Pulse - November 2024 - 11
" The pet owners today are not
like the pet owners of old, " he
said. " They have way more
access to information, and it's not
necessarily good information. "
" Younger generations are transforming pet ownership and
veterinary medicine, " Dr. Christman explained. " Dogs and
cats aren't pets-they are furkids. And people no longer own
pets-they parent them. The newest trend for Gen Z folks is
to find a home and car that suits their pets' needs instead of
their own. This generation typically owns a pet first, and then
maybe considers having a child. "
Millennial and Gen Z pet owners care deeply about their
" furkids, " leading them to set higher expectations for veterinary
care with increasing demand for cutting-edge treatments, specialty
programs, and convenient, tech-driven services.
According to Dr. Christman, young pet owners are more
receptive to technology in pet care, including telemedicine,
wearables, apps, and online scheduling. They prioritize preventive
care, make eco-conscious choices, and recognize pet
insurance as an essential financial protection.
" I view these changes as a positive evolution in veterinary
medicine, reflecting a more holistic, client-centered, and
individualized approach, " said Dr. Christman, who believes
younger pet owners are pushing the profession to better itself
by demanding increased client engagement, expanded services,
and sustainability initiatives.
Meeting pet owners where they are
A 2023 Pew Research survey found that social media use and
preferences vary considerably by age group.2
Here are the top three
most popular platforms in each age group, according to the percentage
of survey respondents indicating use:
* 18-29 years: YouTube (93%), Instagram (78%), Facebook (67%)
* 30-49 years: YouTube (92%), Facebook (75%), Instagram (59%)
* 50-64 years: YouTube (83%), Facebook (69%), Instagram (35%)
* 65+ years: YouTube (60%), Facebook (58%), Pinterest (21%)
Special mention: 62% of Gen Zers reported using TikTok, the 4th
most popular for this group, but interest drops steeply in older groups.
PULSE
NOVEMBER 2024
Social media use is another significant difference between
younger and older generations. Although all generations have
become more tech-savvy, the youngest cohorts turn to social
media for information and advice, including pet care and veterinary
services.
Dr. Roark worries about the impact of social media on
impressionable young people. " The pet owners today are not
like the pet owners of old, " he said. " They have way more access
to information, and it's not necessarily good information. "
But herein lies the opportunity: Veterinary professionals
and hospitals with a social media presence can position
themselves as subject matter experts to build connections
with young pet owners.
The importance of social media
Dr. Christman uses his charismatic personality-or " rizz, " as
the kids call it-to influence millions of young pet owners.
" Social media plays a pivotal role in reaching younger generations,
who are highly active on platforms like Instagram,
TikTok, and YouTube, and often turn to social media for recommendations
and reviews, " said Dr. Christman.
Tannetje Crocker, DVM, echoed Dr. Christman's sentiments.
The social media personality, emergency veterinarian,
and general practice owner added that although she started
on social media for other reasons, online platforms have been
critical elements of her marketing and recruiting strategy.
" I was tired of seeing all the negativity around our industry
on social media, " Dr. Crocker said. " I decided to go on, tell my
story, and explain why I loved what I did, and that message
resonated with young veterinarians. That's how it started. "
And, now that Dr. Crocker owns a practice, she said social
media is a no-brainer.
" If you own a veterinary hospital, you have to have social
11
Pulse - November 2024
Table of Contents for the Digital Edition of Pulse - November 2024
Chapter Meetings & Calendar
President’s Perspective
Pulsepoints
SCVMA Profile
FEATURE STORY
Practical Pathology
UC Davis Update
Updates
Tools for Success
Industry Insights
Angel Fund
AVMA Diplomates
Resources
Disease Table
From the SCVMA Office
Pulse - November 2024 - Cover1
Pulse - November 2024 - Cover2
Pulse - November 2024 - Chapter Meetings & Calendar
Pulse - November 2024 - 2
Pulse - November 2024 - President’s Perspective
Pulse - November 2024 - Pulsepoints
Pulse - November 2024 - 5
Pulse - November 2024 - 6
Pulse - November 2024 - 7
Pulse - November 2024 - SCVMA Profile
Pulse - November 2024 - 9
Pulse - November 2024 - FEATURE STORY
Pulse - November 2024 - 11
Pulse - November 2024 - 12
Pulse - November 2024 - 13
Pulse - November 2024 - Practical Pathology
Pulse - November 2024 - UC Davis Update
Pulse - November 2024 - Updates
Pulse - November 2024 - 17
Pulse - November 2024 - Tools for Success
Pulse - November 2024 - Industry Insights
Pulse - November 2024 - Angel Fund
Pulse - November 2024 - AVMA Diplomates
Pulse - November 2024 - Resources
Pulse - November 2024 - 23
Pulse - November 2024 - Disease Table
Pulse - November 2024 - 25
Pulse - November 2024 - 26
Pulse - November 2024 - 27
Pulse - November 2024 - 28
Pulse - November 2024 - 29
Pulse - November 2024 - 30
Pulse - November 2024 - 31
Pulse - November 2024 - 32
Pulse - November 2024 - 33
Pulse - November 2024 - 34
Pulse - November 2024 - 35
Pulse - November 2024 - 36
Pulse - November 2024 - 37
Pulse - November 2024 - 38
Pulse - November 2024 - 39
Pulse - November 2024 - From the SCVMA Office
Pulse - November 2024 - Cover3
Pulse - November 2024 - Cover4
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