New ebook reveals the best language to use with clients

Published on
brown dog close up

Changing how we communicate can make a big difference

The way we talk with clients about veterinary care can influence their perceptions about the value and importance of regular preventive care. This is what AVMA research with pet owners across the United States has revealed. A new ebook, “Language that Works: Changing the way we talk about veterinary care,” compiles the practical lessons from this research into an easy-to-use resource for veterinary teams.

The ebook offers a close look at specific words and phrases that work—and don’t work—when talking with pet owners. It will help team members improve client communication skills to better connect with clients, build trust, have honest discussions about cost of care, and ultimately provide better, more customized care.

It's the first in a library of resources AVMA is creating as part of our Language of Veterinary Care Initiative, made possible in part by educational funding from CareCredit and Pets Best.

What’s inside

The ebook provides practical tips on how to use specific language that resonates with clients in daily conversations. It covers four key areas:

  • Why go to the veterinarian
  • When to go to the veterinarian
  • What you get from the veterinarian
  • How to pay for veterinary services

It’s an essential guide for the whole team to use when discussing the value of veterinary medicine and encouraging pet owners to prioritize wellness visits. Available exclusively to AVMA members, it can be viewed at and downloaded for offline use by the whole team.

Get ebook

Language of Veterinary Care Initiative

AVMA’s language-focused research is the cornerstone of our Language of Veterinary Care Initiative, exploring how to harness language to improve patient care. The “Language that works” ebook is the first of several resources that will help veterinary teams integrate and practically apply the research into daily work.

Later this year we’ll be releasing an interactive training module to help teams shift to use the most effective language to communicate the why, what, and how of veterinary care with clients. Trainees will gain awareness into pet owners’ thoughts on veterinary care and come away knowing how to articulate the value of the veterinary practice. It will be part of the CE catalog on AVMA Axon, and we’ll notify you here on the blog as soon as it’s available.

If you’d like to receive an email alert when this and other new blog posts are published, subscribe to our AVMA@Work Digest newsletter

Support for the Language of Veterinary Care research and resources is provided in part through educational funding from our partners CareCredit and Pets Best.


Add New Comment

Restricted HTML

  • Allowed HTML tags: <a href hreflang> <em> <strong> <cite> <blockquote cite> <code> <ul type> <ol start type> <li> <dl> <dt> <dd> <h2 id> <h3 id> <h4 id> <h5 id> <h6 id>
  • Lines and paragraphs break automatically.
  • Web page addresses and email addresses turn into links automatically.
Please verify that you are not a robot.