Webinars for the whole veterinary team

The Anatomy of an Effective Nutrition Recommendation

Free Webinar brought to you by Hill’s Pet Nutrition, USA – Innovation Series

Dr. Jason Coe

Start Date
November 12, 2020


Communication strategies to enhance clients’ adherence to your nutrition recommendations

Research has found that veterinarians’ attempts to initiate proposals for long-term dietary change are often met with client resistance. This resistance is often based on diet-related or proposal-relevant information shared by clients after the veterinarian’s proposal has been made. Findings highlight the importance of gathering a complete nutritional history including information specific to the animal, their diet, their environment as well as the client’s perspective (e.g., their beliefs, their expectations, etc.). Understanding a client’s perspective provides the groundwork for making a nutrition recommendation that has value for your client. Informed by research, this webinar will introduce a number of communication strategies that can be used to understand your client’s perspective and make your nutrition recommendation stick.

By the end of this presentation participants should be:
  1. More aware of the direct role communication has in the outcomes of veterinary care
  2. Positioned to pay more attention to the impact of their own communication practices specific to nutrition
  3. Able to communicate a nutrition recommendation in a way that leads to greater client investment/ commitment

When is it?

Note: This webinar is being recorded. If you are unable to attend the live lecture, a link to the recording will be shared with you a few days following the lecture.


Jason Coe


Dr. Jason Coe is a Professor at the Ontario Veterinary College. After graduating from the College in 2001, he returned from mixed-animal practice to complete a PhD in the area of veterinary communications in 2008. In the same year, Jason joined the Ontario Veterinary College as a faculty member in the Department of Population Medicine where he has established an active research program examining human-animal relationships as well as the role of interpersonal communications on the outcomes of veterinary care. In his current role at the College, he coordinates the clinical-communication curriculum across all 4 years of the veterinary program and is involved in teaching students about the relationships that exist between people and animals. Over the past decade, Jason has established an international reputation for his leadership in veterinary communications, primary-care veterinary education and understanding the human-animal relationship. Jason has published over 80 peer-reviewed journal articles, contributed to several book chapters and is regularly invited to speak nationally and internationally at scientific and continuing-education conferences. From 2010 to 2015, Jason held the Nestlé Purina PetCare Canada Chair in Communications dedicated to improving the relationship between companion animals and people through research and education. As a result of his many achievements, Jason has been recognized by the Ontario Veterinary College Alumni Association as one of their Distinguished Young Alumnus. Outside of his professional activities, Jason relishes personal time with his wife, son and two daughters.

Watch the Recording of this lecture and get your CE certificate here