Today's Veterinary Business

AUG-SEP 2017

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.

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35 August/September 2017 • TODAYSVETERINARYBUSINESS.COM engagement, education, compli- ance and decision-making. 1 Engagement Client engagement refers to the relationship between the veterinary practice and its clients. If the level of client engagement is high, pet owners feel emotionally bonded to the practice. They are more likely to visit often, accept treatment recommendations and refer others to the business. One of the best ways to enhance client engagement is by using questions to make authentic connections. Questions demonstrate an interest in another person and tend to make the person a better listen- er. In veterinary medicine, teams pose many questions to gather rel- evant information but sometimes fail to build rapport, especially with new clients. While some team members have a natural ability to engage clients through questions, others need to be more mindful about developing this habit. Here are examples of questions designed to build relationships: • "How do you like living in Tampa?" • "Why did you name your cat Peppermint?" • "What fun plans do you have for the summer?" The following statements help build trust by showing that you care about the client and her pet: • "What kinds of toys does Hannah like to play with?" • "How did you decide to get a Papillon?" • "Tell me about the time you spend with Gidget." • "Tell me how Bucky has been doing since his last visit." It's human nature for busy team members to avoid questions. They think, "I don't have time to listen and chat." The trick to using ques- tions in these circumstances is to ask closed-ended questions or ones that can be answered quickly. Here are examples: • "Did you see the game last night?" • "How old are you?" (Ask of young children only!) • "Have you had a long-haired dachshund before?" • "I love your shoes. Where did you get them?" • "So, you're a New England Patriots fan?" 2 Education Traditional models of client education call for lecturing pet owners on why the patient needs a particular service or product. This type of communication tends to be one-sided and paternalistic. Newer models of veterinary-client communi- cations promote a more collaborative approach. Studies have shown multiple positive outcomes when veterinarians use a relationship-centered care approach focused on de- veloping a partnership with clients. One study, pub- lished in the Feb. 15, 2012, issue of JAVMA, found that pet owners exposed to this approach were more likely to adhere to treatment rec- ommendations and have a greater level of satisfaction. Another JAVMA study, published Aug. 15, 2016, showed that when veteri- nary teams were trained to use specific communication skills, such as open-ended questions and reflective listening, clients felt more involved in appoint- ments and thought their veterinarian was more interested in their opinion. To avoid talking "at" clients, here are examples of statements that create dialog and promote collaboration: • "Tell me what's important to you for Jake's diet." • "What do you know about (a particular product, disease or treatment)?" • "Tell me about your experience with managing allergies?" Asking questions throughout the client-education process helps pet owners feel heard and allows the team to provide information that is relevant and tailored to each client. 3 Compliance Clients don't always artic- ulate their thoughts regarding a pet's medical care. Often, the underlying emotions and motiva- tions behind a client's comments or nonverbal communication are not clear. Asking the right ques- tions helps teams avoid making false assumptions and can lead to greater compliance. These statements can help uncover a client's feelings about care and treatment recommendations: • "What are your thoughts about how Tigger is respond- ing to treatment?" • "What do you know about living with a blind cat?" • "Tell me how you feel about what we've discussed so far." 4 Decision-Making The veterinary team plays an invaluable role in helping clients choose a preventive prod- uct to buy or make decisions in life-threatening situations. Cer- tain statements can help clients achieve peace of mind and make decisions that are right for their family. For example: • "What con- cerns do you have about Sophie's treatment plan?" • "What questions do you have about the procedure?" • "I sense you're frustrated by Tigger's response to treatment." • "How can I help you make this decision?" Because I highly trusted my vet- erinarian, I decided to proceed with a second craniotomy for Chloe. Once again, she came through with flying colors. Though she lived another four months before the seizures returned and I had to say goodbye, I will al- ways treasure the time I had with her. To enhance the team's ability to attract and retain clients, hospital administrators should establish training sessions to review questions and statements appropriate for different client interactions. Putting employees into small groups may help with practicing this communication skill. Pet owners who trust the veter- inary team are more likely to agree to treatment recommendations and stay bonded to the practice. What questions do you need to ask at the right time to build trust and ultimately help pets get the care they deserve? Talk the Talk columnist Dr. Amanda L. Donnelly is a speaker, business consultant and second-genera- tion veterinarian. She is the author of "101 Practice Management Questions Answered." Communication TALK THE TALK

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