Communication Confidential: Talking About Pet Insurance
Pet insurance is more popular than ever and the number of policyholders keeps rising, but only a fraction of U.S. pet owners currently have a policy. Veterinarians often recommend pet insurance because it enables clients to focus on pet health without concern for the cost of necessary treatments. However, talking to clients about insurance makes some team members feel “salesy” or uncomfortable.
Despite concerns, the insurance conversation is important. Discussing insurance with pet owners before a need arises signals that you care about their pet’s well-being, understand that care costs are rising, and want them to make informed decisions. Here’s how to make the conversation relatable, informative, and beneficial for everyone involved.
Why pet insurance is worth discussing
Veterinary care has come a long way in recent years and decades, and advanced treatments are now offered on a widespread basis. Clients can easily access specialists and subspecialists in urban and suburban regions or benefit from remote specialty consults in rural areas. Even in primary care, advanced treatments that mean pets can live longer, healthier lives are commonplace.
However, medical advancements come with high costs, and clients are often unprepared when emergencies or chronic illnesses arise. Pet health insurance provides a financial safety net and allows clients to make medical decisions based on need—not their bank accounts. Health plans enable veterinarians to provide better medicine and reduce or eliminate economic euthanasia, which benefits not only pets and clients but also the veterinary team’s mental health.
Strategies for discussing pet insurance
Talking about insurance doesn’t have to be difficult or uncomfortable. Try these tips:
- Start early — During new puppy and kitten visits, mention insurance alongside other care essentials, such as vaccines and parasite control. Planting the seed early allows pet parents to consider insurance before pre-existing conditions limit coverage.
- Use real-life examples — Clients connect more easily with stories than statistics. Share relatable examples about your real cases and how insurance made a difference.
- Focus on well-being — Emphasize how pet health insurance helps eliminate barriers to care to encourage clients to prioritize future pet health.
- Remain neutral — Educate clients, but don’t push. Discuss company and policy choices with team members and decide collectively the ones you’ll endorse or mention. Keep pamphlets and other reading materials handy to help clients digest the information.
Addressing pet owner concerns about insurance
Clients typically will have questions or concerns about pet insurance that should be addressed with honest and simple explanations:
Question: Isn’t pet health insurance a scam?
Answer: Like any insurance, you’re paying for peace of mind. When illness or emergency strikes, you can save thousands, but in some years, you’ll spend more on premiums than you receive in reimbursements. Most providers let you choose a plan that fits your budget.
Q: I’ve never used it before—why do I need pet insurance now?
A: Bills for emergencies, specialty treatments, or chronic diseases can add up quickly. Like other industry costs, veterinary care expenses have increased because of inflation and other factors. Pet health insurance ensures you’re prepared for anything.
Q: How does pet insurance work?
A: You pay the bill upfront, and then file a claim for reimbursement with your insurance company. Talk with us about other options that help you spread out the cost of care, so you aren’t stretched thin while you wait for reimbursements.
Incorporating insurance discussions into routine care
Consistently mentioning pet health plans during routine visits helps clients consider them part of standard care. Add handouts to new client, puppy, and kitten packets, and post signage with information about annual or new patient visits in exam rooms and other public clinic areas.
Train team members so they feel comfortable answering questions about insurance plans and dealing with companies requesting records or claims assistance. Additionally, you can mention insurance on estimates, discharge paperwork, and other client communication templates in modern cloud-based veterinary practice management software.
Talking to clients about pet insurance helps veterinary teams advocate for the best pet health and care possible. Frame conversations around the pet’s well-being and the client’s peace of mind, and keep the tone supportive and educational to help ensure you strongly impact your patients.
