Working with veterinary clinics every day gives us something valuable: perspective.
One clinic can tell us what’s happening in that clinic. Working across multiple clinics helps us notice broader patterns, identify common opportunities and investigate changes in the way pet owners find and interact with veterinary clinics.
It also means that when something changes in marketing, technology or consumer behaviour, we’re looking at it through a veterinary lens.
Here are three examples of what that looks like in practice.
What we’re seeing in clinic marketing
Through our work with veterinary clinics, we get to see where clinics are doing well and where common opportunities are being missed.
Our benchmarking found 79% of veterinary clinic websites assessed were using outdated technology, while more than half didn’t have a booking link in their main navigation.
We also found an average website load time of 6.32 seconds, compared with an ideal of two seconds or less, and 60% of the websites assessed weren’t using personalised imagery.
These findings don’t mean every clinic has the same problems or needs the same solution. They give us a broader picture of what’s happening across veterinary marketing and help us recognise opportunities that may be worth exploring for an individual clinic.
The value isn’t simply knowing what other clinics are doing. It’s being able to use that perspective to ask better questions about you.
How pet owners are searching
When AI began changing the way people search, we wanted to understand what that could actually mean for veterinary clinics.
So we conducted the Petpack Veterinary AI Search Study 2026, testing pet-owner searches across eight Australian locations.
One of our clearest observations was that changing the question could significantly change which clinics appeared in AI recommendations. Across our testing, 3 in 4 recommendations changed when we moved from a general vet recommendation to questions about specific pet needs.
The research gave us useful insight into the information AI was drawing on and reinforced something we’ve long encouraged clinics to do: clearly communicate what you do, how you do it and who you can help.
What pet owners are experiencing
Our perspective isn’t limited to what’s happening inside veterinary marketing. We also pay attention to the broader changes affecting pet owners, with recent research finding 1 in 4 Australian pet owners surveyed had delayed veterinary treatment for financial reasons.
For us, research like this raises another question: what does that mean for veterinary clinics?
When pet owners are thinking more carefully about whether to seek care, clear communication becomes particularly important. Clinics have an opportunity to explain why preventative care matters, provide useful information before someone needs it and help clients better understand the value of veterinary care.
It’s an example of how a broader consumer trend can become a practical consideration for your vet marketing plan.
A broader view, applied to you
Working exclusively with veterinary clinics doesn’t mean assuming every clinic is the same, it’s quite the opposite.
The more we learn about what’s happening across the veterinary industry, the more context we have when looking at an individual clinic. Our research, benchmarking and industry observations give us a broader view, while our conversations with each clinic help us understand which insights are actually relevant to them.
We understand vets. We take the time to understand your clinic. And we’re constantly learning from what’s changing around both.