How to talk to clients about vaccinations

Vaccine hesitancy has become a regular part of companion animal practice. A nationally representative survey of 2200 US dog owners found that 37% consider canine vaccines unsafe, 22% consider them ineffective, and 30% think they are medically unnecessary.¹ Research also shows that hesitancy toward human vaccines and hesitancy toward pet vaccines tend to go hand in hand, a pattern known as vaccine spillover.^1,2 Clients often arrive already primed by outside influences, and understanding where that hesitancy started is just as important as knowing how to address it.

Hesitancy may starts before the first visit

Some breeders can fuel doubts about vaccination before clients ever set foot into the office. Before the first veterinary visit, many new pet parents are advised by breeders to skip certain vaccines or told their pet is already fully vaccinated. Some breeder contracts even say the health guarantee is void if the owner follows certain vaccine protocols, which can discourage clients from following evidence-based veterinary advice.

Instead of arguing with the breeder’s advice, listen to the owner, acknowledge it, and offer a different vantage point.

For example, saying, “I know you really care about your pet’s health and so do I. Let’s talk about the current guidelines we recommend and why, so you can feel good deciding what is best for you both” helps start a conversation about evidence based care without making the client feel caught in the middle.

Build a relationship

Taking the time to hear the client’s concerns before the veterinary team makes recommendations can help them feel listened to and respected. Discussing vaccinations as a customizable plan for the pet may calm concerns.

What you say during the appointment matters. For example, saying, “Based on where your dog spends time and what diseases are common in this area, this is what I recommend and why, shows the client that the veterinarian has thought about their pet’s needs. Starting with due dates or hospital policy can sound impersonal.

Transparency is a huge part of building a relationship with the client. At an annual visit, many clients assume the whole reason they are coming in is for their pet to receive vaccines, which can raise concerns about over vaccination. Taking a moment to explain that the yearly exam is more importantly about the health of the pet, checking their weight, dental health, organ function, and overall quality of life, and that vaccines are one component of that visit, rather than the reason for it, helps clients feel like partners in their pet’s care instead of just a transaction.

Customize recommendations for the pet

Current guidelines from both the American Animal Hospital Association (AAHA) and the World Small Animal Veterinary Association emphasize building vaccine plans around each patient’s lifestyle rather than a standardized schedule.^3,4 Being asked about boarding, dog parks, hiking, travel, and wildlife contact helps clients see exactly why a particular vaccine is relevant to their pet.

For dogs, vaccines for conditions such as Bordetella, canine influenza, Lyme disease, and leptospirosis are much easier to accept when tied directly to how the dog spends its time. For cats, indoor vs outdoor status is one of the most important considerations. The 2020 AAHA/American Association of Feline Practitioners, now known as the Feline Medical Veterinary Association, feline vaccination guidelines recommend feline leukemia virus vaccination for all kittens and adult cats with any outdoor access or exposure to cats of unknown history.⁵ Walking a client through that reasoning shows them the recommendation is based on thought, not routine.

Address leptospirosis directly

The 2022 AAHA canine vaccination guidelines moved leptospirosis into the core vaccine category based on broad environmental exposure and its ability to spread to people through contact with infected urine or contaminated water.³ Urban and suburban dogs can be exposed through puddles, standing water, or wildlife contact, including in their own backyard. Many clients do not realize this. Bringing in the human health perspective, specifically that leptospirosis is a reportable zoonotic disease with real cases in people, often changes the feel of the conversation.

Common vaccine questions

Many small breed dog owners think their pets should receive a smaller vaccine dose. However, we know that vaccine doses are designed to trigger the immune system, not reach a certain level in the bloodstream as medications do. Current guidelines recommend the same dose for all sizes and breeds because their immune systems need the same minimum amount of vaccine to provide protection.^3,4 Giving a smaller dose would not make the vaccine safer; it would just make it less effective.

It is also worth reminding clients that core vaccines such as canine distemper, parvovirus, and adenovirus are recommended on a 3-year schedule after the initial series, not annually.³ For clients worried about overvaccination, this simple fact can be very reassuring.

Setting expectations before the end of the appointment is another easy step that can prevent unnecessary worry. Let clients know that mild soreness at the injection site or a little tiredness are normal after vaccination and not typically signs of a problem. In fact, it can mean the pet’s immune system is responding positively. When clients know what to expect, they are less likely to panic or think the vaccine harmed their pet. Saying “your dog’s immune system is doing exactly what we want it to do” can reassure them that the visit went well.

Building consistency and partnership

It is vital that the entire team, from customer service representatives at the front of the office to the assistants and veterinarians during treatment, carries the same talking points on vaccine recommendations. A unified repetitive message instills trust and confidence in the plan. Another helpful tool practices should use is to follow up after visits with a phone call to check on the patient. It shows the client that the whole team cares.

At the end of the day, getting a client to agree to protect their beloved pet with appropriate vaccinations is not about winning an argument; it is about building trust. When clients feel that a plan was made specifically for their pet, their concerns were genuinely heard, and the annual visit exists to support their animal’s long-term health, they are far more likely to follow through.

References

1. Ellis J, Marziani E, Aziz C, et al. 2022 AAHA canine vaccination guidelines. J Am Anim Hosp Assoc. 2022;58(5):213-230. doi:10.5326/JAAHA-MS-Canine-Vaccination-Guidelines
2. Day MJ, Horzinek MC, Schultz RD, Squires RA. WSAVA guidelines for the vaccination of dogs and cats. J Small Anim Pract. 2016;57(1):E1-E45. doi:10.1111/jsap.12431
3. Stone E, Campion M, Elston T, et al. 2020 AAHA/AAFP feline vaccination guidelines. J Am Anim Hosp Assoc. 2020;56(5):241-274. doi:10.5326/JAAHA-MS-71722
4. Motta M, Motta G, Stecula D. Sick as a dog? The prevalence, politicization, and health policy consequences of canine vaccine hesitancy. Vaccine. 2023;41(41):5946-5950. doi:10.1016/j.vaccine.2023.08.059
5. Haeder SF. Assessing vaccine hesitancy and support for vaccination requirements for pets and potential spillovers from humans. Vaccine. 2023;41(49):7322-7332. doi:10.1016/j.vaccine.2023.10.061