{"id":76921,"date":"2024-10-01T00:00:20","date_gmt":"2024-10-01T04:00:20","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=76921"},"modified":"2025-08-12T11:41:59","modified_gmt":"2025-08-12T15:41:59","slug":"veterinarian-client-relationship-tips","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/clients-communication-1024\/","title":{"rendered":"How to Build Strong Veterinarian\u2013Client Relationships"},"content":{"rendered":"<p>In conversations with me, pet owners shared their challenges with veterinary care. \u201cI wish I could find a good vet,\u201d one said. When I asked what that looked like, I heard, \u201cA veterinarian who is happy to see me.\u201d Another said: \u201cI want a care team that knows me and my cats. I\u2019m willing to pay for concierge care but don\u2019t know how to go about finding it.\u201d<\/p>\n<p>Those statements highlight the difficulties that pet owners face every day. They want a practice team that treats them and their pets as individuals and works to create a partnership.<\/p>\n<p>How can veterinary teams build lasting partnerships with clients? It comes down to relationships.<\/p>\n<h3><strong>Relational Interactions<\/strong><\/h3>\n<p>I perform competitive market analysis calls as part of my consulting services. Ninety percent of the calls go like this: I call for information about a practice\u2019s services, and the receptionist answers with prices. There is no attempt to establish common ground and typically no attempt to schedule an appointment. These calls are transactional interactions, devoid of a personal connection and characterized by the receptionist merely going through the necessary motions to complete the encounter. When a client\u2019s question receives a reply that doesn\u2019t acknowledge the caller as an individual, the pet owner feels underwhelmed, unimpressed and disregarded.<\/p>\n<p>In comparison, relational interactions occur when a team member identifies the pet owner\u2019s needs. Clients then think the team member and, by extension, the practice genuinely care about them and their pets. They feel validated in their decision to visit the hospital, and they sense a connection, which is the first step in bonding with clients. Sadly, this occurs only in about 10% of my competitive analysis calls. What a missed opportunity!<\/p>\n<p>Practices can create relational interactions by incorporating these habits:<\/p>\n<ul>\n<li>Ask for the client and pet\u2019s names early in the conversation, and use both frequently. This custom personalizes the interaction.<\/li>\n<li>Invite clients to talk about their pet and the reason for the call. (See \u201cLearn to Communicate Better\u201d for details.)<\/li>\n<\/ul>\n<h3><strong>Prices, Costs and the Value of Care<\/strong><\/h3>\n<p>A veterinary team often confuses what clients value with what they can or will pay for services. When pet owners decline a treatment option, your team might believe the reason is price. However, a study found that only 2 in 10 clients refused care because of the price. Rather, they declined because they didn\u2019t understand how the treatment would benefit the pet or were uncertain why the suggestion was made.<\/p>\n<p>The price of care, cost of care and value of care are not the same. Here\u2019s the difference:<\/p>\n<ul>\n<li>Price of care is the exchange of a fee for a service. It\u2019s transactional and fails to individualize the client or pet\u2019s needs.<\/li>\n<li>Cost of care considers how a recommendation affects an animal\u2019s health and well-being. You can best convey this to clients by describing the treatment options and the benefits to both the pet and the owner.<\/li>\n<li>Value of care relates to the tangible and intangible benefits clients and pets receive from their interactions with the veterinary team. The value is built on trust and earned by doing the right things in the right way and doing both without being asked. Value of care is foundational to creating a client partnership.<\/li>\n<\/ul>\n<h3><strong>How to Build Partnerships <\/strong><\/h3>\n<p>A partnership occurs when two or more parties work together to accomplish goals while building trust and a mutually beneficial relationship. In veterinary medicine, it begins and is enhanced when the team takes these three steps:<\/p>\n<p><strong>1. LEVERAGE NONVERBAL COMMUNICATION<\/strong><\/p>\n<p>Nonverbal behavior comprises 80% to 93% of all communication. It includes:<\/p>\n<ul>\n<li>Body language (facial expressions, gestures, body position and touch).<\/li>\n<li>Spatial relationships (the distance between the veterinarian and client, for example).<\/li>\n<li>Barrier objects (a front desk, examination table, computers or pet).<\/li>\n<li>Paralanguage (voice, tone, rate, rhythm, emphasis and volume).