By Dr Gemma Barmby
It may seem somewhat counterintuitive to think about business growth in the current economic landscape. Over the last 18 months, many veterinary practices have observed slower revenue growth, less crowded operation boards, and potentially fewer consultations (ref 1). Numerous reasons have been suggested, such as the economic downturn, government body investigations and a shift in the pet population demographics- pets acquired during the COVID-19 pandemic have moved past their adolescent years and are not yet into the middle-aged health issues phase. Regardless of these challenges, the veterinary sector remains generally economically stable due to the consistent pet population (ref2) and the inevitable need for veterinary care.
And interestingly, despite this backdrop, we are witnessing the emergence of more start-ups and the expansion of existing practices. This demonstrates that the demand for quality veterinary care remains robust, and growth is occurring. However, it is crucial to recognise that growth comes in many forms, and the key lies in understanding what kind of growth aligns with your business vision.
What Do You Want?
The question of “What do you want?” may conjure images of indecision over dinner plans, or the slightly exasperated thought that pops into your mind when someone interrupts your lunch break, but in the context of business, it’s fundamental. A clear vision serves as the guiding light for your practice. It’s the aspirational, inspirational goal that keeps you motivated, even during tough times.
For many veterinary leaders, their practices were founded with a specific purpose in mind. Reflect on that purpose. If you are unclear about your vision, take the time to articulate it, write it down, and share it with your team. A shared vision fosters a unified effort toward common goals. So, grab a cup of coffee (or wine) and ponder the following:
- What do you want your business to look like in 3, 5, or 10 years?
- What is your practice’s unique purpose, and what impact do you want it to have on the community, clients, and veterinary sector as a whole?
- How do you define success for your business? What does it look like?
While this exercise can be challenging, clarity on your vision simplifies decision-making in the long term. Every growth strategy, idea or plan should propel you toward this vision. Whether you aspire to be the heart of a rural community or the leaders in veterinary innovation, make your vision clear, concise, and communicated effectively.
What Are Your Options?
Sometimes the need for growth is evident- a full diary, cramped facilities, or clients queuing to register. Other times, the signs are subtler, or an opportunity comes out of the blue. In any case, a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) can provide valuable insights into your practice.
A SWOT analysis is simple yet enlightening and involving the entire team in this exercise can bring diverse perspectives. Different departmental areas of your practice may highlight unique strengths and weaknesses, and engaging the team fosters a sense of ownership and contribution. A culture of collaboration not only enriches the process but also aligns the team with the vision.
There are many other ways of undertaking strategic assessments such as a PESTLE Analysis and Ansoff Matrix to name a couple. Do some research and pick that one that you understand the most and will yield the clearest results. It doesn’t have to be complex; it just needs to be useful.
Consolidate and Refine
Growth for its own sake is not the goal. Do remember before embarking on any grand plans, to address any existing weaknesses. For example, if communication within your team is lacking, expanding to a branch surgery may exacerbate the issue. Similarly, if your processes are disorganised, more clients and staff will likely compound inefficiencies.
Strengthen your foundation by refining your client service standards, clinic protocols, and team dynamics. Establish clear communication formats and expectations. Building on a robust foundation ensures sustainable and successful growth.
Planning, Planning, Planning
Once your vision is clear, and opportunities identified, the next step is to translate it into actionable plans. As the adage goes, “Prior proper planning prevents poor performance.” (The military version adds an extra “P”, but I’ll let you internet search that yourselves….). Putting in effort to have well defined plans will make it much easier to stay on track amidst the daily hustle of practice and general life.
The human brain is a fascinating place, and the “Rule of Three” highlights this wonderfully. Our brains like patterns, and three is the magic number-it feels complete, satisfying, and effective.
So, let’s use this in our planning- be ruthless and pick your Top Three Projects. What are the three key things you need to focus on to drive your business forward in the next year?
Once you have set those three projects, it’s time to make them SMART.
Making our goals SMART brings clarity, meaning we can use our time and resources more wisely and ultimately make it more likely that we will achieve what we set out to do.
We can then distil this down into: What are the top three things I need to focus on this quarter, this month, this week, even this day? Whatever it takes to ensure you are moving things forward and not getting stuck in the hamster wheel of daily life.
Flexibility and Adaptability
Now, this isn’t to say you should rigidly adhere to the plan. Stay with me here.
Rapid growth often demands adaptability and flexibility, those wonderful business speak words. Plans are tools to keep you aligned with your vision, not rigid constraints. Some unpredictability is inevitable- there will always be emergencies, team changes, and unexpected distractions. A clear plan with defined objectives and deadlines allows you to measure progress and identify when changes are necessary, this doesn’t mean rewriting your hard-worked-on plans but recognising the potential need for adjustments. But we will only recognise we need to adjust if we are monitoring our progress, or lack thereof.
Assessing Progress
One way to assess progress is through OKRs (Objectives and Key Results) and KPIs (Key Performance Indicators). While KPIs are helpful for monitoring, OKRs provide a more purpose-driven approach to growth- KPIs with soul if you will- and these often will resonate more with your team.
If we have our top 3 projects, we can think about the objectives we want to achieve and the key measures we will use to monitor progress. PMS and accounting systems are quite fancy these days and have a wealth of information in them. External tool such as Carpe Datum index (link) provides an even deeper level of analysis. So set you objectives and think about what measures you will need.
Regular tracking of these measures-on a quarterly, monthly, or even weekly basis- will allow you to assess whether you’re making the progress you want or identify potential barriers or issues hindering forward movement.
TEAM: Together Everyone Achieves More
Yes, that is a little cheesy, but it is true, and your team are the beating heart of your practice. Growth inevitably brings about change and the veterinary industry is rooted in evidence-based practices and a slight preference for routine, so changes can sometimes be met with resistance.
Change management is often an overused business term, but at its simplest it means guiding your team effectively through transitions- basically communicate with crystal clarity and consistency. Above all else being clear on communication is what will make the difference in your plans being successful so brush up on your skills and really get your team on board for change, whether planned for or otherwise.
Clearly outline the “why”
Summarise what’s changing (and what’s not!), why it’s important (aligns with the vision), and the expected future benefits (for them and the patients).
Involve the team in planning and decision-making
We are pack animals at our core and people like to be included. This doesn’t mean every decision is made by committee, but listening to your teams’ insights and ideas can uncover valuable solutions.
Provide training and support to ease transitions
Change can be daunting, but equipping your team with the right skills and some protected time for conversations makes it smoother. Talk to your people, find out what they need to know, and highlight upskilling opportunities. Regular check-ins can also provide support during any transitions.
Review, celebrate, and improve
Monitoring progress is essential but so is acknowledging achievements. Whether big or small, recognising milestones boosts morale. This is made all the easier if you’ve set clear objectives with timelines and measures (see how planning is important?).
Reviewing outcomes also helps identify what’s working well and what needs adjustment, allowing for continuous improvement without disruptive overhauls.
To sum it up business growth is exciting, potentially exhausting yes, but exciting. By being really clear on your vision, setting strategic plans that align with that vision, monitoring KPIs, and communicating consistently and effectively, you can ensure that your practice grows in a way that is sustainable, purposeful, and ultimately beneficial for your patients, your clients and most importantly your team.
References
Ref 1- Vet Dynamics Industry Index figures
Ref2- PDSA Paws Report 2024
Article published in the June 2025 issue of the Veterinary Business Journal with our thanks.
