Today's Veterinary Business

JUN 2018

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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49 June/July 2018 • TODAYSVETERINARYBUSINESS.COM about how best to combine every- thing. When during the day should something be administered? Can new medications be combined with what he's already on? With food or without? Do I know all the side effects and interactions? I find myself double-checking and doing more research. The ex- perience has been humbling, and it reminds me that we need to review what we think we know. Unpack what you know and dive deeper. Practice, Rehearse, Repeat I have been fortunate to attend sound checks before Rob's con- certs, including one in January at the Borgata in Atlantic City, New Jersey. The long weekend of shows is a fundraiser for the Thomases' Sidewalk Angels Foundation. In town for the last concert, my husband and I were invited to the sound check. We watched and listened for over 45 minutes as the band rehearsed song after song. I as- sumed the performing was routine to Rob and the band at this point of the weekend and their careers. But even Rob is not above rehearsals. Practicing is not glamorous, but we all need to engage in sustained practice and elevate our craft, wheth- er in pursuit of better medicine, improved client and staff communi- cation, a non-veterinary hobby, or, in my case, preparation for a veterinary conference oncology talk. Know Your Audience Over the years, I have seen how each of Rob's shows is different. A few months ago, he was the musical guest at the VMX con- ference in Orlando, Florida. Rob tailored the stories he told onstage to veterinary professionals. He told us about his Tyler tattoo, talked about his love for Samy and Ollie, your comfort zone and see what you create. Tell Good Stories In addition to being a talented performer, musician and songwriter, Rob is an incredibly gifted storyteller. What he says between songs con- nects Rob and his music to his audience. People remember stories. They are the sense-making mechanism in a world filled with noise. Make your message clear and make your ideas stick. Tell stories, whether to educate or entertain. Make music, not noise. Be a Good Leader and a Good Team Member Backstage, I have met many amaz- ing people in Rob's crew, including those involved with security, man- agement, sound, logistics and lights. Rob surrounds himself with really good people. What strikes me is the admiration and love they have for the show they create and for Rob. I see how Rob treats his team with mutual respect. The warmth and happiness are felt backstage. Don't we all want to work in a happy, supportive environment? This is a good reminder to lead with warmth, kindness and humor. Serve Your Audience When you love what you do, your passion shows. Rob's passion for music is obvious, and he performs with the goal of entertaining and serving his audience. My passion is helping pets and families through their cancer journey, and I love educating pet owners and veterinarians that can- cer is not always a death sentence. When I am in the clinic or speaking at a veterinary conference, I am in the service of others. Strive to help people around you. Like Rob, do what you love. Find your passion. Serve your audi- ence and improve their experience. And have fun along the way. and thanked us for all we do for people's pets — from pet lover to pet lover. Knowing your audience, whether in the exam room, clinic or lecture hall, is so important. Connect with people, find out what resonates and use it to build a better experience for those around you. Change Your Routine Rob performed at VMX with a small, mostly acoustic quartet, taking some of his biggest hits and playing slower, more intimate versions of them. Changing songs that are so popular and well-loved could be risky, but the live versions gave his audience a new and unex- pected experience. Just because you are good at doing something one way, do not keep doing it the same way. Mix up your routine. In the exam room, when I am talking about canine lymphoma, for example, I tailor the discussion to the family — the level of detail, their treatment goals and their budget. What worked in the exam room yesterday will not be what the next client needs. I remind myself this in my personal life, too. Step out of Knowing your audience, whether in the exam room, clinic or lecture hall, is so important. Connect with people, find out what resonates and use it to build a better experience for those around you. Dr. Sue Ettinger is an international speaker, author and practicing cancer specialist in metro- politan New York. She is a passionate advocate for early cancer detection and raising cancer awareness. Learn more at Rob Thomas performs at VMX 2018. Dr. Sue Ettinger with Rob Thomas Rob Thomas (holding Samy), Dr. Sue Ettinger (holding Ollie) and Rob's wife, Marisol 3 4 5 6 7 8

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