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Parasitology Psychology

Using behaviour change theory to help improve regular parasite treatment compliance in cat owners

Globally, there is inadequate and insufficient protection against both ectoparasites and endoparasites in cats1 due to a lack of cat owner compliance. You may find this frustrating as a vet, especially as it can impact client satisfaction and animal well-being.

How does behaviour change theory fit into feline parasite prevention?

Behaviour change interventions can be defined as “coordinated sets of activities designed to change specified behaviour patterns.”2 They may be one of the most effective avenues to improve animal well-being alongside clinical excellence by helping owners to adopt new behaviours.

Getting to the bottom of why owners aren’t compliant is critical to their pet’s well-being. A parasite risk assessment can support a proactive approach and help owners understand protocol recommendations from you and your team.

Matching identified barriers with interventions

The behaviour change model we focused on is COM-B.2
In this model, the likelihood of a behaviour (B) being performed is determined by the capability (C), opportunity (O) and motivation (M) of the individual performing the behaviour.

We looked at the psychological abilities (C), physical environment (O) and levels of confidence and risk-aversion (M) of cat owners that prevent them from complying with parasite control plans (B).

To support you in encouraging owner compliance with parasite control plans, we identified key barriers you may face in the practice and potential behavioural approaches to address them.

Barrier
Intervention approach

Owner is unaware of the importance of routine parasite protection.

  • Nearly 1 in 5 (19%) owners felt that cats don’t need to be treated for parasites as often as dogs3
  • 1 in 4 (25%) owners didn’t think (13%) or didn’t know (12%) whether indoor cats could get parasites3
  • Provide memorable, accessible information and resources
  • Reiterate that indoor cats may need parasite protection too
  • Remind that parasite treatment is important for the cat’s and owner’s family’s health

Owner avoids going to the vets.

  • 2 out of 5 (41%) cat owners are stressed out by vet visits3
  • Primary reason: difficulties getting the cat into the carrier and feeling uncomfortable in the waiting room3
  • Provide guidance to the owner on methods for getting the cat into the carrier. You may find this article from Dr Rachel Korman particularly useful.
  • Offer a separate waiting area or a towel to cover a cat carrier
  • Note a cat’s temperament or nature on their file and tailor care accordingly

Owner avoids treatments due to the stress and difficulties they or their cat experience.

  • Nearly 1 in 4 (20%) owners cannot medicate their cat because it runs away3
  • Over a fifth (22%) say they avoid medicating their cat because they don’t want to cause them discomfort3
  • Ask about the owner’s experiences with medicating cats
  • Discuss treatment formats that may be easier to administer
  • Provide practical advice and demonstrations to help owners administer treatment confidently, whilst also ensuring they understand the value of doing so.

TIP: Ensure you and your teams align on your parasite treatment protocols and related advice. A clear, consistent message across the clinic teams will help your clients remember and trust the guidance provided.

You and your team are ideally placed to champion and promote parasite control protocols to cat owners. By actively listening to your clients’ concerns and tailoring your conversations and treatment plans accordingly, you can help bring them on board for long-term, ongoing compliance.

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REFERENCES:

  1. McNamara, J., Drake, J., Wiseman, S. et al. Survey of European pet owners quantifying endoparasitic infection risk and implications for deworming recommendations. Parasites Vectors. 2018 Nov; 11:571.

  2. Michie S., van Stralen M.M., West R. The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Sci. 2011 April; 6:42.

  3. Vetoquinol 2023. Data on file. Research report: Cat owners’ segmentation with a focus on parasiticides.

Which kind
of cat-owner
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1. Which option gets you nodding ‘This is me!’?

2. How would you describe your relationship with your cat?

3. How do you feel about your cat’s appearance?

DID YOU KNOW?

Pet owners with both cats and dogs usually keep a closer eye on their pets' health compared to people who just have cats. They’re more likely to spend extra on vet visits and preventive treatments to keep their furry friends in top shape.

4. How much do you follow veterinary advice for your cat's health?

5. How do you prevent pesky parasites?

TOP TIP!

Use your phone's calendar or reminder app to create recurring alerts, so your little tiger is always on track with their worming medication.

6. How freely can your cat roam in your home?

7. How much money do you spend on your cat?

8. How often do you share pictures of your cat?

DID YOU KNOW?

Parasites (especially worms) can easily find a way to hide around your house, like in the litter box, your bedding, or even the furniture.

Even if your cat stays indoors, parasite eggs can hitch a ride on your shoes or clothes when you’re outside, picking them up from things like soil, animal droppings, or grassy spots.

9. What do you have at home for your cat?

10. How confident do you feel about your knowledge of your cat’s health?

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When it comes to Insta-appeal, your furry friend is a pure A-lister, and you adore them for their ability to turn heads. Maybe you’ve even set up their own social media account!

You might be new to pet ownership. But you may have already spent a lot of hours on the internet or social media, looking for feline-focused healthcare tips.

You want the best for your little beauty, and you go above and beyond to provide them with everything they need, from insurance to a house full of toys!

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Your cat is your baby, and you love them to bits. Soothing words, snuggles on the sofa, a nibble of your sandwich – your home is their home.

Whether you get your fluffy friend’s essentials delivered to your home every month or you have insurance that covers their care costs, it’s clear you go above and beyond to do the best for your cat.

And when it comes to getting the latest cat care tips, you'll likely prefer a scroll through your favourite social media influencer’s feed, or Facebook groups, for feline-focused advice.

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You love your cat to pieces and hate to think that anything you might do could make them unhappy. Because of this, you may find keeping up with their healthcare a bit of a challenge.

You want the best for your little tiger, so you are happy to let them walk free around the house. No rooms or surfaces are off limits.

And when in doubt about what’s best for your cat, you might prefer to get your advice on social media, rather than making a trip to your vets.

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Practical Provider

You love your cat and understand they don't need tonnes of treats and toys to keep them healthy and happy.

If something feels off with your cat, you won’t hesitate to look into it. You’ll likely turn to Google or social media to find out what could be causing their discomfort.

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You’re a
PERFECT PET PARENT

When it comes to cat ownership, you strike a perfect balance. Not only are you attuned to your pet’s emotional needs, but you have an intuitive understanding of what it takes to keep them healthy.

As an experienced owner, you’re more than comfortable caring for your cat and well-equipped to deal with the responsibilities that come with it.

Congratulations! Your loving and logical ownership style means you speak your pet’s language and are Fluent in Cat.

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EXTRA-CONFIDENT CARER

You feel like you know what your cat needs better than anyone. You’re confident you understand them… and what makes them tick.

Like your feline friend, you're an independently minded and curious soul. So you're likely to enjoy researching alternative sources of cat-related information.

You might be concerned about the safety of medicines, like worming treatments.

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GENTLE GUARDIAN

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Your cat is a much-loved family member. But you’re not afraid of setting boundaries.

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