Pandemic Pets: How to Re-Engage COVID-Boom Clients

The so-called “pandemic pet boom” has now matured into something very different: a senior pet wave.

Recent data shows that around 50% of dogs in the UK and USA are now over 7 years old, while puppies under one year old make up just 3.6% of the UK dog population, down from 23% during lockdown. In the US, puppies now represent only 7–8% of the dog population, compared to around 11% in 2018.

In short, the puppy boom has ended and veterinary practices are now managing a growing population of older, higher-need pets with more complex health requirements.

Yet at the same time, many clinics are seeing something unexpected: lower-than-normal visit frequency and a rise in lapsed compliance.

Why have pethealth demands dropped after COVID?

During lockdown and the immediate post-pandemic period, veterinary clinics were overwhelmed with unprecedented demand. However, over the past two years, many practices have returned to being “open for new clients” a clear sign that regular engagement patterns have shifted.A key driver behind this change is compliance and a decline in preventive care compliance rates across the UK and USA

Annual vaccinations Cats: 28–63% (UK), 35–40% (USA) Dogs: 58–81% (UK), 65–70% (USA)

Annual health checks Cats: 55–60% (UK), 57% (USA) Dogs: 84% (UK), 74% (USA)

While these figures vary by region, the pattern is consistent: a significant proportion of pets are not receiving consistent preventive care. Around 25% of pets have not been seen by a veterinary clinic for over 14 months. These pets also have no future appointments booked. This is not simply a scheduling issue, it is a re-engagement challenge.

The “pandemic pet behaviour shift” no one is talking about

During the COVID boom, pet owners were effectively allowed to go “rogue for a hot minute”. Routine care was disrupted. Vaccination schedules were delayed. Preventive visits were deprioritised in favour of urgent or reactive care. Many new pet owners were navigating everything for the first time, often without established veterinary routines. And that survival behaviour has had a lasting impact:

Some owners never fully reset their annual care habits, others became accustomed to fewer routine visits and many now underestimate the importance of preventive check-ups. And critically, this has also changed perception of cost and received value.

We like to think clients make rational decisions. They don’t. They choose based on:

• Trust
• Perception
• Convenience
• Recommendation

When routine care was interrupted, preventive visits became less “habitual”, and as a result cost became more visible and more questioned. Value shifted from “routine necessity” to “optional spend” in the eyes of some owners, most of whom can not evaluate clinical quality; which is fair - they've not had the training to and most of what is administered to their pets, happens out of sight and without fully being communicated to them. It's fair that they instinctively default to what they can see.

So, why does re-engagement matters now? With pets now ageing out of the pandemic cohort, the stakes are higher. Most pets are good at masking pain and illness and with older pets are more likely to develop chronic conditions they will inevitably become more expensive to treat if health issues are caught late.

Re-engaging lapsed COVID-boom clients is not just about retention, it is about preventive healthcare outcomes.

Turning data into action: Re-engagement campaigns

Having data on lapsed clients is only valuable if it leads to action. Using CRM tools such as PetsApp, clinics can create targeted re-engagement campaigns that separate messaging for cat and dog owners, improving relevance and response rates.

Segment: Lapsed cat owners

Campaign goal: Reconnect clients and reintroduce preventive care importance

Example messaging approach:

Subject: We’ve been missing {{patients}} 🐱

Hi {{clientFirstName}},

It’s been a while since we last saw {{patients}} at {{clinicName}}, and we wanted to check in.

Cats are experts at hiding discomfort, which means issues can develop quietly over time. A routine wellness check helps us catch early signs of disease before they become more serious.

At a typical feline health check, we focus on:

Kidney health and weight monitoring (key indicators of chronic disease) Dental health (including hidden conditions like resorptive lesions) Vaccination protection, even for indoor cats (e.g. FeLV and cat flu)

We’re here to help {{patients}} stay well for the long term. If you’re ready, you can book an appointment directly through the button below, or chat with us if you have any questions.

The {{clinicName}} Team

Segment: Lapsed dog owners

Campaign goal: Re-establish routine preventive care and early intervention mindset

Example messaging approach:

Subject: We’ve been missing {{patients}} 🐶

Hi {{clientFirstName}},

It’s been a while since we last saw {{patients}} at {{clinicName}}, and we just wanted to check in.

Dogs are incredibly good at hiding discomfort, which is why routine check-ups are so important. They allow us to identify early signs of conditions such as arthritis, heart disease, and dental problems — often before symptoms become visible.

At a typical wellness exam, we focus on:

Baseline health checks (weight, mobility, heart and overall condition) Dental health (preventing systemic disease linked to periodontal issues) Vaccination protection (including Parvovirus, Distemper, and Leptospirosis)

Our goal is to keep {{patients}} happy, active, and healthy for as long as possible.

If you’re ready, you can book an appointment directly or reach out via chat if you’d like to discuss anything first.

The {{clinicName}} Team

Audience filters: Feline, Canine, Visited or Purchased the past 1100 days, but not the past 420 days, and no appointment booking the next 60 days. If your clinic may have invoiced clients without booking an appointment you can use the purchase filter instead.

The opportunity for veterinary practices

The shift from lapsed-care to proactive care, offers pet owners the chance to re-engage, sahame free, whilst also shining a light on the value of care your team offers.

Practices that focus on:

• proactive outreach
• personalised re-engagement campaigns
• clear communication of preventive value
• and consistent recall systems

…are best positioned to rebuild compliance and strengthen long-term client relationships.

Final thought: Where Should We Go From here?

The pandemic created a generation of pet owners who entered veterinary care under unusual conditions. Now, as routines stabilise, the challenge is not acquisition it is re-engagement, education, and restoring preventive care habits.

Pandemic pets are still very much part of the system. The difference now is that they need structured, thoughtful outreach to bring them back to the people best suited to give them, high quality and consistent care. - Their local veterinary team.

If your clinic uses PetsApp please contact your PetsApp Customer Success Manager if you need any help with setting up lapsed clients CRM campaigns. Alternatively if you're yet to use PetsApp why not book a personalised demo to learn more.