Jenni Rizzo, DVM 
President of the American Heartworm Society and Founder of IntroVet 

Dr. Jenni Rizzo graduated from Kansas State University in 2012, and since then has had the opportunity to work in many different facets of veterinary medicine, ranging from exotics, to shelters, to primary and specialty care, to education and outreach. She has served on the board of the American Heartworm Society (AHS) since 2016, is the youngest and first female President of AHS, and is the President and Founder of 

, an introvert-friendly continuing education community for DVMs and technicians. In her spare time, Dr. Rizzo still practices in Texas and Florida, and travels throughout the United States with her two dogs, Pistol Pete and Biggie Smalls, educating on heartworm disease, leading IntroVet conferences, and exploring National Parks.

Recent veterinary graduates and current veterinarians have voiced their need for an educational model that better prepares students for what working in a practice is like. Education is not able to mirror the realities of pet owners with limited financial resources, how to work with underserved communities, cover every condition or need that may affect pets, and limits what students may be able to do when treatment or resources are not available within a clinic.

This creates a gap in the capabilities of veterinary students and veterinarians. Emerging from these anxieties is the spectrum of care approach so veterinary staff are better equipped to provide a wider range of options for pets and their owners. 

The reality is that a “one-size-fits-all” approach is often impractical due to a myriad of factors: the pet’s clinical presentation, life stage, any co-existing or preexisting co-morbidities, and crucially, the pet owner’s income, location, cultural background, and personal experiences.

 A 2018 survey revealed that 28% of pet owners experienced a barrier to veterinary care and 23% were unable to provide preventive health care for their pets. What is even more unsettling is the estimate that 17 million pets in underserved communities have never been to a veterinarian for care.

 These statistics emphasize the significant unmet needs within the pet owner population. 

The spectrum of care model addresses these needs by envisioning a continuum of care, where one end is the most extensive, expensive, and invasive. The other end represents the least expensive and least invasive option. Cases often fall in between, allowing for a more tailored care plan specific to the circumstances of the pet and pet owner.

 This model accounts for the pet’s quality of life, the client’s limitations and preferences, past experiences that may influence treatment decisions, and resources at a veterinary clinic. When looking at a specific issue—like parasite protection in pets—these factors outline why compliance is challenging for pet owners.

Parasites pose a significant threat to the health and well-being of pets, their owners, and the environment. They can cause discomfort, illness, and even death if left untreated, and some parasites have the potential to infect humans and other animals. Despite these risks, surveys indicate a lack of awareness among pet owners regarding parasitic risks, the frequency of preventive measures, or the financial means to consistently purchase preventive medications.

“Usually, this comes from a lack of understanding of how pets get parasites, what happens when [pets] are infected, and how it impacts the family. The intestinal parasites of dogs have the potential to infect children or the elderly and make humans really sick,” said Dr. Jenni Rizzo. Engaging in open conversations with pet owners “about why a parasite is going to make their pet sick or what they’re going to do if they get infected” is necessary to showcase the harm of a parasitic infection.

While misinformation regarding parasitic protection—it’s unnecessary during winter, only outdoor pets are at risk, natural remedies are sufficient, or “it won’t happen to my pet”— contributes to a lack of compliance, the most significant barrier to parasite protection is often cost. Alarmingly, 60% of pet owners do not provide heartworm and/or parasite protection for their pets.

 This issue is exacerbated by the escalating costs of veterinary care. The Bureau of Labor Statistics revealed a 7.9% increase in the price of veterinary services between February 2023 and February 2024, a rate more than 2.5 times higher than the average increase in consumer items.

 Furthermore, another study indicated that 91% of pet owners in the United States have experienced financial stress related to their pet, with 33% having sought additional sources of income.

 The phenomenon, coined as “Petflation,” tracked over 19 months by Pet Business Professor, shows a 38.9% growth in the base cost of veterinary services. These mounting financial pressures on pet owners contribute to the struggle of consistent protective medication compliance.

Rising veterinary costs have also led to a decrease in the frequency of veterinary visits. While dog and cat populations in households experienced a compound annual growth rate of approximately 1.94% and 2.05%, respectively, between 2016 and 2022, the overall number of client visits to veterinarians fell by 2.7%.

