What Horse Owners Really Think About Vet Care—And Why It Matters for Your Practice

If you work in equine veterinary medicine, you need to see this. Researchers at the University of Kentucky just completed the largest study ever conducted on horse owner and veterinarian relationships, surveying nearly 5,000 horse owners across all 50 states. What they found reveals both challenges and opportunities that could reshape how equine practices operate.

The Financial Reality Check

Here's the uncomfortable truth the study uncovered: most horse owners are not financially prepared for veterinary emergencies, and the gap between what care costs and what owners can pay is wider than you might think.

Let's start with colic surgery—one of the most common life-threatening emergencies in horses. Over 60% of horse owners surveyed said they would pay $5,000 or less for emergency colic surgery. The problem? Depending on severity, colic surgery and aftercare often costs significantly more than $5,000. This creates a devastating situation where owners face an impossible choice, and veterinarians must navigate the difficult balance between providing necessary care and managing payment realities.

The broader financial picture is equally concerning. Only about 14% of horse owners maintain a dedicated savings account for veterinary emergencies. Even more striking, close to 80% don't carry equine insurance. While some owners have personal funds they can tap into, many simply don't have the resources to handle unexpected veterinary costs.

According to Professor Jill Stowe, who led the research from UK's Department of Agricultural Economics, this financial vulnerability directly limits horse owners' ability to access healthcare for their animals. She hopes the findings will encourage owners to be more proactive about planning for emergencies—but in the meantime, practices need to account for this reality in their business models.

What Owners Expect to Pay (And What Care Actually Costs)

The study did find that owner expectations align reasonably well with actual costs for routine services. Annual vaccinations and routine lameness exams matched up fairly closely with typical market rates—owners expected to pay around $150 and $200 respectively, which tracks with what most practices charge.

But beyond routine care, the gap between expectation and reality widens considerably, especially for emergency and specialized services. This disconnect creates difficult conversations at the worst possible moments and puts pressure on veterinarians who are trying to provide high-quality care while managing the business realities of running a practice.

How Owners Actually Use Veterinary Services

The study revealed some interesting patterns about how horse owners interact with veterinary care. Most owners who have between one and five horses see a veterinarian two to four times per year. Nearly 95% reported having a primary veterinarian, which suggests strong relationship-building in the equine sector.

Over three-quarters of owners rely on veterinarians to visit their property rather than hauling horses to clinics for routine care. When clinic-based care is necessary—especially for more serious problems—approximately 80% of owners will transport their horse 50 miles or less. This geographic limitation has important implications for clinic location and service area planning.

Wait times for non-emergency appointments vary significantly across the country. About 20% of owners can book next-day appointments, which suggests good veterinary availability in their areas. However, another quarter must wait over a week, pointing to capacity constraints in other regions. These wait times likely reflect the broader staffing challenges facing equine veterinary medicine.

The Veterinarian Shortage Looms Large

Speaking of staffing challenges, horse owners are acutely aware that trouble is brewing. Over two-thirds of survey respondents expressed being "very concerned" about ensuring sufficient veterinary care in the years to come. This isn't paranoia—equine veterinary medicine faces real workforce shortages, and the demands placed on practitioners are substantial.

The good news? Institutions like UK's Martin-Gatton College are working to reverse the trend through initiatives like their annual Pre-Veterinary Experience Day, which brings students from around the country to experience what it's like to be a veterinarian. But rebuilding the equine veterinary workforce will take time, and practices need strategies to manage in the interim.

Telemedicine: Are Owners Ready?

One of the most promising findings in the study relates to telemedicine adoption. The veterinary profession is in the early stages of exploring whether telemedicine consultations—within an established veterinary-client-patient relationship—can play a role in equine practice.

More than two-thirds of horse owners said they would be "very willing" to use telemedicine for non-emergency consultations, provided there's already a relationship between their horse and the veterinarian. This is significant. Telemedicine could be especially valuable for routine follow-ups, medication checks, or preliminary assessments that don't require hands-on examination.

"The use of telemedicine in equine practice comes with many challenges," Stowe acknowledged, "but most respondents were willing to use telemedicine consultations for non-emergency services." She expressed hope that leaders in the profession will continue exploring whether telemedicine can become a tool to expand equine veterinary services, particularly in rural areas where veterinary access is most limited.

For practices struggling with scheduling, staffing, or covering large geographic areas, telemedicine could potentially save owners time and travel costs while reducing burden on veterinarians' schedules. It's not a replacement for in-person care, but it could be a valuable complement.

Adapting Payment Models to Reality

Facing staffing shortages and the need for more cost-efficient practices, many equine veterinarians are exploring new financial approaches. These include requiring payment at the time of service, designating on-call veterinarians instead of personal vets for non-emergency visits, and expanding telemedicine options.

The study's findings suggest that practices may benefit from offering alternative payment plans or educational resources on preventive care to help owners better manage costs. Since so few owners carry insurance or maintain emergency savings, practices that can bridge the gap between immediate payment requirements and owners' financial realities may have a competitive advantage.

This might mean partnering with third-party financing companies, offering in-house payment plans with clear terms, or developing wellness subscription programs that spread costs over time. The key is finding sustainable models that work for both the practice's financial needs and clients' limitations.

The Silver Lining: Owners Want to Adapt

Despite the challenges around cost, veterinary shortages, and access to care, there's an encouraging finding buried in this research: horse owners are aware of the issues facing equine veterinarians, and they're willing to adapt.

"Most respondents were very aware of challenges facing equine veterinarians, and most were concerned about the provision of equine veterinary care in the future," Stowe explained. "But encouragingly, respondents indicate being willing to adapt to changes in the provision of equine veterinary services that are likely coming down the pipeline or may have already been implemented."

In other words, horse owners aren't expecting business as usual. They understand that the old models may not be sustainable, and they're open to changes—whether that's telemedicine, different payment structures, on-call systems, or other innovations.

"I think that most horse owners are quite eager to work with their equine veterinarians to be able to continue to access care for their horses," Stowe said.

What This Means for Your Practice

If you're running or working in an equine practice, this research offers a roadmap for having difficult but necessary conversations with your clients and for developing new business models.

First, recognize that most of your clients aren't financially prepared for emergencies, even if they deeply love their horses. This isn't about willingness—it's about capacity. Practices that can offer education about insurance, emergency savings, or financing options are providing genuine value beyond medical care.

Second, understand that your clients are aware of the workforce challenges you're facing. They know you're stretched thin. They're concerned about it. This awareness creates an opportunity to be transparent about scheduling limitations, on-call arrangements, or policy changes, because clients understand the context.

Third, don't be afraid to experiment with telemedicine where it makes sense. Your clients are more open to it than you might assume, especially for non-emergency consultations within established relationships. It won't work for everything, but it might solve specific bottlenecks in your practice.

Finally, use this data to inform your strategic planning. By better understanding what horse owners want and what they're able to pay, you can develop business models that are both profitable and appealing to clients. The old ways of delivering equine veterinary care are under pressure from multiple directions. The practices that will thrive are the ones that adapt thoughtfully, with clear communication and client education at the center.

The 5,000 horse owners in this study are telling us something important: they want to work with us to find solutions. That's a partnership worth building on.