Pet insurance education

Welcome to the team meeting on pet insurance education, which includes tools and resources to educate both your team members and your clients. The four meeting parts below will provide the tools your team needs to understand why pet insurance is important, learn to talk to clients about insurance using powerful words and messages that educate, create protocols that ensure every client hears your message, and follow up with support for your clients who opt to use pet insurance to afford their pets' care.

You'll find a trainer's script and team activities in each section. We recommend beginning with part No. 1 then progressing through part No. 4 to give your team the most complete understanding of the topic. Do this, and your team will emerge as experts on how to talk to every client about why you believe in pet insurance.

Press the links below to access the meeting tools. 

Expert contributors

Thank you to the following experts for their contributions to the material for this meeting:

Amanda Donnelly, DVM, MBA

ALD Veterinary Consulting

Rockledge, Fla.

Andy Roark, DVM, MS

Tall Oaks Enterprises

Greenville, S.C.

Jessica Downing, DVM

Lauren Menard, CVPM

Ruth Bryden

Valley Cottage Animal Hospital

Valley Cottage, N.Y.

Christine Akers

Bowman Animal Hospital

Raleigh, N.C.

Part 1: Team knowledge

Frame the issue of pet insurance for your team. Many myths exist about pet insurance, so your team really needs to know the facts. They need to understand why your practice believes in-and recommends-pet insurance to clients. Begin with this discussion of what pet insurance is and isn't. View Part 1.

Part 2: Implementation

Now that your team understands the importance of pet insurance, it's time to get down to the nitty-gritty of creating an effective educational program. With these tools, your members will practice filling out a simple insurance claim form, discuss the companies your practice recommends and why, and review each member's role-as well as explore the new potential role of a pet insurance coordinator. View Part 2.

Please note: Before you engage in Part 2, we strongly recommend that you complete the Pre-meeting Exercise with your practice's key decision makers. This will prepare your team for more effective discussions on pet insurance.

Part 3: Client communication

Now your team will focus on how to reach the decision maker-the client-with effective communication. Your team will review “7 steps to better pet insurance discussions” and learn how to answer common client questions using sample scripts and role-playing. Your team will be prepared to teach clients and answer their questions and concerns. View Part 3.

Part 4: Marketing and follow-through

Pull together all of the elements to create a comprehensive pet insurance program that educates clients at your practice-and continues to share your message long after they leave your hospital. Learn to share interesting stories and tools on your practice website and through social media posts, always focusing on how insurance benefits owners and their pets. Use the handy Review Checklist to look back at all your team has covered in this four-part meeting. View Part 4.

Part 1: Team knowledge

Part 1 resources

Download these handouts and tools before your team meeting:

• Part 1: Meeting guide: Explains the thinking behind the meeting and activities

• Part 1: Trainer's script: Step-by-step meeting dialogue

• Pretest: Myths vs. facts of pet insurance: Assess team members' knowledge about pet insurance

• Key for pretest: Myths vs. facts of pet insurance: Trainer's answer key with background information

• Team handout: 10 best practices: Boost your program to the next level and effectively teach clients about pet insurance

To start your team meeting, you will want to frame the issue of pet insurance for your team. Many myths exist about pet insurance, and you play an important role by illuminating the facts so team members understand why your practice believes in-and recommends-pet insurance to clients.

Begin with a discussion of what pet insurance is and isn't. This conversation starts by defining pet insurance and explaining why your practice recommends pet insurance to help clients pay for their pets' healthcare. (Click here for a script that walks you through exactly how to hold a meeting on this topic.)

2-minute activity: Pet insurance: Behind the curtain

First, explain that pet insurance is not like the health insurance people use. It is often described as a safety net for pet owners. While pet insurance does offer reassurance for catastrophic events, a better explanation might be to think of it as a way that pet owners can afford to offer the care their pets need when they need it. Actual coverage will depend on the company and the level of coverage the pet owner chooses. So remind your team that they can play an important role by guiding the client's choice to select a policy that offers value.