Most pet parents in the United States, when surveyed, believe financial situations should not be a barrier to pet ownership and say they would sacrifice luxuries to provide for their animals. However, the reality is 11% of surveyed owners living below the poverty line reported being unable to afford protective medications.

 When you factor in all the possible expenses for pet care alongside these numbers—annual visits, vaccines, food, supplies, etc.—owners may not be as willing to pay for high cost parasite protection. Financial constraints should not impede pets from receiving essential protection. Rather, options for parasitic protection that balance routine pet costs will ensure more pets are protected without having to cut costs on other veterinary procedures or products.

Implementing spectrum of care with protection compliance

High-cost options are not the only available solution for heartworm and flea protection. Generic versions of established medications offer a more affordable alternative. For instance, ivermectin is a generic equivalent to Heartgard for dogs, and milbemycin oxime serves as a generic option for Interceptor Plus in cats.

Beyond medication cost, the method of delivery can also influence compliance. Pet owners may prefer oral tablets that can be administered at home, injectable medications administered at the vet that can provide protection for several months, or topical treatments that address multiple parasites simultaneously. “For some clients, it can be hard to remember to give a medication consistently every month. So, for them, a monthly product might not be a great idea. For others, they might have dogs that don’t take oral medications easily. Maybe they spit it out or vomit after dosing. Maybe they fight with their owner or won’t sit still when administered medications,” said Dr. Rizzo, when explaining some considerations for deciding what type of heartworm and flea product to recommend to owners. 

Furthermore, rethinking payment structures can significantly improve access to preventative medications. Many veterinary clinics offer payment plans that allow owners to spread the cost of heartworm preventatives over several months. Recurring monthly deliveries of parasiticides, usually in a 3- or 6-months’ supply, also allow owners to better budget each month. “Pet insurance can be another thing that helps clients cover other aspects of veterinary care,” suggested Dr. Rizzo. “Something newer that I don’t think a lot of practices are aware of yet would be wellness plans or companies that exist now to help vet practices allow their clients to make payments over time. The client has an easier time affording vet care and is more likely to accept recommendations for parasiticide care, especially if they’re only paying $30 or $40 a month instead of several hundred upfront.” Encouraging price shopping among local clinics and reputable online pharmacies can also help owners find more affordable options, considering variations in pricing based on location and the veterinarian’s ability to offer different purchasing routes.

Virbac’s spectrum of care approach aims to increase compliance to emphasize the importance of tailoring a plan that aligns with the client’s budget.

 This doesn’t mean not carrying premium-priced broad-spectrum parasiticides, but rather adding more affordable options for a pet owner who is not able or willing to commit to a high-cost option. “It’s important to have a conversation and find out what their specific concerns are, whether it’s cost or whether it’s something else,” said Dr. Rizzo. A three-step protocol plan, supported by the spectrum of care framework, can look like the following for parasitic protection: 

Parasites differ in species and prevalence depending on location. When a pet owner comes in, it is important to assess the geographical location to determine the accurate likelihood of risk for infection. 

 The veterinarian should then explain these risks to the client. Be open to questions, and different methods of explaining how their pet can be impacted. Building trust between the veterinarian and the pet owner better supports the dialogue and empowers pet parents to feel in control of their pets’ care.

 Dr. Rizzo recommends the Heartworm Society and Companion Animal Parasite Council as valuable educational resources. 

Do not just recommend the high-cost combo product, especially if a pet owner expresses concerns about finances. Make a plan that offers lower-cost options. They may not know what is out there and be intimidated by the more expensive options.

Demystifying the costs of expenses can help reduce anxiety during a visit, yet only 30% of veterinarians discuss cost with their clients. When pet owners perceive veterinary care as prohibitively expensive or lack understanding of the reasons behind exam fees, they are more likely to leave the clinic without necessary protection for their pets. Transparency regarding the anticipated cost of a visit upfront sets clear expectations for the client and allows them time to prepare. It is recommended to break down the costs of diagnostic tests, compare different treatment plans, explain the rationale behind the costs of various procedures, and outline the pros and cons of each approach. Offering package deals with fixed pricing for routine or common reasons for veterinary visits can also enhance cost predictability.

