26 May 2026
Excellent medical treatment alone is not enough to make your practice successful. Adam Bernstein argues that making your clients “feel” valued is also high on the list of priorities, and this can be implemented in a number of ways…
Adam Bernstein
Job Title
Image: CineLens2024 / peopleimages.com / Adobe Stock
In today’s competitive veterinary landscape, where clients are struggling with cost and businesses have the CMA breathing down their necks, practices need more than just technical expertise to succeed – they need to work to earn the trust and loyalty of pet owners, and establish a reason for them to visit, time and again. That reason is all about value. But what exactly can a practice do to stand out in the minds of its clients? How does it establish value?
For most pet owners, animals are family and their health is incredibly important. So, one of the most effective ways to establish value with owners is by offering a compassionate and personalised service. From the moment a client walks into the practice, it is essential to create an environment where they feel warmth and empathy. This means ensuring that staff take time to build genuine relationships with owners and their pets.
Simple little things can make all the difference, such as remembering names (of both), asking about the pet’s well-being and providing gentle reassurance during stressful moments, such as during end of life discussions. It is these things that will help forge a bond that keeps clients coming back.
Similarly, it helps to have clear and open communication with owners where treatment plans are discussed and concerns are addressed. Follow ups also help to demonstrate a level of care that many clients find invaluable. It is this sense of being listened to, understood and cared for that can go a long way in building lasting loyalty.
Regardless of the business sector, an informed client is a satisfied client. With the web allowing free transfer of knowledge, pet owners are increasingly interested in learning about their pet’s health from an expert’s point of view. Practices that take the time to educate will be seen as more valuable.
So, whether through blogs, newsletters or other social media posts, sharing insights on preventive care, disease management and new treatment options not only positions a practice as an expert, but also should deepen a client’s sense of trust. This may lead to a request for assistance because the client innately trusts the “brand”.
Transparency in pricing is another area where practices can stand out – especially given the recent news coverage in this area. By offering clear and upfront cost estimates, along with an explanation of treatment options, practices can remove the discomfort – and surprises – many clients feel about veterinary bills.
In an era where time is short, and to some a precious commodity, convenience can be a key differentiator. Practices that offer flexible appointments, telemedicine as well as online appointment bookings or prescriptions will be more able to serve the demands of busy pet owners.
Consider the virtual consultation – practices that offer this, where appropriate given the condition, can open a new revenue stream while helping clients to get expert advice without having to leave their homes. But convenience is more than this, as it is also about how a practice interacts with its clients. Short waiting times and a smooth experience from entry to exit will enhance how clients perceive the practice’s value.
Of course, compassion and convenience are important. But, ultimately, clients want results. So, when a practice can (consistently) deliver positive outcomes, it will boost its reputation and value. Success stories shared through social media or in practice newsletters spread good news, and show potential new clients that the practice is capable of delivering what it promises.
The use of advanced diagnostics and allied services can also help establish value. It is more likely that a pet owner will trust a practice that stays on top of veterinary medicine and offers state-of-the-art equipment for diagnosing and treating conditions than a practice that lives in the past.
Veterinary medicine is not just about caring for the animals; it’s about looking after their owners, too. This means offering emotional support during difficult times, such as when a pet is facing a terminal illness or undergoing major surgery.
Compassionate services such as grief counselling or providing resources for pet loss support groups create a sense of community and care that resonates with clients, making them more likely to return in the future. Similarly, a card and a pack of flower seeds after a loss costs little, but can speak volumes.
Retailers have long understood the need to reward loyalty. Veterinary practices need to do the same and reward loyal clients with discounts or programmes.
Wellness packages, referral bonuses or special discounts for long-term clients can help a practice create a sense of value that extends beyond a one-off visit. Such incentives not only keep clients engaged, but also foster positive word of mouth referrals, which are invaluable in growing a practice’s reputation – particularly if the help lowers the cost of treatment.
Community involvement also plays a key role. Participating in local pet events, charitable causes or providing sponsorship for, say, pet adoptions, can boost a practice’s visibility within the community.
When clients see a practice that cares about the well-being of pets and people alike, they are more likely to view it positively and something that they want to associate with.
As technology continues to evolve, so do the expectations of pet owners. Practices that lead from the front with new equipment and pet health apps can show that they want to stay ahead of others.
“Simple” things such as helping clients track their pet’s health through apps or providing real-time updates on their conditions can enhance the perception of value.
Given that clients are financially being squeezed and the world of veterinary medicine is competitive, establishing value is about more than offering good medical treatment. It’s also about creating an experience that feels personalised, compassionate and open.
When owners feel that their pet’s health is being cared for, and that they are treated with respect and understanding, the result is likely to create a loyal clientele who want to return to the practice for years to come.
So, by focusing on great service, educating clients, offering convenience and emotional support, practices can create long-lasting relationships with clients.