Читать книгу Pet-Specific Care for the Veterinary Team - Группа авторов - Страница 88

The impact of the pandemic was not felt equally across populations, as is often the case with economic shocks. Many clients had interruptions in their ability to work and earn money, some may have had to deal with personal tragedies, and the uncertainty of what might come next often influences spending decisions for many years. Thus, it is reasonable to expect that clients might be hesitant when it comes to large expenditures for their pets, typically for several years or until they no longer feel vulnerable. Others may prefer to postpone procedures that are not considered essential and immediate until they feel more financially secure.

Following any economic shock, such consumer attitudes are inevitable, and veterinary practices should anticipate this and plan their client messaging accordingly. There should be unequivocal communication about what services should be prioritized and which can be delayed, not to scare clients but to help them make informed decisions for the care of their pets. It may also be advisable to consider credit terms for procedures that might be preapproved by the hospital, as well as payment plans that allow clients to do the work recommended but spread payment out over a longer interval (see 10.17 Payment and Wellness Plans). This is also a great time to promote pet health insurance as one way of “flattening the curve” when it comes to veterinary expenditures (see 10.16 Pet Health Insurance). If done correctly, these strategies can be profitable for the practice, as well as convenient for pet owners.

In times of turmoil, people often safeguard their cash reserves and postpone everything that is not considered essential. In an emergency situation, that might also necessitate postponing things that are actually essential, including rent, mortgage, groceries, and even healthcare. Because veterinary care is often considered a discretionary expense, it can become a low priority if there is not a system in place to help ensure funding for such care.

If at all possible, this is a time to consider the best ways to help pet owners manage their financial insecurity around pet expenditures. This can be done by recommending pet health insurance, if feasible, and also by considering payment plans (also known as wellness or concierge plans), which offer established fees charged intermittently (often monthly) for a defined basket of services. As mentioned previously, pet health insurance helps “flatten the curve” when it comes to unanticipated expenses, while payment plans “smooth the curve” for anticipated expenses (vaccines, parasite control, etc.). Both allow pet owners to budget more effectively for veterinary care without having to contend with periodic “spikes” in expenditures. Because most consumers will be anxious about pet care expenses, this can help pet owners plan for needed care without adversely affecting practices. If positioned correctly, both insurance and payment plans can be profitable for veterinary hospitals and a convenient and anxiety‐reducing approach for pet owners.