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.

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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

New in-clinic cortisol test is launched

Aaron Shaw, OTR/L, CHT, CSCS shares an exercise that helps correct rounded posture, and more  

Wellness Tip of the Week: An exercise routine for shoulder health 

This week’s Wellness Tip with Aaron Shaw, OTR/L, CHT, CSCS, focuses on improving posture, reducing injury risk during lifting and movement, and strengthening the rotator cuff—a group of muscles and tendons surrounding the shoulder joint. In the video, Shaw demonstrates an exercise routine that can be done with an exercise band for more strength and durability in the shoulders.

Welcome to the Tip of the Week with Coach Aaron Shaw. Today, I want to focus on giving you strength, stability, and durability in your shoulders and improving your posture and decreasing your risk of getting injured when you're lifting and moving things around.

All we need is an exercise band, something sturdy to tie it off to. So, this band is a big oval band, and you could do a single, long band just tied around, again, something sturdy.

And what we're doing is we're correcting this kind of, what tends to be a forward, rounded posture. So, we're going to work on stabilizing our shoulders and strengthening our rotator cuff. Rotator cuff injuries are very common. Rotator cuffs kind of deteriorate over time, so we want to make them as durable as possible.

So, you tie this band off to something sturdy, grab one end in each hand. What you're going to do, kind of give a nice, split stance, so your posture is nice and stable. You feel secure. You're going to give this band a row. That's step 1.

Step 2 is, from this row position, you're going to rotate your palms up and pull the band out to the side. So, in this position, you may feel like your shoulder blades are kind of squeezing together, a little bit activated. Then you're going to close this book. So, I always think of this as like opening a book, closing a book, and then return to the starting position.

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Aaron Shaw, OTR/L, CHT, CSCS shares an exercise that helps correct rounded posture, and more.  

Photos provided by the Veterinary Hospital Managers Association

When emergency cases began overwhelming Rehoboth Beach Animal Hospital in Delaware, Lynsey Mohr, CVPM, responded with a bold solution: the creation of a 5-day-a-week urgent care service that made her hospital the only local provider. The move dramatically improved access to treatment in her community, eased strain on general practice operations, brought in more than 1200 new clients, increased annual patient visits by 2400, and boosted gross profit by more than 20%, according to the Veterinary Hospital Managers Association (VHMA).

In recognition of her leadership and impact, VHMA has named Mohr its 2025 Practice Manager of the Year (PMOY). The award recognizes a practice manager who has used their knowledge, experience, and expertise to transform their practice and improve business operations. These efforts have led to a better workplace for staff, improved care for pets, and a better return for ownership. Award candidates are nominated by practice owners and colleagues.

"Lynsey Mohr's innovative launch of urgent care services enhanced both patient care and hospital performance. Her visionary leadership truly represents the best of veterinary hospital management," Christine Shupe, CAE, VHMA executive director, said in a news release.

Mohr first came to Rehoboth Beach Animal Hospital as a high school student, interning as a veterinary assistant. She went on to earn a bachelor’s degree in animal sciences with a concentration in dairy science from Delaware Valley University in Doylestown, Pennsylvania, and later managed operations at a large dairy farm. In 2020, she returned to Rehoboth as practice manager.

To address rising emergency caseloads that were straining the hospital's operations, Mohr began tapping into her professional network. At the 2023 VHMA Annual Conference in Glendale, Arizona, she connected with critical care managers for advice on balancing urgent needs with limited resources. One message stuck with her: "If there's a need in your area, the patients will follow."

Mohr partnered with Sarah Hirsch, DVM, chief of staff at Rehoboth Beach Animal Hospital, to pilot a single urgent care day to test the concept. Within 90 minutes, every appointment was booked. Encouraged by the overwhelming demand, Mohr and Hirsch led the expansion to a 5-day-a-week, full-day urgent care model.

Initially, some staff felt uncertain about their roles in emergency care because of limited training. However, Mohr addressed these concerns with targeted training, clear protocols, and open communication to build confidence across the team. She also adapted a curbside care model, leveraging protocols developed during the pandemic, to deliver efficient, flexible treatment despite limited exam room space.

Mohr earned her practice manager certification while launching the hospital's urgent care service, balancing exam preparation with the complex demands of staffing and managing a major new initiative. "Pursuing my [certification] while launching urgent care pushed me to grow in every direction as a leader," Mohr said in a news release. "It gave me the tools and confidence to implement change effectively and support my team through each step."

That experience also deepened her passion for mentorship, according to VHMA. "When I became a practice manager, I was in a sink-or-swim situation, with only 2 days of training. I remember wishing I had a mentor to lean on, which sparked my passion for supporting others. Once I was riding the bike with no training wheels, I wanted to help others take theirs off," Mohr added.

Through Vetcor, the parent company of Rehoboth Beach Animal Hospital, Mohr coleads an 8-week onboarding program for new hospital managers each quarter. She provides real-time guidance, follow-up support, and one-on-one mentorship in collaboration with regional managers.

