Recent articles, blog posts, and LinkedIn discussions suggest that pet owners are losing trust in veterinarians. As a second-generation veterinarian, I tend to push back on these claims, yet I have seen meaningful shifts in client trust over the years. Given the decline in patient visits at some clinics, let’s examine how people perceive our profession and what we can do to strengthen their trust in us.
What We Know About Pet Owner Perceptions
In a 2023 Gallup poll, 65% of Americans rated veterinarians “very high” or “high” in honesty and ethics, second only to nurses among 23 professions. Perceived overall trust in the veterinary profession fell from 71% in 2006. Unfortunately, the 2023 poll didn’t reveal how pet owners feel specifically or what influences their choice of a veterinary practice.
Meanwhile, an e-newsletter on client communications stated, “A recent nationwide study reveals some eye-opening insights: Over 50% (of pet owners) say they don’t trust their veterinarian.” It linked to a research article published in Frontiers in Science. I should note that the sample size was only 236 primary care seekers and that they responded to the statement “I trust my veterinarian and believe they provide the best care possible.”
The research paper noted that factors such as perceived value and the affordability of care might lead to mistrust, especially since most primary care seekers said they “felt respected by their veterinarian” and “their concerns were truly heard.”
What I took away was the need to look at the methodology, focus, and details of research to avoid extrapolating data and drawing inaccurate conclusions. Moreover, what’s most important is to consider how pet owners might view your veterinary practice.
What Affects Trustworthiness
It’s fair to say that pet owners trust veterinarians to provide proper medical care. But trust is no longer just about a clinician’s expertise and knowledge. These factors also might influence client trust:
- The level of patient care provided by the entire team
- Feeling heard during conversations with the team
- The consistency and convenience of veterinary services
- Whether the team conveys interest and compassion
- The accessibility of veterinary care, including treatment options and affordability
Client Communications That Build Trust
One of the most significant keys to building trust is to avoid client conversations or appointments that feel transactional. You can build trusted relationships through the following four strategies.
1. Caring Connections
We often hear that consumers “do business with whom they like and trust.” In veterinary medicine, we don’t just want clients to like our team. We also want them to think the team likes them and their pets. Clients are more likely to trust a team that understands their bond with their pets. To create caring connections:
- Bookend phone calls with a positive statement, such as beginning with, “I’d be happy to help you,” and ending with, “We’re looking forward to seeing you and Chloe soon.”
- Ask questions to show interest, such as, “What kind of toys does Hannah like?” and “How did you decide to name him Porter?”
- Convey empathy: “I’m so sorry Jake’s not feeling well. I know that’s concerning.”
- Express gratitude and partnership by saying, “Thank you for trusting us to take care of Bella. We’re grateful that we get to take care of her so that she’ll be with you for as long as possible.”
2. Education Focused on the Benefits of Care
Do you want clients to go to your team or to the internet and an AI chatbot for advice on their pet’s medical needs? To become a trusted adviser, your team must be knowledgeable about preventive care and be able to answer common questions about your services and products. Client education must also be consistent, as trust breaks down when different doctors or team members convey conflicting information.
Clients want easy-to-understand explanations on why their pets need veterinary care. Pet-specific education might reference the breed, lifestyle, and risk factors. You can also personalize education by using the pet’s name in conversation rather than saying “all dogs” or “your kitty.”
Furthermore, veterinarians and paraprofessional staff often describe a practice’s services but don’t fully convey the benefits to the pet and client. For example, when recommending lab work, hospitalization, and IV fluids, try saying, “The benefit of laboratory testing is to gain a more definitive diagnosis of what’s causing Chloe’s vomiting, and the benefit of admitting her for IV fluids is that she’ll feel better sooner and have a quicker recovery.”
3. Enhanced Access to Care
As veterinary fees rise, clients increasingly view access to care through the lens of affordability. They appreciate genuine, transparent communication about money and a doctor’s willingness to explore care options. Practices should also offer several payment choices to help spread out the costs.
Improving access to care also includes offering convenient, prompt appointments and using digital solutions such as texting and online booking. Telehealth options, when appropriate, can improve access.
4. Consistency of Shared Values
Many pet owners, especially younger generations, want to do business with organizations whose values align with theirs. Consider what you want your brand to stand for and how you will communicate it. Ensure consistent messaging behind your mission statement, website content, social media platforms, hiring efforts, and community involvement.
Veterinarians and their teams can no longer take pet owners’ trust for granted. Building a long-term relationship requires paying attention to a client’s needs, not just the pet’s. Teams with strong client connections help more pets get the care they deserve.
BREAKING THE ICE
Use open-ended questions to engage clients in a conversation. Here are examples:
- At the beginning of appointments, ask, “What concerns or questions do you have about Sophie’s care?” or “Tell me about Jake’s mobility.”
- Periodically check in during appointments by asking, “What questions do you have about what we discussed so far?” or “How much do you know or have read about osteoarthritis in dogs?”