The benefits of embracing a spectrum of care approach are evident in both the short-term and long-term well-being of pets and their owners. Increased transparency fosters trust in their veterinarian and encourages them to seek veterinary care sooner when their pets are unwell. Earlier intervention can often prevent or mitigate the need for costly emergency visits and can lead to more favorable prognoses for the pet. 

The complexities and high costs associated with treating conditions like heartworm further justify the importance of early prevention. When it comes to heartworm in pets, specifically, several medications, surgery in severe cases, and exercise restrictions are necessary for treatment. Costs for heartworm treatment add up quickly into the thousands between the heartworm test, X-rays, echocardiograms, and injections. 

“Antibiotics and specific heartworm preventatives are prescribed to treat the larval stages of heartworms and to kill the 

 bacteria that lives symbiotically with the heartworms.

 Two to three months later, a series of three injections is given to kill the adult heartworm. During that time, anti-inflammatories are also prescribed throughout this whole process; dogs must rest and avoid strenuous activity to avoid some of the risks associated with having heartworms,” outlined Dr. Rizzo about the complexity of heartworm treatment. After all these treatments, pets will require a series of follow-ups to confirm the heartworm treatment has been successful. Overall, the treatment plan takes up to a year to complete.

By applying spectrum of care at the early stages—an annual exam or a new pet exam, as examples—there is a chance to stop heartworm before it starts.

The spectrum of care approach offers a vital framework for enhancing parasitic protection compliance and creating a more inclusive veterinary profession. Emphasizing access to services among all pet owners, regardless of their financial circumstances, is crucial for improving overall pet health. These spectrum of care principles extend beyond parasitic products and can be applied to all diagnostics and treatments in veterinary medicine. Dr. Rizzo mentions it can be hard for clients to believe veterinarians are on their side when they’re sitting on the other side of the exam room table and realizing they can’t afford necessary vet care. “When we can create a plan that works for the family sitting right there in front of us, then it becomes a lot easier for clients to see what we already know, that we do care, and that we’re trying our very best to take care of their pet. In that regard, I think spectrum of care does a lot to create better relationships with clients to create more trust and understanding and to convey empathy.” Spectrum of care ultimately benefits pets, their owners, and the veterinary profession.

1. Fingland RB, Stone LR, Read EK, Moore RM. Preparing veterinary students for excellence in general practice: building confidence and competence by focusing on spectrum of care. J Am Vet Med Assoc. 2021;259(5):463-470. doi: 10.2460/ javma.259.5.463 

2. Canadian Animal Shelter & Community Medicine Association. Spectrum of Care – What it is and how to put it into Practice. Published online February 24, 2024. https://www.cascma.org/ spectrum-of-care-what-it-is-and-how-to-put-it-into-practice/ 

3. Provide a Spectrum of Care to Increase Veterinary Access to More Clients. ASPCApro. Published October 2021. https://www.aspcapro.org/resource/ provide-spectrum-care-increase-veterinary-access-more-clients 

4. What is the spectrum of care? AAHA. Accessed March 20, 2025. https://www.aaha.org/newstat/publications/ what-is-the-spectrum-of-care/ 

5. Global Trends: Parasite Control in Pets. Published 2024. https:// healthforanimals.org/animal-health-in-data/parasites-diseases/ global-trends-parasite-control-in-pets/ 

6. A big pet peeve: Soaring costs of vet care bite into owners’ budgets. USA TODAY. https://www.usatoday.com/story/news/ nation/2024/04/16/vet-pet-care-cost-rising/73098326007/ 

7. Gollub H, Lobb J. Survey: 91% of dog owners have experienced financial stress over the cost of pet ownership. USA TODAY Blueprint. Published September 25, 2024. https://www.usatoday.com/money/blueprint/pet-insurance/ cost-of-pet-ownership-2023/ 

8. Gibbons J. Petflation 2025 – January Update: Stable at +2.0% vs Last Year. Pet Business Professor. Petbusinessprofessor. com. Published February 17, 2025. https:// petbusinessprofessor.com/petmarket/petmarketsegments/ petflation-2025-january-update-stable-at-2-0-vs-last-year/ 

9. Nolen RS. Facing economic uncertainty, clients delay veterinary visits. American Veterinary Medical Association. Published November 28, 2023. https://www.avma.org/news/ facing-economic-uncertainty-clients-delay-veterinary-visits 

