{"id":21898,"date":"2022-06-01T00:00:43","date_gmt":"2022-06-01T00:00:43","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=21898"},"modified":"2022-12-19T14:25:21","modified_gmt":"2022-12-19T14:25:21","slug":"pet-food-0622","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/pet-food-0622\/","title":{"rendered":"How to Expand the Pet Food Conversation"},"content":{"rendered":"

If you want to risk having an argument these days, ask people what they feed their pets. Many of us struggle to understand how feeding dogs and cats became so contentious when the answer has historically been \u201cdry kibble\u201d or \u201ccanned.\u201d Today, the answer\u2019s also raw, organic, fresh, frozen and nearly any other human food trend you can imagine. Blame it on an explosion of choices, nutritional misinformation, manipulative marketing or viral videos, but ask the wrong pet food question or offer misaligned advice and you might end up in a squabble.<\/p>\n

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EDITOR\u2019S NOTE<\/span><\/h3>\n

This article is the second in a three-part Clinic Consult series on developing a successful nutrition program in your clinic, brought to you by Virbac<\/a>.\u00a0<\/em><\/p>\n

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Pet food is deeply personal for many cat and dog owners. What they feed their furry family members often signals many health and economic priorities, beliefs and shopping preferences. To successfully educate and avoid offending clients, veterinary professionals need to have a communication strategy, remain emotionally neutral and focus on nutrition\u2019s impact on the pet\u2019s well-being.<\/p>\n

Food Is the Foundation<\/h3>\n

Food provides the foundation for a pet\u2019s health and well-being, directly affects longevity and quality of life, and impacts everything in between. Disease prevention, the ability to fight infection, strength and endurance, and even learning and behavior are dependent on the macro- and micronutrients that pets consume. It\u2019s our professional responsibility to ensure they receive a safe, complete and balanced diet appropriate for their needs. Those reasons make discussing pet nutrition not only undeniably necessary but concurrently challenging.<\/p>\n

Today\u2019s pet owners understand the importance of diet and might feel judged based on why or what they feed a cat or dog. However, regardless of personal opinions or choices, feeding is elemental to pet parenting, and no one wants to feel inadequate or shamed by a veterinary professional.<\/p>\n

The justification that good food is the foundation of good health begins with what food is. Food, in whatever form, is essentially a vessel for nutrients. That\u2019s why we\u2019re taught to feed nutrients, not ingredients. The body cares little for how a vitamin, mineral, protein, fat or carb is packaged and delivered, only that it arrives on time and intact. While we might argue the nuances of a particular nutrient, veterinarians have a good grasp on the larger picture, especially nutrient minimums and maximums. I\u2019ll be the first to admit that veterinary nutrition is as much art as science, but the current science paints a vivid portrait of what an animal\u2019s body needs to thrive.<\/p>\n

To put it bluntly, veterinary professionals need to become more involved in recommending maintenance diets. As someone who helped start a pet food company (and later became disillusioned and left), I can reveal that veterinarians and veterinary technicians are considered largely inconsequential in consumers\u2019 pet food choices. Many companies rely on hip advertising, food fashion, influencer content and massive marketing to blur evidence-based recommendations. Others lean into cost and convenience to clobber nearly everything else.<\/p>\n

Even within the veterinary community exists considerable in-fighting and disagreement, principally with maintenance formulations, further encouraging concerned pet owners to seek help elsewhere. I\u2019ll never forget one of our consumer survey responses: \u201cMy vet knows nothing about pet food. She only sells two brands. I trust my pet store and the internet to help me choose my dog\u2019s food.\u201d<\/p>\n

There\u2019s a lot to unpack in that response, notably that we might appear disconnected and misinformed about the broader pet food landscape by offering or discussing only a few brands. Even worse, by failing to enter the \u201cWhat should I feed my healthy pet?\u201d arena, we risk appearing uninterested or uneducated in basic nutrition<\/a>. Additionally, because retailers and online stores benefit from making firm, even controversial, stands on hot topics, they earn social currency and respect. All that occasionally spills over into exam room tension.<\/p>\n

The hard truth is your team might become pessimistic if pet owners repeatedly ignore their nutritional advice. This could lead team members to become discouraged and demoralized, preventing them from addressing future dietary issues. That\u2019s why it\u2019s essential to train your staff to focus the pet food conversation on a narrative nutritional history.<\/p>\n

How to Make It Work in Practice<\/h3>\n

Narrative nutritional history is the term I use to describe asking open-ended medical history questions to facilitate a client\u2019s storytelling. Such conversations are more natural for clients and allow team members to elicit and investigate subtle feeding behaviors and activities in a non-threatening manner. It\u2019s a friendly conversation, not a dueling debate.<\/p>\n

