Tag: veterinary practice

Taking Time to Find Perspective: A Veterinary Client’s Point of View

by Hunter Little

Back in April of 2015, the periodical Veterinary Economics ran a survey asking pet owners why they left their former veterinary practice for a new one. The responses covered a wide range of topics, from post-euthanasia horror stories to rambunctious dogs running loose through the hallways of an undisclosed practice. As I read these reader responses, I was left with the impression that these seemed rather far-fetched stories. What I mean by ‘far-fetched’ is, if I were reading these as a veterinarian, my thoughts after reading might best be summed up as, “Those stories could never happen in my practice!” And sure, it’s only natural to assume that your practice is a well-oiled machine, efficient in treatment and outstanding in customer service. But then I got to thinking: how often does one consider their practice from a client’s perspective?

Now, you may think this is a ridiculous question. “Of course I do”, you might say. “Customer service is of the utmost priority at my practice.” But that’s not really the focus, at least not directly. Taking a moment to step back and consider your practice from the client’s perspective means taking stock in both the macro and the micro; seeing both the big picture and the minutiae. From this perspective, you must go beyond the basics – like greeting clients as they walk in the door (although that is nevertheless important) – and try to see what the client sees. For instance, what is your post-euthanasia protocol? If it’s anything like one client had to experience before they left their old practice – “One morning I sat next to a couple and their dog in the waiting room. They were called into an exam room, then emerged several minutes later crying and carrying the euthanized dog in a black garbage bag.” 1– then you have clearly not taken the time to consider things from the client perspective. Another example might be cleaning stray hairs off the exam table in-between exams, or knowing when to bend the rules to accommodate potential special needs for clients.

Another way of understanding this may be to consider tapping into the client perspective as a way of redefining customer service. We look to customer service as a means of understanding how we actively shape a client’s experience into a positive one. But that understanding places the emphasis solely on the caregiver-to-client relationship. What about the client-to-caregiver or client-to-practice relationship? What about the protocols and routines you currently have in place within your practice that don’t necessarily take the client into account, yet may directly or indirectly affect them? I’m not suggesting some radical shift in how we look at or define customer service within the veterinary realm. Rather, I’m suggesting we take time to gain a little perspective, step into the client’s shoes and see how they view your practice. Raise these questions at your next staff meeting and see where the dialogue goes. Perhaps previously unforeseen problems or challenges will arise, or, at the very least, your employees and co-workers will gain a fresh, nuanced perspective on how they interact with clients. At the end of the day, engaging with the client perspective –  trying to see what the client sees – is a lesson in the little things, the subtle nuances that make your practice unique. Your client may never notice these little things, but it can mean all the difference when it comes to making your practice a comfortable space for your clients and their pets.
1 Veterinary Economics. April, 2015

The Do’s And Don’ts of Writing Veterinary Sympathy Cards

by Hunter Little

Differentiation within the veterinary industry can be seemingly hard to come by. Besides the traditional aesthetic indicators, like a unique interior/exterior design for your practice or a website that really stands out, veterinarians are all looking to provide the same kind of invaluable medical care for pets of all shapes and sizes. But finding a way to really stand out in the industry in an impactful manner without relying purely on those formerly-mentioned aesthetics is easier than you might think.

Veterinary sympathy cards, also known as condolence cards, are a uniquely personal aspect of veterinary customer service that can be easily overlooked but invaluable if done right and respectfully. Not only does it bring comfort to a grieving client, but sympathy cards have the potential to build customer loyalty by showing that your practice cares about the client as a person throughout the arc of veterinary care, even when there may no longer be a pet to care for. By sending a client a sympathy card, you- as a veterinarian- are recognizing and validating the unique and special bond shared between the client and their pet.

As positive and powerful as veterinary sympathy cards can be, there are a few steadfast do’s and don’ts you should be aware of that can make the difference between a personalized and heartfelt note of sympathy and a mechanical, almost-automated response.

The Do’s

  1. Always use the pet’s name.
  2. Be brief. A few meaningful, heartfelt sentences can make a world of difference.
  3. If possible, include a favorite personal memory of the pet. This reinforces the personal nature of the message and lets the client know that you and your staff cared for/remember the pet as a part of the family.
  4. Similarly, try to reference a positive trait about the pet. This, like a personal memory, demonstrates a personal relationship with the pet that a client might relate to.
  5. If possible, include a picture of the pet. This is another special touch that can further personalize the card.
  6. Make sure that each and every vet and staff member signs the sympathy card before it is sent. This is often an overlooked detail that helps a grieving client know that the entire practice shares in their grief and cares deeply about their pet.

