Pet ownership has undergone a seismic shift in recent years, reshaping how veterinary care is sought, delivered and experienced. Pets are increasingly viewed as integral family members, a profound bond that sets the stage for a new breed of owners who are highly engaged and proactive about their pets’ health. This trend has led to a demand for more frequent and varied veterinary touchpoints.
Shifting Demographics
With millennials and Gen Zers emerging as the principal pet owners, the veterinary industry is seeing an influx of clients who are passionate about pet health and armed with access to a wealth of information at their fingertips. This demographic is made up of pet owners accustomed to on-demand services and personalized experiences, and they are more likely to leverage technology to manage their pets’ health. Consequently, veterinary providers should work to meet the changing expectations, delivering a level of care that aligns with the values and lifestyles of these new pet owners.
Financially Committed to Pet Health
The depth of commitment to pet health among modern pet owners is evidenced by their financial priorities. A staggering 46% are willing to spend more on their pets’ medical needs than their own, a testament to the transformation of pet care from a discretionary expense into a non-negotiable in the family budget. It clearly indicates the emotional value people place on pets and the lengths to which owners will go to ensure an animal’s health and comfort.
Responding to the Digital Age
Veterinary practices must evolve to include digital channels and tools that cater to the convenience expected by modern pet owners. Mobile-friendly websites, active social media engagement, online medication fulfillment and telehealth solutions are crucial digital touchpoints for practices aiming to remain relevant and accessible to clients.
The Power of Information
Understanding what pet owners search for online before they visit can enhance the quality of in-clinic interactions. By anticipating a client’s concerns and questions, veterinarians can provide a more personalized and proactive level of care, positioning the clinician as pivotal to the pet’s health journey.
The Influence of Online Searches
Contrary to concerns that online information might undermine the veterinarian’s role, studies indicate it can reinforce the doctor-client relationship. One study (bit.ly/48EYxpi) stated, “Searching for pet health information online does not displace veterinarians’ guidance. Rather, the veterinarian-owner relationship was perceived to be strengthened when online searches were openly discussed with veterinarians.”
Leveraging Data
Online platforms like PetMD provide invaluable insights into the health topics that pet owners prioritize. By analyzing frequently searched conditions and symptoms, veterinarians can better understand the issues that are top of mind. Such knowledge enables clinics to tailor their communications and services to address common concerns more effectively.
A Personalized Approach
Modern pet owners expect a tailored approach to veterinary care. That means clinics must leverage data analytics to understand and predict their clients’ needs. By integrating data analytics platforms into practice management, veterinarians can better understand, anticipate and adapt to consumer behaviors and offer the services, products and information most valuable to their clients.
The Role of Teletriage
Teletriage has become a vital component in the continuum of care, offering pet owners a convenient and efficient way to consult with veterinary professionals. The high satisfaction rates and recurring engagement with this type of service underscore its value in establishing and maintaining the connection between pet owners and veterinary practices. Virtual consults serve as an initial touchpoint that can expedite the development of a trusted relationship, leading to more in-person visits and a deeper loyalty to the practice.
The Best of Both
To provide a seamless experience, the gap between in-practice care and digital interaction must close. Practices should create a cohesive journey for pet owners in which digital touchpoints (a digital front door) lead to in-person care, and vice versa. This objective can be achieved through integrated systems that allow for easy online appointment scheduling, digital access to health records and personalized follow-ups that extend the care experience beyond the clinic visit.
What You Can Do
Veterinary clinics should consider a multifaceted approach to engage with modern pet owners. For example, adopt an email outreach program, integrate interactive elements like quizzes and polls on digital platforms, and provide comprehensive educational materials inside the practice and online. Encouraging at-home health monitoring and offering complementary telehealth resources empowers clients to take an active role in their pets’ health, further reinforcing the bond with the veterinary provider.
In a world where pets are unequivocally part of the family, veterinarians are called on to be more proactive, innovative and responsive to the needs and expectations of pet owners. Building trust is central to the process, and it involves an understanding that value is not merely a transactional element but a relational one cultivated over time. Data and insights from companies with profound knowledge of pet owner preferences and priorities enable veterinary practices to design solutions that resonate with their clientele.
Veterinary Medicine’s Future
As the role of pets in our lives continues to evolve, so must the field of veterinary medicine. The modern pet owner demands a more engaged, transparent and responsive veterinary experience. By understanding and integrating the nuances of this new client base, clinics can meet current needs and pave the way for a future where the health and happiness of pets are at the forefront of every interaction and decision.
For veterinary teams to effectively engage with pet owners, we must understand what motivates them. We have a chance to redefine the industry and ensure that as the definition of family expands to include pets, the care they receive reflects their invaluable place in our hearts and homes.
WHAT PET OWNERS WANT TO KNOW
Here’s what visitors to petmd.com inquired about the most over the past year:
- Canine health conditions: kennel cough, parvovirus, pregnancy (“How to tell if my dog is pregnant.”), pancreatitis, flea eggs (“How to identify them.”)
- Feline health conditions: urinary incontinence, acne, hyperesthesia syndrome, respiratory infections, pregnancy, constipation, fading kitten syndrome
- Symptom checker: acting weird, vomiting, diarrhea, vomiting and diarrhea, itching, coughing, lethargy, not eating, eye problems, limping