Behaviour Change
5 min read

How clients make decisions about veterinary care (it’s not how you think)

Last night, I meandered around the supermarket on autopilot, mindlessly picking the items I needed (and, if I’m being honest, some that I didn’t). I didn’t stop to have even the most fleeting thought about why I buy this jam, but not that jam. On the return journey home – one which I’ve driven time and time again over the last 12 years since I moved to this area – I listened to a podcast. I arrived home.

How clients make decisions about veterinary care (it’s not how you think)

Last night, I meandered around the supermarket on autopilot, mindlessly picking the items I needed (and, if I’m being honest, some that I didn’t). I didn’t stop to have even the most fleeting thought about why I buy this jam, but not that jam.

On the return journey home – one which I’ve driven time and time again over the last 12 years since I moved to this area – I listened to a podcast. I arrived home able to recount the podcast that I’d listened to, but not really able to recall any other part of the journey that I’d just made.
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Does this sound familiar?

This mindless, automatic approach to decisions and actions isn’t unusual. In fact, it’s human nature.
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The power of the subconscious mind

Our subconscious mind offers us decisions and behaviours instinctively. It’s fast and automatic, operating on intuition. Our conscious mind, on the other hand, takes time to weigh things up and is slow, involving significant effort.
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Think about a decision you need a client to make, and ask yourself what things will influence their choice.

Did you think of facts and evidence?

Or something else?

Most people, when asked this question, will think of the facts and evidence to consider.
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Most decisions are made subconsciously first

The truth is that we overestimate the control our conscious mind has over us. The vast majority of the time (90-95%), our subconscious mind will reach an instinctive decision, and then our conscious mind will post-rationalise why we reached that decision.
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What does this mean for veterinary businesses?

Clients make decisions in their subconscious, and then post-rationalise their thoughts afterwards. This means that when clinic teams are seeking to guide clients’ decisions, they need to be equipped with the tools to communicate with clients in a way that works with (and not against) their subconscious.

That means understanding what the key drivers of subconscious decision-making are, and knowing how to tap into them.
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The key drivers of the subconscious are:

  • Emotions
  • Mental shortcuts (heuristics)
  • Cognitive biases
  • Habits
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By equipping teams to speak not just in facts and evidence, but also to tap into the feeling that their communications make, we are able to create better clinical outcomes, happier teams, and better business results.

IF you would like to find out how we can help equip your team with the power of behavioural science, visit our Workshops page.

Rebecca Maher
Mar 2024
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How clients make decisions about veterinary care (it’s not how you think)
Rebecca Maher
Mar 2024

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Reducing client anxiety in veterinary practice: communication skills that build calm and confidence

Reducing client anxiety in veterinary practice: communication skills that build calm and confidence

Autumn often brings more than just shorter days and muddy boots. For many vet teams, it’s also the season of heightened emotion. We’re all familiar with…
Reducing client anxiety in veterinary practice: communication skills that build calm and confidence
Rebecca Maher
Nov 2025
•
5 min read
Read now

Autumn often brings more than just shorter days and muddy boots. For many vet teams, it’s also the season of heightened emotion. We’re all familiar with the pets that are nervous of fireworks, horses that dislike the clippers as well as anxious owners and increased pressure on time and communication.

But while we often focus on calming the animal, the real key to smoother outcomes lies in reassuring the human. We all know that when owners feel anxious, animals pick up on it - and calm, confident clients help create calm, cooperative animals.

So how can veterinary teams use behavioural science to help anxious clients feel secure in their care?

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Reducing client anxiety in veterinary practice

Emotions are contagious. When a vet, nurse or handler stays visibly calm, that composure spreads. We’re all social creatures which means we take cues from each other, both consciously and subconsciously. That means that clients take their cues from us. A calm, confident veterinary professional helps clients regulate their own emotions, which in turn helps animals feel more settled.

But reassurance isn’t only about what we say — it’s also about how we say it.

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Communicating reassurance: practical ways to help anxious clients feel secure

When clients are anxious, every word, tone and gesture sends a message. Reassurance is about communicating steadiness, empathy and control, in ways that people instinctively respond to.

Here are some science-backed tips to help clients feel safe and supported:

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1. Slow your pace

Anxiety speeds people up - in speech, thought and behaviour. When we consciously slow our pace, pause between sentences and speak with rhythm, clients subconsciously mirror that calm. A steady pace signals confidence and helps the client’s nervous system settle.

