what DOESN’T WORK

Focusing on technology and advancements misses the mark.

Generally speaking, our clients come to us because they trust us and know that we can provide great pet care. Mentioning advancements in veterinary care doesn’t speak to their personal situation or show we understand where they’re coming from.

Language to lose

“Veterinary medicine has made incredible advances in the last decade, and we are proud to say that we can offer better care than ever before.”

“Our practice’s advanced technology, equipment, and facilities are all included in our cost of care.”

Why it falls flat

Pet owners say talking about new technology and equipment sounds like a sales pitch. This sort of language is better suited for a website, but not what they want to hear if they’re feeling stressed about their animal’s health.

Language that works

Root the conversation in personalization, expertise, and transparency.

Language to use

“Not every treatment is right for every pet. Our team is here to talk you through the specific treatment plan that will best help your pet.”

Why it works

This shows we’re not giving them a cookie-cutter treatment plan, but are considering what their pet needs and will help them choose the right option.

“Our expertise allows us to carefully consider the balance of cost and care.”

This brings the veterinarian’s expertise (which clients already appreciate) into the cost conversation. Pet owners say it sounds compassionate .

“Based on all we know about your pet, and our years of experience, we’ll walk you through the personalized care plan that we believe has the best chance of keeping your pet healthy and thriving.”

The offer of a step-by-step walkthrough shows we’ll help them understand the plan and break down cost in a transparent way.

Language that works