Imagine the heartbreak of surrendering a beloved pet because of behavioral problems. It's a devastating reality for many families, and a source of immense stress for veterinarians. But what if those behavioral issues were easily treatable with the right support?
Purina Pro Plan Veterinary is tackling this problem head-on with a new partnership that could revolutionize how veterinary clinics address pet behavioral health. They're joining forces with Ease, an innovative online platform that connects general practice veterinarians with board-certified veterinary behaviorists (DACVBs). This collaboration is a major step in the Pro Plan Veterinary Support Mission, an initiative designed to eliminate common hurdles faced by veterinary professionals.
The core issue? Pet behavioral problems are incredibly common, affecting over 70% of dogs and up to 50% of cats. These issues are a huge driver of pet abandonment and euthanasia, which is tragic because, in many cases, these problems can be resolved with the right expertise. But here's where it gets controversial... despite the prevalence of these problems, only a tiny fraction (0.07%) of practicing veterinarians in the US are board-certified veterinary behaviorists. This leaves many vets feeling ill-equipped to handle complex behavioral cases, leading to frustration and, sadly, compassion fatigue.
Ease offers a solution by providing vet practices with immediate access to a team of DACVBs, all at no cost to the clinic. This is a game-changer because most practices simply can't afford to have a full-time behavior specialist on staff. The Pro Plan Veterinary partnership significantly expands Ease's reach, making expert behavioral treatment accessible to pet owners nationwide, while keeping the primary care veterinarian firmly at the center of the pet's care plan.
Brandy Kuentzel, co-founder and CEO of Ease, perfectly encapsulates the impact: "Veterinarians face behavioral issues from clients every day, and it is incredibly hard on them when they cannot provide the support their patients need. That gap not only affects pets and their families but weighs heavily on the vets and techs who care so deeply. This partnership helps close that gap by raising awareness of behavioral issues in practices and by increasing the ability to access expert behavioral care so every pet family can get specialist-level help without delay."
This partnership isn’t just about helping pets; it's about supporting the well-being of veterinarians. It's a tangible demonstration of Pro Plan Veterinary's commitment to the veterinary profession, launched in 2024 as the Pro Plan Veterinary Support Mission. Callie Harris, DVM, from Purina Pro Plan Veterinary, emphasizes this point: "Animal behavioral care is a specialty that many vet clinics sorely need and often cannot access. Through our partnership with Ease, we're helping to raise awareness and let clinics know that help from board-certified veterinary behaviorists exists so they can continue to focus on patient care and their own well-being."
So, how does Ease work in practice? It's surprisingly simple. Veterinarians can quickly submit behavioral cases through Ease's online platform. After review by a DACVB, a structured behavior program is created for the client. The primary care vet then manages medication and testing, guided by the behaviorist's expertise. Pet owners gain access to a personalized online portal with a tailored treatment plan, instructional videos, training tutorials, and email support for any training or behavioral questions. It’s a comprehensive, collaborative approach.
And this is the part most people miss... The partnership is further strengthened by the fact that Ease practitioners often recommend Calming Care, a Pro Plan Veterinary Supplement known for its ability to promote calm behavior in pets. This supplement contains a specific strain of beneficial bacteria scientifically proven to help manage anxiety and stress in both dogs and cats.
For those interested in learning more, visit www.ProPlanVetSupport.com and www.EasePetVet.com. This collaboration between Pro Plan Veterinary and Ease represents a significant step forward in addressing a critical need in pet care. But here's a thought-provoking question: Will this partnership truly bridge the gap in access to behavioral expertise for all pet owners, regardless of their location or financial situation? What are your thoughts? Do you believe this model will be effective in reducing pet abandonment rates related to behavioral issues? Share your opinions in the comments below!
