Communicating with clients: Using the right language to improve care
Language of Veterinary Care Initiative
AVMA conducted language-focused research with pet owners across the United States to learn more about harnessing language to improve patient care.
Preventive care is the surest way to keep pets healthy, but clients don’t always recognize its importance. To provide the best possible care to patients, we need to connect with their owners—our clients—on a foundational level. AVMA research shows the right language can help us do that.
Fundamentally shifting how we communicate about veterinary care can make a big difference.
Changing the way we talk about veterinary care can change owners’ perceptions about the value and importance of regular veterinary care, and encourage them to prioritize wellness visits. By using specific words and phrases, we can build stronger and more trusting client relationships, increase compliance, and maximize patient outcomes. The more our clients trust us, the more receptive they are to our recommendations, and the more likely their pets are to get needed care.
Practical resources for veterinary teams
These AVMA tools can help veterinary teams integrate key words and phrases into daily conversations with clients.
Instructional videos: Words in action
In these videos, watch how the language we use with clients can significantly influence patient care. You’ll see how a team member’s choice of words leads to two very different outcomes.
Ebook: Language that works
Discover the words and phrases that most resonate with clients. Find out what your team should—and shouldn’t—be saying when talking with pet owners.
Training webinar: Talking with clients
This interactive training explores the most effective language you can use to communicate the why, what, and how of veterinary care. Gain awareness into pet owners’ thoughts on veterinary care, and come away knowing how to articulate the value of your practice.
Takeaways from the Language of Veterinary Care Initiative
Clients want customized care
Clients understand that a strong and trusting relationship with their veterinarian enables the whole team to provide better care and more customized recommendations in every area of their pet’s life.
“Regular check-ups allow your veterinarian to build a strong relationship with you and your pet.”
An emotional appeal is the most effective way to talk with pet owners about veterinary care. This is true no matter the specific topic: Why go to the veterinarian; when to go; what you get; and how to pay for services.
“Veterinary care is one of the best ways to keep your pet healthy and happy for years to come.”
Be upfront about cost
Owners appreciate when their veterinarian demonstrates understanding about cost of care and even voices a desire to help make veterinary care more affordable.
“Veterinary care is expensive. We can work with you to explore a full range of flexible care and treatment options to fit your budget.”
The Language of Veterinary Care research and tools are made possible in part by educational funding from our partners CareCredit and Pets Best Pet Health Insurance.
Message from CareCredit and Pets Best: This information is shared solely for your convenience. You are encouraged to consult with your individual advisors with respect to any information presented.