What veterinary care was a few years ago needs to adjust to the mindset of today’s clients. As Creative Disruption columnist Dr. Bob Lester wrote in his article “The Roaring ’20s” [go.navc.com/20s]: “We’re moving from Vet Med 1.0 to Vet Med 2.0. Our profession is evolving toward even better opportunities for patients, clients and team members.” Without a doubt, pets have become central family members as millennials delay having children. We can see the shift in the rise of pet-friendly apps like the GoDoggo city guide and pet-dedicated airlines such as Bark Air.
I know from my experience as a veterinarian that involving clients in a pet’s medical care empowers them in the decision-making process. They leave with positive, emotionally safe, memorable experiences they tell others about.
Here are six steps to re-create such moments in your practice.
1. Perform Procedures in Front of Pet Owners
Let’s start by agreeing that people think veterinary medicine is freaking cool. It’s why they watch veterinary shows on TV. Why not give them that experience in your clinic? Let them see the amazing work you and your team do.
Say a dog comes in with a small laceration. Rather than suture it out of the client’s sight, close it with the pet owner at your side. You can turn panic into calm in minutes when you invite a client to stay with the patient.
I’ll always remember a young mom sitting beside me on a stool while I patched her dog’s cut. She was wowed at something we see as a mundane procedure. She complimented and thanked me and my nurse in person and with a stellar review. That response left us feeling proud of the work we do.
2. Show and Tell
Now that you have clients watching procedures, take it a step further. Teach them to participate in their pets’ care.
Here’s one trick: When the next ear infection patient comes in, bring the owner along for the experience. Show the inflamed ear canal through the otoscope and let the client peek at the ear cytology to see the difference between cocci and snowmen. Rather than explaining how to clean the ears, coach the owner — “Place a moistened cotton ball in the ear, fold down the flap and massage it.” The result is the client feels empowered to tend to the pet at home, and the animal receives better care.
3. Make House Calls When Appropriate
Don’t be afraid to let your clinic extend beyond its four walls when doing so is best for the pet and the client. Do you have an elderly owner who struggles to transport a large dog for arthritis care? Go to the home to either bring the dog to your clinic or deliver the treatment to them. This effort goes a long way to show pet owners and your team that you care.
How often do people call because they can’t get a cat into a carrier for a trip to your clinic? It happens all the time. Why not go the extra mile and help get Kitty to you? I have tricks to calm cats and bring them safely to a clinic. After all, we’re best equipped to help in those situations, and it’s rewarding for our employees.
Lastly, did someone leave a leash, collar or cat carrier at your hospital? You can easily leave the item at the front desk for pickup, but does anyone on your team live nearby who can drop it off after work? Now, that’s something clients will brag about.
4. Create an Emotionally Safe Space
Clients might feel intimidated about asking questions. I assure you they are insatiably curious about what’s going on with their pets and at the clinic. Make them think there are no silly questions.
Train each team member — receptionist, nurse, veterinary assistant and doctor — to explain what pet owners will experience during a visit. Set expectations during every phase of the appointment. For example, in an open-concept ER, nurses can teach pet owners what is being done each step of the way, from placing a catheter to drawing blood to sedating for radiographs. Clients who see and hear what’s happening are empowered stakeholders in their pets’ care.
5. Put a Doctor on the Phone
Let pet owners speak by phone with a veterinarian to dispel worries, provide peace of mind and determine whether a visit is necessary. For doctors, it’s an opportunity to quickly establish trust and understand the situation before the pet arrives.
Train doctors to efficiently handle medical phone calls and provide quick assessments. Also, coach them to quickly get off the phone. After all, the goal is to help clients decide whether to come in, not to diagnose or treat a pet.
A great example of the value of speaking with a veterinarian by phone is a pet owner calling about a large dog acting abnormally — stretching, yawning, appearing uncomfortable and trying to retch. A receptionist who answers the call might advise waiting. However, a doctor who takes it can ask relevant questions, recommend immediate care and prepare the team for a stat triage.
Building that workflow into your practice might seem scary, but try it a few times on your next shift. See how both the veterinarian and client feel afterward.
6. Empower Employees to Act Like Hosts
Encourage your team members to take ownership of their roles and treat the clinic as a second home. One of the most important things business owners can do is empower their employees to feel like they own the place. Business leaders can’t be present 24/7, nor should they be.
How do you inspire your employees to act like hosts? Give them the autonomy to do the right thing for clients. Celebrate team members when they surprise and delight pet owners. Make it part of the clinic culture.
Start with the basics. Create a space in your clinic where pet owners have a comfortable place to stay, whether for two or 72 hours. Can you offer a blanket? A place to nap? A Wi-Fi connection so they can get work done? Can you offer to buy them a Starbucks drink? We know what it feels like to be cared for, especially during moments of strife.
My favorite example is one I call a watermelon moment. An employee felt so at home that they sliced a watermelon, placed it on a cart and pushed the cart around the clinic, offering a snack to clients and team members. One pet owner was blown away and mentioned the thoughtful deed in a review. You don’t walk into a veterinary clinic and expect to be treated like you’re in someone’s living room. Let’s aim to blow minds in veterinary medicine.
Implementing these six steps will enhance the client and employee experience. The strategies allow for a collaborative environment where employees perform their best work and get thank-yous from the people they help.
A LOOK BACK
Veterinary Emergency Group’s open-concept floor plan means pet owners are never far away. Read “Open for Business” at go.navc.com/together.