New eBook Reveals Best Language to Use With Customers

The way veterinary teams discuss veterinary care with animal owners can influence owners’ perceptions of the value and importance of regular preventative care for animals.

That’s 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 a resource for veterinary teams.

The eBook offers a close look at the specific words and phrases that work – and don’t – when speaking with pet owners. The book aims to help team members improve their client communication skills in order to better connect with clients, build trust, have honest discussions about the cost of care and, ultimately, account, to provide better and more personalized care.

For example, “41% of pet owners chose ‘reviews’ as the best way to talk about wellness visits,” according to the eBook. “It sounds comprehensive and suggests that they will leave the vet reassured about their pet’s health. They describe the tongue as a hopeful way to convey the importance of protecting their pet from future trouble, without using frightening tactics. 31% of pet owners chose “wellness visits” as their preferred terminology for this type of appointment, while 24% chose “visits” and 4% chose “appointments”.

In another example, the book recommends saying, “Veterinary care is one of the best ways to keep your pet healthy and happy for years to come. Don’t say, “Veterinary care is a responsibility that comes with owning a pet.”

The new eBook is the first in a library of resources that AVMA is creating as part of its Language of Veterinary Care initiative, made possible in part by education funding from CareCredit and Pets. Best. AVMA has partnered with Maslansky + Partners, a language strategy firm, to conduct language-focused research with pet owners across the United States. The results of this research form the basis of much of the eBook.

“Language That Works” provides tips on how to use specific language that resonates with customers in everyday conversations in these key areas:

  • Why go to the vet.
  • When to go to the vet.
  • What you get from a vet.
  • How to pay for veterinary services.

The new book is a guide the whole team can use to discuss the value of veterinary medicine and encourage pet owners to prioritize welfare visits.


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