Deliver Value to Patients and Clients

Posted on November 23, 2009 by Fritz Wood, CPA CFP

No question about it — these are trying financial times. Fortunately, the stature of the family pet has never been higher, and more than 80 percent of pet owners DO NOT intend to spend less on their four-legged family member in 2009. The American Pet Products Association (APPA) expects pet spending in the U.S. to increase 5 percent this year. In spite of a serious recession, that’s amazing! The APPA predicts the biggest beneficiaries of this year’s growth will be the veterinary care and pet food categories. Dogs and cats must eat, and pet owners have a propensity to bring their pets in for veterinary care.

The ever-present challenge for veterinary professionals is to demonstrate the value delivered. According to a PiperJaffray study of 248 companion animal practices, “While we were impressed with overall growth expectations, we would highlight that nearly 70 percent of the clinics we surveyed believe pet owners are deferring some treatment this year.” The BNResearch PetPoll 2008 concluded that “€¦with household budgets getting tighter due to the economy, clinics can expect more scrutiny and questions related to the cost of veterinary services. If pet owners do not understand the value of the services they are receiving, hospitals are at risk of facing both unsatisfied and lost clients.” Clearly, it’s never been more important to clearly explain the value you deliver.

So, how do you communicate value?

  • See patients and clients on-time. Your client’s time is valuable and finite
  • Articulate the comprehensive physical exam as conducted
  • “Show and Tell” clients what you see, hear and feel
  • Spend adequate time with clients, and probe for pet health questions
  • Cliché, but true, a picture is worth a thousand words. Show Me!
  • Demonstrate the cost of non-compliance:
    • Obesity likely results in osteoarthritis, shortened longevity, expensive NSAIDS and lab tests
    • Periodontal disease only worsens without veterinary intervention. The systemic risks are significant (see Dr. Glickman/Purdue CVM study of 60,000 dogs linking gum disease with heart disease)
    • Heartworm disease, as well as other diseases, is MUCH less expensive to prevent than to treat

Dogs and cats don’t know or care that the economy is weak. Their health care needs remain unchanged. As Dr. Marty Becker has said, “Your job is to be the spokesperson for the pet’s best interest.” Your oath is to protect human and animal health. Be the pet’s advocate, and everybody wins!



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