<\/li>\n<li>Autonomic responses (flushing, sweating, changes in pupil size and breathing patterns).<\/li>\n<\/ul>\n<p>The key to leveraging nonverbal behavior starts with self-awareness. Ask your co-workers about the times they saw you fully engaged in a client conversation. For example:<\/p>\n<ul>\n<li>Did you look comfortable, and why?<\/li>\n<li>Which nonverbal actions did they notice when you were in an uncomfortable conversation?<\/li>\n<li>What policies and procedures are you uncomfortable discussing with clients?<\/li>\n<\/ul>\n<p><a href=\"https:\/\/todaysveterinarybusiness.com\/pet-owners-partnerships-0823\/\">Nonverbal signals can telegraph unease<\/a> to a client. Remember to speak in a way that feels authentic to you. Become more prepared by practicing your statements and their delivery during role-playing exercises.<\/p>\n<p><strong>2. DEVELOP RAPPORT\u00a0 <\/strong><\/p>\n<p>In this instance, rapport is a harmonious connection in which the client and veterinary team understand each other\u2019s perspectives and can relate to each other\u2019s thoughts and feelings. The four components that create rapport with clients are:<\/p>\n<ul>\n<li><strong>Acceptance:<\/strong> It occurs when team members are nonjudgmental and acknowledge the legitimacy of a client\u2019s views and feelings. Perspective is a skill that helps cultivate acceptance. It requires team members to understand their own perspectives while realizing that clients have one, too. During a successful interaction, both parties understand the other\u2019s viewpoints, creating common ground.<\/li>\n<li><strong>Empathy:<\/strong> It enables team members to communicate an understanding and appreciation of a client\u2019s feelings or situation. When the pet owner\u2019s opinions and beliefs are overtly acknowledged, a common understanding forms and both parties think they are working together, which creates rapport.<\/li>\n<li><strong>Support:<\/strong> It begins when clients believe a veterinary team cares about them and their pets. Practice teams can show support by expressing concern, understanding and a willingness to help. This step includes using empathy statements.<\/li>\n<li><strong>Sensitivity:<\/strong> The final step in building rapport is using sensitivity and kindness during embarrassing topics, such as a client\u2019s financial limitations or fear of being judged as an unsuitable pet owner. I became aware of that fear after an emaciated dog\u2019s examination. The client said she was afraid I would judge her because of her dog\u2019s poor condition. She thanked me for my kindness, nonjudgmental approach and support. Her admission shocked me because I had not detected any fear or hesitation in our interaction. How many other clients have the same reservations?<\/li>\n<\/ul>\n<p><strong>3. INVOLVE CLIENTS IN THE HEALTH CARE JOURNEY<\/strong><\/p>\n<p>Before the pandemic, veterinary hospitals were making positive strides in practicing client-centered medicine, where the doctor and pet owner mutually set the agenda and goals for the visit. The veterinarian elicited the client\u2019s perspective, resulting in shared decision-making and an interactive, collaborative relationship.<\/p>\n<p>The pandemic extinguished that effort in many practices, as curbside care and time constraints minimized client participation during exams. The result was a shift from relationship-centered care to a veterinarian-centric practice model, where the doctor controlled the visit\u2019s tone and pace, diminishing the client\u2019s voice.<\/p>\n<p>To build rapport, clients must participate in their pets\u2019 health care journey. Practices may accomplish it in these two ways:<\/p>\n<ul>\n<li><strong>Share thoughts:<\/strong> Ask about the client\u2019s observations and goals for the visit. Communication skills that encourage interaction include open-ended questions, pauses and reflective listening.<\/li>\n<li><strong>Explain your recommendations:<\/strong> Empower clients by educating them about the whys behind your clinical recommendations and the options. This step helps them understand the veterinary team\u2019s perspective, treats them as individuals, and incorporates their needs and values in shared decision-making.<\/li>\n<\/ul>\n<p>I agree with poet Maya Angelou, who said: \u201cPeople will forget what you said, people will forget what you did, but people will never forget how you made them feel.\u201d It\u2019s time for practices to get back to prioritizing and building client relationships and treating pet owners as honored guests.<\/p>\n<hr \/>\n<h3><span style=\"color: #008000\"><strong>LEARN TO COMMUNICATE BETTER<\/strong><\/span><\/h3>\n<p>Strong communication skills help veterinary team members understand client needs more effectively and enhance the formation of a partnership. Such skills elevate client satisfaction, improve job satisfaction and increase client adherence to clinical recommendations.