Stop selling, start solving: Marketing veterinary products to teams under pressure

Veterinary clinics face unprecedented challenges that demand a radical rethinking of how brand managers approach product innovation and marketing. Understanding these challenges isn’t just about being informed—it’s about being effective. From long hours and staff shortages, to burnout and compassion fatigue, clinic teams are under pressure to do more with less, all while meeting increasing pet owner demand for care.

Nor is the veterinary industry immune from what Veterinary Management Groups president Matt Salois, PhD, describes as a “demographic tsunami,” where labor shortages aren’t just a temporary inconvenience but a structural reality that will persist for decades. Combined with stubborn inflation, these pressures are fundamentally impacting how clinics operate, including how and when they adopt new products.

Why traditional product marketing isn’t working

Clinics are inundated with new product updates from brand representatives. They don’t have time to evaluate every option that comes their way—only those that stand out. Adding a new product, learning to operate a new piece of equipment, or changing a clinic protocol requires time, effort and attention, all of which are a premium in today’s busy veterinary practices.

Three principles for successful marketing

Here are a few ways your brand can stand apart from the rest when introducing a new product to veterinary clinics.

1. Solve real problems, don’t create new ones.

Solutions must address genuine needs while fitting seamlessly into existing workflows. If you have a great idea for a new product or service, take the time to find out what veterinary teams really need. A deep dive with interviews—or even an audit of online reviews in your category—can uncover core truths that reveal whether your product is a good fit.

2. Keep it simple and clear.

Not only must you demonstrate clear value to clinics, but your product must be easy to understand and easy to use. Otherwise, veterinary teams will ignore you. The right positioning can help you market your product in a way that will resonate. Remember: if you can’t explain your product’s benefit in one sentence, it’s probably too complicated.

3. Make their lives easier.

Don’t put the burden on overworked veterinary teams to figure out how to implement your product. Connect with them personally and provide training and support to get them on board. Show them how your product helps them adapt to doing more with less. This will go a long way to establishing you as a partner, not just another vendor with a widget to sell.

Moving forward

It’s not enough to bring a great new idea to market; you must do your homework to understand what clinics really need. At S&A, we’ll help you uncover deep audience insights and deliver a value proposition that’s meaningful. By focusing on solving real problems to help clinics thrive, you’ll be well-positioned for a long and successful presence in the veterinary industry.

Lauren Waters is associate director of content at S&A. She has more than 10 years of experience helping brands create lasting connections with customers online.