.”
3. Click the “Posts” tab to see recent discussions.
   
4. Spend at least 20-30 minutes reading through the comments and noting what conversation themes jump out at you.

Facebook:

1. Log into Facebook and type your city name plus “pet” or “veterinarian” into the search bar
2. Filter for Groups or Posts.
3. Join a few large local neighborhood groups in your area (e.g., Springfield Neighbors).
4. Inside each group, use the search bar to look for “vet” or “veterinarian.”
5. Read what your neighbors are saying about clinics (yours and others!).

When we did this exercise for a practice in the Austin, Texas area, there were dozens of threads from pet owners asking for veterinarian recommendations. This is free competitor research! Are you mentioned on Reddit in your city? If not, that’s a problem…and an opportunity. 

Those threads reveal exactly what pet owners value: which practices feel trustworthy, responsive, and reasonably priced, and which ones don’t. Take notes as you read. It’s unfiltered, current, and local. You’ll quickly see which clinics are visible and recommended, and which ones aren’t even part of the conversation.

Step 3: Ask, Don’t Assume

The easiest way to understand your clients? Ask them by creating a survey. We recommend using Google Forms because it’s simple and free:

1. Go to Google Forms and click “Start a New Form.”
2. Add your logo and a short intro like: “We’re always looking for ways to make your visits easier and more helpful. Would you take 2 minutes to share your thoughts?”
3. Add 5–10 multiple choice or short-answer questions.
4. When finished, click the “link” icon in the upper right hand corner to get the URL of your survey.
5. Paste that URL into an email blast through your PIMS or client communication tool (e.g., ezyVet, PetDesk, Weave).

You can also open the survey on a front desk tablet or share it in your next email newsletter.

What to ask your veterinary clients in a survey

Your questions should reflect what you learned from your Reddit/Facebook research and your data review. Here are some ideas to get you started:

Client Experience

• How easy is it to reach us when you need to?
• Do you prefer to call, text, or book online?
• How do you feel about the time it takes to get an appointment?
  
• What’s one thing that would make visits less stressful for you or your pet?
  

Communication & Education

• Do you understand your pet’s treatment plan after appointments?
• Do you feel comfortable asking cost questions?
• Would you like more follow-up info (e.g., handouts, links, videos)?

Services

• What services would you like us to offer or expand? (e.g., urgent care, behavior, dental, wellness plans)
• What kinds of appointments do you prefer: longer visits, shorter focused visits, drop-offs?
• Would you use virtual consults with one of our veterinarians?

Trust & Perception

• How did you first hear about us?
• What made you choose us over another clinic?
• If you’ve visited other vets in the past, what made those experiences positive or negative?

Financial

• Would more information about payment options help you plan for visits?
• Do you have any concerns about costs related to your pet’s care?
• Would you like more information about how to plan for costs related to your pet’s care?

Keep it short (under five minutes) and thank clients for their feedback. People like to be asked, and even more, they like to see that their input leads to real change.

What We’re Seeing Work Right Now

Because we support 600+ veterinary practices and talk with dozens every week, we can see what’s working for many of our clients, and why.

1. Make it easier for clients to say yes to veterinary care.

Clients aren’t rejecting medical services for their pet because they don’t want it. They’re hesitating because they’re scared of how to afford it, or unable to pay in one lump sum. When you talk about payment options early (CareCredit, Cherry, All Pet, Scratchpay, etc.), you take away uncertainty before it grows. Practices that normalize conversations about the cost of veterinary care early—on their website in a pricing page, in multiple payment options, and signs at the front desk promoting ways to pay—are seeing higher treatment acceptance and fewer no-shows.

2. Adjust your hours to stand out from other clinics.

In today’s busy world, time is increasingly as important as cost. Practices that stay open late two nights a week or add a half-day on Saturdays or Sundays are capturing clients who can’t come during traditional hours. Split shifts or alternating schedules protect staff well-being while keeping access open. It’s one of the simplest, highest-return changes we’re seeing right now.

Before you make any changes, take a look at your PIMS data. See when your appointments peak and when your team might be standing around. You may find opportunities to reduce staffing during slower times and reallocate those hours to extended days or evenings. That way, you’re not spending more to stay open longer; you’re simply staffing smarter.

