Turning no into yes: Strategies to improve compliance for declined veterinary services

"I'll think about it and let you know next time."

Every veterinary professional recognizes this familiar response — the polite declination that often translates to a service never performed, a condition left untreated, or a preventive measure bypassed. Despite pet owners' genuine desire to provide excellent care, the gap between recommended veterinary services and actual compliance remains surprisingly wide.

This disconnect creates significant challenges for both animal health and practice sustainability. Understanding which services clients most frequently decline, why they hesitate, and how to effectively address these barriers can transform your approach to client communication and dramatically improve compliance rates.

Understanding what and why clients decline

Pet owners want to do what's right for their animals, but a large percentage only seek veterinary care when problems become obvious. National studies indicate that approximately 32% of pet owners only visit veterinarians when their pet is sick or injured, and 22% believe routine check-ups aren't necessary for apparently healthy pets. These perceptions manifest as high declination rates for services that lack visible urgency, even when medically essential.

Preventive care

Preventive care forms the cornerstone of lifelong health, yet it frequently faces client resistance:

• Wellness exams and screenings: Many clients see little value in examining an apparently healthy pet. Preventive diagnostics like baseline bloodwork or senior screening panels are commonly declined unless a specific issue is already suspected.
• Vaccinations: While core vaccines generally see reasonable acceptance, non-core vaccines such as leptospirosis or Lyme disease face higher declination rates. A 2023 study found that 53% of U.S. dog owners expressed some level of vaccine hesitancy, reflecting growing skepticism about vaccination protocols.
  Parasite prevention: Compliance remains particularly low for ongoing parasite control. Approximately 68% of dog owners leave appointments without purchasing heartworm prevention, and those who do typically purchase fewer doses than needed for continuous protection.
  
  

Diagnostic testing

When veterinarians recommend bloodwork, imaging, or urinalysis — especially in preventive or early-intervention contexts — clients frequently decline:

• Cost concerns dominate decision-making, particularly when pets show no obvious symptoms
• Fear of discovering serious conditions creates psychological barriers for many clients
• Pre-anesthetic bloodwork faces a notable compliance gap, with approximately 28% of dog owners and 35% of cat owners declining these safety measures

The irony? Early diagnostics often save money by identifying conditions before they require more extensive (and expensive) interventions.

Dental procedures

Dental disease affects most pets over age three, yet recommendations for professional dental care face some of the highest declination rates:

• Surveys indicate 50-65% of clients decline dental procedures, even when periodontal disease is visibly present
• Anesthesia concerns and cost perception represent the primary barriers
• Most practices report that dental procedures account for only 2-4% of revenue, dramatically lower than the true incidence of dental disease would suggest

This gap between need and acceptance translates directly to compromised quality of life for pets suffering from painful dental conditions.

Surgical recommendations

Elective or early-intervention surgeries — including mass removals, dental extractions, or orthopedic procedures — face particularly high declination rates:

• Approximately 70% of clients initially decline recommended surgical procedures
• Cost represents the primary barrier, but anesthesia concerns and age considerations also factor heavily
• Many clients adopt a "wait and see" approach, often until conditions worsen and become more expensive or difficult to treat

This pattern contributes to a documented decline in surgical procedure revenue for general practices, suggesting more owners are postponing these interventions.

Proven strategies to improve compliance

While no single approach works universally, veterinary teams can implement multiple strategies to significantly improve acceptance rates for recommended services.

Make the cost more manageable

Financial considerations represent the most frequently cited reason for declining veterinary care:

• Payment plans and third-party financing help distribute large expenses over time, making essential care more accessible. Services like CareCredit or ScratchPay remove the immediate financial burden while allowing practices to receive full payment promptly.
  Wellness plans bundle preventive services into affordable monthly payments. Practices implementing these programs report 30-40% higher compliance with preventive care recommendations and increased client retention.
• Pet insurance discussions should be part of every new client conversation. Insured pets receive significantly more veterinary care — practices report approximately 92% higher revenue per patient for insured versus uninsured pets, reflecting more comprehensive care rather than price inflation.

When clients understand their financial options before receiving recommendations, they're better prepared to say yes to necessary care.

Connect recommendations to personal value

Clients respond best when they understand exactly how a service will benefit their specific pet:

• Use relatable, non-technical language that connects recommendations to outcomes clients care about.
• Show, don't just tell. Use visual aids like dental models, radiographs, or before-and-after photos to make invisible conditions visible.
• Draw appropriate parallels to human healthcare when relevant ("Just as we get regular dental cleanings...").
• Personalize recommendations based on the pet's lifestyle, breed predispositions, and risk factors.

The goal is to help clients see how a recommendation addresses their pet's individual needs rather than feeling they're being sold unnecessary services.

Proactively address client fears 

Fear of anesthesia risks, potential diagnoses, or treatment side effects often underlies declined recommendations:

• Use open-ended questions to surface unstated concerns: "What's your biggest hesitation about this procedure?"
• Provide factual information without pressure, acknowledging both emotional and practical barriers.
• Reassure clients that diagnostics provide information without obligation, empowering them to make better decisions rather than forcing a specific treatment.s
• Share your safety protocols and monitoring procedures for anesthetic procedures.

By addressing fears directly rather than dismissing them, you transform potential objections into opportunities for education and reassurance.

Improve convenience and accessibility

Logistical barriers frequently contribute to declined recommendations:

• Implement forward booking, scheduling the next appointment before the client leaves.
• Create automatic reminder systems for services and medication refills.
• Consider offering extended hours or occasional weekend appointments to accommodate busy clients.
• Offer pre-visit pharmaceuticals or implement Fear Free handling techniques to reduce pet anxiety, which often creates resistance to future visits.

Many clients say no simply because following through seems complicated; making compliance easier removes these obstacles.

Thoughtfully use strategic incentives

While discounting should never be your primary strategy, targeted incentives can motivate action:

• Limited-time promotions like Dental Health Month can create helpful urgency
• Manufacturer rebates and promotions can make preventive medications more affordable
• Loyalty programs can encourage consistent care without undermining service value
• Bundle complementary services for convenience and modest savings

The key is using incentives to overcome initial hesitation while maintaining appropriate valuation of your medical services.

Building lasting client partnerships

While improved compliance rates directly benefit practice revenue and patient health, the ultimate goal extends beyond immediate acceptance of recommendations. The most successful practices focus on building long-term client relationships based on trust, education, and shared decision-making.

For veterinary teams, focusing on why clients say no and addressing those specific barriers transforms potentially frustrating declinations into opportunities for education, relationship-building, and ultimately, better medicine.

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