10. The Humane Society of the United States: More than a Pet. Accessed March 20, 2025. https://www.humaneworld.org/sites/ default/files/docs/HSUS_More-Than-a-Pet-Harris-Poll-2024.pdf 

11. Heartworm Prevention Pills vs. Injections - What’s The Difference? Vettedpethealth.com. Published 2023. Accessed March 20, 2025. https://www.vettedpethealth.com/resources/ heartworm-prevention-pills-vs-injections-whats-the-difference 

12. Sy M. How Much Does Heartworm Treatment Cost for Dogs? GoodRx. Published December 16, 2024. Accessed March 20, 2025. https://www.goodrx.com/pet-health/dog/ heartworm-treatment-cost-for-dogs 

13. Close the Gap with a Spectrum of Care. Virbac.com. Published 2023. https://vet-us.virbac.com/home/products/parasiticides/ close-the-gap-with-a-spectrum-of-care.html 

14. Stolz S. Spectrum of care: protocols to support pet owners’ budgets. DVM 360. Published March 31, 2023. Accessed March 20, 2025. https://www.dvm360.com/view/ spectrum-of-care-protocols-to-support-pet-owners-budgets 

15. Treating Heartworms in Dogs. Petmd.com.

Articles

Understanding how the spectrum of care approach puts the needs of the pet owner and pet at the forefront, supporting a more holistic approach of parasite protection compliance. 

The spectrum of care approach for parasite protection compliance

The RECOVER Initiative provided a 2-day workshop for veterinary professionals to learn how to teach a CPR certification course during the NAVC SkillShop event.

Training new leaders with CPR instructor certification course

The RECOVER Initiative presented a 2-day CPR instructor certification course on basic and advanced life support at the 

North American Veterinary Community (NAVC) SkillShop

 in Orlando, Florida. During the course, aspiring instructors learned how to conduct the basic life support and advanced life support rescuer certification courses and how to assess and certify others in basic life support. Participants used a hands-on canine patient simulator to enhance their learning.

In this video, course leader Kenichiro Yagi, MS, RVT, VTS (ECC) (SAIM), chief nursing officer for Veterinary Emergency Group and RECOVER program director; and Dan Fletcher, DVM, PhD, DACVECC, professor of emergency and critical care at Cornell University College of Veterinary Medicine and co-chair of the RECOVER Initiative, discuss aspects of the course and what NAVC SkillShop attendees were experiencing. Additionally, newly certified RECOVER CPR instructors Jennifer Dow, RVT, VTS (ECC), a North Carolina-based travel nurse for Veterinary Emergency Group; and Anita Parker, RVN, AVN, VTS (Anesthesia & Analgesia), CVPP, employee engagement officer for Veterinary Specialist Services in Brisbane, Australia, talk about how they will bring what they’ve learned from the course back to their respective roles as trainers and educators, in 

The following is a transcript of the video:

: The RECOVER Initiative was launched in 2012. We published evidence-based veterinary CPR guidelines at that time, and we just updated them in 2024 based on the newest evidence available. So this course is really targeted at teaching people how to teach other people how to do CPR according to those evidence-based guidelines. For me, it's a really exciting course because it really allows us to expand our impact. We're going to be training. We train 24 people here during this [NAVC SkillShop] conference. Those 24 people then go out and train a whole bunch of other people themselves, and so we can really multiply this impact.

I think this course is really a unique course in that we have online content that is covering the basics of the guidelines, so they get a didactic introduction to what the guidelines say. And then they can come into this lab, and they can actually practice applying those guidelines to simulated cases.

Kenichiro Yagi, MS, RVT, VTS (ECC) (SAIM)

: We teach our instructors how to take a more learner-centric approach to teaching. We want to not just give people information but also facilitate a discussion based on what they just experienced in the simulation to draw out the information that they learned before they came into the workshop itself.

Anita Parker, RVN, AVN, VTS (Anesthesia & Analgesia), CVPP

: The way the course is structured is really nice. You start off with your little baby steps, and then they get you up to the final outcome. And each step of the way, you're feeling more and more confident each way.

