Veterinary Telemedicine in Lithuania: Analysis of the Current Market, Animal Owner Knowledge, and Success Factors for...

Veterinary telemedicine is used to provide animal health care information, education, and care remotely. Digital transformation of veterinary clinics is a fundamental process for the evolution of telemedicine and is changing the way veterinary care and animal health services are delivered. This study aimed to evaluate the current televeterinary market and to assess the knowledge of animal owners and clinic managers. The goals of this study were met by conducting an analysis of the current televeterinary market through a pet owner (n = 200) survey as well as clinic owner (n = 5) interviews. In contrast to other countries, only 1.85% of Lithuanian veterinary clinics offered a paid veterinary remote consultation service on their websites. In addition, more than half of animal owners who participated in the survey did not even know that remote veterinary consultations existed. The most important established factors for the success of digital transformation of veterinary telemedicine were investments in the marketing of the services, management leadership, the competencies and experience of veterinarians, convenient working hours for the client, faster service availability, and lower price. It is recommended to involve marketing and information technology company professionals and to invest in the specialty, digital, and communication skills of veterinarians.