Next, help your team members understand why they should care about pet insurance. Team members need to be clear about the value before they'll recommend pet insurance to clients. So explain to your team that pet insurance can potentially eliminate some of the heartbreaking scenarios they face when clients can't afford the care their pets need. When pet insurance takes money out of the equation, it may reduce compassion fatigue for your team.

5-minute activity: Pet insurance myths pretest

A 2012 Survey on Veterinary Pet Insurance, conducted by Advanstar Communications Inc., Veterinary Group, revealed the top myths team members believe about pet insurance. So take five minutes to review these common misconceptions and discuss the facts with your team.

Start by distributing the pretest “Myths vs. facts of pet insurance” Give your team two minutes to complete the 10-question test. When the time is up, review each question and the correct answer, using the answer key. If you have extra time, invite team members to share any other myths they've heard about pet insurance and discuss the correct answers together.

2-minute activity: Be your best

Now that your team knows why pet insurance is important and you've dispelled some of the most common myths team members believe about pet insurance, it's time to prepare team members to talk to clients about pet insurance. Distribute the handout “Pet insurance: 10 best practices” and quickly review the tips listed there. From this list, you can choose the tips that most closely match the protocol you want to develop to educate pet owners about pet insurance.

Most important, remind team members that you want to recommend pet insurance at the first visit, before the pet suffers from a medical problem. They might think of pet insurance in the same vein as preventive medicine. Early steps can help prevent heartache later in the pet's life.

Conclude your meeting by thanking team members for their time and attention. Remind them that careful attention to this educational message now may save pets lives by helping clients afford the care their pets require in times of need. Then remind them in the next meeting, you'll begin to explore practical steps to tackle their toughest education obstacles.

Continue to Part 2: Implementation 

Part 2: Implementation

Part 2 resources

Download these handouts and tools before your team meeting:

• Pre-meeting activity guide: Activity to select the pet insurance companies your practice will recommend

• Team handout: Pre-meeting discussion form: Form for recording criteria for selecting pet insurance companies

• Part 2: Meeting guide: Explains the thinking behind the meeting and activities

• Part 2: Trainer's script: Step-by-step meeting dialogue

• Activity: Sample pet insurance form: Ask your team to practice completing a blank form

• Client handout: How to fill out your pet insurance form: Instructions for clients to complete a claim form

• Key for claim form: Directions for completing claim form: Instructions for helping clients submit a claim form 

• Team handout: Pet insurance coordinator job description: Sample job description

Please note: Before you engage in Part 2 of the Team Meeting, we strongly recommend that you complete the following exercise with key decision makers in your practice. This will prepare your team for more effective discussions on pet insurance.

Pre-meeting activity: Selecting the pet insurance companies

Select a small group of team members to serve as your pet insurance committee. This group may include (but is not limited to) your practice owner, practice manager, head technician, and head receptionist. Some teams may also opt to include the whole practice in this exercise, depending on the practice's size and the team's involvement in practice decision-making.

Start by explaining to the key opinion leaders who are present that your goal is to serve as a resource for pet owners. Narrowing down the choice of pet insurance providers for clients shows your leadership position and helps guide pet owners to make informed decisions. Ultimately, they're more likely to be satisfied with a product you recommend, because it's likely to be a product you're knowledgeable about and can help them use effectively.

Explain that your decision makers play an important role in selecting the best insurance for the practice. For efficiency, you may choose to introduce a select number of companies you've pre-screened in your research to your key decision makers. Then as a committee, you can narrow your choices down to two or three companies you recommend to pet owners. Your research may include (but is not limited to) visiting company websites, calling representatives at pet insurance companies, and using resources available in the dvm360.com Pet Insurance Center. There, you will find additional team tools and education, including a list of 20 questions clients should use to choose a veterinary pet insurance company, the top four reasons clients' claims are denied, links to other pet insurance resources, and much more.

If any of your team members have experience with pet insurance, either personally because they've owned a policy or professionally from a previous practice, you might ask them to help you guide the discussion. Ask them to share what they liked about the policies and how they've seen pet insurance used before.