The Don’ts

  1. Do not be long winded in your condolences. A grieving client simply wants to be comforted and know that you care.
  2. Never refer to the client’s pet as “your cat”, “your dog”, or “your pet”.
  3. Do your best to avoid using one phrase or message for every card. Sympathy cards can be easily found and purchased online, but try to avoid those that contain the same pre-written response for every card.
  4. This one may seem like a no-brainer, but it’s an important reminder nevertheless. Do not send the sympathy card attached to any kind of advertisement, invoice, etc. Even though sympathy cards help to build client loyalty, they are not a business opportunity.

If you’re having trouble finding inspiration or the right words to say, here are a few phrasing suggestions that might help:

  • “Best friends come in all breeds. (Pet’s Name) energy lit up any room he/she entered. May (Pet’s Name) memory continue to light up your heart with love and joy during this difficult time.”
  • “We are all so sorry for the loss of your sweet boy/girl, (Pet’s Name). He/she was a beautiful (species) and clearly a much-loved member of your family; we know he/she will be forever missed.”
  • “As you grieve, know that we are remembering you and your family and honoring the memory of (Pet’s Name). Sent with love and remembrance, our hearts go out to you and your family in this time of sorrow.”
  • “Losing a true friend is never easy. (Pet’s name) brought such joy and happiness to our staff, as we know he/she did to your family. Our sincerest condolences are with you and your family.”

When the Veterinary Client is Stressed

by Sam D Meisler DVM

In veterinary practices, we deal with a multitude of situations in which the client is stressed.  How we deal with this anxious client up front often determines whether the overall experience for both the client and the pet is a happy one.  In the October 2015 Harvard Business Review article, When The Customer Is Stressed, authors Leonard L. Berry, Scott W. Davis, and Jody Wilmet, use the example of the human oncology patient as their subject in looking at this situation.  They explain that in dealing with “high-emotion services” — those services related to major life events like birth, death, health care issues, airline travel, etc — intense feelings are elicited for a variety of reasons.  In the veterinary practice, those reasons include a lack of familiarity with our services, a lack of control over how those services are delivered, major consequences if the services are performed incorrectly, the complexity of the service, and sometimes in cases of chronic illness, the long duration of the services to be performed.

How we deal with the stressed veterinary client will ultimately govern the outcome of our patient’s care and well-being.  According to the authors, the first step is to identify emotional triggers.  In veterinary practice, this could be the discussion of finances in the exam room, the point where the pet is taken to the back and left at the practice for work-up procedures, or even when the pet is sent home with vague instructions on what to do next.  The important point here is to ask your clients about their worst fears and worst experiences in a veterinary hospital.

The second step is to prepare the client for what will happen before these emotional triggers occur.  Before you take the pet out of the exam room for diagnostics, explain to the client what you will be doing.  For long term conditions like skin allergies, go over with the client what to expect in the future.  Is your treatment a cure or is it maintenance treatment for allergies? Go over long term treatment plans.  Prior to the dental or surgery procedure, go over with the client all the steps that will occur. Even better, show them where it will happen.  Tell them that you will go over finances before committing them to any services.

And communicate with care.  Most of our communication as human beings is through primarily what our body language is showing, followed by our tonality and lastly by our actual word content. Make sure your body language and voice tone are nurturing, compassionate and unhurried.  Monitor the client for those unexpected emotional or anxiety triggers by asking them if things are going ok.  Don’t assume that all is well, ask.

Step three is to enhance the veterinary client’s control.  Involve the client in any and all decision-making about their pet.  When the pet is discharged, the client should not feel abandoned by their veterinary team.  Discharge instructions must be very clear on what to do if complications arise or if things do not go as expected.  Would it really hurt to give out your cell phone number?   Call clients with results from diagnostics as soon as possible; and do not ever over-promise and under-deliver.  As the gap increases between when you said you were going to call and when you actually call about results, anxiety will rise exponentially.

And finally, hire the right people and teach them well.  You need empathetic, non-domineering, nurturing individuals who can communicate well.  Teach your veterinary team how to listen, how to make a client feel in control, how to hold a client’s hand through the process of diagnosing and treating their ill pet.   The Cleveland Clinic has two videos about empathy: Empathy: The Human Connection to Patient Care and Patients: Afraid and Vulnerable.  Model the behavior you expect from your team. Show them what you expect. Meet regularly.  Go over client complaints as a group.  Complaints are a well of anxiety or emotional triggers gone awry.  Ask how could we have done better and not who is responsible for this fiasco.