Every veterinary practice experiences seasonal fluctuations. One month, your team is stretched to the limit, managing a packed schedule of routine checkups, urgent care cases, and wellness appointments. The next, appointment slots sit empty, leaving revenue down and staff underutilized.
These variations can make financial planning, staffing, and inventory management challenging - unless you have a proactive strategy in place.
Understanding seasonal patterns and preparing accordingly can help ensure smooth operations year-round. With the right approach, you can optimize scheduling, manage inventory efficiently, and implement financial strategies that support a more predictable cash flow.
Here’s how to take control of seasonal fluctuations in your veterinary practice.
Recognizing seasonal trends in veterinary practices
Before you can effectively manage seasonal fluctuations, you need to understand when and why they occur. While every practice is different, certain patterns tend to be consistent across the industry.
A study by the American Veterinary Medical Association revealed the following breakdown of revenue by quarter:
First quarter: 27.9% of revenue.
Second quarter: 28.6% of revenue.
Third quarter: 24.9% of revenue.
Fourth quarter: 18.5% of revenue.
There are a bunch of factors that contribute to seasonal variance, including the climate, pet health trends, seasonal allergies, animal reproduction cycles, vacations, economic conditions, regional events, and more.
Remember that the above figures are national averages and may not accurately reflect seasonal revenue trends at your practice. Be sure to review past appointments and revenue data within your practice management software. Identifying trends specific to your clinic allows you to plan ahead, ensuring you have the resources necessary to meet demand without unnecessary overspending.
ezyVet’s reporting tools can provide deep insight into your practice’s financial performance. Check out our financial reporting documentation for more information.
What can you do about it?
After identifying your practice’s unique seasonal patterns, the next step is to start implementing some mitigation strategies. The more prepared you are, the smoother your practice will run, regardless of the time of year.
So, what can you do to even out the natural seasonal ebb and flow of running a veterinary practice?
1. Use marketing to maintain a steady client flow
A strong marketing strategy can help minimize revenue dips by encouraging consistent client engagement year-round. Targeted outreach efforts can remind pet owners of essential services and encourage visits even during traditionally slow months.
By proactively marketing your services based on seasonal needs, you can drive steady appointment bookings even when demand would typically dip. There are a bunch of ways you can use marketing to drive bookings - here are a few ideas to get you started.
Email and social media campaigns: Use digital channels to send timely reminders about preventive care. For example, a campaign in early spring emphasizing flea and tick prevention can drive appointments before peak season.
Educational content: Share blog posts, infographics, or videos that align with seasonal concerns. Topics such as “Summer safety tips for pets” or “The importance of year-round heartworm prevention” can keep pet owners engaged.
Seasonal promotions: Consider offering limited-time discounts or bundled services to encourage visits during slow periods. For example, a "New year, healthy pet" wellness package in January can help offset the post-holiday slowdown.
Leverage appointment reminders: Automated appointment reminders can help ensure that clients schedule essential services on time. If many clients need dental cleanings in February (Pet Dental Health Month), start outreach efforts in January.
Check out this free guide for more tips and tricks on marketing your veterinary practice!
2. Leverage technology to streamline seasonal planning
Technology can make or break your ability to handle seasonal fluctuations effectively. Automating key processes and using the right tools can improve efficiency, reduce errors, and ensure that your practice is always prepared - whether it’s a slow winter month or a busy summer rush.
Data-driven decision-making: Cloud-based reporting tools allow you to track seasonal trends and client behavior over time, helping you make informed business decisions. Rather than relying on guesswork, these insights enable you to optimize staffing levels, adjust inventory, and anticipate periods of higher demand.
Automation to drive efficiency: In times of high demand, automating processes such as appointment reminders, intake forms, and follow-ups can save your team significant time. By reducing manual work, your staff can focus on providing quality care without being bogged down by routine tasks. This efficiency is critical when you're trying to maintain a high level of service during busy periods.
Automated communication tools: With automated communication tools, you can send reminders for appointments, vaccinations, or wellness check-ups, ensuring clients don’t forget essential visits. Sending out these reminders via text or email can lead to higher appointment show rates, especially when the schedule is tight. Vello, a client engagement platform that integrates natively with ezyVet, is a powerful way to connect with pet owners, improve client compliance, and reduce no-shows.
3. Plan your finances for seasonal stability
Seasonal fluctuations can create financial instability if not properly managed. Implementing smart financial strategies can help ensure your practice remains profitable throughout the year.
Maintain a financial cushion: Set aside a portion of revenue from peak months to cover operational costs during slower periods. This buffer can help stabilize cash flow.
Introduce wellness plans: Monthly pet care plans that bundle routine services into a fixed-price subscription can create a steady stream of revenue, reducing financial uncertainty.
Diversify revenue streams: If your practice experiences seasonal slowdowns, consider offering supplementary services such as telemedicine consultations or pet nutrition counseling to generate additional income.
Monitor key financial metrics: Regularly tracking revenue trends, operating costs, and profit margins can help you anticipate financial challenges and adjust accordingly. A financially sound practice is better equipped to navigate seasonal fluctuations without compromising quality of care or operational efficiency.
4. Align staff levels with seasonal needs
Staffing imbalances can create significant operational challenges. Overstaffing during slower months increases payroll expenses unnecessarily, while understaffing during busy periods can lead to long wait times, reduced quality of care, and staff burnout.
How to handle peak seasons
Cross-train employees: Equip team members with the skills to step into different roles when needed.
Hire seasonal or part-time staff: If you anticipate a significant surge in demand, temporary support staff can alleviate pressure on your core team.
Extend appointment hours when necessary: During peak seasons, offering extended hours or weekend availability can help accommodate increased demand without overwhelming staff.
How to manage staffing during slow seasons
Encourage PTO usage: When demand is low, encouraging staff to take paid time off prevents burnout and reduces unnecessary labor costs.
Invest in training and professional development: Use quieter periods to enhance staff skills, whether through continuing education courses, hands-on training, or workflow improvement initiatives.
Offer flexible work arrangements: During slower seasons, offering flexible work schedules for staff, such as part-time or remote work options, can help retain employees while maintaining flexibility in staffing levels.
A well-balanced staffing strategy ensures that your practice remains efficient and cost-effective, regardless of seasonal fluctuations.
5. Manage inventory based on seasonal demand
An optimized inventory system not only ensures that your practice is well-prepared for peak periods but also prevents unnecessary financial losses during slow seasons. Overstocking leads to expired medications and wasted money, while understocking results in delayed treatments and lost revenue. A proactive inventory strategy is key.
Best practices for inventory control:
Monitor historical sales data: Track which products see seasonal spikes in demand and adjust your ordering schedule accordingly. If flea and tick prevention sales triple in March, ensure you have sufficient stock by February.
Implement automated reordering: Many modern practice management systems can automate inventory tracking and reorder critical supplies when stock runs low, preventing shortages.
Plan for slow periods: If winter months bring reduced demand, scale back orders on non-essential items to minimize waste and excess costs. Just-in-time ordering (a strategy that involves receiving goods as close as possible to when they are needed) can be a savvy way to reduce waste and keep holding costs down.
Check out this guide for more information on how to improve your inventory management processes!
Conclusion
While seasonal fluctuations are inevitable in veterinary medicine, they don’t have to disrupt your practice’s operations or financial health. By analyzing historical trends, optimizing inventory and staffing, implementing strategic marketing, and leveraging technology, you can create a more predictable and sustainable business model.
No matter the season, ezyVet can help your practice thrive. Book a FREE demo to find out how ezyVet can help you save time, automate repetitive tasks, and drive efficiency across your practice.