January has a special kind of energy. Even if you’re not the resolution-making type, it’s hard to ignore the collective sense of renewal that comes with turning the calendar page and starting a brand new year. People arrive with talk of new routines, healthier habits, and plans to “do things properly this year.”
This isn’t just cultural noise, it’s a psychological phenomenon with real practical value for veterinary teams: the fresh start effect.
What is the fresh start effect?
The fresh start effect describes our tendency to feel more motivated to pursue goals immediately after a meaningful temporal landmark - moments like a new year, a birthday, the first day of spring, or even “from Monday.”
These temporal markers create a sense of psychological separation between our “past self” (the one who missed flea doses or fed too many treats) and our “new self” (the one who’s going to get things right).
It’s well studied in human health behaviour. Research shows people are more likely to start new health routines after these landmark, whether it's exercising, taking medication correctly, or updating health check-ups (Dai, Milkman & Riis, 2014).
For vet teams, this motivation spike presents a rare window of opportunity.
Why January matters in practice
Many clients feel renewed motivation at the start of the year, even if they don’t express it explicitly. That means they’re more receptive to conversations they might otherwise avoid or delay.
January is a good time to support clients with:
- Weight loss plans
- Dental care scheduling
- Routine health checks
- Monitoring of chronic conditions
- Parasite prevention routines
- Insurance and wellness plan reviews
In behavioural terms, the barrier to action is lower, and the likelihood of follow-through is higher.
How to use the fresh start effect in your consultations
1. Frame January as a natural reset
Language matters. Try gentle prompts such as:
“Lots of owners like to start the year with a clean slate for their pet’s health. Shall we look at what could make things easier for you this year?”
This validates their intention without pressure.
2. Reinforce a break between “old” and “new”
Help clients see positive distance from past slip-ups:
“Last year there was a lot to focus on, this is a nice chance to get back into a routine that works for you and [pet name].”
This reduces guilt and opens the door to constructive planning.
3. Pair it with implementation intentions
To bridge the intention–behaviour gap, help clients form “if-then” plans by asking them when exactly in their day they’ll be able to take action. For example, they may decide that the best time to give medication each morning might be while they wait for the kettle to boil. This strengthens memory cues and habit formation.
Why this works
People like the feeling of progress. Fresh starts give them a psychological “line in the sand” making it easier to believe things can be different, and that they can be part of that difference.
For veterinary teams it helps support clients in becoming the owners they want to be, which ultimately leads to better outcomes for pets.
January isn’t about grand transformations; it’s about creating moments of momentum.
If veterinary teams can help clients channel that early-year motivation into sustainable routines, animals benefit all year long.
At InsideMinds, we help veterinary practices communicate better, turn more conversations into action and create engaged, loyal clients.
Get in touch to learn more.
