When business slows down, it’s tempting to chase new clients as the solution. But real, lasting growth doesn’t always come from doing more - it often comes from doing things better. Sometimes, the smartest thing you can do for your veterinary practice is tighten operations, maximize the value of every visit, and strengthen the relationships you already have.
Here are six practical ways to help your practice thrive, even in challenging economic conditions.
Key takeaways
Small operational changes can lead to big revenue improvements, especially when appointment volume is low.
Recurring revenue, re-engaged clients, and smarter pricing are three of the most effective ways to stabilize cash flow during uncertain times.
Tools like ezyVet and Vello can help automate and streamline your efforts without adding to your team’s workload.
1. Increase the value of every client visit
If appointment volume is soft, shift your focus from quantity to quality. Ask yourself: are you getting the most out of the appointments you are booking?
This isn’t about squeezing more money out of clients - it’s about making sure every visit delivers the best possible care. When pets come in, there’s often an opportunity to do more than just the basics. Don’t think of it as upselling. Whether it’s a dental check, a routine diagnostic, or a conversation about nutrition, these extra services are a genuine part of responsible, preventive care.
Here’s how to boost per-visit value:
Bundle services together.
Train staff to proactively recommend relevant add-ons.
Use patient history to prompt conversations (“Last time we flagged early signs of dental disease - let’s take another look today.”)
When business is slow, even small increases in per-visit value can have a meaningful impact over the course of a quarter. But more importantly, it ensures pets get the care they need, and clients walk away feeling confident in the value of your services.
2. Build recurring revenue with preventive care plans
Predictable revenue is a stabilizing force for any practice - especially during periods of economic uncertainty. But preventive care plans offer more than just financial benefits. They support better clinical outcomes, improve compliance, and strengthen the client–practice relationship over time.
These plans (also known as wellness plans) bundle essential preventive services into a monthly subscription. When designed well, they create a rhythm of care that encourages earlier detection, timely intervention, and stronger continuity across life stages.
A comprehensive plan might include:
Annual vaccinations.
Parasite prevention.
Routine diagnostics (e.g. bloodwork, fecal exams, urinalysis).
Wellness exams and lifestyle assessments.
Nutritional counseling or weight checks.
Discounted elective services.
Preventive care plans help shift conversations from “Do I need this today?” to “This is already part of the plan.” From a financial perspective, this shift helps give pet owners confidence in the consistency and value of what they’re paying for.
For practices, the benefits are equally compelling:
More predictable revenue and visit frequency
Improved compliance with recommended protocols
Stronger client loyalty and retention
The key is communication. These plans shouldn’t be pitched as a discount or cost-saving product. Frame them instead as a proactive, structured approach to lifelong veterinary care - one that reduces the risk of unexpected expenses and keeps pets healthier in the long run.
3. Re-engage your existing clients
Reactivating lapsed clients is one of the most cost-effective ways to boost revenue - especially when new client acquisition is slowing down. But re-engagement needs to be thoughtful and strategic, not just a one-time email blast.
Start by pulling a list of inactive clients. These might be pets who haven’t visited in the past 12 months or more. Use your practice management software to segment the list by overdue services (e.g. overdue dentals, vaccines, senior wellness checks) so you can tailor your outreach accordingly.
Then reach out with a compelling message. Make it personal. Make it timely. And, most importantly, make it easy for them to book.
For best results, consider using a multi-modal approach. This might involve:
Personalized emails that reference the pet by name.
Reminder texts with direct booking links.
Phone calls from the front desk team.
App notifications (if you have a client-facing app like Vello).
Postcards or handwritten notes for a more personal touch.
Social media content that educates and builds awareness around routine care.
Done well, reactivation isn’t just about recovering lost revenue. It’s about rebuilding trust, refocusing on the pet’s health, and reinforcing your role as their go-to veterinary partner.
4. Audit your expenses
When it comes to recession-proofing, cutting waste is just as important as increasing revenue. Two of the biggest (and most overlooked) cost centers in a veterinary practice? Inventory and staffing.
