The veterinary industry has long struggled to achieve the same professional respect that human health care enjoys. Why shouldn’t we have it? We work just as hard and, in many cases, have the same level of education and medical knowledge. It can be argued that our understanding is broader because our patients can’t tell us where things hurt. What are we doing wrong, and what can we do differently?
Let’s start with our professional image. How we present ourselves speaks louder than words. We focus on patient and client care but often forget how vital “image care” is. How you present yourself will be judged by those deciding to pay for your services — first-time clients and pet owners who have come to you for years.
A professional image also applies to your building, grounds, employees and printed or posted materials. Let’s explore this further.
Facility Assessment
Perform an unbiased review of your veterinary practice from the outside in. Sometimes, we don’t recognize our messes or problem areas because we see them every day. Instead, bring in an objective observer. A trusted colleague who doesn’t work at your hospital will deliver an unbiased perspective. If just you, walk through the practice as if you’re seeing it for the first time as a client. Start outside, and don’t underestimate the importance of curb appeal. For example:
- The parking lot should be clean, well maintained and adequately lighted.
- Your business sign should be clearly visible, accurate, well maintained and illuminated.
- Landscaping must be appealing and well maintained.
- Walkways must be accessible to all clients. Pay special attention to the areas where pets relieve themselves.
- Windows and doors must be clean and uncluttered.
Now walk through the front door. Use your senses and think about what clients see, hear and smell when they enter. There should be no detectable odor. However, if your practice constantly needs air fresheners, dig a little deeper, find the odor’s source and address it.
Evaluate the waiting room from top to bottom. Pay attention to each detail and ensure that:
- Client seating is comfortable and well maintained.
- Everything on a wall is framed.
- Refreshment stations are clean and well stocked.
- Bulletin board postings are current and relevant.
- Live plants, aquariums and caged hospital animals are healthy and maintained.
- The TV or music is tuned to a noncontroversial channel.
- The restrooms are clean and well stocked.
- The reception area is clean, orderly and clutter-free.
- No food, drinks or other personal items are within view of a client.
- Confidential information isn’t visible to clients.
Exam rooms are the next area to evaluate. Check each one to ensure it is clutter-free and that you have adequate seating for clients. Establish protocols to make sure rooms are cleaned after each use.
Behind-the-scenes cleanliness is essential, too. Although clients don’t routinely go into your treatment room, surgery suite or break room, make sure everything is in order. Pay attention as you did in the client areas. Examine:
- Cages and kennels. Are they comfortable, in good repair and clean at all times, occupied or not?
- The laundry area. Some of the worst smells emanate from there, so keep up on the dirty laundry throughout the day.
- Boarding, grooming and play areas. They must be clean and well maintained.
Personnel Assessment
The appearance of the practice is one thing. The staff’s appearance is another. Your team members will be judged on how they look and act. How everybody presents themselves is a form of nonverbal communication and shouldn’t be left to chance.
Therefore, establish clearly defined appearance and behavior standards and expectations. Clearly outline them in the employee handbook and employment agreements or contracts.
The message is simple: Every employee represents the practice. The expectation is that team members consistently adhere to the hospital’s dress, grooming and behavior standards. Every hospital has a personality and culture. You can still embrace your uniqueness while maintaining a professional image.
Furthermore, employees should be in uniform at all times while on duty. Uniforms need to be clean, unwrinkled and sized and worn appropriately. Doctors must dress professionally, though there is debate over whether veterinarians should wear a white lab coat while seeing clients.
Clients must know with whom they are interacting. Therefore, every employee should have a nametag or wear a uniform embroidered with their name and title. Remember to identify team members appropriately — “technician” is reserved for the credentialed. In addition, consider spelling out RVT, LVT or CVT rather than using the acronym.
Set grooming standards as well. Hair, facial hair, makeup, piercings and tattoo policies must be clearly defined and monitored for compliance.
Looking professional is one thing, but we also need to act professionally. Establishing a code of conduct is essential at a veterinary hospital. Clients should never hear employees speaking poorly of pet owners, patients or co-workers. Likewise, personal conversations should be curbed while employees are with clients.
I suggest spending time sitting in an exam room during a busy period. Listen to what is happening outside the room and how the team interacts. That is what clients hear, so make sure it’s appropriate.
Marketing Assessment
Consistency in client correspondence should be monitored and evaluated. Your practice should have a recognizable logo or color theme, so maintain them in everything you do, from web applications and social media platforms to digital correspondence, handouts and brochures. Make sure your professional brand is relevant, engaging, accurate and consistent with your hospital’s philosophy and business practices.
Take pride in your hospital, team, reputation and profession. You get only one chance to make a first impression, so make sure it’s great.
DRESS TO IMPRESS
Two published studies highlighted the importance of professional veterinary attire as it relates to trustworthiness and client comfort. Learn more at bit.ly/3xvPuGV and bit.ly/3Sa9DvV.