Language of Veterinary Care: Pocket guide

LANGUAGE THAT WORKS:

A POCKET GUIDE TO EFFECTIVE COMMUNICATIONS WITH PET OWNERS

About this guide

This AVMA pocket guide explores how veterinary teams can harness language to improve patient care. It’s based on research with pet owners across the United States. This guide is just one of numerous tools available through our Language of Veterinary Care initiative.

Visit avma.org/LanguageOfCare for practical resources and more information.

The Language of Veterinary Care research and tools are made possible in part by educational funding from our partners CareCredit and Pets Best.

How to use this guide

Research by the AVMA shows that the words we use when talking about veterinary care can influence pet owners’ perceptions about the associated value and cost. At the heart is the need for two fundamental shifts:

• Making veterinary care personal, rather than telling owners how it is valuable

• Showing intention behind the care plan (and its associated cost), rather than justifying the cost of care

The core strategy: Help clients see regular checkups as opportunities to develop their relationship with the veterinary team, which allows the veterinarian to provide personalized recommendations for their pets and also facilitates discussions around costs of care.

Use these cue cards—organized by key questions pet owners have—to guide your conversations in ways shown to resonate with clients and help their pets get needed care.

Why go to the veterinarian?

Start with the owner-pet relationship

USE THIS:

• We love our pets, so of course we want to do what’s best for them.

• Veterinary care is one of the best ways to keep your pet healthy— and happy—for years to come.

WHY IT WORKS:

The connection that owners share with their pets is what drives their decisions; they want what’s best for their pet. An emotional appeal is the most resonant way to start conversations with clients about the importance of preventive care.

Why go to the veterinarian?

Start with the owner-pet relationship

LOSE THIS:

• Veterinary care is a responsibility that comes along with being a pet owner.

WHY IT FALLS FLAT:

Reminding owners that they’re responsible for their pet’s care can come across as chastising. They may feel insulted that we think they need to be told this.

Why go to the veterinarian?

Position pet owners as their pet’s advocate

USE THIS:

• It’s important to remember that pets can’t communicate about their own health.

• Animals tend to hide illness, so it’s not always obvious if there’s something wrong.

WHY IT WORKS:

Language like this reminds owners of the responsibilities that come with pet ownership, without being overbearing.

Why go to the veterinarian?

Position pet owners as their pet’s advocate

LOSE THIS:

• I won’t know if something is wrong with your pet unless you bring them in.

• Skipping visits to the veterinarian can leave a pet vulnerable.

WHY IT FALLS FLAT:

Language like this fails to acknowledge the important role pet owners play in their pet’s care, and can come across as condescending. And language that threatens the worst-case scenario risks being perceived as a scare tactic.

Why go to the veterinarian?

Connect regular visits to positive health outcomes

USE THIS:

• Taking regular, preventive action can help protect your pet against illnesses like rabies, Lyme disease, fleas, and worms.

• Regular checkups can help us identify underlying issues like kidney disease and arthritis, before they become more severe.

WHY IT WORKS:

By providing examples of avoidable conditions and specific benefits of preventive care, you can help owners relate the benefits to their own pet and convey the importance of protecting the pet from “agony” down the road.

Why go to the veterinarian?

Connect regular visits to positive health outcomes

LOSE THIS:

• 17% of dog owners and 46% of cat owners don’t visit the vet even once a year.

WHY IT FALLS FLAT:

Sharing statistics to demonstrate a need can backfire, normalizing or minimizing the point you’re trying to make.

When to go to the veterinarian?

Connect regular visits to relationship building

USE THIS:

• Regular checkups allow us to build a strong relationship with you and your pet.

• Getting to know your pet now—while they’re healthy—is important, because that familiarity will help us provide better care down the road.

WHY IT WORKS:

Pet owners often skip vet visits when their pet appears healthy. To address this, emphasize that regular care isn’t just to address current medical needs, but to help the veterinary team get to know them both.

When to go to the veterinarian?

Connect regular visits to relationship building

LOSE THIS:

• If you want to keep your pet healthy, make sure you see your veterinarian regularly.

WHY IT FALLS FLAT:

This language fails to convey how regular checkups actually keep pets healthy, and misses the opportunity to nurture what pet owners say they want—a relationship with their veterinarian.

When to go to the veterinarian?

Meet pet owners wherever they are

USE THIS:

• Veterinary care plays an important role at each stage of your pet’s life.

• Whether you visited the vet last month or years ago, we can help you catch up on your pet’s health care needs.

WHY IT WORKS:

Some pet owners believe that if they haven’t gone to the veterinarian in a while, there’s no point going now. It’s important to let them know that you can meet them wherever they are.