These folks who come in, and they have the knowledge in their heads, they know what they're supposed to do, but when they first try to apply it, it can be a little rough the first few times they try. And then after some training for the day and really practicing applying it. It's just amazing to see where they get. They're remarkably good at implementing these guidelines in real cases after doing that. So it's just really fun to watch where they get during the course of the day. And now all these instructors get to go out and experience that for a whole bunch of people all over the world.

: I've been in the field for a very long time, and when I first learned how to do CPR, I didn't wasn't given very much instruction. Everything felt very chaotic. And so I've been practicing the RECOVER CPR for the past 3 years, and I've definitely seen a difference in outcomes, achieving ROSC [return of spontaneous circulation] and even some survival to discharge as well.

So we have some new approaches to how to do chest compressions in dogs and cats. We have some new approaches to how to ventilate dogs and cats. So quite a bit has actually changed, and we're really excited, because that's all based on the evidence that's out there. So we really feel good that we're teaching the best evidence-based approach that we can.

: By creating a safe environment for them to be able to answer questions and maybe they get the answer wrong, but that's OK, because we're just all here to learn, and being able to facilitate that discussion, allowing them to get to the answers themselves, really is a better way of people learning and thinking about the situation, using their critical thinking skills in order to make it stick, in the end.

: We're in this business because we actually want to take care of our pets, take care of other people's pets, and if we are being trained in the proper aspect, then we should be able to go home feeling that we've done everything correctly in the first instance. Because, let's be honest, we have a really tough job, and we are our own worst critics. So the moment we can keep practicing on these skills, the less we're going to totally eliminate it, but we're less likely to feel that we haven't done a good job if we've been provided the correct training on a regular basis. So we go into both scenarios, really, really confident.

: You should definitely take this course if you are in the veterinary field, really any type of veterinary field, just because you never know when an emergency can happen.

Videos

Training new leaders with CPR instructor certification course 

 presented by dvm360, our host Adam Christman, DVM, MBA, welcomes Adam Conroy, to discuss his journey that began working in a kennel as a child to becoming a practice owner and mentor to others. Throughout the episode Conroy shares what he thinks is important in veterinary practices, the de novo model of practice ownership, and more. 

Below is a partial transcript, edited lightly for clarity

: So in your experience, what are some qualities that, when you’re talking to somebody, make you think, "Oh—that definitely sounds like someone who could be, you know, a rock star for this." What does that look like?

Yeah, I think the big thing that comes to mind is they have an open mind-set. I don't have it all figured out. I mean, I've talked to a lot of people. Hey, I'm a high producer. I do it this way. I will do this if I make X amount of money. I think they're coming in with a fixed mind-set as opposed to an open "Hey, I've learned a lot over the years, and I've seen some good, I've seen some bad. I would love some input from you guys that have done this as well, and together, let's create something." 

Humility has always been big to me. I think humility, as much as I've done over the years as a leader, I'll be the first to admit I have a long way to go as a leader, so anybody who thinks they have it all figured out again, I think, lacks that humility component. And really it's that fortitude of what your vision is and what your happiness is. If you can't nail that, it's almost a losing battle right out of the gate, because I'm a work-backward person. If you don't know what makes you happy as a partner, in 3 years, if you're unhappy, there's nothing to rest it on, because we didn't have a shared North Star of what we were working toward, so at least an idea of what good looks like, because what we won't do, and I think this speaks to us, providing that unique opportunity is what the vision and identity of the practice is, that's a leadership thing. 

So somebody that comes to the table really excited: "Oh my God, I want to practice where it's gossip-free, and I only want people to work there that are really intrinsically motivated, and I want them to be part of the solution. And on Saturdays, I want to do Instagram pictures." I love that, right? That's a creative that's creating a vision that the staff can rally behind, and, quite frankly, get fired up and excited. 

So those are my big things, outside of what I'm not looking for. I'm the highest producer. I've been a leader. I think those are all good things. It just boils down to: OK, what kind of leader have you been? How do you define leadership? How do you define successful leadership?

Podcasts

From "kennel kid" to practice owner, Adam Conroy, DVM, shares his journey to practice ownership and tips and tricks to help future owners. 

