By Wendy S. Myers, CVJ, a paid Consultant for Covetrus^®

“I only need the Rabies shot,” a client explains. When a pet owner chooses services below your standard of care, the patient risks exposure to diseases and parasites. Practice health also suffers.

Dog owners can spend $534 to $1,285 annually on medications, parasite control, vaccinations, checkups, and dental care. Cat owners can spend $374 to $965 for health expenses.¹ Vaccines represent 8% of income.² Checkups also drive revenue for laboratory, pharmacy, exams, and dentistry.

Here are seven ways to grow vaccine compliance:

1 | Send reminders 60 days ahead
Most hospitals send reminders 30 days ahead, which doesn’t work with current appointment demands. If clients call to book and you don’t have any appointments available for three or more weeks, they may choose not to schedule, or choose care elsewhere. Instead, lead clients to forward book 60 days ahead. You will have more appointment availability if you send checkup reminders in May for patients that will be due in July. Reminders should explain the “why” behind forward booking.

TEXT THIS: <Pet name> will be due for a checkup on <date>. We are experiencing increased appointment requests. Book now to ensure your first choice of time, day, and doctor. Book online <link> or through our app <link>.

The benefit statement of “book now to ensure your first choice” will motivate clients to schedule early. Lead clients to use online or app scheduling tools because 70% prefer to schedule appointments via text/app.³ You’ll reduce call volume and improve efficiency. The average scheduling call takes 8 minutes compared to half the time to reply to text or email appointment requests.^4,5

2 | Set expectations during scheduling calls
Client service representatives (CSR) should open the patient’s electronic medical record to see which services and products are due, letting them choose the right appointment type and length. Summarize which services and products are due during the conversation.

SAY THIS: “Max is due for an exam, vaccines, heartworm/ tick test, intestinal parasite screen, and refills of flea/ tick and heartworm preventatives. Does Max have any health or behavior concerns you want to discuss with the doctor? <Client responds.> The next available checkup is <time, date 1> or <time, date 2>. Which do you prefer?”

Previewing services and products promotes your gold standard of care. Asking about health or behavior concerns lets you identify whether the appointment needs to be a checkup or sick patient exam. Too often, veterinarians get blindsided at the end of exams with, “Could you also check…?” If the client says her cat has been peeing outside the litterbox, you risk running over allotted exam time to collect a urine sample, perform urinalysis, and discuss test results and treatment. If the pet owner shares the symptoms while scheduling, the CSR would choose a longer sick patient exam instead of a checkup.

Use the yes-or-yes technique to offer the next two available exams. This leads the client to book now and avoids the negative reaction to “We don’t have any appointments available for three weeks.”

3 | Preview services when starting exams
At the beginning of appointments, technicians or assistants should explain their roles and summarize services. An AAHA study found repetition of the message increases compliance.⁶ The technician will explain, “I am <technician name>, who will assist Dr. <Name>. <Pet name> needs an exam and vaccines for distemper/Parvo, Rabies, Bordetella, Leptospirosis, and Lyme. We will test for intestinal parasites and heartworm/tick diseases. Max needs refills of flea/tick and heartworm preventatives. I will tell you about rebates so you may save the most. What questions may I answer before we begin?”

If the pet owner doesn’t understand or declines Lyme vaccination, the technician will explain, “Lyme disease is transmitted to humans and animals through the bite of infected ticks. Symptoms may include lameness, swollen lymph nodes, joint swelling, fatigue, and loss of appetite. Lyme disease can cause serious kidney complications. Two boosters are given several weeks apart the first time your dog is vaccinated, and then it is given annually. Shall we vaccinate your dog for Lyme disease, or do you want to talk with the doctor?”⁷

This yes-or-yes question leads the client choose the vaccine or get more information from the veterinarian. With further education, the client may accept vaccination.

4 | Have doctors reinforce protocols
Before the doctor enters the exam room, the technician will let him know if a client questions or declines a vaccine. The veterinarian can explain area prevalence, health consequences, and cost of treatment. This additional information from an expert may persuade the pet owner. If the client still declines, note the decision in the medical record. Revisit the need for vaccination during the next exam as persistence may get results.

5 | Send five reminders
Texts have the highest open rate at 98% while healthcare emails average 21%.^8,9

6 | Call clients when patients become overdue
Have CSRs call to offer mid-week appointments when you typically have more openings. Most practices have higher demands for sick patient exams on Mondays, Fridays, and Saturdays.

SAY THIS: “This is <name> calling for the doctors at <Hospital Name>. <Pet name> is overdue for an exam, vaccines, diagnostic tests, and preventatives. We’re concerned about his/her health. The next available checkup is <time, date 1> or <time, date 2>. Which do you prefer?”

The phrase “calling for the doctors” communicates that your veterinarians are aware of the pet’s overdue status and are genuinely concerned. Use the yes-or-yes technique to secure an appointment.

7 | Measure your vaccine compliance
Run a report in your practice-management software on a core annual vaccine such as distemper/Parvo. Determine how many vaccines you gave and the number of active adult dogs during a 12-month period (exclude puppy vaccines and exams). If you had 2,160 active adult dogs and gave 1,663 distemper/parvo vaccines, your vaccine compliance is 77%.

Engage your entire team in improving vaccine compliance from scheduling calls to exam room conversations. You will ensure timely vaccinations and increase revenue for all preventive services and products.

About the author Wendy S. Myers, CVJ, has taught communication and client service skills for more than two decades. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, onsite coaching, and conferences. Wendy was a partner in a specialty and emergency practice. Wendy Myers is a paid Consultant for Covetrus®.

1. Pet Lifetime of Care Study, August 2021. Synchrony. Available at: http://petlifetimeofcare.com/#page=1. Accessed April 10, 2023.
2. Promoting Preventive Care Protocols: Evidence, Enactment, and Economics. American Animal Hospital Association 2018:12.
3. Park A. 70% of consumers prefer to schedule appointments via text: 5 tips for safe, effective patient texting. Available at: https://www.beckershospitalreview.com/healthcare-information-technology/70-of-consumers-preferto- schedule-appointments-via-text-5-tips-for-safe-effective-patient-texting.html. Accessed April 10, 2023.
4. Insight Driven Health: Why First Impressions Matter, Accenture. Available at: https://www.slideshare.net/ AdamBurke5/accenturewhyfirstimpressionsmatterhealthcareprovidersscheduling/. Accessed April 10, 2023.
5. Study by PetPro Connect. March 2021. Data on file at P etPro Connect.
6. Six Steps to Higher-Quality Patient Care, American Animal Hospital Association, 2009:20.
7. Lyme Disease. Cornell University College of Veterinary Medicine. Available at: https://www.vet.cornell.edu/animalhealth- diagnostic-center/laboratories/serology-immunology/lyme-disease. Accessed April 10, 2023.
8. Goworek K. SMS Marketing is Still Very Effective. Tasil Insights. Available at: https://tasil.com/insights/smsmarketing- 2022/. Accessed April 10, 2023.
9. Cahoon S. Email Open Rates by Industry. Available at: https://blog.hubspot.com/sales/average-email-open-ratebenchmark. Accessed April 10, 2023.