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2. Keep your tone low and steady

A slightly lower pitch and warm tone convey reassurance far more effectively than a fast, high-pitched or uncertain voice. Calm tones communicate both competence and care - key ingredients for trust.

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3. Use clear, simple language

Stress reduces cognitive processing. When clients are worried, they can’t absorb long explanations or technical terms. Breaking information into short, concrete steps (“First we’ll… then we’ll… finally we’ll…”) reduces overload and helps them feel more in control.

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4. Acknowledge emotions directly

Validation is powerful. Simple phrases like “I can see this is worrying for you” or “It’s understandable to feel nervous” show empathy and immediately lower defensiveness. By naming emotion, we help clients feel heard, and that’s when they start listening.

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5. Match your body language to your message

Reassurance is visual as well as verbal. Maintain open posture, relaxed shoulders and gentle eye contact (if that’s comfortable to you and them). Avoid rushing, fidgeting or crossing arms.

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6. Provide clear next steps

Uncertainty drives anxiety. Outline what will happen, in what order, and what the client’s role is. Even small reassurances like “I’ll stay with you while we do this” or “Next, we’ll take a look together” restore predictability.

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7. End with confidence and care

How you close a conversation matters. Summarise the plan, check understanding, and finish with warmth: “You’re doing the right thing for them, and we’ll support you every step.” Clients leave with clarity and confidence.

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Creating a reassuring environment in practice

Reassurance isn’t only verbal. It’s also shaped by the environment and client experience.

  • Create quiet spaces or visual barriers for sensitive animals
  • Use warm, tidy and clean consulting rooms that feel calm and comfortable
  • Encourage waiting clients to let you know if they feel their pet is becoming anxious so that you can help them.

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These small cues create perceptual safety, which is the feeling that both people and animals are in capable, caring hands.

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Following up after the appointment

Reassurance continues long after clients leave the building. A short message such as“Just checking how Daisy got on after her visit”, reinforces care and strengthens trust.

This builds relational safety: the belief that the practice genuinely cares and will be there if needed. It’s one of the strongest drivers of loyalty and positive word of mouth in veterinary care.

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Helping clients feel safe in your care

Reassurance goes far beyond soothing words. It’s how we show clients that we’re steady, that we understand, and that their animals are safe with us. Calm, clear, empathetic communication doesn’t just ease anxiety, it builds trust and strengthens the bond between people, teams and animals.

And that’s what every anxious client needs to feel: “You’ve got this — and we’ve got you.”

At InsideMinds, we help practices use behavioural science to improve clients’ experience. Get in touch to learn more.

Removing barriers in veterinary practice: simple ways to boost adherence to recommendations

Removing barriers in veterinary practice: simple ways to boost adherence to recommendations

In veterinary practice, we often think of behaviour change as something big and effortful. Encouraging clients to attend weight clinics, getting horse owners to engage in parasite counts rather than…
Removing barriers in veterinary practice: simple ways to boost adherence to recommendations
Rebecca Maher
Oct 2025
•
5 min read
Read now

In veterinary practice, we often think of behaviour change as something big and effortful. Encouraging clients to attend weight clinics, getting horse owners to engage in parasite counts rather than pre-emptively treating, or encouraging farmers to engage in proactive diagnostics – it can all feel like climbing uphill.

But behavioural science tells us that sometimes, it’s the smallest tweaks that make the biggest difference. By adjusting the way choices are presented and making it easier to choose the most appropriate path, we can guide clients towards better decisions for their animals - without the need for tonnes of effort.

Here we explore 3 simple ways to encourage vet clinic clients to make better decisions for their animals’ health.

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The power of defaults: setting clients up for success

A default is what happens if a client does nothing. They are hugely powerful drivers of behaviour because it takes effort (which we generally try to avoid) to move away from a default, and it can also feel more risky to change things than to leave them as they are. That means that most of us tend to stick with default options. That’s why pension auto-enrolment works so well: doing nothing means you’re already opted in!

In veterinary practice, setting helpful defaults can make the right behaviour the easy behaviour. For example:

  • Instead of “See you next year!”, we can set the default by booking the next appointment before they or we leave
  • Practices that automatically enrol clients in the health plan when they register set a powerful default

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Client nudges: making good choices more likely

While defaults are about what happens automatically, nudges are about how choices are framed and presented. Nudges don’t remove freedom - they simply make the desired action more visible, attractive, and socially reinforced. For example:

  • In the waiting room, a poster that says “Most of our clients protect their pets year-round” uses social norms to encourage uptake
  • Reminders framed as “Your next appointment is reserved for you - confirm here” are more effective than “Please call to book.”
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Nudges are most effective when they tap into what feels normal, easy, and socially expected.

