Veterinary Client Communication: Cost of Care and Wellness Conversations

Veterinarians and team members often struggle to find time for in-depth client discussions about the value of preventive screening in relation to the overall cost of their pet’s care. However, education is critical to help pet owners understand preventive care’s role in maintaining pet health. We discuss why education is vital in gaining preventive care client buy-in and offer practical solutions for more effective, streamlined education delivery.

The importance of preventive care screening

Regular check-ups, vaccinations, dental cleanings, and disease screenings can prevent many health issues or detect them early before signs appear. Early detection can lead to more effective and less expensive treatments, improving overall pet well-being. However, many pet owners underestimate the value of preventive care, are concerned about costs, or believe recommended services are unnecessary. Clear communication is essential to ensure clients understand the benefits of routine services and comply with recommendations.

Challenges in preventive care client communication

Veterinary teams face several challenges when discussing preventive care with clients. Their packed schedules leave veterinarians and technicians with limited time with each client, making detailed discussions nearly impossible. Additionally, some clients—especially new pet owners—become overwhelmed by the quantity and complexity of information. Lastly, most clients are concerned about cost and must be convinced that preventive care for a healthy pet is worth their hard-earned dollars.

Solutions for improved preventive care communication

Veterinary practices can enhance client communication, promote the value of preventive care services and screenings, and relieve the team’s burden with the following strategies:

• Integrated veterinary software solutions — Software with integrated communication solutions, including automated reminders, follow-up emails, and client texting, can help practices stay in touch and emphasize the importance of preventive care. Communication platforms can send timely reminders for overdue services and briefly explain the benefits for pet health. Automated appointment reminders can also explain routine care, so clients know what to expect when they arrive.
• Client-friendly pet health summaries — Written health summaries can help clients with a visual aid that helps them understand where their pet’s health could improve and the reason for the veterinary team’s specific preventive care recommendations.
• Educational materials — Educational materials, such as brochures, videos, and blog posts, can be valuable client resources that drive home the importance of preventive care and explain common health issues. Practices can distribute these materials in the clinic or via email, portal, website, blog, or social media platform—the more clients see the information, the more it will sink in.
• Cost transparency — Providing clients with cost estimates and explanations for preventive care services will help them make informed decisions. Explain why you recommend a blood test now versus waiting until a pet gets sick, and prepare a real-life example to aid understanding. For instance, compare the cost of a blood test and prescription kidney diet for early CKD versus hospitalization and ongoing fluid therapy for CKD progression.
• Team training — Invest in staff training to ensure all team members can communicate effectively with clients about preventive care. Training should focus on communication techniques and understanding service recommendations specific to your practice.

Technology in the preventive care conversation

Technology is crucial in enhancing client communication and helping clients recognize the value of routine care. In addition to integrated veterinary management software solutions, practices can deliver customized information, maintain an education library on preventive care topics, and send test result notes on online client portals. Telemedicine is another opportunity to increase compliance, as busy pet parents can more easily schedule and attend virtual care discussions. Although you can’t give vaccines or draw blood during a virtual visit, you can dedicate time to clients with a wellness consultation during which they can ask questions, which will strengthen their relationship with your team.

Effective communication about the cost of care and the value of preventive screening is essential for strong client relationships and optimal pet health outcomes. Leveraging technology, offering educational materials, providing cost clarity, and offering real-life examples of preventive care’s value can equip veterinary practices to improve compliance and keep pets healthy.