Pet-Directed Speech Boosts Client Loyalty, Study Finds
A new study in Vet Record suggests that when veterinarians speak directly to pets using higher-pitched, varied tones, 86% of pet owners are more likely to
A recent study indicates that how a veterinarian talks to a pet can significantly influence a client's decision to return. Published in Vet Record, the research found 86% of pet owners are more likely to see a veterinarian again if the professional speaks directly to their animal during a consultation.
Mickey McDermott, PhD, of Circa Healthcare, and Louise Corah, PhD, MRCVS, of the University of Nottingham, discussed the findings. The online survey gathered responses from 400 individuals, 87% of whom were not veterinary professionals. Most respondents, 76%, owned at least one dog.
The Impact on Client Retention
Free-text responses from the survey were grouped into four themes: "pet at the center," "not only words," "include the owner," and "impressions of the veterinarian." Dr. Corah stated these themes emphasize the role of pet-directed speech in the veterinarian-client-patient relationship. "Clients are making judgements about their veterinarian based upon the interaction with the pet," she said. The high percentage signaling a greater likelihood to return shows how important this interaction is for supporting the veterinarian-client bond.
The study is preliminary, being the first to explore client attitudes on this topic. Dr. Corah noted further exploration with both clients and veterinarians will likely be necessary.
Clinical Communication and Pet Involvement
Beyond words, pet-directed speech involves tone, volume, body language, and actions, while avoiding "baby talk." While concrete clinical recommendations require more study, the survey data supports involving the animal. Dr. McDermott pointed to the Calgary-Cambridge Guide for veterinary consultations, which recommends to "involve the animal(s)." He suggested veterinarians should approach the patient empathetically and remain sensitive to the client-pet bond.
A significant 65% of respondents said it was "very important or extremely important" that a veterinarian speak directly to their pet. However, respondents also stressed the importance of addressing the client directly for clear clinical communication. Dr. Corah affirmed this is not an "either-or" situation. Addressing the client is essential for shared understanding and decision-making, while pet-directed speech is one aspect of effective overall communication.
Future Research Directions
Dr. McDermott suggested future studies with a larger sample of pet owners could help substantiate the findings. Research exploring veterinarians' own attitudes toward pet-directed speech would also help complete the picture. He proposed an intriguing avenue: using functional MRI imaging, a method previously used to study how dogs process human speech, to assess how animals process the specific pet-directed speech used in consultations.
Dr. Corah concluded that pet-directed speech is one interesting piece of a complex communication puzzle. Its role among other elements of veterinary interaction is worth further investigation.
