How do we better support owners whose pets have been diagnosed with a chronic condition?

According to the Word Economic Forum, 60% of worldwide deaths in humans are caused by chronic Non-Communicable Diseases, of which Cardiovascular Disease is the largest (30%), followed by Cancer (13%) and other chronic diseases (9%) (mental health not included). Similarly, chronic disease is prevalent in our pet population. For example, Davies Veterinary Specialists cite that between 8% and 20% of dogs suffer from osteoarthritis (so this could be up to 1.3m dogs at any one time) not to mention the incidence in cats for which, as the signs are often missed, estimates are more difficult.

A chronic health condition can be defined as a long-term “…health condition which persists over an extended period and for which a realistic aim is on-going management rather than a cure”. It typically has several characteristics:

1. They will affect multiple bodily and social functions
2. They affect lifespan
3. They can be controlled but few can be cured
4. They will affect daily activities
5. Many have periods where the illness is controlled interspersed with flare ups of the condition

In humans, the process of adapting to such a diagnosis is complex, comprising some or all of the following stages:

1. Uncertainty around the meaning and the severity of the illness
2. Disruption to their normal routine and life
3. Striving for recovery and getting back to normal
4. Restoration of well-being

Of course, not everyone will experience all of these stages or go through them in a set order. The impact will depend very much on the nature of the illness, the extent to which it impacts on their day-to-day living, the personality of the owner, their support network etc.

It would seem reasonable to expect that owners may also need to take time to adapt, also experiencing some degree of uncertainty around the meaning and severity of the illness, not to mention having to embrace potential disruption to their day-to-day life in terms of accommodating treatment protocols, adjusting exercise, diet and / or the environment accordingly.

So, to what extent do you feel owners recognise these stated characteristics and acknowledge a period of adjustment is required?

What do they feel they need to help them through the process of adjusting more quickly / more easily whilst protecting the vital animal-owner bond?

For references and / or to discuss your customer insight needs, please contact Mo@mogannonassociates.com

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