This may be the biggest issue the veterinary community faces — how to help pet owners afford the care we are now able to provide as veterinarians, argues Kerry E. Marshall of Trupanion. In her article, she discusses medical insurance for pets: a powerful tool preventing “ethical exhaustion” by helping assist pet owners in affording the care their pet needs. The time to ACT is now — innovations in pet medical insurance are improving the value to pet owners, and veterinarians are the most important factor in determining whether pet medical insurance is a viable option.

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