Understanding the complex journey of pet owners is not an easy feat—especially since every pet and pet parent is unique. That’s why we’ve created a guide to help you pinpoint the key milestones on their venture to pick the right product for their pet, and what your brand can do to stand out.
Whether they’re bringing home an 8-week-old kitten or adopting a 2-year-old mixed breed dog, pet owners may rely on their veterinarian for the best treatment recommendations and product advice. However, a growing number of pet owners now start with their own research. According to one study, 59 percent of survey respondents researched the veterinary treatment/procedure and said it takes 21.3 days on average to make the decision to purchase veterinary treatment.1
What research path are they likely to take? For pet parents of all ages, family/friends and Google searches are the sources used most for information about illnesses and care.2 In fact, the role of the Internet continues to expand, as more pet owners shop online for pet supplies.3 The use of social media is gaining, as well, as a way to educate pet owners on new pet products and services.3
A trip to the veterinarian can be a stressful ordeal for a pet parent and pet, especially if the pet is sick or anxious. When pet owners arrive, they may be worried about a particular problem with their pet and be looking for answers, expert advice and reassurance from the veterinary team.
Once they’re settled in the waiting area or exam room, pet owners may be open to learning about new options that can help keep their pets healthy. Since they’re already on a mission to find solutions, they’ll notice branded signage and reach for product literature when it’s on display. In fact, 69 percent of dog owners and 70 percent of cat owners say brand name is very or somewhat important.3
Significant advances have been made in veterinary medicine, which means a high level of care previously unavailable for pets is now possible. However, many of these therapeutic breakthroughs come with higher costs, and the decisions pet parents now face for their pet can be difficult — for everything from allergies, anxiety and pain control to managing diabetes, heart conditions and cancer.
Before pet owners can make an informed decision, they want and need to understand and compare all their options. They look to their veterinarian as the expert they can trust for the most knowledgeable advice. This puts an even greater demand on veterinarians and staff to help educate their clients about the brands, products and solutions they recommend.
Pet parents want their pets to feel good and stay healthy, and yet sometimes they just may not understand or realize what their pet needs. They forget that disease prevention and a healthy pet are more than a shot, a toy, a trip to the dog park, or surfing the web for veterinary information.
To make the pet’s lifelong journey as healthy as possible, veterinarians encourage pet owners to follow their recommendations and return for emergency and routine care. In between visits, digital connections will continue to influence the pet patient journey. Since Millennials now comprise the largest pet-owning generation, and social media is one of the top three ways they prefer to communicate,4 pet parents are searching, sharing, shopping and reviewing pet care brands in record numbers.
No two pets are alike, no two pet parents are the same and there’s no such thing as a universal path for a pet patient. There are, however, some critical milestones most pet owners face. At these points, brand managers are more likely to build brand awareness and capture sales.