Veterinarians have to counter misleading online content.
There’s been a dramatic increase in pet parents influenced by social media and online “experts” — but that influence doesn’t always translate to informed questions.
Empowered pet parents, overwhelmed veterinarians. Bridging the trust gap in modern veterinary care
Pet parents are arriving at clinics more confident, informed, and opinionated — but their empowerment is generating new friction. Veterinarians are fighting misinformation, justifying clinical decisions, and navigating a fragmented care journey where they're no longer the sole authority. We surveyed 100+ veterinarians and 150+ pet parents to understand how the dynamic is shifting and what it means for animal health brands.
Read The 2025 Trust Gap Study to learn about:
- Veterinarians’ evolution from authorities to advisors
- How online content is reshaping expectations and anxiety at the point of care
- Strategic opportunities for brands to bridge the gap and support both audiences
Decision-making is more emotional now that pet parents play a more active role.
Clinical data still matters, but empathy ranks above every other trust-building factor, an opening for more human-centered brand strategies.
Consideration-focused strategies matter more than ever.
Veterinarians now anchor to the consideration stage where pet parents validate research and weigh options, offering opportunities for brands to support this new advisory role.
The next wave of pet parents is building a different relationship with veterinary care.
One generation is driving growth in pet ownership and visiting clinics more frequently — a critical opportunity to build lasting loyalty at the point of care.
