Simplifying Veterinary Preventive Care Conversations
Preventive care is the backbone of veterinary medicine, but clients are quick to skip wellness services when times are tough and money is tight. Veterinary professionals understand the importance of preventive care for long-term pet health, but clients often do not. The challenge for veterinary professionals is communicating wellness care’s significance to resonate with pet owners and help them understand the value of proactive—rather than reactive—care.
How you engage with clients about preventive care can be equally important as what you say. Here are a few tips for effectively communicating the need for wellness services and easing veterinary clients’ financial concerns.
1. Tailor your approach
Wellness care is not one-size-fits-all, and pet owners don’t want to feel they are being sold something unnecessary. Tailoring the preventive care plan to the pet can simplify the discussion about each service's necessity. Discussing breed, age, and lifestyle-specific concerns and their possible impact on the pet’s health and longevity helps clients see the importance of a comprehensive program. Asking clients about their biggest pet health concerns opens the conversation and gives clients some control over direction.
2. Communicate value
Veterinary care is a significant expense for most pet-owning families. Clients may rationalize that skipping vaccines, wellness exams, or screening blood work during tough economic times will save them money. However, although that may be true in the short term, skipping wellness care can put pets at greater risk for future serious and expensive health issues.
Frame preventive care as an investment in long-term pet health rather than simply another expense. Provide real-life examples of what can happen when common conditions, such as kidney disease, diabetes, or dental disease, go undetected. Concrete statistics, such as how you frequently find blood abnormalities in “healthy” pets or the prevalence of parvo in your area, can help drive home your point.
3. Leverage digital and in-person tools
Communication doesn’t end when the pet owner leaves the clinic—you must follow up with an email or text to reinforce in-clinic recommendations. Veterinary software that automatically sends reminders at regular intervals can also help clients remember which services are due for their pet and when.
Pet owners may need to hear your recommendations more than once before they stick. Newsletters, social media, and blog posts featuring wellness care topics allow clients to explore them independently and keep the clinic and your care recommendations in their minds. Keep educational materials short, easy to digest, and focused on real-life applications or examples.
4. Provide financial options
Cost is a frequent veterinary care barrier. Veterinary practices must not only communicate the value of preventive care services, but also provide accessible payment methods. Discussing costs and payment options up-front ensures clients can make the right decision for their situation.
Third-party payment plans can spread out costs and reduce the financial impact of large veterinary bills. Wellness plans are another great option specifically designed to make wellness services more affordable. Wellness plans bundle all recommended services for the year, so that the total cost for the client is less than purchasing each service separately. The client pays a low monthly payment and can rest assured their pet gets everything they need.
5. Address client concerns
All veterinary care requires a partnership between the veterinary team and the pet owner. Listening to and addressing client concerns shows empathy and builds trust, and clients are then more likely to act on recommended care plans. Take all your client concerns seriously. They may seem silly to you, but talking through them together can create lasting relationships.
Communicating the value of preventive care and wellness plans is an essential skill. Veterinary teams must use the right approach to frame wellness care as an investment in long-term pet health. Improving wellness compliance through effective communication strengthens client relationships and leads to happier, healthier pets.
