Why heartworm prevention messaging is getting more attention: full analysis

Version 2

Communicating the value of heartworm prevention is becoming a bigger clinical and operational issue for veterinary teams, as practices contend with persistent nationwide disease risk and uneven client adherence. In a dvm360 feature tied to The Vet Blast Podcast, Marisa Ames, DVM, DACVIM (Cardiology), focused on practical ways the entire veterinary team can improve compliance with parasite preventives, including heartworm protection, by addressing misconceptions and reinforcing the case for year-round use. (dvm360.com)

That message lands at a time when heartworm prevention guidance is steady, but the surrounding risk conversation is evolving. The American Heartworm Society’s current guidelines are living documents that are updated with new research and clinical experience, and the organization continues to recommend year-round administration of FDA-approved preventives. FDA consumer guidance similarly states that year-round prevention is best and recommends annual heartworm testing for all dogs on prevention. (heartwormsociety.org)

The broader epidemiology also supports a stronger communication strategy. AHS says its triennial incidence surveys, built from data submitted by veterinary practices and shelters, show heartworm disease is not confined to traditional hot spots, even though the Southeast and Gulf Coast remain highest-risk regions. CAPC, meanwhile, offers county-level prevalence and forecast tools that practices can use to show pet parents what risk looks like locally, rather than relying on general statements about mosquitoes or geography. (heartwormsociety.org)

Ames is a notable messenger for that point. She was elected president of the American Heartworm Society in November 2025, and UC Davis said one of her priorities is increasing clinic participation in the society’s heartworm incidence survey while also expanding guidance for veterinary professionals on feline heartworm disease. In other words, the communication push is tied not only to client compliance, but also to better surveillance and more refined profession-wide messaging. (vetmed.ucdavis.edu)

Outside commentary suggests the profession sees the same gap. AAHA, in coverage of the 2025 AHS Heartworm Incidence Survey and the latest incidence map, said those data are widely used to support client education and identify expansion into previously lower-risk areas. Research on client compliance barriers has also pointed to inadequate communication, cost concerns, and forgetfulness as recurring reasons dogs go unprotected. That gives clinics a clearer target: the issue often isn’t simply awareness, but whether the value proposition is explained well enough to change behavior. (aaha.org)

Why it matters: For veterinary professionals, this is a reminder that prevention success depends as much on communication systems as on product choice. Consistent scripting across veterinarians, technicians, and client service teams can help counter the most common objections, including beliefs that indoor pets are safe, winter eliminates risk, or prevention can be skipped if a pet seems healthy. Bringing local incidence maps into exam-room discussions may make those conversations more concrete, while annual testing protocols reinforce that prevention programs still require medical follow-through. (dvm360.com)

There’s also a business and trust dimension. Heartworm treatment is more complex, risky, and expensive than prevention, and missed prevention can create emotionally charged conversations once a dog tests positive. Framing prevention as part of a year-round standard of care, rather than a seasonal add-on, may help practices improve adherence, reduce avoidable disease, and strengthen relationships with pet parents who are balancing cost, convenience, and perceived risk. (fda.gov)

What to watch: The next signals will likely come from updated AHS incidence-survey outputs, continued CAPC forecasting, and any additional AHS education under Ames’s leadership, especially around feline disease and practice-level communication tools that help clinics turn prevention recommendations into sustained compliance. (vetmed.ucdavis.edu)