When to go to the veterinarian? Meet pet owners wherever they are

LOSE THIS:

• Life happens. Maybe you moved to a new city or recently had a baby. Whatever the reason, it’s easy to forget that it’s been a few years since your last visit to the veterinarian.

WHY IT FALLS FLAT:

Language based on assumptions about a client’s life circumstances can feel intrusive and “none of your business.” Pet owners also don’t like to be reminded that they haven’t been getting regular care for their pet.

What do I get from the veterinarian? Focus on your experience vs. education/training

USE THIS:

• 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.

• We see and care for hundreds of pets of all shapes, sizes, types, and breeds each year.

WHY IT WORKS:

Pet owners often think of sources other than vets for advice not squarely in the medical realm. It’s the veterinarian’s experience— particularly the diversity of that experience—that gives owners confidence and trust.

What do I get from the veterinarian?

Focus on your experience vs. education/training

LOSE THIS:

• When it comes to protecting the health and wellbeing of animals, no one is more committed or better equipped to handle the task than veterinarians.

• Only a vet can provide science-, research-, and evidence-based guidance.

WHY IT FALLS FLAT:

Three key areas to avoid focusing on are your academic credentials, suggesting that only veterinarians are qualified to help, and emphasizing research and evidence. These approaches are off-putting to pet owners.

What do I get from the veterinarian? Reinforce the value of the veterinarian-owner-pet relationship

USE THIS:

• We’ll take the time to build a relationship with you and your pet.

• Whether it’s over a quick phone call, email, or text message, or in a routine checkup, you can always turn to us.

WHY IT WORKS:

Pet owners want a strong relationship with their veterinarian. To clients, the word “relationship” signals that the veterinarian is trustworthy, will make their pet feel comfortable, and goes out of the way to provide personalized service.

What do I get from the veterinarian?

Reinforce the value of the veterinarian-owner-pet relationship

LOSE THIS:

• We can provide you with recommendations that reflect your circumstances.

WHY IT FALLS FLAT:

Language like this fails to address pet owners’ belief that they can get support for their pet from sources other than a veterinarian. “Personalized recommendations” stands out as most valuable to pet owners.

What do I get from the veterinarian?

Focus on personalized recommendations

USE THIS:

• Your veterinarian can provide personalized recommendations for anything related to your pet’s care—from vaccines and medications to nutrition and behavior.

• We can answer any questions you have, with personalized recommendations for anything related to your pet’s care.

WHY IT WORKS:

Personalized recommendations stand out as the most valuable to pet owners, differentiating veterinarians from sources like pet stores or groomers that provide generic support. They drive confidence.

What do I get from the veterinarian?

Focus on personalized recommendations

LOSE THIS:

• All pets need preventive care.

WHY IT FALLS FLAT:

Pet owners intuitively know that preventive care is what’s best for their pets’ long-term health. While general statements about the need for preventive care may be true, they do little to build a relationship and, thus, trust with clients.

How do I pay?

Address cost head on

USE THIS:

• Your pet’s health is my first priority. And I know cost is also a consideration.

• Veterinary care can be expensive. Even the most loving pet owners may need to make difficult decisions around what they can and can’t afford.

WHY IT WORKS:

Pet owners’ first association with veterinary care is money; they want us to be more proactive with them in talking about cost. They appreciate it when we demonstrate understanding, which can help later on. And they prefer that cost conversations start with the veterinarian.

How do I pay?

Address cost head on

LOSE THIS:

• We’re committed to not letting cost stand in the way of care.

• No veterinary practice wants cost to be the reason your pet doesn’t receive the care they need.

WHY IT FALLS FLAT:

Pet owners are skeptical that a veterinary practice pays no attention to profit. Some feel like they’re being sold something, and others feel like they still end up paying “too much.”

How do I pay?

Empower clients to ask questions

USE THIS:

• What questions do you have about costs?

• Would you like to talk about payment options?

WHY IT WORKS:

Many pet owners aren’t aware that they can discuss cost of care or financial concerns with their veterinarian. Encouraging them to ask questions provides opportunities to suggest options, and communicates that you will partner with them to find the best options.

How do I pay?

Address cost head on

LOSE THIS:

Avoiding the topic of cost altogether

WHY IT FALLS FLAT:

Failing to talk about cost does little to change a common pet owner belief: that “If I don’t complain about cost, they’ll let me pay for everything.”

A proactive approach to cost conversations can build trust, and avoid complaints.

How do I pay?

Present payment options

USE THIS:

• Several payment options are available to help. Everyone here is committed to finding an option that works for your budget.

• We can help you navigate payment plans, savings accounts, and insurance.

WHY IT WORKS:

Providing a glimpse of the wide spectrum of payment options available today can help owners see there’s more flexibility in managing costs than they might imagine. Proactively mentioning this further reinforces that you’re a caring partner in their pet’s health.

