We’re closing the year much as we began it: with a drop in year-over-year visits, modest revenue growth, and an operating environment shaped by political and economic uncertainty. One notable change? Consumer optimism is lower than ever.
For many clinics, that shows up as same-day or day-before bookings, with the occasional empty slot. It’s hard to ignore the fatigue of staring at appointment gaps and not knowing how they’ll be filled.
Vetcelerator is a Group Purchase Organization(GPO) and a Marketing Company. We believe every business problem is a marketing problem. That belief has guided our work this year: helping practices fill their schedules, improve operational efficiency, and protect margins with meaningful cost reductions.
And in marketing, repetition matters. A message only sticks when it’s repeated. That’s why we’re revisiting five key ideas from this year, each of which helped many veterinary practices respond to change, grow demand, and build long-term value.
#1: GPO Confusion Is Common, but Fixable
Back in April, the VHMA confirmed that Practice Owners and Managers are unsure of which GPOs they are a part of, how they work, and how much they save in a given year. The bottom line is that GPOs are being used, but not well-managed. And without that insight, potential value is being left on the table.
What We Did:
We published a five-part series on managing your Cost of Goods Sold and choosing the right buying group. We also outlined five questions to ask before signing with any GPO to help clinics make smarter purchasing decisions.
#2: You Need New Clients, and How They Find You is Changing Rapidly.
In summer, we explored the evolving challenges of digital marketing. The rise of AI-generated content, the shift from SEO to GEO, and increasing restrictions on ad content all impacted clinics. Especially when Google’s algorithm update flagged pharmaceutical terms and paused ad accounts.
What We Delivered:
An eight-part series on digital ad strategies that work for veterinary practices. We also highlighted how to provide clear benchmarks for success, a deeper understanding of how ad campaigns work for you, and how you can leverage your PIMS data to enhance the effectiveness of any campaign.
And before spending a dollar on ads, we encourage every clinic to understand how brands work. Our five-part “How Brands Work” series explains how your practice becomes a brand and why visibility is the first step in earning attention. Hint: they have to know you exist before they care you exist.
#3: Staffing Shortages Aren’t Just About DVMs Anymore
While 2025 brought some positive signs, burnout down, pay up, and smaller and rural practices still struggled to hire credentialed talent. Some gave up altogether.
How We Responded:
We focused our efforts on writing how to evaluate and engage with veterinary recruiters, the difference between DIY and collaborative hiring, and what employers and candidates really wish they knew about each other, and Corporate vs. Independent Practices.
#4: Practices Need More Standardization on Vendor Management and Due Diligence
This year, we partnered with Adam Wyzocki and Vet Software Hub to bring best practices in vendor due diligence to the forefront. As a GPO, we vet vendors daily, sourcing, qualifying, and negotiating on behalf of our members.
What We Released:
Together, we launched the “5 Questions to Ask Your ______” series, helping clinics evaluate partners across software, insurance, education, banking, and more. It’s a practical resource that’s ready to use in your next conversation.
#5: Cooperative Marketing Works (We Have the Data)
Cooperative marketing, where practices and vendors align their outreach, has long existed in clinics and inboxes. In 2025, we tested it on social platforms. And it delivered.
What We Tested:
In February, campaigns supporting flea/tick/heartworm season outperformed expectations, measured by CPM and CPC. In May and December, we extended the test to organic social posts. In some campaigns, up to 30% of impressions reached new audiences. Revenue grew from both existing and new clients.
Let’s Talk about 2026
Thanks for spending time with us this year. If any of these topics sparked ideas for your practice, we’d love to connect. Whether you’re focused on filling more appointments, hiring, or optimizing costs, we’re here to support your goals for the new year.