Spend a few minutes discussing the criteria you'll use to choose pet insurance companies. The pre-meeting discussion handout “Choosing the pet insurance companies we recommend” will offer a list of suggested criteria and give space for each team member to record notes.

When you've agreed on your list of criteria, invite pet insurance company representatives to your practice to give presentations about their policies. This sheet will give your team members a clear idea of what they're looking for during these presentations. You may also conduct research by soliciting feedback from pet owners who have used pet insurance.

Once your key decision makers have selected a few pet insurance companies that your team believes in, you can begin to form the narrative you'll use to explain why your team recommends these companies. This will be a critical tool as you prepare your team members to educate pet owners about pet insurance.

Part 2: Implementation

Please note: Before you engage in Part 2 of the Team Meeting, we strongly recommend that you complete the “Pre-meeting activity to select your practice's recommended pet insurance companies.”

In Part 1 of this meeting, team members discussed what pet insurance is and isn't and learned why your practice recommends pet insurance to help clients pay for their pets' healthcare. In this lesson, you'll explore hands-on tips to transform the practice's protocols and implement an effective program that educates clients about pet insurance. (Click here for a script that walks you through exactly how to lead this discussion.)

Start by reminding team members that everyone plays a role in pet insurance discussions with clients. Now that your team understands the importance of pet insurance, it's time to get down to the nitty-gritty of creating an effective program. Pet owners will be happier with their policies if they understand how pet insurance works.

First, your team members need to explain that pet owners will still pay for pet care at the time of service, and then receive reimbursement for their claims. Your team may also opt to submit claims for pet owners. Paperwork can be as simple as a single-page form, and some practices find it's more efficient to keep a copy of the pet insurance policyholder's claim form in the pet's medical record. This way, the team can complete the paperwork for the pet owner on the day of service, when the pet's diagnosis is still fresh in the doctor's mind. Some practices report this increases pet owners' satisfaction with the hospital's service and saves the practice time, improving efficiency.

5-minute activity: How to fill out a pet insurance form

Use the “Sample pet insurance form” provided to guide your team members through the exercise of completing a pet insurance form. Once they understand how simple the paperwork can be-and know the common mistakes pet owners make when they complete insurance forms-they'll be better prepared to help pet owners make the most of their pet insurance. When team members have completed the form, use your answer key to point out common errors-listing clinical signs instead of a diagnosis, for example, or failing to fill in the pet's name. If you choose to, you can ask team members to turn in their completed forms so you can identify any mistakes your team members might be making when they complete the form. Then offer the client handout “How to fill out your pet insurance form,” so they can show pet owners how simple filling out a form can be.

Once your team members understand the simple process of completing a claim form, it's important to discuss the pet insurance companies you recommend and why.

Please note: As mentioned at the beginning of Part 2, we recommend completing the pre-meeting activity with your key decision makers before you move on to this part of the meeting. Once you've completed this task, you'll be prepared for the next activity, which will guide you through a discussion designed to make sure all team members understand which companies you recommend and why you selected them.

10-minute activity: Make strong recommendations

In this discussion, you'll offer your team some concrete tools to make each of their conversations more effective. The following list will guide you through some discussion points:

Know why you recommend it. Ask your team how the pet insurance companies you recommend differ from other options. Can they define why you chose the companies you did? Ask each of them to formulate a sentence that uses the word “because.” For example, “We recommend XYZ pet insurance because we saw how they helped Rover when he was hit by a car. The claim paperwork was simple and straightforward, and the clients reported receiving their reimbursement in a timely fashion.”

Know your role. It's important to quickly review everyone's role in educating pet owners about pet insurance. Remind team members that everyone plays a role, and clients need to hear from each member of the team during their visit. Consistency and follow-up conversations will help encourage compliance and demonstrate the strength of your message. Quickly identify a few steps each team member can take to talk to pet owners about insurance. For example, veterinarians, technicians, and veterinary assistants can open a conversation with clients with an open-ended question like, “What have you heard about pet insurance?” (You will cover this topic further in Part 3: Team activity: Role-play exercise.) This conversation is especially effective in the exam room, when clients are relaxed and less distracted by the other clients and pets in the waiting room. And at checkout, receptionists can ask, “Are you using pet insurance today?” This reminds clients that your practice believes in pet insurance and may open the door to pet insurance discussions.