<\/p>\n<p>Here are seven tips:<\/p>\n<ol>\n<li>Open-ended questions, which cannot be answered with a \u201cyes\u201d or \u201cno,\u201d help a team member visualize the issue from the client\u2019s perspective. These questions usually start with \u201cwhat,\u201d as in \u201cWhat concerns do you have today? or \u201chow,\u201d such as \u201cHow did Ruby end up living with you?\u201d To invite more explanation, try saying, \u201cTell me more\u201d or \u201cAnything else?\u201d<\/li>\n<li>Communicating empathy is a critical component in building relationships. The first step is to grasp the client\u2019s situation and feelings. The team member then supportively shares the understanding with the client and pauses to allow the pet owner to feel the employee\u2019s empathy and sensitivity. Examples of empathetic statements include \u201cI can see how worried you are. How can I help?\u201d and \u201cWow, that\u2019s tough.\u201d<\/li>\n<li>Partnership statements support the client and build rapport. They merge the team member (\u201cI\u201d) and client (\u201cyou\u201d), creating a team (\u201cwe\u201d). Examples include \u201cLet\u2019s work together to come up with a plan\u201d and \u201cWe have some options.\u201d<\/li>\n<li>Reflective listening happens when team members confirm the pet owner\u2019s emotions or restate in their words what they heard a client say. It verifies that what the team member heard is what the client meant and demonstrates that what the client said is important and was heard. Reflective listening statements sound like, \u201cLet me make sure I have this right\u201d and \u201cYou are concerned about \u2026\u201d<\/li>\n<li>Signposting directs the client to what you are about to say and why. It\u2019s the verbal equivalent of waving a flag and often explains what will happen next, helping increase the client\u2019s comfort and lessen anxiety. One example is, \u201cMrs. Jones, Humphrey is an adorable kitten! During today\u2019s visit \u2026\u201d<\/li>\n<li>Summarization reviews what the client heard. Its main functions are to verify that the message is accurate and to identify missing information. Summarization is often used when obtaining a patient history or explaining a treatment plan. You might say, \u201cMr. Moore, Remington first began limping in his right hind leg three days ago after he chased a fox out of the yard. At first, he wouldn\u2019t put weight on his leg, and in the past day, he began putting his foot on the ground but won\u2019t walk on it. Anything I missed?\u201d<\/li>\n<li>Pausing helps elicit the client\u2019s perspective and allows the pet owner to feel empathy. It starts with listening for comprehension rather than thinking about the next question. After the client speaks, the team member waits for three or four seconds in case the pet owner wants to continue talking and so the person feels the team member\u2019s support and understanding. Using this skill might include saying, \u201cI can see this is hard for you. (Pause.) Would you share your thoughts with me?\u201d and \u201cA lot is going on with Casey. (Pause.) How can I help?\u201d<\/li>\n<\/ol>\n<hr \/>\n<h3><span style=\"color: #008000\"><strong>STORY ARCHIVE<\/strong><\/span><\/h3>\n<p>Dr. Wendy Hauser is a frequent contributor to <em>Today\u2019s Veterinary Business<\/em>. Check out these previously published articles:<\/p>\n<ul>\n<li>\u201cPatch the Cracks in Your Patient Base,\u201d <a href=\"http:\/\/go.navc.com\/cracks\">go.navc.com\/cracks<\/a><\/li>\n<li>\u201cBeyond Burnout,\u201d <a href=\"http:\/\/go.navc.com\/beyond-burnout\">go.navc.com\/beyond-burnout<\/a><\/li>\n<li>\u201cFollow the Leader to Be the Leader,\u201d <a href=\"http:\/\/go.navc.com\/mentors\">go.navc.com\/mentors<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Focus on these 3 keys to avoid communication breakdowns and strengthen your veterinarian\u2013client relationships.<\/p>\n","protected":false},"author":23,"featured_media":76923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[525],"tags":[],"class_list":["post-76921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-october-november-2024","column-features","clinical_topics-client-communication"],"acf":{"hide_sidebar":false,"hide_sidebar_ad":false,"hide_all_ads":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Build Strong Veterinarian\u2013Client Relationships | Today&#039;s Veterinary Business<\/title>\n<meta name=\"description\" content=\"Focus on these 3 keys in your veterinary practice to avoid communication breakdowns and strengthen your veterinarian\u2013client 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