Chart of the month: From relationships to regular visits

Having a trusted relationship with a veterinarian is key to healthy and happy pets. Data from AVMA’s recent pet owner survey highlight the opportunity to improve wellness care, particularly for pets that already have a regular veterinarian.

What the data show

As today’s chart shows, most dog owners (86.8%) and cat owners (77.1%) report having a regular veterinarian or veterinary practice. However, when it comes to actually visiting a veterinary practice, these numbers drop to 74.2% for dogs and only 57.3% for cats. The pattern is similar for owners of both species.

What does this mean?

The fact that more pet owners have a regular veterinarian than visited the veterinarian in the last year spotlights an opportunity to improve service delivery for patients and clients.

Bridging the gap

The reasons for skipped visits offer clues to engaging pet owners. Some pet owners may not appreciate what “regular” means or the value of routine checkups. Others simply may have missed visits as other demands took priority. In fact, AVMA’s pet owner survey has shown repeatedly that a lack of perceived need, coupled with financial concerns (including the cost of care), are prevailing themes when it comes to the reason some pet owners spend nothing on veterinary care in any given year.

The solution begins with building strong relationships, educating pet owners about the importance of regular checkups and preventive care to keep their pets healthy and happy for as long as possible, and then making it as easy as possible for clients to keep their pets on schedule.

How can we act on this information?

Start by understanding the gap between your practice’s total client and patient base and those who visited your practice within the last year—a difference often referred to as lapsed clients or patients. By focusing on education and outreach for these pet owners, veterinary teams can strengthen relationships with them and their pets, improve compliance with preventive care recommendations, and promote patient health and wellbeing.

These are some tips to get started: 

Forward book: Make forward booking a standard part of every consultation by scheduling the next appointment before the client leaves. This approach makes it easier for clients to keep their pets on schedule. Pairing this with an effective reminder system ensures both you and your clients are alerted to upcoming appointments, allowing for adjustments if needed. 

Follow up and communicate: Conduct a thorough review of your follow-up and reminder processes, examining their frequency, delivery methods, and content. Are you using multiple communication channels effectively? Pay close attention to the language choices in your messages, incorporating evidence-based recommendations from initiatives like the Language of Veterinary Care to highlight the benefits of regular checkups and preventive care. This approach strengthens relationships with clients and underscores your commitment to their pets’ health.

Upskill the team: Invest in ongoing professional development to ensure your team members are well versed in the latest preventive care recommendations and powerful ways to partner with clients in seeing them through. These AVMA Axon® offerings can help: 

• Preventive Healthcare Certificate Program
• Talking with clients: Language dos and don’ts
• Talking with clients: Discussing the cost of care

This kind of training will enhance your team’s confidence and the overall level of service your practice provides.

Don’t stop here. Discover more insights on pet owner perceptions and behaviors in the 2024 AVMA Pet Ownership and Demographics Sourcebook—available as a free download to all AVMA members.