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Reducing friction: clearing the path to adherence

Even with good defaults and clever nudges, clients can still get stuck if the process is clunky. Friction is anything that makes an action harder than it needs to be, and it only takes a small obstacle to derail good intentions.

  • If clients must phone during office hours to order repeat medication, some simply won’t. Online ordering reduces friction.
  • If online booking requires too much data entry or too many steps, more people will drop out. Every click counts!
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Reducing friction is about removing unnecessary effort, so the healthy choice is also simple and feels easy.

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Bringing it all together: better adherence, better outcomes

Defaults, nudges and friction aren’t separate tools. They’re three parts of a single approach: designing systems that help clients make good decisions without adding pressure or judgement.

  1. Set smart defaults so inaction still leads to the right outcome
  2. Use nudges to encourage and normalise the desired behaviour
  3. Remove friction so there are no hidden barriers to following through
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So, what could you tweak today to make the biggest difference to your clinical outcomes?

At InsideMinds, we help practices use behavioural science to improve clients’ experience. Get in touch to learn more.

Why September is the perfect time for new habits for veterinary practice patients

Why September is the perfect time for new habits for veterinary practice patients

September often feels like a turning point. The summer holidays are behind us, the school run is back in full swing, and there’s a sense of sharpening pencils and getting organised again. For many of us, this comes with a burst of motivation to reset routines and start afresh. Psychologists call this…
Why September is the perfect time for new habits for veterinary practice patients
Rebecca Maher
Sep 2025
•
5 min read
Read now

September often feels like a turning point. The summer holidays are behind us, the school run is back in full swing, and there’s a sense of sharpening pencils and getting organised again. For many of us, this comes with a burst of motivation to reset routines and start afresh.

Psychologists call this the fresh start effect. Research shows that people are more likely to begin new habits or make positive changes when they hit a natural milestone - a new year, a birthday, or simply the start of a new week. September, with its “back-to-school” vibe, is one of those moments.

And it’s not just people who can benefit from a reset. As families settle back into normal life, it’s the perfect opportunity to re-establish healthy habits for animals too.

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Why the fresh start effect matters in practice

The fresh start effect works because we draw a mental line between the “old me” and the “new me”. Owners can leave behind any guilt about missed walks, overdue flea treatments or forgotten weight checks and step into a new chapter with renewed commitment.

For veterinary teams, this creates a golden window: clients are naturally more receptive to health recommendations and more willing to act on them. By aligning communications and services with this mindset, practices can make it easier for owners to follow through.

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How to harness it in your clinic

Here are a few ways you can put the fresh start effect into action this September:

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1. Frame communications around new beginnings‍

A simple shift in language can make a big difference. Messages like “new term, new healthy habits” or “time to reset your pet’s routine” connect directly to how owners are already feeling. Consider weaving this into newsletters, social media posts, or even posters.

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2. Run an autumn health campaign‍

Autumn is a natural time to talk about preventive care. Parasite protection, dental checks and weight clinics all fit well here. Framing them as an “Autumn health reset” makes them more timely and appealing.

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3. Support habit formation in consultations‍

When recommending ongoing care, help owners link it to routines they’re already resetting. For example, a few questions may reveal that there’s an opportunity to give medication when they pack school lunches, or fit in a daily check when they put on the kettle. This is known as habit stacking and it makes follow-through far more likely.

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4. Encourage long-term commitment‍

Wellness plans or preventative subscriptions can be positioned as part of the reset too. Owners are more open to committing at times when they feel they’re turning over a new leaf.

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Beyond September

While September is a particularly strong moment, it’s just one example of a broader principle: moments of change. Whether it’s welcoming a new pet, moving house, or celebrating a birthday, these milestones all create a sense of renewal. They’re powerful opportunities for veterinary teams to encourage healthy behaviours that stick.

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The takeaway

September is more than just a change in the calendar. It’s a natural reset point — for owners, for families, and for pets. By recognising the fresh start effect, veterinary practices can align their support with the way people think and feel, making it easier for clients to do the right thing for their animals.

So, while children are sharpening their pencils, perhaps this is the perfect time to help owners sharpen their commitment to pet health!

At InsideMinds, we help practices use behavioural science to improve clients’ experience. Get in touch to learn more.

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