The triad of care: Partnering for the life of the pet

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The “Power of 3.” Three is a representation of completeness and perfection. In storytelling there’s a beginning, a middle and an end. In veterinary care, there’s a primary care vet, the veterinary specialist and the pet owner. These three elements form a Triad of Care, a balanced union of people working together on behalf of a beloved pet.

In theory, the triad of care will result in smooth transitions between providers characterized by clear communication, and transparency about care options and costs. In practice however, there can be gaps; disconnects in connected care that can frustrate pet owners who may feel unprepared when a primary care vet refers a client to a specialist.

Specialty care from the pet owner’s perspective

Half of pet owners admit they know little to nothing about specialty care and that they have significant cost concerns. Research shows that cost is the #1 concern of pet owners at a specialty/emergency care veterinary hospital. Moreover, half of pet owners would be stressed by a specialty bill under $1000. Yet only 25% of specialty providers say pet owners have a realistic understanding of costs prior to their first visit.

Optimizing the triad: What the referring vet can do

Pet owners want to know three things:

• Available care options
• The cost of care
• Available payment options

When referring a pet owner to a specialist the primary care veterinarian can lay a groundwork of expectations to better prepare the pet owner. Fully 86% of specialty practices wish referring veterinarians would do more to inform clients about the cost of specialty care. Explaining why specialty care is typically more costly that primary vet care level sets the experience. Pet owners appreciate transparent cost discussions, which help to inform and build trust at the same time.

What the specialty clinic can do

Pet owners want to hear what’s best for their pet. So it’s important to take a proactive approach to cost and payment options. Interestingly, the majority of pet owners would like to hear about cost and payment options, including available payment plans and third-party financing, before the appointment. Specialty practices can provide this information on their websites, during appointment scheduling as well as at check-in.

Waiting to discuss costs and payment options at the point of care is one of the disconnects in connected pet care. Instead of surprising the pet owner, prepare them. Display cost and payment info in your emails, newsletters and in-office marketing materials.

Tighten the triad of care

Rather than leaving pet owners to figure out costs and payment options on their own, share that information proactively—at the time of referral and well before the specialty visit. Make it easy to find, and be clear and transparent.

Cost conversations aren’t always easy, but pet owners want (and need) them. When you approach these discussions with openness, warmth, and helpful guidance, you strengthen the Triad of Care—building trust, empowering pet owners, and helping them feel prepared to make the best decisions for their beloved pet.

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