VETgirl Q2 2022 Beat e-Magazine

/// QUARTERLY BEAT / JULY 2022

QUARTERLY BEAT / JULY 2022 ///

TEAM-BASED CLIENT EDUCATION Strive to define clear job roles and responsibilities for all team members to create the best client experience that will also result in pets getting the care they deserve. For this to happen, client engagement and education needs to occur before clients are given recommendations they aren’t prepared to accept. Consider that when you see the client, you are following a systematic approach to build trust and relationship. 1. Identify client concerns/preparation (this happens mostly before the client arrival): • Consider: how is this client different? What are the pet’s needs? • Think about how to develop rapport and personalize the visit for this client • Meet as a team to discuss the client and pet before the appointment, define each team member’s role • Color code charts, review medical records before appointment • Print a list of appointments for the day w/ notes • Here’s an example for new client program. A potential client calls the practice. The receptionist asks questions about the pet - age, breed, and needs. The receptionist integrates the benefits of the spell check program and the values of the hospital in the conversation, sets up the appointment, and sends a targeted mailer appointment reminder to the prospect (“We are looking forward to meeting you and Fluffy on the date.”) 2. Client engagement/Needs assessment (getting clients involved in process): • Consider the client vs. team member perception • Client engagement very important • Develop scripts for needs assessment process and visual tools to help client with descriptions of concerns or questions. • Continuing with our example, the client enters the practice; the receptionist reviews the client information, and in conversation asks other questions: family, hobbies, activities with pet, etc. A technician takes the client through a needs assessment of the pet. Then the client could be asked questions about diet, favorite foods, exercise, health, history, behavior, grooming, fleas, boarding, etc. 3. Solve problem/ Make recommendations / Client education (focus on what client needs and wants) • Gap analysis: ask open-ended questions, listen, solicit primary concerns at beginning of exam • Perform physical exam: determine what pet needs, assess clients’ understanding, what does client need to know to change behavior, use core communication skills. Ask questions when doing PE-have they noticed…. rather than beginning a lecture on findings • Don’t tell client before they are ready to hear information.

greater understanding of the client’s needs. Your active listening may encourage the client to “open up” and provide more complete information. Also, your willingness to take the time to listen and respond often results in improved client listening and ultimately in compliance. What does empathetic listening look like in the questioning process? The listener is focused on the words, inflection, facial expressions and body postures of the client. The listener gives verbal and non-verbal feedback to communicate understanding, clarify information, or to encourage the client to continue. Effective listening is challenging. There are many pitfalls poised to push you off track. Examples of obstacles to effective listening include: • Distractions from thoughts outside the exam room – to listen effectively and completely, you must put aside the other business of the day and focus on the here and now. • Preparing your response while the client is still talking – if you are busy formulating your answer or follow-up while the client is still talking, you are not fully listening. • Preconceived judgments of the client. • Noise, activity – acknowledge the disturbance and if possible, isolate your conversation from the commotion and invite the client to continue. EMPATHY STATEMENTS While veterinary teams generally do an excellent job of showing compassion to grieving clients and are routinely praised for being kind, many team members miss out on opportunities every day to convey empathy to pet owners. It isn’t that doctors and staff don’t want to let clients know they are empathetic; rather it is that teams often don’t know what to say and when to use empathy statements. Let’s begin by defining empathy statements. These statements convey to the client that you understand their perspective and feelings. Empathy statements are an acknowledgement of the client’s emotions or their position. Here are some examples of empathy statements: • “I can understand that this is a difficult time for you.” • “I appreciate that you were not expecting these expenses for Scooter’s care today.” • “I bet it was frustrating to go through that experience.” • “That must have been very upsetting. I know I would be scared too.” Empathy statements don’t have to be confined to discussions about the pet. You can express empathy about anything a client may tell you including family illness, job situations, personal problems, minor frustrations, etc. People appreciate affirmations and concern about what they are going through.

test when it is completed and the tonopen or Doppler. • Educate client using support materials, literature, models, computer educational programs and posters to illustrate and educate on the main points. Use visual aids or models to reinforce verbal messages when possible. For example, use the body conditioning score chart to let clients see why you want to talk about weight loss for their pet. If you don’t have client education brochures with pictures or anatomical drawings, look into obtaining these visual aids. • If information can be emailed to the client, this is even of greater benefit. • Provide the client a report card of findings • Present treatment plans: formulate plan with owner, partner with owner • Strive to build trust

• Focus exam on showing vs telling: • Doctors and staff members need to be sure all aspects of the physical exam and procedures are thoroughly explained. While conversing with the client is desirable and necessary, don’t make the mistake of having the pet owner completely miss out on the value of the exam because they didn’t even realize the pet was being examined. The client should be informed of normal and abnormal findings and the reason for each part of the exam. Make sure clients know you palpated for lymph nodes and what you can feel when you palpate the pet’s abdomen. • Sometimes veterinarians start making recommendations for services before the physical exam is completed. This is a common scenario with a head to tail process. Periodontal disease may be noted and immediately a discussion of dental recommendations starts. When this happens the pet owner doesn’t appreciate the rest of the physical exam which doctors often complete while talking about the dentistry procedures. Moreover, the client may feel like all you care about is scheduling a dental cleaning rather than discussing the overall health of their pet. • Even if you take the pet to the treatment room for procedures, take the opportunity to show clients some of the equipment used. For example, show clients the snap

Check for understanding/overcome objections: • Use communication skills, talk about money with confidence

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