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Evolving expectations: the modern pet owner's demand for choice
Today's pet owners are information seekers, emotionally invested, and eager to do what's best for their pets. They're not just looking for medical advice; they are seeking a true partnership with their veterinarian. Clients are no longer content with a single "take-it-or-leave-it" treatment recommendation—which can leave them feeling guilty if they can't follow it. Instead, they want options, and they want to feel informed and involved in the decision-making process. They increasingly expect veterinarians to offer flexible, transparent care options that reflect their unique circumstances.
Several factors are driving this increasing demand for a wider range of pet care options. Pet ownership has surged in recent years; in fact, according to the American Pet Products Association,3 94 million U.S. homes now include at least one pet. Many of these pet owners rely on their veterinarians to break down care management plans and costs. Rising costs have been a major factor when it comes to decision-making, as many pet owners are navigating the current state of economic uncertainty. It's no surprise that financial decisions around pet care can be a significant source of stress.
Addressing the nuances of pet owner decisions
Clients approach care decisions with a complex mix of factors. Budget concerns, a pet's age or chronic conditions, time commitment for care and multiple visits, and personal values and goals all play a role. What does this mean for veterinarians? They will need to be cost-conscious but also values-driven, prioritizing palliative care or questioning the necessity of "optimal" versus "essential" care.
When veterinary teams are able to address the nuances of pet ownership by creating space for individualized plans that prioritize the pet's well-being within the client's means, they are able to address these factors throughout the client's journey. This involves asking empathetic questions in the exam room, carefully communicating a range of evidence-based options and their benefits, proactively sharing the cost commitment of each, and outlining available payment options, ultimately fostering trust, reducing stress, and supporting pet owners in making confident decisions for their beloved companions.
Empowering collaborative conversations
The advancements in veterinary medicine, from innovative diagnostics to specialized treatments, have undoubtedly elevated the standard of care veterinarians can provide. However, these advancements also come with increased costs, impacting both practices and pet owners. Rather than viewing cost as a potential barrier, veterinary teams can reframe the conversation, integrating financial considerations seamlessly into the treatment recommendation process.
This approach fosters a more transparent and collaborative dialogue, where cost is discussed openly and honestly alongside the various treatment options. By presenting a range of viable pathways, veterinary teams can work with pet owners to find solutions that align with their financial capabilities without compromising the pet's well-being.
This empathetic communication about cost is naturally embedded in the care conversation, strengthening the relationship between veterinary teams and clients. It also provides an opportunity to educate clients about more advanced treatment options in a digestible and accessible way. By understanding the full spectrum of possibilities, pet owners can make informed decisions that reflect their commitment to their pet's health and their financial realities. This approach alleviates some of the legacy financial frictions between veterinary teams and the clients.
Ultimately, when veterinary teams proactively address financial concerns, they foster trust and help ensure that more pets receive the care they need. By embracing this approach, practices can create a more positive and sustainable environment for both their clients and their teams.
A win-win for pets and practices
When veterinary practices embrace a collaborative approach with clients, it can offer significant benefits for both the pets they care for and their businesses. Whether independent or corporate, this approach is a powerful strategy that unlocks opportunities for all veterinary practices. Practices can leverage this model to achieve:
- Improved pet health outcomes: By presenting multiple evidence-based options, veterinarians can help ensure more pets receive care, especially those that might otherwise go untreated due to financial limitations. Offering a range of choices increases client compliance, reduces treatment delays, and ultimately leads to better health outcomes for the entire patient population. A splint, while not as ideal as surgery, is far better than no treatment at all.
- Stronger client relationships: Shared decision-making builds trust and fosters loyalty. By inviting clients into the conversation and respecting their unique circumstances, veterinary professionals create lasting partnerships. When clients feel heard and respected, they are more likely to remain loyal to the practice and actively participate in their pet's health journey.
- Increased client retention: A practice that offers flexible, tiered care plans signals it understands its community's needs. This not only keeps existing clients engaged but also attracts new clients who might otherwise avoid care due to financial fears. Offering a range of treatments doesn't just build goodwill; it keeps families coming back.
- Increased revenue potential: Offering multiple levels of care doesn't undercut revenue; it actually increases it. By helping clients to choose options that fit their budget, practices see higher case acceptance rates, better compliance, and more opportunities for ongoing services.
- Improved team satisfaction and retention: Veterinary teams often find fulfillment by expanding access to care for more of their patients. For corporate groups, this can translate to lower turnover rates and a more engaged workforce, while independent practices can cultivate a strong sense of purpose and community among their team members.
- Competitive differentiation: In a crowded market, being viewed as a collaborative partner in the care of their pet can serve as a powerful differentiator for potential clients. Independent practices can leverage their agility and community knowledge to tailor their approach, while corporate groups can leverage their scale and resources to offer a wider range of services and financing options.
- Adaptability and innovation: Independent practices can quickly respond to changing client needs and market trends, while corporate groups can leverage their data and analytics to identify new opportunities for innovation and service development.
Path to a sustainable future
As the veterinary profession and pet owner expectations continue to evolve, spectrum of care offers a sustainable path forward—one that prioritizes pet health, supports client needs, builds value for your recommendations, and builds team satisfaction. By embracing this approach, independent practices can lead the way in shaping a more inclusive, transparent, and effective model of care that expands access to care for more clients and the pets they love. The benefits—for your clients, your patients, your team, and the profession—can be profound.
Boo Larsen has more than two decades of experience within the veterinary and pet care sectors. In her role as general manager of veterinary medicine at Synchrony, she collaborates closely with key partners and associations, such as the American Veterinary Medical Association AVMA, to provide financial solutions, educational resources, technology, and communication strategies that empower both client access to care and veterinary team satisfaction.
References
1 Synchrony. "Lifetime of Care." petlifetimeofcare.com/
2 American Veterinary Medical Association. "Communicating with clients: Using the right language to improve care." avma.org/resources-tools/practice-management/communicating-clients-using-right-language-improve-care
3 American Pet Products Association. "The American Pet Products Association (APPA) Releases 2025 State of the Industry Report." americanpetproducts.org/news/the-american-pet-products-association-appa-releases-2025-state-of-the-industry-report/