2-minute activity: Choose a Pet Insurance Specialist

It's also helpful to choose one person in your practice to be the pet insurance specialist. Invite team members to consider whether this is a role they would embrace at your practice. You don't need to choose a person at this meeting, but talking about the role may plant a seed of interest in the right team member. Pass out a copy of “Sample job description for pet insurance coordinator,” so team members can form a clear idea of the role and responsibilities of this team member.

Explain to your team that this team member will stay up-to-date on pet insurance and have the knowledge to answer pet owners' questions-and know when to refer pet owners to the customer service representatives at pet insurance companies. A pet insurance coordinator is familiar with the plans the practice recommends and knows the information the client needs to successfully submit a claim. This person is also often responsible for planning educational updates at team meetings to keep the rest of the team informed about pet insurance, the companies you recommend and why you recommend them, and any changes in your pet insurance protocols at the practice.

As a step to elevate the level of customer service, you may also decide to empower your insurance coordinator to submit insurance claims to pet insurance companies for pet owners. Many practices that have decided to take this step report that it improves client satisfaction and may actually save them time. They're able to address the paperwork at the time of the pet's visit instead of weeks later, when the pet owner returns to the practice with the paperwork they forgot during the visit.

Close your meeting by reminding team members you've covered a lot of ground today. They've practiced filling out pet insurance claims, discussed the companies you recommend and why, and reviewed each team member's role-as well as explored a new potential role in the practice of a pet insurance coordinator. Thank them for their thoughtful discussions and participation, and remind them you'll discuss tips and tools to educate clients at the next team meeting.

Continue to Part 3: Client communication

Part 3: Client communication

Part 3 resources

Download these handouts and tools before your team meeting:

• Part 3: Meeting guide: Explains the thinking behind the meeting and activities

• Part 3: Trainer's script: Step-by-step meeting dialogue

• Team handout: Pet insurance case studies: Three cases to illustrate the benefit of insurance to owners and pets

• Team handout: 7 steps to better pet insurance discussions: Tips to prepare your team to talk to pet owners

• Team handout: Role-play exercise: Guides team members through insurance discussions

Part 1 and Part 2 of this team meeting focused on facts to dispel myths about pet insurance and each team member's role in making strong insurance recommendations. In Part 3, your team will focus on how to educate pet owners and relay the message that your practice recommends pet insurance. (Click here for a script that walks you through exactly how to conduct this part of the meeting.)

Start this third part of your team meeting on pet insurance by welcoming your team back. Remind them they're already halfway through the program, and by now they should be starting to get a bigger picture of how insurance works and how important it can be for pets, clients, and the practice. In this third part, you will focus on how to reach the decision maker-the client-with effective communication that focuses on education.

2-minute activity: Answering clients' top questions

Your team members answer a lot of questions everyday. And it's hard to have the best answers every time for every situation. That's why it's so critical to practice these conversations with role-play and sample scripts that give each team member concrete examples of how to respond to clients. Consider these common client questions:

How much does it cost? Remind pet owners that it depends on many factors, including the type of pet, its age, breed, client's zip code, and extent and kind of coverage. This is a good time to talk about value. For example, “Some of our clients prefer paying a monthly fee for peace of mind. The insurance offers a financial safety net to help their pets afford the care they need.”

What do I get back? Here's where it's important to know the plans you recommend. You don't need to know specifics of coverage for every condition. Instead, it's about being able to make general statements and using examples from pets that have had successful experiences at your practice. People love stories, so tell them a story to illustrate your point. Encourage your team to use real examples of how insurance has helped others at your practice.

If your practice hasn't had much experience with pet insurance before, don't worry. The team tool “Pet insurance case studies” offers real examples of pets and their pet insurance stories. You can use these examples when you talk to clients as you work to build your own stories in practice.

