A consistent message creates credibility with clients

Every member of your team contributes to the client's experience, says Dr. Ernest E. Ward Jr., a Veterinary Economics Editorial Advisory Board member and owner of Seaside Animal Care in Calabash, N.C. Dr. Ward spoke at Firstline Live at CVC East in Baltimore and gave tips to help team members create an experience that builds the value of the service practices offer. He offered three steps to create credibility that leads to client compliance:

1. Create a unified message. “If your receptionists aren't trained to handle a call about diarrhea, you lose,” Dr. Ward says. “A consistent message demonstrates expertise. When you know why you recommend a particular heartworm preventive, you're perceived as confident instead of confused.”

To build your unified message, doctors and team leaders agree on what to offer. And the decisions run the gamut: products and services, brands, costs, payment options. You also need to agree on protocols for medical topics such as vaccines and anesthesia. Establishing protocols refines your service and makes it easier to offer the best care. For example, how do you handle euthanasia, and when does the client pay? “When you've all agreed on the approach you'll take, write down your protocols and share them with the team,” he says.

2. Educate your team. “If I get on the treadmill and do the same 30 minutes every day, I'm not going to ever be a faster runner,” Dr. Ward says. “You need to mix up your training to include lectures, role-playing, and even videotaping team members with clients to watch for areas where you can improve.”

He recommends discussing basic medical topics from colitis to food allergies, so team members understand the practice's protocols. Doctors can start by focusing on the top 30 conditions your practice sees. 

“My job as a doctor is to amplify the team,” Dr. Ward says. “You've got to train everyone equally. The more team members you've educated and built a relationship of trust with, the better for pets and patients.”

 3. Educate your clients. A unified message from educated team members means clients hear the same message from everyone in your practice, which ultimately improves their compliance.

Remember, Dr. Ward says, a great experience will erase the dollar signs clients see if they aren't focused on the value you offer. And a bad experience will erase their appreciation of the medical care your team provided. “If you send home a dog with feces on his feet, you're SOL,” he says.