Lessons from a 30+ Years Veterinary Practice Owner & Manager
Insights from Dr. Ethan Morris, DVM
January 2025
Drawing from decades of firsthand experience, Dr. Ethan Morris, DVM, shares key insights and lessons learned from running a successful veterinary practice. His perspective offers a deep dive into the challenges, technological advancements, and evolving landscape of veterinary operations. The reflections below aim to provide valuable guidance for both new and seasoned veterinary professionals navigating the complexities of modern practice management.
1. The Hidden Challenges of Veterinary Front Desk Management
The front desk is the nerve center of any veterinary practice. It’s where first impressions are made and where chaos often unfolds. The staff at the front desk juggle multiple responsibilities—answering calls, scheduling appointments, processing payments, and managing walk-ins—all while dealing with pet owners who may be stressed or emotional. The highest turnover in veterinary clinics is typically in this role, as these are non-skilled positions that come with high levels of stress. Any solution that can help alleviate front-desk burdens while maintaining a personal touch is a game-changer.
2. The Resistance to Technology in Veterinary Medicine
Veterinary medicine, much like human medicine, has been slow to adopt new technologies. When I transitioned my clinic to a fully paperless system, I faced immense resistance from my staff. Many vets—especially those from my generation—find comfort in tangible records. However, once the system was in place, it provided more accurate documentation, streamlined workflows, and improved compliance. The key lesson? Technology adoption requires patience, education, and a clear demonstration of value.
3. Integration with Medical Records is Critical
AI solutions and automated systems must seamlessly integrate with veterinary practice management software. Whether it’s EasyVet, SmartFlow, or another system, new technology should reduce manual data entry errors and automatically update patient records. A major concern for many veterinarians is: How does AI handle prescriptions, appointment scheduling, and record-keeping? If these functions are not directly integrated, the solution risks creating more administrative work instead of reducing it.
4. The Fear of Losing Human Touch
Pet owners value a personal connection with their veterinarian. They often feel reassured when they hear a human voice, especially in times of stress. Any AI-driven system must preserve this sense of connection. One possible solution is to use AI for routine administrative tasks while ensuring human intervention remains available when needed. The goal should not be to replace front-desk staff but to free them up for higher-value interactions—such as handling complex client questions and providing better customer service.
5. The Economics of AI in Veterinary Practices
One of the biggest misconceptions about AI automation is that it’s primarily about reducing labor costs. While automation can cut overhead expenses, the more valuable benefit is giving staff their time back. Instead of being tied up with routine scheduling and prescription refill requests, staff can focus on client engagement, medical assistance, and business growth. AI should be positioned as a productivity booster rather than a job replacer.
6. The Future of Veterinary Staffing: A Gig Economy Model?
Veterinary medicine is experiencing a staffing crisis, with a shortage of qualified veterinarians and an increasing demand for pet care. One emerging concept is a gig economy model for veterinarians—similar to how relief vets currently operate. Imagine an app that allows vets to set their own schedules, pick up shifts at different clinics, and work on their terms. This could bring retired vets, parents who left full-time work, and part-time professionals back into the industry without requiring them to commit to a full-time practice.
7. AI’s Role in Client Communication and Trust
Clients expect fast, responsive service. However, human staff can only do so much at once. AI-driven phone systems can help manage high call volumes, answer frequently asked questions, and route urgent cases appropriately. But the biggest concern remains: Will pet owners trust AI to handle their requests? A phased approach—starting with low-risk tasks like appointment reminders—can help build confidence before expanding AI’s role.
8. Adoption Strategies for Technology in Veterinary Medicine
For any technology to succeed in a veterinary setting, it must be:
Gradual – Introduced in phases, starting with simple tasks.
Integrated – Seamlessly connected to existing systems.
Customizable – Allowing each clinic to adjust settings to fit their workflow.
Supported – With training and ongoing assistance for staff.
Final Thoughts
Veterinary medicine is evolving, and technology is becoming an unavoidable part of that transformation. While there are valid concerns—ranging from trust issues to implementation challenges—the potential benefits of AI and automation far outweigh the drawbacks if executed correctly. The goal should never be to remove the human element but to enhance efficiency, improve client satisfaction, and allow veterinarians and their teams to focus on what they do best—caring for animals.