In a recent study, Trone Brand Energy found only 31 percent of pet owners highly trust online information sources. This compared to 81 percent of pet owners who highly trust their veterinarians. Forty seven percent of them highly trust their family and friends, which was the second most trusted source of information.
In a related study, pet owners who rank in the top 25 percent in frequency of consulting the internet on an array of seven pet topics also visit their veterinarians more often. Fifty seven percent of them visit their veterinarians at least twice per year compared to 46 percent of other pet owners.
Source: Trone Brand Energy, October 24, 2017.
Rather than resist their clientele’s use of “Dr. Google,” veterinarians would be well-advised to embrace the information super highway. Other research from Trone Brand Energy has indicated that pet owners highly value transparency from their veterinarians.
INSIGHTS: Share this information during veterinary team meetings or sales calls. Veterinarians who aren’t reticent to discuss and supplement the information their clients are finding online will reap the benefits of stronger, longer-lasting relationships.