Making Data Work for Marketing and Outreach

Nothing can replace the impact of a face-to-face interaction. But when you leverage client data correctly, you can deliver a personal touch that might be the next best thing — at any time.

Your client and patient data can help your practice move beyond generic messaging to deliver personalized, timely outreach that resonates with pet owners and strengthens relationships, ultimately improving overall patient care.

When asked how most practices miss opportunities with their data, Rhonda Bell, CVPM and founder of Dog Days Consulting, says, “They’re simply not looking at it.” Most veterinarians would rather treat patients than focus on the business side of their practice, but not paying attention to your data can seriously damage your bottom line.

Utilize Targeted, Personalized Messaging

A new puppy owner has different needs than someone caring for a senior cat, so your communication shouldn’t look the same. In addition, dog and cat owners behave differently, prioritize different concerns, and respond to different messaging. By segmenting your audience, you can move beyond generic reminders and deliver messaging that feels relevant, timely, and helpful to drive compliance.

Putting the Data to Work

• Segment your audience by species, life stage, medical history, and services used.
• Personalize every touchpoint by using the pet’s name and referencing past visits.
• Align messaging with patient needs based on individual history.
• Incorporate relevant education to add value beyond reminders.
• Keep messaging species-specific to better match client priorities.

Putting this into practice can be simple and effective. For example:

• For patients without a recorded dental: Launch a targeted dental campaign.
• For large-breed dogs: Share orthopedic and joint health education.
• For senior patients: Send lab work and wellness screening reminders.
• For patients that are overdue on preventive medications: Promote auto-ship options through your online pharmacy.

According to Eric Garcia, IT expert and digital marketer, “The goal is simple: Replace one-size-fits-all communication with targeted, data-driven outreach that feels personal, valuable, and actionable.”

Use Data-Driven Research

Most practices collect large amounts of client and patient data, but the real value comes from knowing which metrics matter and how to act on them. Focusing on a few key performance indicators can provide a clearer picture of practice health and uncover opportunities for growth.

Net patient growth

Many practices rely on new patient numbers to gauge success, but this only tells part of the story. A more meaningful metric is net patient growth, which includes new clients as well as those retained after accounting for attrition. In many practices, this number trends quietly negative, signaling a gradual decline in the active patient base that can go unnoticed without regular tracking. Monitoring this metric monthly provides a more accurate understanding of whether your practice is truly growing or simply replacing lost clients.

“Tracking net patient change monthly gives you a far more honest view of practice health than new client numbers alone,” explains Garcia.

Client retention

Client retention is one of the most important and often underutilized metrics in veterinary medicine. Consider questions such as:

• What percentage of new clients return for a second visit?
• How consistently are existing clients following through with recommended care?

Low retention can significantly undermine marketing efforts. If clients aren’t returning, resources spent attracting new clients are simply offsetting attrition rather than driving actual growth.

Patient visit trends

Understanding where your patients fall along the care continuum is critical. Practices should regularly evaluate:

• Active patients (current and engaged in care): Focus on continued education and reinforcement.
• Lapsing patients (overdue or nearing overdue): Distribute timely reminders.
• Lapsed patients (18-plus months since the last visit): Initiate proactive, targeted reengagement efforts.

Putting the Data to Work

• Focus on a few key metrics rather than trying to track everything.
• Review data regularly to identify trends early.
• Look beyond new clients.
• Use data to guide action.
• Segment patients by status to tailor outreach.

Enhance Client Communication

Many veterinary practices unintentionally under-communicate with their clients, assuming that a handful of reminders will drive compliance. In reality, effective communication requires consistency and variety. As Garcia notes, “A strong communication strategy should deliver nine to 12 touchpoints a year, layered across reminders, education, and follow-ups.”

This approach helps the practice stay visible and relevant in a pet owner’s decision-making process. More importantly, it shifts communication from simple reminders to something more impactful — guiding, educating, and reengaging clients consistently. When frequency is combined with personalization and data-driven targeting, communication can be one of the most powerful drivers of patient visits and long-term retention.

But effective communication isn’t only about how often you reach out. You must also understand the person receiving the information. Cheyanne Lovan, a veterinary social media consultant, emphasizes, “It’s important to take the data you have and connect it to the person who’s actually receiving the service.” She gives the example of an elderly cat owner who has arthritis. Instead of prescribing a medication she likely won’t be able to administer, Lovan recommends taking a little extra time to figure out another more feasible treatment or inquiring if the owner has someone who can help her with the recommended treatment. She says, “That’s overall going to provide a better customer experience.”

Putting the Data to Work

• Aim for consistent touchpoints throughout the year.
• Use a mix of communication types including reminders, education, and follow-ups.
• Combine frequency with personalization to increase engagement.
• Leverage data to target messaging so it feels relevant and timely.
• Focus on the client experience.

Reengage Lapsed Clients

Lapsed patients represent a significant growth opportunity. These clients represent a built-in audience who already know your practice, making them far more likely to return than entirely new clients.

Reengaging these clients requires a deliberate, persistent approach. Rather than a single reminder, successful practices implement ongoing outreach strategies that reconnect, educate, and motivate action.

Putting the Data to Work

• Time outreach strategically: Initiate contact when a pet becomes overdue (around 18 months) and follow up consistently; don’t stop after only one attempt.
• Use multiple communication channels: Combine text, email, app notifications, and postcards to increase visibility and response.
• Focus on education first: Clearly explain why the visit matters, not simply that the pet is overdue.
• Tailor messaging by species: Ensure the message’s content is relevant to the pet’s specific needs.
• Include a clear call to action: Make booking an appointment easy for clients.
• Add a personal touch: A short video message from the veterinarian explaining the importance of the visit can build trust and significantly boost engagement.

Practices that prioritize education and consistent follow-up tend to see the strongest results. In fact, according to Garcia, discounts and incentives are typically unnecessary.

Practices that lead with education alone consistently bring clients back. By shifting from one-time reminders to thoughtful, data-driven reengagement campaigns, you can bring more patients back into care while strengthening long-term client relationships.

By regularly assessing client data, veterinary practices can use the information they already have to strengthen relationships, improve patient care, and drive sustainable growth. When used effectively, data becomes a powerful tool to deliver better outcomes for pets, their owners, and the veterinary teams who care for them.