Sometimes, the final step can be where good intentions come undone. That’s certainly the case for many veterinary practices, where efforts to make services more accessible and convenient can inadvertently send pet owners elsewhere online. Third-party booking platforms and other tools are helpful, but while they solve one problem, they often create another.
At Specialist Vet Marketing Group, we build websites and marketing strategies specifically for veterinary clinics with the goal of helping them get found. But all it takes is one click to another website, and you’ve handed control of that experience to someone else.
“Every outbound link is another handover. Another opportunity for pet owners to be redirected, distracted or delayed.”
Tools like booking platforms, shopping links and client portals most certainly have their place, and sometimes an external service is the only practical option. They can improve efficiency, reduce administrative workload and give clients more convenient access. The tools themselves aren’t the problem. The problem is that a pet owner who’s spent time browsing your website, reading articles and reviews, and deciding your practice is the right fit is suddenly sent on a completely different journey. And that journey may not reflect the experience you’ve worked so hard to create.
The external site may have different branding, a different layout or a completely different feel. It might ask the client to create an account, complete additional forms or navigate an unfamiliar system. None of this is necessarily difficult, but it does interrupt what should feel like one seamless journey.
Most clients will follow through and complete the task you want them to. But every outbound link is another handover. Another opportunity for them to be redirected, distracted or delayed. Depending on the platform, they may also be exposed to competitor clinics, products or services. That’s simply how many third-party platforms work.
Click to leave site… and now they’ve entered another company’s commercial environment. Some booking platforms and other third-party tools are great. But some are built primarily to generate revenue. Your practice isn’t really their priority because they’re operating a business of their own.
A platform you don’t own won’t stay the same forever, either. When you build your own website, you choose the design, messaging, booking process, calls to action and everything the client sees as they decide whether you’re the right veterinary clinic for them. Sending them to another platform means accepting that the experience can change over time, whether that’s new features, different layouts or altered processes, without you having any say in the matter.
“Just because a platform is popular among other veterinary clinics doesn’t mean it’s the right choice for yours.”
You might not be able to avoid third-party tools altogether, but it’s important to choose wisely.
Think of it like taking out an insurance policy. You need it. And the cheapest one available might seem to tick all the same boxes as the premium option. Too easy, right? But when you need to make a claim, you might discover the fine print or exclusions end up costing you more in the long run than choosing better cover from the start.
This decision deserves the same careful consideration that’s gone into every other aspect of your meticulously crafted online client journey. Try to think beyond convenience, cost and integration. Ask yourself, does it keep the focus on my veterinary practice? Does it feel like a natural extension of our user experience? Could that experience change significantly over time?
Yes, a third-party platform may be a necessity, but take the time to find one that works for your practice, your team and your clients. It should integrate seamlessly with your website rather than sending pet owners to an external site.
When implemented properly and with care, technology should make it easier for pet owners to choose you, not give them more decisions to make or more obstacles to navigate. Every tool, whether third-party or otherwise, should remove effort from the process, not potentially move it somewhere else.
Another thing to remember is that just because a platform is popular among other veterinary clinics doesn’t mean it’s right for yours! Every practice is different, and so are the people behind it. The best solution is the one that fits your workflow while also delivering the experience you want your clients to have. Take the time to look beyond the sales pitch and choose a platform that supports both.
Ultimately, you’re looking for ways to support the relationships you’re trying to build with pet owners. Information should be easy to find so they feel confident enough to get in touch.
Having worked in both the veterinary and marketing worlds for many years, I’ve seen plenty of practices drawn to third-party platforms that promise the world. It’s understandable. You’re busy and if everyone else is using them, they must be the right choice. Right? Sometimes they are. Sometimes they’re not.
At Specialist Vet Marketing Group, we help veterinary practices keep pet owners engaged and focused on them. That includes advising on third-party systems and technology that integrate well and don’t encourage pet owners to leave your site unnecessarily.
If you’d like to make it easier for pet owners to choose you, contact our team to discuss your marketing today.
Deb Croucher is the founder of SVMG, a strategic growth partner for veterinary businesses. A former veterinarian and practice owner, Deb combines industry fluency, commercial strategy, and structured marketing systems to help clinics, specialists, suppliers, and industry partners become clearer, more trusted, and better positioned for growth.
Find answers to common questions about veterinary marketing below.
Not inherently. Many third-party platforms improve convenience for both practices and pet owners. The key is choosing tools that support your marketing and client experience rather than unintentionally disrupting it.
When a pet owner leaves your website, they’re entering an environment you don’t control. Different branding, layouts, processes and even competing services can interrupt the confidence you’ve worked hard to build.
No. Third-party systems often provide valuable functionality. The goal isn’t to avoid them, but to choose platforms that suit your practice and integrate naturally with the rest of your marketing.
Look beyond convenience, cost and popularity. Consider whether it supports your workflow, reflects the experience you want clients to have and helps keep the focus on your practice throughout the decision-making process.
Along with building veterinary websites and marketing strategies, Specialist Vet Marketing Group advises practices on third-party systems and technology to help ensure every part of their marketing is working towards the same goal.