Strategies for successful practice ownership

Effective client communication is at the heart of veterinary care. Making recommendations that promote the health and well-being of pets while respecting clients’ needs and concerns is a delicate balance. The following key points will help veterinary health care teams tactfully approach conversations to build trust, ensure client satisfaction, and achieve the best outcomes for pets.


Before offering recommendations, it’s crucial to understand the client’s unique perspective. Clients come from diverse backgrounds with varying financial means, personal values, and emotional connections to their pets. Recognizing these differences can help your veterinary team tailor their communication effectively. Things to consider include the following:

: Clients often face emotional stress or financial strain when making decisions about their pet’s care. Acknowledging these challenges fosters a sense of empathy and partnership. 

: Many clients see their pets as family members. Decisions about care can carry significant emotional weight, and understanding this bond is essential.

: Respecting a client’s cultural and personal beliefs ensures recommendations are both respectful and practical.


Ask the following questions when starting a conversation with a client

Is my client aware of the problem? If not, start your communication here. Don’t assume clients are aware of the problem with their pets.

Is my client involved in the problem? Does your client seem committed to learning more so they can change their pet’s lifestyle? Are they concerned about the treatment because of the cost? Educate your clients so that they understand that treatment can involve small steps to help their pet, but it will take their involvement.

Does my client want to do something about the problem? Turn the client from a passive information processor to an information seeker (ie, they need more information or clarification). Lean on supplemental educational materials.

Does my client have the confidence that they can do something to solve the problem? Does the client have self-efficacy (belief in their ability to complete the task)? Brainstorm solutions, show the client success stories, and encourage them.

Does my client have the tools they need to solve the problem? Give them information and point them to the educational resources they need to learn more about the disease, diagnostics, and treatment.

Are there financial constraints, cultural, and/or language barriers that keep them from committing? Your team must understand that not all clients are able to proceed with advanced diagnostics and procedures. It becomes important to remain nonjudgmental and offer the clients solutions that are suitable for their needs while still honoring our oath to provide patient care.
Open communication helps to manage expectations when there are care limitations.


Recognize the role of effective communication

Strong communication is the foundation of successful client recommendations. Your veterinary team should prioritize clarity, empathy, and collaboration in every interaction by doing the following:

: Encourage clients to share their concerns, priorities, and questions. This helps you address specific issues and demonstrates that the client’s voice is valued.

: Avoid medical jargon. Instead, use simple terms to explain complex conditions or procedures.

: Communication doesn’t rest solely on the veterinarian. The entire veterinary health care team plays a vital role in delivering consistent and effective messaging. Veterinary technicians, assistants, and receptionists can reinforce recommendations by educating clients, answering questions, and addressing concerns. 

: A unified team approach ensures your clients receive clear and consistent advice.


. The CLEAR technique helps guide team members through effective communication, focusing on these 5 key areas:

: When communicating with clients or team members, ensure your message is straightforward and free of jargon.

: Actively listen without interrupting. Make eye contact and use body language that shows engagement.

: Show understanding of the client’s or team member’s concerns and emotions. Acknowledge their feelings and provide reassurance.

: Check for understanding. Ask if they have any questions and encourage clarification if something is unclear.

: End the conversation with a summary of the next steps, and ensure all parties know what to expect moving forward.

Prepare for those difficult conversations

Not all clients will immediately accept recommendations. Handling resistance with professionalism and compassion can make a significant difference. Take the time to role-play different scenarios to help your team get comfortable with their communication technique during a difficult conversation.

: Address concerns respectfully and provide reassurance.

: Offer payment plans, recommend care credit options, or suggest prioritizing treatments. Help clients understand the importance of certain interventions while respecting their budget.

: Avoid confrontation. Instead, focus on maintaining trust by finding common ground and reiterating the shared goal of the pet’s health and well-being.

Conduct a debriefing session after a difficult conversation.

 This process allows the team member to reflect on the situation to identify what went well and what could have been done differently. This will help improve communication techniques for future interactions. Sharing the experience and solutions can also help your entire team to learn from one individual’s interaction and may uncover unrealized barriers in the practice’s standard operating procedures.

Making recommendations requires a thoughtful approach. By framing advice as collaborative and client centered, teams can build trust and encourage compliance. Strategies include:

Customize advice to align with what’s practical and achievable for the client.

