I typically write about client communication that involves the entire practice team. But what about the veterinarian’s role? When do doctors fall short on client communication? How effective are they in gaining client acceptance of treatment recommendations? Do older DVMs have more trouble than recent graduates who learned communication skills in veterinary school?
As a consultant and trainer, I frequently observe client communication inside hospitals. I want to share what I’ve learned during my 19 years of exam room observations. Here are a few ways I see veterinarians create confusion, leading to lower client compliance.
No Call to Action
I hear veterinarians use tentative language when making recommendations. Examples include:
- “You might think about having this mass removed.”
- “Looking at her teeth, it wouldn’t hurt to consider a dental procedure in the near future.”
- “It would be a good idea to schedule an appointment to recheck her bloodwork in a few months.”
Those lines don’t establish a specific time for the services. They also fail to convey a reason why additional care is needed. To a client, a vague statement might sound more like a suggestion than a recommendation.
No Recommendations
Understandably, veterinarians don’t want to sound like salespeople. I occasionally hear them mention a service that isn’t a recommendation at all. Here are real-world examples:
- “It’s really up to you if you want to get that [service].”
- “If you want to get [heartworm prevention brand], you can certainly do that.”
- “We also offer Lyme and influenza vaccines, but it’s up to you if you choose to do that.”
- “You could see the cardiologist.”
Clients who hear statements like those will likely conclude that the doctor doesn’t genuinely believe their pet needs the service or product.
Too Many Choices
Hearing a veterinarian list multiple care options without additional details can be confusing for pet owners. Doctors sometimes do it because they’re concerned a client can’t afford care, so they offer lower-cost alternatives. It also might happen if they aren’t proficient in shared decision-making. They might say:
- “You could use antibiotics. We could try [product name]. And allergy testing is another option.”
- “We can run a comprehensive senior panel with a T4, or we could do our in-house chem panel.”
- “We can take a wait-and-see approach, try a round of non-steroidal anti-inflammatory medication or do radiographs.”
When you give multiple options without guidance, clients aren’t sure which treatment plan is the best and are more likely to gravitate toward the least expensive one or the choice involving the fewest procedures.
The Benefits Aren’t Clear
Clients are more likely to agree to a treatment plan when they appreciate how a pet will benefit. Unfortunately, veterinarians tend to focus on which services a patient needs and how the care will be delivered rather than on the value of the care. For example, when recommending a dentistry procedure, a doctor can fall short when simply saying, “Heidi needs to get her teeth cleaned since she has some tartar buildup and gumline inflammation.” Explaining the need for preanesthetic lab work and giving an overview of the dental procedure usually follows.
The problem with such an approach, particularly for nonurgent or preventive care, is that pet owners often aren’t willing to pay for costly services if they don’t understand how much their pet will benefit.
How to Say It Better
Let’s look at five ways to change client communications to improve compliance.
1. Convey a call to action. Eliminate uncertain words and use assertive language that establishes the need for care and reveals the next step. Say, “To prevent the progression of periodontal disease, I’d like to get Chispa in for a dental cleaning. My team will schedule that as soon as it works for you.” If a pet doesn’t need care immediately, set up a medical reevaluation for a later date. You might say: “I’d like to see Jake in three months to recheck his liver values. We can decide at that time if we need to make any changes to his medication.”
2. Provide recommendations based on a patient’s age, breed, lifestyle and risk factors. Don’t leave it to clients to guess what their pet needs. Clearly articulate why a service or product is best. Here are examples:
- “We know that Lyme disease is endemic in our area, and since Jake goes with you in wooded areas, I recommend he receive the Lyme vaccination.”
- “Since King Charles Cavalier spaniels are predisposed to heart disease, I’d like to refer her to a cardiologist for an echocardiogram.”
3. Be a guide when offering multiple treatment options. Shared decision-making in veterinary medicine supports engaging pet owners collaboratively so that they make a medical decision that is best for their pet and family. Detail the pros and cons of different treatment plans to enhance the clarity of your recommendations and foster shared decision-making. When appropriate, communicate which treatment plan will likely lead to the best outcome.
4. Don’t assume pet owners understand the benefits of veterinary care. Explain why a pet needs care and then communicate the value of the recommended treatment. Use the word “benefits” to gain a client’s attention. For example, when recommending fluid therapy, you might say, “Oliver needs intravenous fluids to correct his dehydration and replace the water and electrolytes he’s lost due to his vomiting and diarrhea. The benefits of fluid therapy are that he’ll feel better faster, recover quicker and get home sooner.”
5. Ask questions to start a dialogue and to ensure your recommendations are clear. For example, you could ask, “What are your thoughts about the treatment options I’ve presented for Lucy?”
How we communicate with clients can become ingrained, which is why I encourage veterinarians to practice one new communication skill at a time. Even small changes in the wording of your recommendations can help more pets get the care they deserve.
LEARN MORE
Dr. Amanda L. Donnelly explored how shared decision-making between the veterinary team and pet owners promotes better patient outcomes. Read “Don’t Confuse the Issue” at go.navc.com/decision-making-TVB.