And remember, your team is likely feeling the effects of the economic downturn too. Some staff members may welcome the chance to pick up extra hours. With open communication and flexible scheduling, this can become a win-win: clients get more access, and your team gets more stability.

3. Refresh your website for how people actually search.

Pet owners are no longer only Googling phrases like “veterinarian near me.” Instead, they’re increasingly turning to AI tools like ChatGPT to ask hyper-personalized and specific questions like these:

• “Why is my cat limping for a few days? Should I take him to a vet?”
• “Where can I go for same-day vet care? Will it be expensive?”
• “What is a vet that takes CareCredit in [city]?”
• “Is there a veterinarian in [city] who doesn’t push unnecessary vaccines?”

Websites that answer those questions directly (with clear pages, transparent pricing, and concise FAQs) perform better in both traditional SEO and AI search results. More importantly, they build trust before a client ever picks up the phone, as well as giving your front desk team more breathing room by deferring call volume.

4. Reconnect with your existing clients before chasing new ones.

Your most profitable growth opportunity is the people who already know and trust you. Run a PIMS report of anyone you haven’t seen in 18 months. Then reach out personally by text, email, or even a phone call:

“Hi [Name], this is Suzie with ABC Veterinary Practice. We noticed Bella is due for a check-up. Last time we saw her, she was starting to develop some arthritis and you mentioned she seemed uncomfortable. How is she doing? Treating these issues early will save you money in the long run, and we’d like to help you keep your costs low. Would you like us to grab a spot with Dr. XYZ next week?”

That kind of contact stands out in an era of generic marketing emails. Practices doing this outreach consistently are filling slow weeks without spending anything beyond regular staffing costs.

5. Keep showing up locally.

This is where independent practices shine. You can’t outspend corporate chains, but you can out-connect them. The more you show up where your community already gathers, the more you earn trust before people even need you. Here are some simple, high-impact ways to build visibility and goodwill:

• Host “Ask the Vet” nights at local dog parks, pet stores, or breweries. Keep it informal; just 2-3 hours of open conversation and Q&A can spark dozens of new client relationships.

• Offer free nail trims or microchip scans for seniors and rescues. These low-cost gestures build real loyalty and demonstrate care that goes beyond transactions.

• Partner with local shelters and rescue groups. Sponsor an adoption weekend, or provide post-adoption checklists and wellness discounts to new pet parents.

• Collaborate with small businesses. Think pet-friendly cafes, groomers, dog trainers, or even yoga studios. Cross-promote each other’s businesses through signage, shared events, or social posts.

• Get involved in local causes. Sponsor a youth sports team, volunteer at a community fair, or host a donation drive for the food pantry or animal shelter.

• Show up online in local spaces. Engage authentically in neighborhood Facebook groups or community Reddit threads — not to sell, but to be a helpful, trusted voice.

• Celebrate local stories. Feature community pets, rescues, or team spotlights on your website and social channels to deepen connection and recognition.

These actions create visibility, trust, and word-of-mouth momentum that no marketing campaign can match because they remind people that your practice isn’t just in their neighborhood, it’s part of it.

A Closing Thought

Right now, pet owners are searching for information about their pets the same way veterinarians are searching for answers about their businesses. Everyone is trying to make sense of uncertainty. This downturn is an invitation to simplify how you communicate, how you price, and how you connect. Independent practices have a unique advantage: they can move fast, listen deeply, and show up as real humans, not as just another veterinary clinic.

At Digital Empathy, we help independent practices do exactly that through smarter websites, clearer content, and the kind of insight that comes from 600 partners, a decade in business, and thousands of real conversations with practice managers, owners, and more. If you’re wondering what to do next, start small: pull one report, read ten local posts, and send one short survey. You’ll already be ahead of most of your peers.

If you’d like support reviewing the state of your independent practice, schedule a free 30-minute call with our Founder & CEO, Robert Sanchez. He’ll walk through what you’re seeing, share trends from other practices across the country, and offer practical, personalized suggestions for where to focus next. Or, if you’re not quite ready for a call, subscribe to our newsletter to stay up-to-date on other advice for your independent veterinary practice (the link is at the bottom of this page).

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