How do I pay?

Present payment options

LOSE THIS:

• If our recommendations can’t meet your budget, we’re always willing to personally refer you to lower-cost clinic or to another practice that may be a better fit.

WHY IT FALLS FLAT:

One option pet owners don’t want is a different veterinarian. Sometimes a referral to a more affordable provider may be the best option, but it’s important to make clients feel they’re not being judged if that’s the end result.

How do I pay?

Connect payment options to cost-saving preventive care

USE THIS:

• Asking now about the options available to you can help ensure your pet is getting the routine care they need— which often ends up saving money in the long run.

• Pet health insurance is one option that can help defray the cost of veterinary care—both for routine checkups and for emergencies.

WHY IT WORKS:

Tying payment options to routine care helps owners see they can afford routine care now, and on an ongoing basis. It also reinforces that budgeting isn’t just for emergencies, but for prevention, too.

How do I pay? Present

payment options

LOSE THIS:

• While we can’t predict your pet’s health, we can discuss what a potential budget might look like for pet care in the future, so you’re prepared for what may be next.

• It’s no secret bills can become thousands of dollars to treat serious issues—but preventive care can help avoid those costs entirely.

WHY IT FALLS FLAT:

Pet owners are skeptical of how much preventive care actually helps with costs, and doubt that you can be prepared for everything when it comes to health.

What am I paying for?

Explain the intention behind the plan

USE THIS:

• Our expertise and experience allow us to carefully consider the balance of care and cost.

• We’ll walk you through the personalized care plan so you feel comfortable with exactly how we’re helping your pet and why.

WHY IT WORKS:

Showing intention behind the care plan—and emphasizing the personal aspect, your expertise, and transparency—helps build clients’ trust and confidence that you know their pet and are helping them choose the right plan for the pet.

What am I paying for?

Explain the intention behind the plan

LOSE THIS:

• While there are trade-offs to every approach…

• We’ll also talk about the pros and cons of this procedure…

WHY IT FALLS FLAT:

Although pet owners appreciate transparency in some respects, language that highlights trade-offs or cons at the outset only sows doubt in their minds. They know that trade-offs exist, and don’t need a reminder.

What’s the right treatment option given my budget? Emphasize partnership

USE THIS:

• Not every treatment is right for every pet. As partners in your pet’s health, we’ll walk you through the personalized care plan that we believe will best help your pet—and best considers the balance of care and cost.

• We believe it’s important that we’re partners in your pet’s health. And that includes determining what works best for your pet, and your budget.

WHY IT WORKS:

Pet owners feel that the onus of discussing cost is on them. By emphasizing that we’re their partners, we can lessen this burden, accentuate a supportive relationship, and foster trust.

What’s the right treatment option given my budget?

Emphasize partnership

LOSE THIS:

• At the end of the day, how to move forward is your decision.

WHY IT FALLS FLAT:

Language that keeps the onus fully on the pet owner can be off-putting. They’re looking to us for help and expertise.

What’s the right treatment option given my budget?

If cost is a concern, present options

USE THIS:

• There are often many treatments or procedures that could be effective for your pet’s needs. We can work with you to develop flexible, personalized options that fit your budget.

WHY IT WORKS:

Both veterinarians and pet owners agree that if there are concerns around the cost of the recommended treatment plan, speaking to alternative treatment options is the best next step. Pet owners may not be aware that care—or how they pay for care—can be personalized according to their budget. Personalized options drive confidence that we’re providing an intentional approach specific to them.

What’s the right treatment option given my budget?

If cost is a concern, present options

LOSE THIS:

• We aim to offer a range of care and treatment options for your budget.

WHY IT FALLS FLAT:

Framing the cost conversation in available treatment options doesn’t address the fundamental concern owners have about what they’re paying for and why, and can be perceived as judgmental.

LOW HIGH

Words that resonate Use these words to connect with clients

USE THIS:

• Routine or regular care (vs. frequent or yearly)

• Checkups (vs. appointments)

• Recommendations (vs. guidance or answers)

• Partner or partnership

• Flexible care and treatment options

• Budget (vs. finances)

WHY IT WORKS:

These specific words connect with pet owners, and can help communicate value and build stronger, more trusting client relationships.

Cost messaging in a nutshell

Your pet’s health is our first priority. But I know cost is also a consideration. Not every treatment is right for every pet. Our team is here to talk through the specific treatment path that will best help your pet.

Our expertise allows us to carefully consider the balance of care and cost. 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. We’ll also walk you through the breakdown of costs so you feel comfortable with exactly how we’re helping your pet and why.

We believe it’s important that we’re partners in your pet’s health. And that includes determining what works best for your pet, and your budget.