From myths to meaning: how to support pet owners with science-backed care

As a vet with nearly 20 years of experience, I’ve come to realise that my role extends far beyond treating animals - it’s also about educating and supporting their owners. In today’s world, where there is an abundance of information available, I often find myself navigating conversations shaped by social media stories, hearsay, and well-meaning but often misguided advice. In this article, I’ll share some of my techniques for spotting and combatting misinformation, so you can get pet owners on board.

Common misconceptions in veterinary medicine

One of the most common misconceptions I encounter among pet owners is the belief that their pet is “just getting old.” Owners will tell me their pet is stiff, sore, inappetent, or lethargic, assuming its simply age catching up. But often, these symptoms point to an underlying condition – and often we can manage to improve their quality of life. I’ve seen pets go from barely moving to bouncing around the garden again, simply because we addressed the real issue.

Another frequent myth is that natural remedies are safer and just as effective as prescription medications. I’ve heard everything from using garlic for fleas, to rabbit ears for worms. These treatments not only lack scientific backing, but they can also be harmful. Owners frequently invest significant amounts in multiple over-the-counter remedies, only seeking veterinary care after the condition has progressed. At this stage, they may feel frustration or resentment about the cost of effective, evidence-based treatment, even though early intervention would likely have been both less expensive and more successful.

Spotting misinformation

I can usually tell when an owner has been influenced by misinformation. They’ll mention they don’t use medications themselves, rely on natural products, or quote less reliable sources and influencers they follow on Facebook, Instagram, and TikTok. If they’ve tried multiple treatments before coming to us, it’s a sign they’ve been seeking advice elsewhere. They might be worried about unknown veterinary costs or not have a bonded relationship with a vet they trust and so turn to likeminded people through hours of online scrolling. We can’t place blame on these pet owners, as there are many external factors that impact their decision making, such as cost-of-living and a general trend for DIY health in both animals and humans.

Empathetic support is key

When I meet owners with strong non-scientific beliefs, I always start with empathy. I know they care deeply about their pets, and I want to acknowledge that. I use phrases like, “I understand your concern”, and “Here’s what the research shows,” or “Let me share what we’ve seen work in similar patients.” I never make them feel judged or wrong. Instead, I offer evidence-based alternatives and real-life examples of pets who’ve thrived with veterinary-recommended treatment.

It’s important to recognise that different owners need different approaches. Some want hard data, whereas others respond to emotional stories. I use visual aids, models, and reputable websites to support these conversations. It’s important to send follow-up emails with information sheets and links to help guide them. If you’re experiencing this in your practice, make sure you have easy access to trusted information, either printed or digitally - it can be easy for pet owners to listen to you in the consult room and then forget what you said when they’re back in front of screens at home.

We all know that time is another major hurdle. Owners might spend hours researching online, but we have just 15/20 minutes to examine their pet, discuss findings, and address concerns. It’s not always enough, especially when misinformation has taken root. Emotional decision-making and confirmation bias also play a role, whereby people seek out information that supports what they already believe and are more likely to trust someone who isn’t charging them directly for their products and services.

I’ve found that a kind, reassuring, and collaborative tone works best. I aim to be confident in my knowledge while remaining open to discussion. I’ll say  things like, “We both want ‘Millie’ to have the best outcome. It’s my job to give you accurate information so we can work together.” I offer choices within evidence-based frameworks and always use the pet’s name as it helps build trust and connection.

To those just starting out, here are my top tips:

• Remember that most clients want to believe in you. Speak with empathy and confidence.
• Acknowledge that they’re trying to do the best for their pet and so are you.
• Avoid overwhelming them with options. Instead, guide them gently.
• Always have credible, accessible information to hand.
• Always be kind.

Louise is working alongside Zoetis UK on their A Joint Effort campaign to support pet owners in feeling confident with managing arthritis pain. Find out more here: https://www.zoetispets.com/en-gb/dog-healthcare/a-joint-effort/