COVID-19 prompted veterinary care to change and the new ways of the business that will remain in the post-pandemic world. Despite industry challenges and changes, the veterinarian remains central to pet health care, but practices must adapt to keep pace with the strong demand for veterinary services. A recent survey of U.S. pet parents found 88% say that taking care of their pet’s health is as important as taking care of their own health, and 86% agree that taking good care of their pet means regular visits to the veterinarian. Although research on the changes in the veterinarian-pet owner relationship is limited, several studies have shown that pet owners increasingly wish for participation and self-education Pet Owner Education: Are we as veterinarians failing our clients and undermining our businesses? Ask yourself: Are you adding value through engaging and educational content? The most current pet ownership statistics show that millennials (the generation born between 1981 and 1996) have taken the top spot in animal ownership over baby boomers now. Millennials are on the right track when it comes to their pets. They are taking their heads out of their phones and showing up for preventive care for pets, including cats, more than previous generations. Millennials are demanding the best medical care ever for their pets, and that is a good thing and he human-animal bond has never been more intense. Getting millennials in the door is one thing. But as plenty of practices have learned the hard way, keeping them can be complicated. How to catch and satisfy the millennial delivering high quality care?