Drive Revenue for Your Vet Clinic When Business Is Slow

When running a business, revenue often ebbs and flows. One month, you may be cash-positive, while the next month you might be operating in the red and scrambling for opportunities to draw in more business.

Every business goes through this, including veterinary practices. Like many service-based businesses, vet clinics experience variations in cash flow based on need and demand.

Room to grow

According to data from the American Pet Products Association's 2023-2024 APPA National Pet Owners Survey, total pet industry expenditures in the US totaled $147 billion—up 7.5% from $136.8 billion in 2022. Of that total, $38.3 billion was spent on vet care and product sales. The organization expects these numbers to rise to $39.1 billion in 2024, which is largely based on estimates that about 66% of US households, or 86.9 million families, own a pet. Simply put, there's plenty of opportunity for gaining new customers in the forecast.

If you're wondering what to do when business is slow, it may be time to up your marketing game. Here are five strategies you can implement to help you boost sales and attract customers.

1 Expand your offerings

Most vets offer wellness visits, vaccinations, diagnostics and surgery. One way to expand your customer base is to expand beyond these and diversify your services.

Consider running special offers for pets that are behind on vaccinations. You might also provide additional services for newborn or newly adopted pets. Or you could offer boarding, grooming, televet services or virtual and in-person training classes for first-time pet owners.

Providing a broader range of options could help you attract customers who are looking for services that traditional veterinary practices don't offer.

2 Offer a discount

Pet owners love a good deal. Discounts are a time-honored way to attract new customers to any type of business.

For vet clinics, this might mean offering reduced rates for first-time clients. To keep your current client base coming in the door, launch a rewards or loyalty program where they earn points toward discounted services with every visit. A referral program that includes discounts or perks can also incentivize existing clients to refer people they know to your practice.

Investing in a marketing strategy for your veterinary clinic will provide even more avenues for clients to be able to engage with your products and services. Create a list of potential discounts and promotions, accounting for the fact that an increase in volume should offset any discounts you offer.

Several third-party apps and veterinary software programs are available to help execute these incentives. They let you easily send email blasts to clients about your discounts, track how many people engage with these promotions and determine whether they're effective at boosting business.

3 Consider content

Pet owners often need advice. Starting a written blog or even a video blog can be a low-cost way to increase your practice's visibility.

While it may seem counterintuitive to offer free advice, content can boost your website's search engine rankings—helping you show up earlier in Google results when people search for a local veterinarian. Content also can be the basis for an email newsletter you send to clients.

Creating content that helps people navigate the ups and downs of pet ownership will make you a valuable trusted resource. Potential customers may turn to you when their pet needs a routine health visit or ongoing medical care.

4 Build your social media presence

If people don't know about your business, there's no way they can become a customer. Social media gives you another opportunity to increase your visibility and connect with those who might need your services.

Social marketing is most effective when you offer value. You can post helpful tips and photos of pets your practice cares for—with permission from the owners. Or give followers an inside peek or tour of your practice. If you plan to start a blog or vlog, you can use Facebook or Instagram to repost content and drive people back to your website, where they might schedule an appointment.

5 Partner with other local businesses

Collaborating with another business to offer joint services could drive more sales. For example, you can partner with a local groomer to offer a microchipping discount for new customers' pets at your practice. You could also reach out to local trade shows and sporting venues and set up an information booth or kiosk with free samples and plenty of business cards to engage locals.

By partnering with other businesses in your community, both you and your partners can more effectively target customers. In turn, your client base gets to enjoy the services they need at a discount.

Boost your cash flow with creative thinking

Owning a business comes with both challenges and rewards. Getting creative with your marketing efforts can help you get more customers in the door—and keep more revenue from going out of it. Keep up with the latest industry trends and stats so you can target your audience, cater to pet-specific messaging and learn what types of services are on the rise.