As PMOY, Mohr looks forward to expanding opportunities to share best practices and strengthen collaboration across the veterinary community. "This award is more than recognition. It's a powerful reminder that the hard work and knowledge I've invested as a CVPM truly make a difference. It fuels my commitment to grow as a leader and inspire practice managers everywhere to elevate their teams and transform veterinary care," she said.

The title of PMOY also comes with complimentary registration to the VHMA 2025 Annual Meeting and Conference in New Orleans, Louisiana, September 4 to 6, 2025. Additionally, the award package includes $1250 for travel, lodging, and meals, and VHMA/ACT Client Service Certificate Program registration, which is sponsored by VHMA Platinum Sponsor CareCredit.

VHMA announces 2025 Practice Manager of the Year: Lynsey Mohr, CVPM. News release. Veterinary Hospital Managers Association. June 10, 2025.

Lynsey Mohr, CVPM, is credited with improving access to care at Rehoboth Beach Animal Hospital in Delaware.

VHMA names 2025 Practice Manager of the Year

A product development plan for an investigational new animal drug for treating external squamous cell carcinoma (SCC) in horses has been submitted to the FDA by Medicus Pharma, based in Philadelphia, Pennsylvania. The product is a dissolvable transdermal doxorubicin-containing microneedle array (D-MNA).

SCC is frequently diagnosed in horses and is the most common equine malignant skin neoplasm. The rate of incidence is estimated to be between 7% and 37% of all skin tumors in horses.

The disease primarily affects adult or aged horses with white or partially white coats. Appaloosa, Belgian, American Paint, and Pinto breeds are particularly susceptible.

“In veterinary medicine, where there are only a handful of approved oncology drugs, we believe developing a noninvasive treatment for equine SCC represents an untapped and unmet market opportunity potentially in the range of $250 million,” Raza Bokhari, MD, MBA, executive chairman and CEO, said in a news release.

 “The submission to the FDA of a novel product development program may provide us a first mover advantage and sets the stage to consider other companion animal species and types of cancer.”

Although SCC can develop anywhere on a horse, the disease typically is seen in nonpigmented or lightly pigmented areas of the head, neck, eyes and external genitalia.

 The disease may appear as open, scaly, or crusted skin, and can progress to large tumors and nonhealing wounds.

“With presumed squamous cell carcinoma, many times the clinical sign of what I'm seeing is diagnostic enough…. If you're not quite sure, then I think taking a biopsy sample is very much indicated. So you can take a little punch biopsy or a snip biopsy and submit that to the pathologist for evaluation to confirm that,” Rachel Allbaugh, DVM, MS, DACVO, said in a 

Current treatment for SCC often includes surgical removal of the affected tissue as well as cryotherapy of smaller masses, local injection of a chemotherapy drug, and photodynamic therapy. A topical chemotherapeutic drug in the form of drops, for tumors near the eye, or cream can be prescribed in some cases. In other cases, horses may be administered piroxicam, an oral drug that can slow the return of the cancerous cells.

The investigational D-MNA is a patent-protected patch with cellulose-based microneedle arrays tip-loaded with doxorubicin, according to Medicus. After the patch is applied, the microneedles penetrate the skin, create a temporary microchannel, and penetrate the tumor. Doxorubicin is then released into the target tumor, eradicating the cancer cells.

Medicus’ product development plan was created to support the minor use in major species (MUMS) designation for the drug that was received in December 2024. A MUMS designation, which must meet requirements to be maintained, entitles Medicus to an extended 7-year period of exclusive marketing following approval or conditional approval of the product, according to Medicus.

The development plan includes a randomized, double-blind, placebo-controlled clinical study to determine the efficacy of 2 D-MNA dose levels. Investigators plan to conduct the study at multiple locations with up to 50 horses presenting with SCC enrolled.

Medicus Pharma Ltd. Announces submission of product development plan to the Food and Drug Administration (FDA) to treat external squamous cell carcinoma (SCC) in horses. News release. Medicus Pharma. June 9, 2025. Accessed June 10, 2025. 

https://medicuspharma.com/medicus-pharma-ltd-announces-submission-of-product-development-plan-to-the-food-and-drug-administration-fda-to-treat-external-squamous-cell-carcinoma-scc-in-horses/

infection and squamous cell carcinoma in horses. 

. 2017;223:48-54. doi:10.1016/j.tvjl.2017.05.007

Young A. Squamous cell carcinoma. University of California-Davis Center for Equine Health 

https://cehhorsereport.vetmed.ucdavis.edu/news/squamous-cell-carcinoma

McCafferty C. Advancements in squamous cell carcinoma treatment and management. 

. September 20, 2024. Accessed June 10, 2025. 

https://www.dvm360.com/view/advancements-in-squamous-cell-carcinoma-treatment-and-management

Medicus Pharma submitted a product development plan to the FDA for an investigational new animal drug designation.