Recently, the Competitions and Markets Authority (CMA) announced that they are planning to launch a formal investigation into the veterinary market after identifying “multiple concerns” in their initial review. Coincidentally, a recent transnational study delved into the expectations and attitudes of dog and cat owners towards modern Advanced Veterinary Care (AVC), shedding light on crucial aspects of this discussion. For most dog owners, they’re not just pets; they’re integral parts of our families. Consequently, discussions around their healthcare have become more nuanced and important than ever before. The study (Exploring Owners’ Attitudes Towards Advanced Veterinary Care: A Transnational Study; Corr et al), conducted across the UK, Austria, and Denmark, posed questions regarding the accessibility and necessity of AVC for pets, comparing responses and drawing insightful conclusions. The research used questionnaires to gather opinions from around 2,100 dog and cat owners in the 3 countries. The countries were chosen because of the diversity in the veterinary sector, with smaller independent practices more common in Austria, larger ones in Denmark, and large corporate-owned ones in the UK.
The paper says that “the definition of advanced veterinary care (AVC) is constantly evolving, but it sits at one end of a spectrum of appropriate care, as all veterinary treatment must meet the standard”.
The “Spectrum of Care” refers to the range of medical interventions and treatments available for a particular condition or ailment. In the context of veterinary medicine, the Spectrum of Care encompasses a variety of options that vets can offer to address the health needs of animals and is designed to provide comprehensive healthcare options tailored to the individual needs of each animal. Vets work collaboratively with pet owners to determine the most appropriate course of action based on factors such as the animal’s health status, medical history, prognosis, and the owner’s preferences and resources.
Perplexing choices for pet owners
Recent advances in veterinary medicine have introduced a wealth of sophisticated diagnostic tools and treatment options for our canine companions. However, navigating this evolving landscape can be perplexing for pet owners. A striking finding from the study was that half of the pet owners surveyed believed their pets should have access to the same diagnostic tests as humans, with nearly 60% advocating for similar treatment options. This shows a significant shift in the perception of pets as valued members of the family, deserving of healthcare akin to humans.
Interestingly, while owners generally disagreed with the notion that advanced care for pets is ‘unnecessary,’ they were more neutral on whether it has ‘gone too far.’ This suggests a nuanced understanding among owners, weighing the benefits of advanced care against potential drawbacks. While over half expressed a desire for their dog to have access to advanced diagnostic procedures, such as endoscopy and MRI, a significant portion did not. This disparity highlights the importance of open communication between vets and pet owners. A thorough discussion concerning the necessity and efficacy of each diagnostic test in the context of the dog’s specific medical situation is crucial.
Factors influencing attitudes
Emotional attachment emerged as the most influential factor shaping owners’ attitudes towards AVC. The study used the LAPS (Lexington Attachment to Pets Scale) to measure attachment levels, revealing a strong correlation between higher attachment scores and the belief that pets should have access to advanced treatment options. This emphasises the profound emotional bonds between owners and their pets, driving advocacy for comprehensive veterinary care. This also aligns with the growing recognition of the human-animal bond as a significant factor in veterinary medicine.
Country-specific variances
The study identified a geographical influence on access to AVC. Owners in the UK, for instance, reported a higher expectation of encountering advanced diagnostic and treatment options at their primary veterinary practice. Approximately half of the owners surveyed expected advanced options such as endoscopy, arthroscopy, CT, and/or MRI to be available at their usual veterinary practice. This can likely be attributed to the greater prevalence of specialised practices within the UK. Conversely, owners in Denmark were more likely to require referrals to specialists for these procedures. This could be due to a difference in the veterinary infrastructure of each country or potentially a more cost-conscious approach among Danish dog owners.
Financial considerations and pet insurance
Obviously, advanced veterinary diagnostic and treatment procedures can be expensive and are, therefore, only available to pets whose owners can afford it (with or without insurance cover). Surprisingly, neither income nor possession of pet insurance consistently predicted owner attitudes towards AVC. This challenges assumptions about the role of financial status in determining pet healthcare preferences. Instead, the study suggests that the strength of the human-animal bond drives owners’ willingness to invest in advanced care, regardless of financial considerations.
Research participation
Exploring owners’ willingness to enrol their pets in research studies uncovered more insights. While the majority supported vets’ contributions to advancing veterinary care, fewer were inclined to enrol their own pets. However, owners with higher attachment scores were more likely to agree, indicating a link between emotional investment in pets and support for research programmes.
In conclusion, the study offers valuable insights into the complex landscape of owner attitudes towards advanced veterinary care. While emotional attachment emerged as a key determinant, other factors such as cultural context and financial considerations also play significant roles. The ethical considerations surrounding AVC are also crucial. The study aptly highlights that while advanced treatments offer undeniable benefits, they should not supersede an animal’s quality of life. Most dog owners, the study suggests, prioritise a balance between extending their pet’s life and ensuring they are not subjected to undue suffering through excessive or unnecessary interventions. While advanced care is great, it’s not always the answer. Most owners agree they wouldn’t want their dog to suffer through unnecessary treatments just to buy a few extra days. Finding the right balance between quality of life and cost of care is key. As we continue to navigate discussions surrounding pet healthcare, it will be interesting to see what recommendations emerge from the CMA review and how the veterinary sector responds, particularly the corporate-owned sector.
Dog-ED: Social Enterprise 