Veterinary clients prefer benefit-focused online communication while clinic websites uncommonly communicate benefits of preventive care services.

Objective: To explore client preferences for how value is communicated via written means and to assess the consistency of this preference with how veterinary clinic websites present this information for preventive care services.

Methods: First, a questionnaire was developed to assess clients' preference between 2 researcher-developed paragraphs recommending senior pet screening (one focused on the function of screening, the other on pet benefits of screening) and distributed from August 17 to November 2, 2023. Second, veterinary clinic websites were retrieved with a search engine using predefined search phrases related to 4 preventive care topics (flea and tick prevention, heartworm prevention, dental cleaning, and senior bloodwork).