5-minute activity: 7 steps to better pet insurance discussions

Before you move into the role-playing section of this meeting, prepare team members with the tips in the team-training tool “7 steps to better pet insurance discussions.” Pass out this team tool and review key points together.

3-minute activity: Practice role-play

Now that team members have a strong idea of tips to start conversations with pet owners, it's a good idea to practice a couple of conversations. Pass out the handout “Role-play exercise.” Ask your team members to break into pairs and practice each team member's role on the sheets. Remind them that it's good to be familiar with their own roles as well as the roles of other team members so they can see how pet insurance conversations flow throughout your practice.

Conclude your meeting by thanking the team for their efforts. Remind them they now have several new tools, including the sample scripts from the role-play exercise, to serve as conversation starters and guide their conversations with clients. Remind them that you'll discuss additional ways to reach out to clients, including social media, at your next meeting.

Continue to Part 4: Marketing and follow-through

Part 4: Marketing and follow-through

Part 4 resources

Download these handouts and tools before your team meeting:

• Part 4: Meeting guide: Explains the thinking behind the meeting and activities

• Part 4: Trainer's script: Step-by-step meeting dialogue

• Team handout: Social Media Toolkit: Sample tweets and Facebook posts

• Team handout: Review Checklist: Quickly guides your team through what you've learned

As you have worked through Parts 1, 2, and 3 of your meeting, you've shared tools to help team members and clients become educated about pet insurance. In this final section, you will pull all of the elements you've learned together to create your comprehensive pet insurance program plan. (Click here for a script that walks you through the last part of your meeting.) 

Start the meeting by explaining your goal is to review some of the steps your team can take together to create a strong program that educates clients at your practice-and continues to share your message long after they leave your hospital.

4-minute activity: Get social with social media

Your website, blog, email newsletter, Facebook page, and Twitter account all offer great ways for your team to reach out to pet owners, both to introduce them to your pet insurance message and to reinforce conversations you've already had with clients.

Explain to your team that your best Facebook posts and tweets will focus on success stories from your practice-with the pet owners' permission-and tools and educational materials, such as links to resources about pet health, claim forms for the pet insurance you recommend, and news stories that highlight the value of your practice's care and the benefits of pet insurance.

While you're collecting your own case studies and tools to educate pet owners, get your social media program rolling with the handout “Social media toolkit: pet insurance.” You'll distribute this handout to all of your team members so they're familiar with the message you're sharing with clients. The team members who spearhead your social media efforts will review the list more carefully. These prepared healthcare messages will stimulate your discussions with clients and reinforce the message your team offers at your practice. You may even plan a later meeting with the team members who help direct your social media message to brainstorm more ideas for tweets and Status updates that engage your audience.

Remind team members that since you're not selling pet insurance and it's not a product pet owners purchase from your practice, your goal is to focus conversations on how the insurance benefits pet owners. A big turnoff for clients in social media is the feeling that they're being sold to. They're granting you permission to appear on their Facebook stream or on their Twitter stream. And with a click of a button, you can be gone.

A more effective approach is to put forth interesting stories and tools. Focus on educating clients and let them know if they're interested in products or services that can help address these problems they can see you.

5-minute team activity: Overcoming obstacles

As you reach the end of the program, you'll want to finish by reinforcing the messages you've discussed in all four parts of your educational meeting. Use the team tool “Review checklist” to quickly guide your team through what you've learned already. This checklist also gives you one final opportunity to discuss the myths you dispelled. For example, you might remind team members that insurance paperwork doesn't need to take a lot of time, and they've all now had personal experience filling out forms.

You might also discuss how pet insurance conversations with clients don't need to take a lot of time to be effective-especially if each member of the team does his or her part and shares the pet insurance message, just as you practiced in your role-play exercises.

Once you've reached the end of the checklist, ask your team members if they have any remaining questions about pet insurance or about your team's pet insurance program.

Conclusion

You did it! Your team members now possess the tools they need to be insurance advocates. Thank your team for their hard work, and remind them that pets and their owners will benefit from their message.