Frame recommendations as collaborative solutions

Use inclusive language, such as “Let’s work together to find the best solution.”

Emphasize partnership rather than presenting advice as a directive.

Highlight how recommendations benefit the pet’s health and quality of life.

Provide evidence-based reasoning without overwhelming the client with details.

Be transparent about costs and alternatives

Clearly outline the financial implications of recommendations.

Offer a range of options to fit different budgets while prioritizing the pet’s needs.

Stress the value of preventive care to minimize long-term expenses.

Be aware of how communication techniques are changing

From patient intake to medical services, the digital transformation has changed how veterinary teams interact with clients and provide medical care to pets. Real-time scheduling, online intake forms, virtual exam visits, monitoring data from wearable devices, and synchronous and asynchronous communications expand the opportunity to communicate with your clients. Digital tools make it more convenient for clients to access care and help your team communicate with everyone caring for a pet.

Tactful client communication is essential for building trust and ensuring pets receive the best care possible. By understanding the client’s perspective, using effective communication strategies, and leveraging the entire health care team, veterinary professionals can make recommendations that resonate with clients. This approach enhances client satisfaction and strengthens the partnership between the veterinary team and the pet owner—ensuring a healthier, happier life for their beloved companions.

is the owner of Snowgoose Veterinary Management Consulting in Winston-Salem, North Carolina, and a former practice owner. She has taught practice management workshops at 10 veterinary schools and publishes and speaks nationally. She is a founding member of VetPartners and a member of other professional organizations.

Understanding pet owners’ perspectives and using effective communication are keys to success.

How to tactfully make client recommendations

Recently, one of the oldest zoos in the United States announced a new red panda exhibit as part of a decade-long reinvigoration plan. Meanwhile, a seafood pet nutrition company has launched a virtual store, and a veterinary practice with a modern approach has opened its first location in Virginia.

Below are those 3 new or upcoming animal care facility openings.

Maryland Zoo red panda habitat (Baltimore, Maryland)

Red panda habitat ground breaking ceremony. (Image courtesy of The Maryland Zoo in Baltimore)

At the tail end of May, Maryland Zoo in Baltimore broke ground on an exhibit for red pandas. The exhibit, according to Maryland Zoo, marks the first combination of a new animal species and habitat in more than 20 years and the first new animal area in Main Valley—the oldest section of the zoo—since 2009.

 The exhibit is slated to open in 2026, as construction is anticipated to take a year.

“Maryland Zoo celebrates its 150th anniversary next year, and you don’t get to be as venerable as we are without constant reinvention,” Kirby Fowler, president and CEO of the zoo, said in a news release.

 “When complete in 2026, the red panda habitat will bring dynamic, charismatic animals right to the front of our Zoo.”

The zoo has a 10-year Master Plan to “reinvigorate” Main Valley, which includes new species and exhibits and calls for more sustainability within Zoo operations. “This is the first of many Zoo improvements that started with our new parking lot last year and will continue with a gibbon habitat, a flyway for our eagle and snowy owl, and upgrades to our rental facilities and guest amenities,” said Fowler.

The seafood pet nutrition company Finfare Pet Foods has launched an online store at finfarepetfoods.com. Along with its new online store, the pet food company also launched its direct-to-consumer strategy which will allow clients to access Finfare’s line of salmon treats and toppers for cats and dogs.

"We've spent generations perfecting the art of seafood," said Gabriel Viteri, CEO of Finfare Pet Foods, in a company release.

 "Now, we're bringing that expertise to pet nutrition—combining premium ingredients, gentle processing, and deep respect for animals to create something truly special."

In addition to its online store, Finfare has also rolled out its products on Amazon. The company plans a national retail expansion for later this year.

Small Door Veterinary is opening a new clinic in McLean, Virginia. The new opening is Small Door’s first location in Virginia, with the practice holding locations in Washington DC; Maryland; New York; and Boston, Massachusetts. According to Small Door, most of its locations are Animal Hospital Association-accredited.

“Opening in the vibrant, pet-loving community of McLean is an exciting day for us,” Florent Peyre, cofounder and CEO of Small Door, said in an organizational release.

 “Our modern, personalized approach to veterinary care aligns perfectly with this community’s needs.