Obtaining a narrative nutritional history takes only a few minutes and gives the veterinary team a more accurate assessment of the patient\u2019s diet, activity and lifestyle in an inviting and nonjudgmental format. The technique often yields insightful information about the pet\u2019s overall care and health beyond the food bowl.<\/p>\n

The four general steps of a narrative nutritional history are as follows.<\/p>\n

1. Invitation:<\/strong> A broad, open-ended question<\/a> that encourages a conversation and asks permission to proceed. Try open-ended questions focused on the client\u2019s pet feeding habits and the animal\u2019s lifestyle, environment and physical activities. While many veterinarians worry that this type of questioning will result in time-consuming answers, few clients know how to begin.<\/p>\n

Veterinary team member: \u201cWould you mind describing a typical day in Buster\u2019s life for me?\u201d<\/em><\/p>\n

Client: \u201cOh, I don\u2019t know, it\u2019s nothing special. Buster has a normal dog\u2019s life!\u201d<\/em><\/p>\n

2. Pivot and acquire trust:<\/strong> Many clients are accustomed to closed-ended, \u201cyes\u201d or \u201cno\u201d medical inquiries. You might need to earn the client\u2019s trust by sharing your interest in the pet and asking a slightly more specific or tangential question, known as a communication pivot.<\/p>\n

Team member: \u201cI think Buster is not only normal but a very special dog with a fantastic family. OK, for starters, what\u2019s the first thing Buster does each morning?\u201d<\/em><\/p>\n

Client: \u201cBuster immediately goes out to potty.\u201d<\/em><\/p>\n

Team member: \u201cDo you take him for a walk then?\u201d<\/em><\/p>\n

Client: \u201cHeavens, no! I haven\u2019t had my coffee. I let him out, and he usually does his business and comes right back inside. While he\u2019s out, I usually pour his food.\u201d<\/em><\/p>\n

3. Active listening:<\/strong> An essential element of narrative veterinary medicine is attentive listening and allowing the conversation to progress naturally, rather than simply instructing, recording dictation and not forging a personal connection.<\/p>\n

Team member: \u201cWhat brand of food? Do you use a measuring cup?\u201d<\/em><\/p>\n

Client: \u201cRight now, I\u2019m using XYZ food because my groomer recommended it for his coat. I fill the bowl about half full (indicates size bowl).\u201d<\/em><\/p>\n

Even though the client didn\u2019t give an exact amount, the team member determined the brand and the food wasn\u2019t measured. If the pet is diagnosed with obesity, the veterinarian can advise measuring or weighing food as an initial treatment option.<\/p>\n

4. Elaboration:<\/strong> As the conversation progresses, you can ask for clarification on important points. One of the biggest challenges in obtaining an accurate nutritional history is uncovering the number of treats and food rewards. Clients are often reluctant to share daily treating habits for fear of being judged. Most cat and dog owners understand that excessive treats are unhealthy and don\u2019t want to risk being viewed as a \u201cbad pet parent.\u201d To uncover hidden treats, you must allow the client to elaborate and spontaneously share the daily routine in a non-threatening way.<\/p>\n

Team member: \u201cThanks. What happens next with Buster?\u201d<\/em><\/p>\n

Client: \u201cWell, I get everyone out of the house and then leave for work. I let Buster out again, and I usually give him a dog cookie to tide him over until I come back at lunch to let him out.\u201d<\/em><\/p>\n

Team member: \u201cWhen you get home, what does Buster do?\u201d<\/em><\/p>\n

Client: \u201cI let him out again, and then I give him something like a doggie treat if he\u2019s been a good boy. He always is!\u201d<\/em><\/p>\n

Team member: \u201cAnd he stays inside until you get home from work?\u201d<\/em><\/p>\n

Client: \u201cYes, we\u2019ll go for a long walk as soon as I get home.<\/em><\/p>\n

He starts twirling as soon as he sees me grab the leash.\u201d<\/p>\n

Team member: \u201cHow long do you usually walk him?\u201d<\/em><\/p>\n

Client: \u201cOh, a good 15 to 20 minutes.\u201d<\/em><\/p>\n

Team member: \u201cAnd dinner?\u201d<\/em><\/p>\n

Client: \u201cYes, I give him the same as in the morning, although I have to admit, I usually give him a little something special as soon as I get home. He loves a different dog cookie. I\u2019m sure he\u2019s hungry after being alone all day.\u201d<\/em><\/p>\n

Team member: \u201cWhat about after dinner? Does he go outside or anything else?\u201d<\/em><\/p>\n

Client: \u201cSure, I let him go potty a few minutes after he\u2019s done eating, and he stays out a good 10 to 15 minutes. After dinner, my husband will also give another kind of cookie when we sit down to watch television.\u201d<\/em><\/p>\n

Here\u2019s what such a narrative nutritional history teaches us:<\/p>\n