Tap into the Special Needs of Geriatric Pets

How to reach an untapped “super senior” market and get them the TLC they deserve.

Are you marketing to caregivers of geriatric pets? If not, you may be overlooking a much-needed service—and revenue stream—for your practice.

Mary Gardner, DVM, a co-founder of Lap of Love Veterinary Hospice, says that, sadly, almost 56% of dogs and 68% of cats are not seen by a veterinarian in the six months prior to euthanasia. “They’re anxious, painful, dehydrated,” she says. “Caregivers are struggling.”

The best ways to get started marketing to caregivers of geriatric pets are to create a geriatric package and to carefully position aging pet content on your website, social media and e-newsletters. Dedicate 30% of everything you write to geriatrics, advises Gardner. And don’t post information about senior/geriatric pets together with information about end-of-life care.

Instead, keep it upbeat and appeal to pet owners who are not considering end-of-life care yet. “‘Supporting your aging pet’—what a wonderful phrase,” says Gardner.

Make Visits Easier

To improve compliance and get “super seniors” into your practice for care, evaluate your practice and procedures to see how you can make visits easier, less frightening and more comfortable for geriatric pets, Gardner advises.

Plan their visit. Find out if the pet has mobility or other issues and ask if owners need help. If the pet is “weak and wobbly,” determine how you can help the pet and owner into the clinic and make them comfortable in the waiting room. Ask the pet owner to call or text when they arrive, so your team can assist. Also ask them to bring a favorite toy or blanket from home. “That will make an anxious dog happier,” Gardner says.

Reserve parking. Provide special parking for seniors and geriatrics close to the entrance and put up a “reserved” sign.

Use a ramp. Is the curb too high? A 4-inch curb could be a struggle for a dog with lymphoma, arthritis or other mobility issues. An anti-slip, polyethylene footway ramp can make it easier for senior dogs to navigate a step up.

Make floors non-slip. “Think about your clinic,” says Gardner. “What do the floors look like? If you’re nauseous or not feeling good or can’t walk well, how would you feel on that floor?” Non-slip tile is ideal, but temporary solutions work, too. Yoga mats, booties or a quick spray on the bottom of the pet’s paws can keep them from slipping. (See “What to Buy” box.)

Warm them up. “This is really important for these fragile guys,” says Gardner, noting that the ability to thermoregulate changes as you get older and geriatric pets don’t have as much fat and muscle. “They’re usually cold,” she says. “Make sure they have warm bedding and a warm environment.”

Comfort is key. That includes keeping the noise level down for geriatric pets that are recovering in cages, and having special visiting hours for their owners. Sometimes, small changes can help. For example, put rubber stoppers on your cabinet doors so they don’t slam loudly when they close. “Remember that these guys are fragile,” says Gardner. “Treat them like little eggs that need TLC.”