Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.
Issue link: https://todaysveterinarybusiness.epubxp.com/i/856474
31 August/September 2017 • TODAYSVETERINARYBUSINESS.COM It is incredibly important to have the majority, if not all, of your team cross- trained, educated and participating in this initiative. If your reception or client services team does not believe in the tenets of re- moving patient fear, anxiety and stress, and if it fails to communicate vital information to new clients, such as successful strategies for placing cats in carriers, the other team mem- bers will be set up for a failed happy visit. One challenge communicated by associ- ates is the perceived extra time involved in fulfilling an animal's emotional needs. Will more client communication be needed before the exam? More expla- nation? More sedatives and anti-anxiety medications? Will it be harder to stay on time? I made sure to spend time with associates to proactively answer questions and make sure we could all embrace these new handling tech- niques and approaches. How we meet the emotional needs of our patients and clients has been constantly evolving, but we find that these techniques allow us to be much more thorough in our physical exams of anxious patients. We can show clients their dog or cat's teeth and oral cavity and explain the need for dental radiography and periodontal work. We can obtain lab samples and do more-thor- ough wellness screenings. These aspects and many others create confidence in your client and promote compliance, more complete medicine and client buy-in for additional diagnostics and therapeutics necessary with gold-standard medicine. Excellence in medi- cine promotes excellence in business. Sprays and Treats For starters, it's important to map your prac- tice, locating all areas where cats and dogs spend time, from the lobby to the radiology room. All these areas will benefit from pher- omone therapy. We place Adaptil and Feliway diffusers throughout the hospital and switch the inserts monthly. We use large bottles of Adaptil and Feliway sprays — about 25 and 50 ounces, respectively, each month — to impregnate towels and scrubs and even the bandanas owners can place on their dog as they wait for an exam room. Food purchases are one of our largest weekly operating costs. Our nine-doctor practice typically goes through 20 to 25 pounds of peanut butter, 50 hot dogs, 2 pounds of tuna, 1 pound of squeeze cheese, 1 pound of American cheese slices and 1 pound of cream cheese each week. To make this the most economical for the practice, we order in bulk online and utilize a treat ladder. We start by offering peanut butter cups to minimally anxious or fearful patients and save the hot dogs and squeeze cheese for those with high levels of anxiety or the need for an instant reward. While these tactics may seem like a small addition to an annual exam, the return has been exponential — positive online reviews, strong client surveys and referrals, and immediate improvements in patient behavior. All these somewhat intangibles translate into better medicine, a busier prac- tice and an improved bottom line. Need for Teamwork Another cost to consider is the need for staff or outsourced time to produce social media and website education about ways to remove patient fear, anxiety and stress. We initially worked with our website developer on a dedicated page, and support teams were tasked with taking photos and videos for our Facebook and Instagram sites. Again, while a small amount of time was taken away from staff duties and daily responsibilities, the client feedback on social media and client referrals paid off almost im- mediately. Remember, 80 percent of your rev- enue comes from 20 percent of your clients. Keeping that philosophy in mind, we always want those compliant and bonded clients to refer similar clients. As any growing business knows, it costs money to make money. A strong hospital performs better med - icine. Addressing the emotional needs of patients and clients is an important element that helps practices reach that goal. Fearless columnist Dr. Natalie Marks is co-owner of Blum Animal Hospital in Chicago. She is Fear Free certified. ©2017 Bayer, Shawnee Mission, Kansas 66201 Bayer, the Bayer Cross and Seresto are registered trademarks of Bayer. S17733 For pet owners looking for 8 continuous months of flea & tick protection, offer Seresto . ® Also available for cats. Whatever your dog brings home, it shouldn't be fleas & ticks. Each team in your hospital should have a designated leader. Strategic planning sessions should be scheduled to delegate each team's responsibilities and how best to introduce and educate clients and other team members.