Dealing with new challenges: Companion animal practice and the new economy

In 2011, a study on the use of veterinary services was sponsored by the Bayer Company. The study was designed to objectively corroborate the decline of patient visits over time and identify factors behind the decrease, as well as specific measures that companion animal practitioners could take to encourage dog and cat owners to consult their veterinarian more frequently and reverse the trend (1).

The study involved more than 2000 dog and cat owners and was performed by the American firm Brakke Consulting.

One of the theories raised by the study group was that the 2008 economic crisis had a negative impact on the sums allocated by families to veterinary services. However, it has been demonstrated that the decline in veterinary visits started well before the recession and could therefore not be explained by the precarious economic conditions present at that time. But the crisis likely did not help the situation.

It is worrisome that the decrease in visits to veterinary clinics (starting in 2000) coincided with a more than 33% increase in the number of dogs and cats in the United States. This decline in visits led to an increase in frequency of several diseases that could have been prevented, such as parasitoses, dental disease and obesity to name a few.

The 2011 Bayer Study demonstrated that 4 major factors contributed to the decrease in veterinary visits.

• An increase in the use of the Internet as the main source of information on animal health (Dr. Google).

• Pet owners misinformed on the value and benefits of preventive care for their pets.

• The cost of veterinary care.

• The fact that many cats do not appreciate visits to the veterinarian, which creates a lot of stress for cat owners.

At the beginning of 2014, the group Partners for Healthy Pets, of which the CVMA is a member, commissioned an update of the 2011 Bayer Study to determine if the consumer habits of dog and cat owners had changed over the previous 4 years. The results of this study were published at the end of last July (2).

One of the findings of this update was that, unfortunately, the number of visits to veterinary clinics had continued to decline.

The perception of pet owners with regard to the importance and value of regular veterinary visits had barely changed since 2011.

However, a major deterioration in the 3 other factors explaining the decline of visits was noted; the cost of veterinary services, the stress associated with visits to the veterinarian, and the use of Dr. Google.

Numbers speak for themselves. Here are some that are particularly informative. During the 2011 Bayer Study, 53% of pet owners admitted that the cost of veterinary services was greater than anticipated. This year, this number increased to almost 60%. Similarly, in 2001, 26% of pet owners mentioned that they would change veterinarians if they found one who was cheaper. In 2014, this number increased to 32%. One in 3 clients is now ready to change veterinarians for financial reasons.

As for Dr. Google, in 2011, 39% of pet owners considered the Internet as their main source of information on the health of their pets. This number jumped to 48% in 2014.

What we need to remember from this study: Pet owners must be informed on the importance of regular visits to their veterinarian and the importance of disease prevention. This is important for the wellbeing of their pet, their own health, and their wallet. All stakeholders working in the pet industry and animal health must participate in this task.

Veterinarians and all members of the veterinary team must be vigilant and point out the value of the services they offer to their clients. This is critical in order to correct this notion that veterinary costs are high.

We need to highlight initiatives like “Cat Healthy” that promote veterinary clinics that are “cat friendly.” It is necessary that the stress felt by cat owners when they take their cats to the veterinarian be reduced to a minimum.

As for Dr. Google, like it or not, he is not about to retire. Veterinarians and their teams must be imaginative and resourceful to find ways to regain their rightful place, which is being the first source of credible information on the health of companion animals.

This will require time and we should not expect to see rapid and drastic changes from pet owners. We will succeed by keeping our nose to the grindstone. If we start right now, we will succeed in bringing pets back to veterinary practices, thereby improving animal health and welfare.