Generational differences in thinking and communication styles are real, and catering to the styles of today’s younger pet owners will put your practice on the path to building lasting bonds.
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Many people view their pet as a member of the family, focusing intensely on their pet’s health and wellbeing, and spending a lot of money doing so. This is especially true for younger clients who may not yet have children. What veterinary practices need to keep in mind is that younger clients may not fully grasp all that comes with pet ownership, and they communicate and receive information much differently than previous generations.
In light of these differences, successful veterinary teams adjust their communication style to better match that of their younger clients. Here are some tips to make it easier to educate and communicate with younger pet owners, and what tools are more effective.
When it comes to education, delivering a message the way a client learns best is key. For younger generations, social media is the way to go, says Sarah Wooten, DVM, CVJ, a Colorado practitioner and Fetch dvm360 conference speaker. Dr. Wooten shares some methods and messages that can help:
While younger pet owners may sometimes be written off for not knowing enough about pet health, or not having the resources to provide certain levels of care, Bash Halow, CVPM, LVT, an independent business advisor with Halow Consulting, cautions that underestimating these pet owners can be a big mistake.
“They love their pets like family more so than ever before,” Halow says. “I really believe we should recognize the pet owner and lead off with the thought that they really want the best for their pet—and we really have to try and get them that.”
Halow offers some advice on how to make that happen.
Technology is key with younger clients, but even older clients have embraced the instant and mobile communication that apps and text messaging can offer. Text messaging is instantaneous and personal, and apps offer the ability to provide a variety of services remotely, from answering questions to refilling prescriptions. The most effective communication strategy is multifaceted, Dr. Wooten says. There are a lot of ways to improve communication through technology:
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