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Embrace the benefits of technology for pet owners and practices

By Julia Loew

How the right software can make veterinary care more accessible

Man holds grey cat and looks at phone

Technology plays a huge role, both at the clinic and at home. Veterinary innovation is improving pet parents' insights into their pets, boosting pets' quality of life, and supporting consumers in making educated decisions about purchases and care for their pets. But how does technology then support the role of the veterinarian? And how can technology support access to care and tackle vet shortages?

Pet owners seek high-quality and personalized services, including advanced medical treatment. Innovative services and products that are tailored to meet the unique needs and preferences of pet parents are in high demand.

One such preference is the desire to have convenient, immediate, and streamlined communication with their veterinary team. A centralized platform for managing their pet's healthcare empowers pet parents to actively participate in their pet's well-being. Especially as pets are living longer with advances in veterinary medicine, more pets may be seeing specialists. Access to portable medical records put all the details in one place for sharing among medical professionals and pet owners.

Especially in an uncertain economy, pet owners are also increasingly interested in promotions around their pet's medications. Offering discounts on the products you trust and recommend can increase customer loyalty and drive revenue. Consider adding a manufactured-sponsored savings program to your clinic's offerings.

Meeting pet parents "where they are" through repeated and clear communication in their preferred channels—apps, text messages, emails, phone calls, or postcards— improves pet outcomes. If the clients are better informed about their pet's health needs, they will come to visits better prepared and ready to engage with their veterinarian. Technology can help set the stage for such interactions.

Use technology to streamline communications

Communications technology offers practice management benefits, too. Veterinary staff are pressed for time to complete all the tasks for the day on a medical level as well as on an operational level for the clinic. At first glance, it seems like integrating additional veterinary innovations may add another layer of complexity but, in reality, it alleviates several levels of complexity, improves client connection and hospital management, and facilitates efficiency in the practice. Robust client communications software allows clinics to work smarter, not harder by taking manual efforts such as scheduling and following up on appointments away from the staff, giving them more time to complete critical work.

A communication platform can produce automated emails to clients to remind them of their pet's upcoming vaccines and tests, increasing compliance levels. A communication system can also support seasonal messages such as reminders for tick season, summer safety, etc. that can drive the need for pet parents to purchase product and services from your veterinary practice, increasing revenue from your existing client base.

An integrated retention calendar shows which patients are on the schedule, allowing staff to proactively manage inventory needs to meet the coming demands. Smart inventory management through efficient inventory tracking, can help your veterinary practice save time and money by enhancing productivity and preventing stock outs. The less time staff spend on tracking down products, the more time they have for patient care. Having products readily accessible also contributes to positive relationships with pet parents.

Rely on solutions that lower stress

Veterinary innovations that automate routine tasks smooth workflows, reduce staff stress, increase job satisfaction, and encourage more collaboration. All of which are essential as the profession reaches a tipping point with staff burnout. Frontiers in Veterinary Science found there is an estimated $1-2 billion in lost revenue annually that can be attributed to veterinarian burnout and lost talent.1

A positive clinic experience is essential, not just for clients and their pets, but for veterinary staff, too. Data has shown that the number of veterinarians in practice is decreasing, but the number of medicalized pets is increasing. In fact, according to the 2020 Merck Veterinary Wellbeing Study, only 33 percent of veterinarians would recommend a career in veterinary medicine.2 The American Veterinary Medical Association (AVMA) reports that 40 percent of veterinarians are considering leaving the profession altogether.3

Integrating technologies into the workflow establishes a practice as an innovative and progressive healthcare provider. This can help both retain employees and attract new hires. Working towards improved work-life balance allows staff more control over their time and contributes to lowering burnout.

When used to their full extent, veterinary software and solutions can strengthen the bond between pet owner and practice, improve compliance, grow revenue, and lessen the demands on veterinary staff. While technology is not a cure-all for what ails veterinary medicine, using it intentionally can contribute to better access to care and lower stress for clients and practitioners alike.

1. Neill, C, et al. The Economic Cost of Burnout in Veterinary Medicine. Frontiers in Veterinary Medicine. 25 Feb 2022. Accessed 24 Jul 2023. Available at:
2. Merck Animal Health Veterinarian Wellbeing Study 2020. Merck. Jan 2020. Accessed 24 Jul 2023. Available at: Merck Animal Health Veterinarian Wellbeing Study 2020
3. Nolen, R. Practice inefficiencies compound veterinary stress. JAMA News. 1 Dec 2021. Accessed 24 July 2023. Available at:


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About The Author

Julia Loew
Senior Vice President, Commercialization Services, Companion Animal, U.S.
MWI Animal Health
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