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Build deeper connections with veterinarians.

Understanding veterinarians gives pet care marketers a huge advantage.

Get to know them better with a free topline of our proprietary study of these dedicated but challenged professionals.

Get the Report 

Listen as pet care marketers share their good.

Conversations between our pet care practice lead Blair McConnel VMD and leaders from a variety of fascinating brands. Get right into the good stuff with The Good Minute.

  • Simplifying workflows at veterinary practices.

    Episode 7: Steve Shell
    President, MWI Animal Health

  • Pioneering non-invasive cancer detection

    Episode 11: Dr. Andi Flory
    Co-founder/Chief Medical Officer, PetDX

  • Building successful veterinary practices

    Episode 10: Dr. Christie Long
    Chief Medical Officer, Modern Animal

  • Innovating with pet insurance

    Episode 5: Margi Tooth
    President, Trupanion

  • Driven by a science-focused mindset.

    Episode 4: Dr. Karen Shenoy
    Chief Veterinary Officer, Hill’s Pet Nutrition

  • Making outreach part of the message.

    Episode 3: Racquel White
    VP of Corporate Affairs, Royal Canin

  • Promoting a breakthrough in hemostasis.

    Episode 2: Joe Landolina
    CEO/Co-Founder, Cresilon Animal Health

  • Bringing advanced human treatments to pet cancer.

    Episode 1: David Haworth
    President, Vidium Animal Health

Veterinarians are always there for us.
We let them know we’re here for them:
Launching the Veterinary Hope Foundation 

As close as we are to the professionals in this channel, we joined a group of committed veterinarians to address a growing issue. 

To engage this (and any) channel better, you must know them as people.

Relating to veterinarians as people is the first step to getting them more actively involved with your brand. We surveyed nearly 200 of them in 2022 on a wide range of topics to move beyond what they do to why they do. And the findings were fascinating.

Want to see the full study?

 

Survey Results 1

Does your tone align with what vets value?

Our survey tells us that veterinarians enjoy interactions that help their human clients value their expertise. What does that mean for you as a pet care marketer? It’s important to position veterinarians as the no. 1 resource for pet owners. Respecting and supporting their expertise will help you earn the trust of veterinarians. Interested in seeing the full study?

Survey Results 2

The top 3 traits veterinarians use to describe themselves:

Empathetic, analytical and purpose-driven. What does this mean for us as marketers? We need to craft content that will resonate with these types of personalities. A profit-driven message likely won’t grab attention with this group. But an emotional message on providing the best care, with data to back it up, WILL.

Survey Results 3

What causes veterinarians the most stress?

It’s not the pets. It’s the people. The #1 stressor for survey respondents was handling angry or difficult clients. Our survey tells us that veterinarians entered the field because of a love for animals, science and problem-solving. Conflict with their human clients is an area many aren’t prepared for and dread. Understanding this dynamic and the difficulties it can cause veterinarians can help you be a more empathetic and effective pet care marketer.


Here’s what veterinarians are saying:

“None of the companies see me as a person. They just want to sell their products and don’t care from who — Chewy, Amazon or the veterinarian. They all say they support the veterinarian, but in reality, they just want to sell their products and don’t care who does it.”


Here’s what veterinarians are saying:

“I wish they [pet care marketers] understood how hard we work to recommend their products or sell them. There’s a lack of support needs to be better.”


Here’s what veterinarians are saying:

“Social media has changed a lot. Clients think they know more than the vet. They no longer value our skills and professional advice. We are just script writers. There’s disdain there that didn’t used to be there.”


Here’s what veterinarians are saying:

“They’re [pet care marketers] really out of touch about what motivates veterinarians.”

Bader Rutter Pet Care Contacts:

Dr. Blair McConnel
Executive Business Leader, VMD, MBA

David Jordan
President and Chief Growth Officer

Related Work

April 23, 2021

3 golden rules for pet care marketers.

Our ongoing discussions with veterinarians reveal three golden rules they believe you as pet care marketers can follow. Adopting these suggestions would go a long way toward bridging the growing gap between you, veterinarians and pet parents.

View Article