One of my esteemed colleagues shared on LinkedIn that her husband took their pet for an annual wellness exam and blood work. He returned home saying he knew why clients might not visit a veterinarian regularly, given the cost. In other words, he didn’t see enough value in what he had spent. Her post captured my attention because it touched on client communication and generated over 100 comments about how veterinary practices should not make pet owners feel like they’re wasting their time and money.
I told my dad, a retired veterinarian who practiced for over 30 years, about the variety of comments and concerns regarding fees. That’s when he said, “Amanda, I remember what I learned early on in practice. Value perceived is value received.”
Wow, there’s so much simplicity and truth in his reaction.
Given the national decline in patient visits, we should reflect on how clients perceive value and what we can do differently. I want to focus on preventive care and diagnostic testing for healthy pets, as clients might defer those services due to the cost.
Let’s look at how to change client communication based on my dad’s wisdom.
Address Cost Concerns Head-On
I paid $350 for a health screen, urinalysis, heartworm and tick check, and intestinal parasite test for my senior dog. I know the value of annual wellness testing like that, but clients might think, “Does my pet need it?” or “I can’t afford it when my pet is doing fine.” Moreover, how much value do clients perceive when the findings are normal year after year? They might think, “Why did I spend so much money? I knew my pet was fine.”
I’ve heard people say we need to educate pet owners about our business costs and that we should help them understand the value of what we do as veterinarians. The problem with those approaches is they sound like justifications, neither of which focuses on the client’s needs. People know that businesses have expenses, and they value veterinarians, but that doesn’t change what they feel about affordability.
Rather than trying to explain your fees, be transparent. Today’s pet owners want to know upfront about the cost of care and their payment options. A team member might say, “We appreciate that you trust us to care for Violet. We want to keep you informed about expenses, so we’ll review her treatment plan, and I will be happy to discuss payment options as well.”
Post payment options on your website and share the information regularly on social media. You can also send a text message before an appointment.
Here’s an example: “Hi, [Name]. We want to make caring for your pet easier. We offer flexible payment options, including [List]. Ask us how we can help you plan your pet’s veterinary care. Call or text us at [Phone Number].”
Make the Most of Your Time With Clients
Remember, pet owners don’t just consider whether veterinary blood work is worthwhile. They also reflect upon the entire client experience. Here are three exam room communication strategies that add value during annual preventive care appointments.
1. Be Curious
I’ve seen too many visits that seem transactional because of missed opportunities to connect with clients. People love to talk about their pets. Don’t just ask medical questions. Find out how the owner and pet spend time together. Ask a lighthearted question, such as, “What do you think Bentley’s job would be if he were human?” or “If Hannah could talk, what’s the first thing you think she’d say to you?”
2. Make It Interactive
Have clients complete a pet health questionnaire before the appointment. Review the information at the beginning of the visit and ask open-ended questions, such as, “What goals do you have for Jake’s health care” and “What concerns or topics would you like to discuss today?” Doing it can uncover additional patient history points and engage the client in a conversation.
Next, narrate the physical exam so clients fully appreciate the value of what they’re paying for. Use the otoscope and ophthalmoscope as part of your exam. For cooperative patients, demonstrate the pet’s oral cavity exam. Ask lifestyle questions, such as, “Have you noticed any changes in appetite?” and “How is Jake’s mobility?”
Additionally, use visual tools to augment client education. Examples include a body condition score chart, parasite incidence maps, a printout showing a pet’s age in human years, and brochures outlining the benefits of preventive care blood work and other tests.
Finally, email or send clients home with a visit summary report. You can generate one with a PIMS template or an AI-powered digital scribe service. The purpose is to reinforce the value of the exam and consultation. Clients can also share the information with family members.
3. Focus on the Benefits
Don’t assume a pet owner knows the value of annual blood work. If you say, “We recommend routine lab work as part of Sophie’s visit,” without explaining the benefits, the client won’t understand why the pet needs the service. At worst, you might sound like you’re giving an income-generating sales pitch.
Instead, try this: “I’d like to include an assessment of Bella’s lab values as part of her preventive care exam. Let me share with you the information the test will give us and the benefits.”
Inform the client that a comprehensive profile includes over 40 lab readings. Explain the value of data trends and being able to identify early indicators of disease before clinical signs appear, which leads to better outcomes and less expensive treatment. Then ask, “What questions do you have about the lab test?” or “What are your thoughts about checking Bella’s lab values?” The question brings the client into the conversation, allowing you to address concerns and discuss payment options if finances are a concern.
Evaluate Your Protocols
Sometimes, team members recommend blood work before the client sees the veterinarian. The problem is that a pet owner might say “no” before the veterinarian has the opportunity to discuss the pet’s health care needs and the benefits.
Another protocol that doesn’t convey value is leaving a text or voicemail message stating that the results of a comprehensive blood profile were normal. It’s better to connect with a client by phone and do the following:
- Review the tests and data trends.
- Answer any questions.
- Convey a celebratory message.
- Thank the client for their trust.
When you change your communications and protocols for preventive care appointments to a relationship-centered approach, clients will perceive value in your services, and more pets will get the care they deserve.
STORY ARCHIVE
If you’re not a salesperson, do you sometimes sound like one? Read Dr. Amanda L. Donnelly’s 2023 article When Suggestions Sound Like a Hard Sell at go.navc.com/4iOHSpr.