Edition 1.2 Veterinary Brief

Balancing Act: Strike the Right Balance to Attract More Pet Owners

As products and services are becoming available through more outlets, it’s important to understand how to balance everything you have to offer. This brief digs deep into the details about where pet owners want to buy, what products and services they want and how you can hold on to your share of the pie.
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Brief Topics:

  • Are Veterinarians Really Price Gouging?
  • For Pet Owners, More is Better
  • A More Complete Picture of the Value You Offer
  • Services Can Offset Loss of Product Sales
  • Medication Sales—and What Pet Owners Wish You’d Offer Besides Medications
  • Optimize/Expand Your Online Pharmacy/Store
  • Where Pet Owners are Buying—and How Often
  • Why Pet Owners Buy from Specific Sources
  • The Value of Your Recommendation
  • It’s Not All About the DVM
  • Your Opinion is Worth More than You Think
  • Product Endorsements Can Lead to Increased Online Sales—for YOU

Brief Format

All briefs are available in both an online and printable PDF format.

Veterinary Action Plans

Diggo briefs go beyond data. This brief offers exclusive veterinary action plans that you can begin implementing immediately to retain existing clients and attract new ones.


The primary objective of this research is to understand pet owners’ preferences regarding the products and services you offer.

Specific deep dive topics include:

  1. Differences between actual pet owner expectations about the products you offer and what they cost vs. what veterinarians think pet owners expect.
  2. Discrepancies between where (and why) pet owners are currently shopping vs. where they would prefer to shop.
  3. How pet owners’ desires for product recommendations can impact your bottom line, even if you’re recommending a product that’s also available from retail outlets.

Methodology & Analysis

Much of the data in this brief came from an online survey fielded in Summer 2019, with a large sample size of 1,002 pet owners balanced across US geography. This sample size allows for 95% confidence with a margin of error of +/- 2.53. Attitudinal questions were asked using a 6-point Likert rating scale. 72% are dog owners and 66% are cat owners.