COMBATING MISINFORMATION
Peer-to-peer learning plays an important role in how the pet-owning population sees the world . Unfortunately , owners are often subjected to misinformation from other owners , usually due to lack of understanding and ignorance rather than malice . It would therefore be helpful to shift the basis of this peer-led learning away from misinformation towards the dissemination of evidence-based information . One of the ways this can be achieved is by learning from – and signposting owners to – organisations such as International Cat Care ( International Society of Feline Medicine ( ISFM )), Canine Arthritis Management ( CAM ) and Veterinary Voices UK , which have led the way in tackling this issue by actively engaging with pet owners .
POSITIVELY ENGAGING OWNERS
Combative behaviours in veterinary – client interactions are more likely to alienate owners and inhibit education , understanding and open conversation . As highlighted in the AWF discussion at the BVNA Congress , judgemental attitudes are not conducive to good client relations . Therefore , starting conversations in a positive way , highlighting what clients are doing well , empowering owners to make better welfare-based decisions and leading by example are all powerful tools to promote owner engagement .
VN interactions with clients can be incredibly impactful , creating a unique opportunity to improve owner education within VN consultations . By creating an environment that encourages discussion , VNs can encourage owners to be more open , less defensive and more receptive to advice and suggestions . Also , when advice and suggestions have been gained as a result of a positive experience , owners are more likely to recall and share that information with fellow and prospective owners .
‘ VN interactions with clients can be incredibly impactful , creating a unique opportunity to improve owner education within VN consultations ’
CAM has an owner-focused Facebook page with a large and engaged pet-owner following and regular discussions about pet conditions . Unlike some pages , where owners ' opinions are unsupervised , the CAM page is monitored by trained ‘ CAMbassadors ’ who include veterinary professionals , paraprofessionals and laypeople . They discuss and tackle any misinformation that is posted and signpost owners to the correct information . Owners who are sympathetically educated in this way tend to go on to educate other owners similarly and , instead of misinformation being spread , this participatory approach encourages dissemination of evidence-based information by owners themselves .
In a similar way , the Veterinary Voices UK public Facebook page breaks down confusing medical or academic jargon and literature , to present evidencebased owner-friendly information . This is shared by owners and veterinary practices to educate others on a range of veterinary and animal health and welfare topics . It often sparks discussions on controversial and opinion-dividing subjects , such as brachycephalic health and welfare , where firm evidence-based answers are developed so misinformation does not go unchallenged .
LEADING BY EXAMPLE
VNs are on the front line of communication between practices and their clients , and can therefore play a pivotal role in moving fascination away from extreme and unhealthy body shapes in dogs and towards a perspective where ‘ healthy becomes the new cute ’.
In an effort to reduce the numbers and popularity of dogs with brachycephaly , VNs could , for example , promote the BWG strapline ‘ Stop and think before buying a flat-faced dog ’ to discourage people from buying or breeding a brachycephalic dog . VNs could also avoid ‘ liking ’ or sharing social media posts relating to , or bearing images of , flat-faced dogs . In addition , VNs can write to businesses that use imagery of such dogs , to express their dissatisfaction directly , as well as ensuring their own practice does not use images of pets with extreme body shapes in public messages .
Volume 38 ( 1 ) • February 2023
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