“We’re excited to provide McLean’s pets and pet owners with a warm, convenient, and high-quality veterinary experience. With state-of-the-art facilities, after-hours telemedicine, and transparent pricing—no surprise bills—our members can access seamless, stress-free pet care at every step,” she continued.

Maryland Zoo breaks ground on red panda habitat. News release. The Maryland Zoo in Baltimore. May 29, 2025.

Finfare Pet Foods launches online store and Amazon presence as part of DTC strategy. News release. Finfare Pet Foods. May 29, 2025. Accessed June 12, 2025. https://prnmedia.prnewswire.com/news-releases/finfare-pet-foods-launches-online-store-and-amazon-presence-as-part-of-dtc-strategy-302467762.html

Small Door Veterinary opens in Virginia with new McLean location. News release. Small Door Inc. June 2, 2025.

The latest updates relating to animal care establishments and platforms.

Clinic center: New red panda habitat, and more

IDEXX Laboratories has launched a new tool for measuring cortisol levels in dogs. The device, called the Catalyst Cortisol Test, supports the diagnosis of Addison disease and Cushing syndrome. The test, the third new assay on the Catalyst platform within a year, expands options for in-clinic cortisol measurement and supports the management of Cushing syndrome in canine patients, according to IDEXX.

"The Catalyst Cortisol Test is an accurate and highly requested test that addresses a critical need for our customers and equips veterinarians with built-in results interpretation for prompt action, supporting better health outcomes for dogs," said Jay Mazelsky, president and CEO of IDEXX, in a company release.

According to IDEXX, the cortisol test allows veterinary professionals to diagnose or rule out Addison disease and Cushing syndrome in clinic. The tool also has monitoring capabilities that allow for tailored treatment adjustments for patients with Cushing’s syndrome.

 The test can also be integrated with IDEXX Vetlab Station and VetConnect Plus and can run alone or with additional chemistry tests using a single sample to provide diagnostic insights on a patient’s health status.

Veterinarians in the US and Canada can expect access to the Catalyst Cortisol Test by late July 2025, with global availability for practices using a Catalyst chemistry analyzer expected during this year’s third quarter.

Addison disease, or hypoadrenocorticism, is caused by low cortisol levels and can be life-threatening if not treated. Unfortunately, the disease is difficult to diagnose, as its clinical signs are typically nonspecific and can mimic common signs of other conditions, like gastroenteritis and kidney disease.

Often dubbed the great pretender due to its vague and overlapping symptoms with other illnesses, Addison disease most commonly affects female dogs that are young to middle-aged as well as poodles, West Highland, White terriers, Great Danes, bearded collies, German shorthair pointers, and Nova Scotia Duck Tolling retrievers.

 Moreover, a genetic predisposition to the disease is suspected in Portuguese water dogs and soft-coated wheaten terriers, but more research is needed to confirm this link.

Excess levels of cortisol, meanwhile, are responsible for Cushing syndrome (hyperadrenocorticism). This endocrine disorder is most common in middle-aged to older dogs. Smaller breeds are most at risk for pituitary-dependent Cushing syndrome, which accounts for 80% to 85% of all cases of Cushing, while larger breeds have a higher predisposition for adrenal-dependent Cushing syndrome.

 The condition requires long-term management and can lead to decreased quality of life if left untreated.

Third expansion of IDEXX's Catalyst platform in under a year delivers critical insights to veterinarians evaluating canine patients for endocrine disorders. News release. IDEXX Laboratories Inc. June 5, 2025. Accessed June 10, 2025. 

https://www.prnewswire.com/news-releases/third-expansion-of-idexxs-catalyst-platform-in-under-a-year-delivers-critical-insights-to-veterinarians-evaluating-canine-patients-for-endocrine-disorders-302472370.html

Littrell A. Could it be Addison’s disease? 

. September 23, 2024. Accessed June 10, 2025. 

https://www.dvm360.com/view/could-it-be-addisons-disease-

Cushing’s syndrome. Cornell University College of Veterinary Medicine. Accessed June 10, 2025. 

https://www.vet.cornell.edu/departments-centers-and-institutes/riney-canine-health-center/canine-health-information/cushings-syndrome

The new tool supports the diagnosis of Addison disease and Cushing syndrome