The case for year-round heartworm prevention and how to talk with clients about affordable options

This content is sponsored by Aurora Pharmaceutical

Veterinarians wear many hats: a clinician, diagnostician, surgeon, and increasingly, financial counselor. In today’s economic climate, clients are often forced to weigh the cost of care against their love for their animals. As a result, vital preventive measures like year-round heartworm protection may fall by the wayside, not because clients don’t care but because of financial limitations.

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Let’s take a moment to talk about why year-round heartworm prevention is not only a standard of care for pets but also a tool for promoting their emotional well-being, as well as how veterinary teams can compassionately guide clients toward affordable options, including generic equivalents that deliver safety, efficacy, and peace of mind.

Why year-round heartworm prevention matters

Heartworm disease is caused by the parasite Dirofilaria immitis, which is transmitted via mosquito bites. If infected, pets ultimately harbor adult worms that exist in the pulmonary arteries, which can lead to life-threatening heart failure and lung disease.

Why is year-round prevention necessary?

Mosquitoes don’t take a holiday. Even in colder climates, warming trends, the existence of microclimates, and climate change have extended mosquito seasons. Because of this, the potential for heartworm exposure is year- round throughout the US.

Preventive adherence is crucial. Skipping even 1 month can leave a pet unprotected. The heartworm life cycle is complex, and providing timely prevention is the key to preventing the disease.

Treatment is costly and involves risk. Treating adult heartworm infections can be arduous, expensive, and emotionally taxing for the pet owner. It involves strict exercise restriction, painful injections, and has the potential to result in complications or death.

Preventives also protect emotional health. Beyond physical suffering, heartworm disease causes distress for pets and their families. Chronic discomfort, exercise intolerance, and weakness can lead to behavioral issues and depression in pets.

By emphasizing consistent prevention, we protect your pet’s health and preserve their joy, energy, and emotional stability.

It’s more than physical health

Heartworm prevention not only protects physical health, but it also directly affects mental health. A pet experiencing symptoms of heartworm infection may show the following:

• Lethargy and depression: Less play, more hiding or sleeping
• Exercise intolerance: Leading to frustration or anxiety
• Isolation: From being restricted or hospitalized
• Pain or discomfort: Affecting mood and behavior

For clients, the guilt and grief of preventable illness can weigh heavily. Preventing disease promotes emotional well-being for both the pet and the owner, maintaining the human-animal bond and avoiding painful experiences.

RELATED: Six Myths about Heartworm Disease

Economic barriers and misconceptions

A major barrier to adherence is financial strain. With inflation affecting household budgets, many pet owners hesitate to commit to a full year of preventive medication, especially if they perceive it as optional or seasonal. Some may believe winter months are “safe,” or that skipping a few months here and there won’t hurt.

In response, many clients seek cheaper sources online or delay purchasing altogether— sometimes unknowingly leaving their pets vulnerable. As veterinary professionals, it’s our responsibility to emphasize the value and importance of prevention and to offer realistic, budget-conscious solutions.

The case for generics: Safe, affordable, and effective

When clients balk at the price of name-brand preventives, offering FDA-approved generic equivalents can bridge the gap between adherence and cost. But first, we must address the common myth: If it’s cheaper, it must be lower quality.

It is important to remember that generic equivalent veterinary drugs approved by the FDA must meet strict standards, including the following:

• Bioequivalence: The active ingredient is the same and performs identically to the active ingredient of the pioneer drug.
• Manufacturing standards: Facilities must comply with Good Manufacturing Practices.
• Efficacy and safety: Generics must demon- strate that they perform identically under labeled conditions.

For example, generic equivalent medications like selamectin (Revolt; Aurora Pharmaceutical), the generic version of a leading competitor, and imidacloprid plus moxidectin (Barrier; Aurora Pharmaceutical), the generic version of a leading competitor, are available at significantly lower costs while maintaining the same protection profile.

By utilizing generics as trusted options, we not only increase accessibility but also strengthen our clients’ trust in us.

How to have the conversation

Money is a sensitive topic. Clients may feel embarrassed, guilty, or defensive when they can’t afford a full-year supply or ask about cheaper options. An empathetic, informative, and nonjudgmental approach can make all the difference.

1. Focus on outcomes, not products

Start by talking about the health benefits of consistent prevention. Keep the focus on what the pet needs, not on pushing a particular brand. For example: “Our goal is to make sure Buddy stays happy and healthy year-round. Heartworm disease is something we can prevent, and we want to make that easy for you.”

2. Offer options proactively

Don’t wait for clients to bring up price concerns. Offering choices up front shows understanding and builds trust. For example: “We have a few options, including generics that work exactly the same as the name brands but are more budget friendly.”

3. Explain bioequivalence in simple terms

Clients may not understand what “bioequivalent” means. Make it relatable. For example: “It’s like store-brand ibuprofen, which works just like Advil. Same ingredient, same result, just a different label.”

4. Offer flexible purchase plans

If possible, let clients buy preventives month by month or in smaller quantities. Pairing this with reminder systems or autoshipment options can help ensure ongoing adherence. For example: “We can set up a refill schedule that works with your budget—monthly, quarterly, or annually.”

5. Use empathy, not shame

Avoid language that sounds accusatory or implies that they’ve failed their pet.

• Do: “I understand things are tight for many families. Let’s work together to find a plan that keeps Luna protected.”
• Don’t: “Skipping doses really puts your dog at risk.”

Prevention is kindness

Veterinary care has evolved to include not only physical health but also behavioral and emotional wellness. Year-round heartworm prevention is a foundational part of that holistic approach. Offering affordable options like generics makes prevention accessible and positions you as a partner, not a salesperson.

Remember, it’s not about selling pills. It’s about preserving quality of life, maintaining the human-animal bond, and empowering clients to make informed, confident decisions. When we communicate with compassion and clarity, we don’t just save lives, we support joy, trust, and peace of mind.

To recap, here are 5 great talking points to help with the conversation:

• Client: “I’d love to protect Max year-round, but that heartworm prevention is expensive. Do we really need it in the winter?”
• Veterinary team member reinforces “the why”: “That’s a great question! The tricky part is that mosquitoes can be active even in the winter, so we recommend year-round prevention to make sure Max is never at risk.”
• Validate their concern: “I understand cost can be a big factor, and you’re not alone in thinking about that.”
• Present generics as a solution: “We do have generic options that are just as effective as the brand names. They’re FDA approved, have the same active ingredients, and are just as effective.”
• Explain bioequivalence simply: “Think of it like buying generic Tylenol; it’s the same medicine, just not the big brand label.”

Training your staff to have these conversations with confidence and empathy can transform client relationships and increase adherence. Consider role- playing these scenarios in team meetings. In the end, it’s not about what we sell, it’s about the trust we build, the value we provide, and the lives we protect.