Veterinary clients prefer benefit-focused online communication while clinic websites uncommonly communicate benefits of preventive care services.

IF 1.6 2区 农林科学 Q2 VETERINARY SCIENCES Javma-journal of The American Veterinary Medical Association Pub Date : 2024-11-01 DOI:10.2460/javma.24.09.0568
Katja A Sutherland, Jason B Coe, Kassandra Blais-Vaillancourt, Margaret Gober, Heather Berst
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Abstract

Objective: To explore client preferences for how value is communicated via written means and to assess the consistency of this preference with how veterinary clinic websites present this information for preventive care services.

Methods: First, a questionnaire was developed to assess clients' preference between 2 researcher-developed paragraphs recommending senior pet screening (one focused on the function of screening, the other on pet benefits of screening) and distributed from August 17 to November 2, 2023. Second, veterinary clinic websites were retrieved with a search engine using predefined search phrases related to 4 preventive care topics (flea and tick prevention, heartworm prevention, dental cleaning, and senior bloodwork). Each website was coded for the frequency of 4 codes related to how the value of the preventive care service was communicated (feature, function, pet benefit, or client benefit).

Results: From the questionnaire, 58.0% (166/286) of participants preferred the benefit-focused communication. Those who saw the benefit-focused paragraph were more likely to indicate being "extremely likely" to discuss senior pet screening with a veterinarian. Of the 128 website pages coded, the mean text percentages for each code were 13.3% feature, 10.5% function, 6.4% pet benefit, and 1.0% client benefit.

Conclusions: Results suggest that opportunities exist to increase communication of the benefits of veterinary care on veterinary clinic websites, which may align more with clients' preferences.

Clinical relevance: Through online communication, veterinary professionals may have an opportunity to increase client engagement with preventive care services by emphasizing the benefits of preventive care services in addition to the function.

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兽医客户更喜欢以益处为重点的在线交流,而诊所网站却很少宣传预防保健服务的益处。
目的探讨客户对如何通过书面方式传达价值的偏好,并评估这种偏好与兽医诊所网站如何介绍预防保健服务信息的一致性:首先,我们制作了一份调查问卷,以评估客户对研究人员开发的两段推荐老年宠物筛查内容(一段侧重于筛查的功能,另一段侧重于筛查对宠物的益处)的偏好,问卷于 2023 年 8 月 17 日至 11 月 2 日发放。其次,使用搜索引擎检索兽医诊所网站,使用与 4 个预防性护理主题(跳蚤和扁虱预防、心丝虫预防、牙齿清洁和老年血液检查)相关的预定义搜索短语。对每个网站进行了编码,以确定与如何宣传预防性护理服务价值(特点、功能、宠物益处或客户益处)相关的 4 个代码的频率:从调查问卷来看,58.0%(166/286)的参与者倾向于以好处为重点的宣传方式。看到以益处为重点段落的参与者更有可能表示 "极有可能 "与兽医讨论老年宠物筛查问题。在编码的 128 个网站页面中,每个编码的平均文本百分比分别为:13.3% 特色、10.5% 功能、6.4% 宠物益处和 1.0% 客户益处:结论:研究结果表明,兽医诊所网站有机会增加对兽医护理益处的宣传,这可能更符合客户的偏好:临床相关性:通过在线交流,兽医专业人员可能有机会在功能之外强调预防性护理服务的益处,从而提高客户对预防性护理服务的参与度。
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来源期刊
CiteScore
1.60
自引率
15.80%
发文量
539
审稿时长
6-16 weeks
期刊介绍: Published twice monthly, this peer-reviewed, general scientific journal provides reports of clinical research, feature articles and regular columns of interest to veterinarians in private and public practice. The News and Classified Ad sections are posted online 10 days to two weeks before they are delivered in print.
期刊最新文献
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