Saying we are a pet-friendly agency is an understatement. At Schaefer, furry friends aren’t just welcome — they’re part of our DNA. (Shout out Lyla+Ranger, Biggs, Griswold, Macy and many others!) So, attending the 2025 VMX Annual Conference in Orlando felt like a homecoming.
For those of us with deep experience in both human and animal health, the event was both familiar and newly invigorating. Schaefer has built a wealth of expertise in healthcare marketing, and while there are parallels between human and veterinary medicine, VMX reinforced why animal health is truly a breed apart (pun intended).
We showed up in full force — our way of demonstrating long-term commitment to this industry. Over a few whirlwind days, we reconnected with longtime partners, forged new relationships, and immersed ourselves in the latest innovations. Through it all, we carried our strategic curiosity, observing both the big shifts and subtle nuances shaping the field.
Because results drive everything we do, we’re sharing our key takeaways from VMX 2025 — through fresh eyes. If you’re in animal health, let’s compare notes:
1. Can Anyone Escape It?
The two most popular vowels — A and I — were everywhere. AI permeated product claims, booth graphics, and PIMS (practice information management system) solutions. But AI itself isn’t the news — it’s how we harness it for better outcomes that matters.
2. Ample Automation
After a multi-year hiatus from VMX, one thing was clear: the market is flooded with PIMS options. From scrappy startups to established players, everyone is competing to make veterinary clinics more efficient. The differences between offerings feel razor-thin — could consolidation be on the horizon? The brands that carve out a truly differentiated value proposition will be the ones that thrive.
3. Practical Innovations
Sometimes, the biggest breakthroughs happen in unexpected places. We saw exhibitors challenging traditional approaches, like Cubex, which adapted a sophisticated drug inventory management system from human health, and Casco Pet, which is rethinking kennel design.
4. Economic Influence
Both human and animal health are driven by innovation, but their economic structures set them apart. Without a widespread third-party payer system, pet owners often prioritize value over optimal care. The expanded presence of Care Credit, pet insurers, and new financing solutions underscored the industry’s growing focus on accessibility.
5. Bam! Pow! Comic Books Conquer
As advertisers, we can’t help but see the world through a design lens. One standout trend at VMX? The rise of comic book-style visuals in booth graphics and promotional materials. We’ve long championed illustration as a powerful branding tool — it was fascinating to see it embraced on such a large scale.
6. Diagnosis Differentiators
Breakthroughs in diagnostics took center stage, with IDEXX unveiling a low-cost cancer panel and a wave of other manufacturers with advancements that are expanding what’s possible. In diagnostics, seeing and knowing more isn’t just innovation—it’s empowerment.
7. AnimALL Health
One of the most dynamic events we attended was a networking session hosted by Women in Leadership and Management in Animal Health (WILMAH). This organization is doing vital work to build a more well-rounded, inclusive industry, and the energy in the room was undeniable.
8. Bio Breakthroughs
Advanced biomedical treatments—monoclonal antibodies (hello Dechra!), cell and gene therapy—are rapidly making their way into animal health. But given the economic landscape, how quickly will these innovations become widespread? (Not soon enough, if you ask us.)
9. Consumerization Conundrum
Pet owners—and let’s be honest, all patients—are increasingly starting their care journey with Dr. Google and social media. Many conversations at VMX reinforced how this shift is impacting the animal health industry, as consumer healthcare purchasing continues to migrate online. While we can’t (and shouldn’t) discourage information-seeking, we can build stronger brand connections by fostering trust and emotional resonance that converts interest into action.
10. The Journey’s Still The Thing
Any marketer will tell you that top-of-funnel awareness is critical to driving the customer journey. And at VMX, it was clear that breaking through the noise with a new product or brand is tougher than ever. The good news? There’s a time-tested solution: understanding the evolving media landscape and strategically leveraging key points in the consumer journey to create impact.
The Heart of It All
Across every conversation, product, and innovation at VMX, one theme stood out: the deep, unwavering dedication of veterinarians, vet techs, and industry leaders to the animals they serve. None of this progress happens without human connection first—and VMX is a powerful forum for that exchange.
At Schaefer, we’re not just healthcare specialists—we’re human specialists. We understand how to create emotional resonance that connects people with people, so that the animals we love receive the care they deserve.If you’re ready to put that perspective to work for your brand, let’s talk.
