Three Trends Revolutionizing Pet Healthcare

Veterinary professionals who dedicate their lives to the well-being of animals are often driven by profound care and compassion. However, the demanding nature of their work—balancing medical care with administrative tasks and emotional conversations—coupled with increased demand can make their roles more challenging than many realize.

As president of a pet healthcare company, I've observed three significant shifts in pet parent behavior that are shaping the future of veterinary care:

1. An increasing focus on preventative health

2. Greater adoption of digital tools

3. A stronger commitment to building trusted, long-term relationships with veterinary teams

These trends are reshaping pet parent expectations and driving meaningful changes within the veterinary field. By aligning with these evolving needs, veterinary teams can prioritize what matters most—delivering exceptional, personalized care for pets. Based on my experiences in the industry, here is a closer look at these shifts and how veterinary practices can keep pace.

The Rising Demand For Preventative Care

Some people take better care of their pets than themselves. According to a NutriSense poll, people under 35 take their pets to the veterinarian more frequently than they visit their doctors, and a survey by our company found that many pet parents believe regular check-ups are the most important thing they can do for their pet’s health. This signals a larger focus on pet health and a positive shift toward improving overall health through early disease detection or preventing illness altogether.

This growing emphasis on proactive care also highlights a shift in the role of veterinary practices, positioning them as trusted advisors who can guide pet parents in maintaining long-term health and preventing issues, rather than just responders to urgent medical needs. In response, veterinarians are identifying new ways to guide pet parents on their preventative care journeys inside and outside the clinic.

To ensure your veterinarians are seen as reliable advisors, look for ways you can advise and educate clients. For example, have your team offer tips on routine care such as hygiene routines, and recommend proactive measures such as regular wellness exams, vaccinations, dental care and weight management. You can also be proactive by collecting trusted resources of educational pet care materials that can easily be shared and discussed with clients.

Using Digital Tools To Connect

Millennials now lead as the largest group of pet owners (33%), followed by Gen X (25%). As digital natives, these generations frequently turn to the internet or social media to obtain tips and insights about pet care. For instance, the American Pet Products Association found in their 2022 report that 70% of millennial pet parents rely on multiple online sources when researching pet products; 62% have increased online pet purchases in the past year; and nearly half plan to increase online orders with home delivery.

This is why it is important to embrace and adopt digital platforms—such as online medication fulfillment and social media—so that you can effectively engage with pet parents and make pet health more accessible and convenient. For example, consider providing an app that allows clients to easily do tasks like booking appointments online, viewing their pet's records, and accessing after-hours support from trained agents.

However, don't focus only on your clients. Your team's welfare should also be a priority, so look for tools that support their well-being and help keep their workload manageable, such as reducing the number of hours required for manual paperwork.

Fostering Quality Talent To Match Clients' Trust

A 2023 Gallup study found that veterinarians rank among the most trusted medical professionals, which has mostly likely contributed to the growing demand for veterinary care. However, I believe this increased demand also reflects a growing desire among pet parents to build lasting, personal relationships with their veterinarians. In order to continue meeting that level of trust, vets need to be well-prepared to meet industry standards.

By investing in talent early, we can ensure future veterinary professionals have the knowledge they need to meet customer expectations and build fulfilling, long-lasting careers. For example, consider assisting veterinary students with financial assistance, mentorship and leadership development resources to assist them through veterinary school and into the next phase of their careers. I've found that initiatives like this can help nurture young talent, ensuring they are well-supported and energized to meet the growing needs of pet owners.

The Ever-Evolving State Of Pet Healthcare

I believe these shifts in pet parent behavior are transforming the future of pet healthcare for the better. An uptick in preventative care means fewer emergencies, adoption of digital tools can drive efficiency, and, in my experience, increasing trust decreases barriers. Emphasizing and encouraging two-way communication, the adoption of digital tools, and clients' desire for meaningful relationships can give your veterinary team more of what they need to provide the quality care pets deserve.