The veterinary industry is facing a crisis. Burnout is at an all-time high, with 65% of veterinarians reporting excessive workloads, and almost a third experiencing depression. While this is the result of many factors, a key reason why stress levels are so high is because it’s ultimately very difficult to deliver quality care these days.
Veterinarians are being stuck with clunky systems and processes that are sucking up time, and adding tasks to their already overflowing plates. This makes it a real challenge for them to effectively achieve their professional purpose: to deliver the best care possible, for as many animals as possible.
At FWD, we passionately believe that technology holds the answer to at least part of the problem. We know first-hand about the innovations disrupting the sector right now, and the ways in which vet tech can ease workflows and improve patient outcomes — creating space for veterinarians to do more of what they love: delivering quality care. But we’re also aware that technology isn’t being tapped into nearly as much as it should.
To get to the bottom of what’s going wrong, and why more veterinarians aren’t adopting the very solutions which can improve the lives of their workforce and patients, we surveyed 100 veterinarians across the US. What we uncovered was a very human story: while veterinarians want to adopt technology and know it can help them, they’re nervous about technology and lack the confidence and knowledge to culturally transform their practices.
Veterinarians see the value, but focus on the hurdles
Over 86% of the veterinarians we surveyed agreed that investing in technology could improve their practice, recognizing its potential to ease administrative burdens and enhance patient care (with 68% agreeing connected systems would have a big impact). This sentiment was particularly strong within independent clinics, where technology is often seen as an essential component in competing with competitors and optimizing revenue.
But the path to technological transformation is far from smooth. Cost was a major barrier for 58% of veterinarians, closely followed by a lack of awareness — with 42% unsure which tools could best help them. A lack of understanding about specific use cases (37%) and worries over the investment in training (40%) all contributed to resistance, despite a broad consensus among veterinarians that technology has clear benefits if adopted.
This is a very human story. Ultimately, veterinarians know tech can help them — but they don’t know where to get started, and are feeling a bit lost as a result. As they don’t understand the solutions well enough, they don’t know what it means in practice for them: is the cost and time worth it, or will it add to an already stressed workforce?
Tech providers need to be aware of these barriers when shaping their communication strategies; addressing practical concerns head-on to nurture consideration among their audiences, and equipping them with human stories from veterinarians who have made the switch, with a focus on how it’s improved their lives and helped them deliver better care. It’s not enough to outline benefits clinically: solutions must have clear value exchange, from increased return on investment to low cost entry, and be accompanied by robust training materials to ensure veterinarians feel supported every step of the way.
Veterinarians see the opportunity in AI, but they’re nervous too
When we asked veterinarians which trend had the potential to most significantly impact their clinic, Artificial Intelligence (AI) came out on top. Almost a third (31%) of respondents cited AI without any prompt, underlining how top-of-mind it is for them right now. This is very reassuring, as the potential applications of AI in veterinary practices are vast: from AI-powered patient communications and automated appointment reminders, to improved triage processes and personalization.
But while veterinarians are in broad agreement that AI can make their lives easier, they’re nervous about it, too. Most commonly, they’re afraid it may replace critical thinking, or that actual treatment protocols may lag behind AI-driven suggestions. This nervousness is most prominent among 45 - 64 year olds, who likely hold more decision-making sway: only 25% of this age group expressed strong interest in AI, compared to 41% of 25-34 year olds.
Ultimately, a key barrier we’re seeing is that while younger generations of veterinarians want to adopt AI into their practices to make their lives easier, the decision is somewhat out of their hands — and as older generations are less comfortable with emerging technology, they’re being held back.
To account for this, companies must tailor communications by generation: equipping younger audiences with the tools and information they need to influence decision makers, while clearly communicating to decisionmakers the simplicity of the solution and how it’s tangibly helped other practices. Along the way, it’s crucial to course-correct some narratives and communicate that AI doesn’t replace critical reasoning; in most cases, it is a form of assistive technology that empowers veterinarians to achieve outcomes faster, but doesn’t seek to replace them.
The Cultural Conundrum
While technology has the potential to fix many things, it’s only part of the solution. Issues are rarely solved by simply introducing a piece of tech into an already-established workflow. It requires a culture of willingness to proactively adopt it, which is something that will only be done if the end-users understand the benefits it’s going to afford them personally. For technology to transform a practice, a shift is needed — and this starts with talking about tech through a human lens.
Veterinarians face profoundly human challenges every day, and it is these challenges which technology can often help fix. But biotech brands and pet health companies often miss out this crucial part of the journey; too often focussing on clinical benefits, without spotlighting the human and often emotional benefits. Be that conveying the increased confidence veterinarians have in a diagnosis that’s powered by assistive AI, to the satisfaction of delivering higher levels of care thanks to automated workflows.
If technology is going to be adopted, the industry must bridge the gap between science and the human experience. Biotech solutions and pet health companies must lead with the human aspect of their products, empathetically considering and addressing the emotional and real-world barriers holding veterinarians back and showcasing how their solutions hold the answer. Only then can we persuade workforces of the personal benefits of adopting technology, and make tech a true ally.
Go deeper with our full study
These are just some of the insights we uncovered in our study, “Veterinarian technology: Helping or overwhelming?”, which can be downloaded in full here. If any of this resonated with you, and if you are seeking a partner to help you move forward, get in touch with FWD People today.