Inventory
Inventory can quietly become a drain on cash flow if it’s not actively managed. Overstocking slow-moving products ties up money, eats up shelf space, and increases the risk of expired items being thrown out.
How to fix it:
Identify your top 20% of products that drive 80% of sales.
Set minimum and maximum stock levels based on actual usage.
Schedule regular inventory counts (monthly or rotating spot checks).
Monitor expiry dates and rotate stock accordingly.
If you're using ezyVet, inventory usage tracking and automated reordering can help you stay lean without risking stockouts. Download our FREE inventory management guide to learn more.
Labor
Labor is likely your single biggest expense - and also your most valuable asset. The goal isn’t to cut hours or reduce headcount, but to support your staff by working smarter.
Ask yourself:
Are there workflow bottlenecks that frustrate the team or waste time?
Are roles and responsibilities clear across departments?
Could technology reduce repetitive admin and free up more time for patient care?
Small process improvements - like digitizing forms, automating client reminders, or simplifying internal communications - can ease pressure on your staff and help everyone work more efficiently, without compromising care or morale.
5. Revisit your pricing strategy
In times of rising costs and tighter margins, undercharging can quietly kill your profitability. But many practices hesitate to raise prices, especially when clients are also feeling the pinch.
Here’s the key: pricing should reflect both your costs and your value.
What to review:
Are your fees still in line with your cost of goods and services?
Are some services priced too low relative to the time and skill required?
Are you communicating value clearly, or does it just look like a fee increase?
Ideas to implement:
Bundle high-value services to improve perceived value.
Use tiered pricing where appropriate (e.g., basic vs. premium dental).
Train your team to talk confidently about what makes your care worth the investment.
Even modest pricing adjustments can make a significant difference to revenue, especially when paired with better client education.
6. Don’t stop marketing - just get smarter about it
When budgets tighten, marketing often gets cut. But visibility matters more than ever when fewer clients are actively seeking care.
Focus on what works:
Email campaigns targeting overdue or high-value services.
Google reviews to boost local visibility.
Social media posts that educate, not just promote.
Referral incentives to encourage word-of-mouth.
Segment your messaging based on pet type, lifestage, or visit history to make communication feel more personal. This is where tools like Vello really shine - allowing you to send the right message to the right client at the right time, all while syncing seamlessly with ezyVet’s client records.
Don’t underestimate the power of a simple reminder. Sometimes, all it takes to get a client back through the door is a gentle nudge at just the right moment.
For more tips on how to turbocharge your marketing efforts, download our FREE 60+ page toolkit.
FAQs: Increasing veterinary revenue during a recession
How can I grow my vet practice when appointments are down?
Focus on increasing the value of each visit by offering bundled services, promoting underutilized offerings like dental care or diagnostics, and re-engaging existing clients who haven’t visited in a while.
What’s the best way to recession-proof a veterinary practice?
Start by building recurring revenue through preventive care plans, auditing expenses (especially inventory and labor), and refining pricing to better reflect your value and costs.
How do I bring back inactive veterinary clients?
Use your practice management software to identify clients who are overdue for services, then send personalized reminders via email or text.
Should I raise my prices during a slowdown?
Yes - if your costs have increased or you’re undercharging for high-value services. The key is to review pricing strategically and communicate the value clearly to clients.
What are some low-cost marketing ideas for veterinary practices?
Use email campaigns to promote timely services, post educational content on social media, ask for Google reviews, and encourage client referrals. Segmenting your outreach can improve results without extra cost.
Final thoughts
Economic slowdowns are an inevitable part of doing business. Refining what already works, tightening what doesn’t, and investing your time and energy where it counts can help your practice stay strong and steady, even when the market isn’t.
And if you’re looking for ways to streamline some of these changes, tools like ezyVet and Vello can help you put smart systems in place without adding more complexity to your day. Book a FREE demo to learn more.