Strengthening the DVM/pet owner bond

LAS VEGAS –– Explaining care benefits, catering your communication style to each client's personality and showing genuine interest in a pet-owner's concerns and questions are, according to a recent study, the best ways to ensure that owners are willing to pay for the highest quality of care for their animals.

Confusion, uncertainty and misunderstanding — not cost — are likely to influence pet owners to ignore DVM recommendations, highlighting the need for improved client interaction and communication, says Laura Neidhart, BNResearch president and co-presenter of the 2006 Pet Owner Price Sensitivity and Attitude Study.

Together with Jim Flanigan, director of marketing for the American Veterinary Medical Association, Neidhart reviewed results of the study, sponsored by a 12-organization industry task force, and explained how veterinarians can apply the recommendations to improve their practice.

Although a majority of veterinarians are self-described introverts, Neidhart says communication is the sole means to improve the quality of care pet owners provide to their animals. "In the end, it is what is best for your clients and your practice," says Neidhart, encouraging DVMs to take an extroverted approach to client interactions.

Strong veterinarian interaction with owners and pets leads 71 percent of owners to follow DVM recommendations. Only 51 percent of owners follow recommendations when communication and bonds are weak, Neidhart says. Cost is not a main factor.

Communication how-to

Pets rely on a connection between the veterinarian and their owner to ensure they receive proper care, and building a client bond can be easy, says Marty Becker, resident veterinarian on "Good Morning America" and star of PBS's "The Pet Doctor with Marty Becker."

Guidelines for strengthening a practice's communication, client bonds, and therefore success, can be broken down into the following key areas, Becker says.

Establish a client bond. Begin to create a relationship with the owner and pet in the first 15 to 20 seconds of the visit. Smile, engage the owner in conversation and take a personal interest in both.

Listen. Let the owner explain the reason for the visit without interruption. Keep an open mind and do not make assumptions about either the owner or pet. Give the client your full attention, and do not get distracted taking notes or entering information into a computer. When the owner has finished speaking, then ask appropriate questions to further assess the pet's health while using expressions of empathy to help relate to the feelings of the owner.

Use effective communication. Pet owners typically communicate with the right, or emotional side, of their brain, while veterinarians often view the same pet with the left, or more logical, side. Therefore, it is important to communicate with and treat owners in a way that makes them want to come in, talk and listen. "They want you to ensure their pet is safe and healthy," Becker says.

It is also important to determine an owner's experience with his or her pet by asking how long they have cared for the animal, where it was acquired and their experience with the particular breed. This enables veterinarians to better evaluate how educated a client is regarding the care their pet needs. Neidhart also encourages DVMs to ask about other pets and the care they are receiving, because 60 percent of households have multiple pets.

Learn the value of the physical exam. The exam room serves as the key bonding center for the doctor, client and patient. The stronger the connection, the more likely an owner is to approve recommended treatment. A client's perception of the DVM and staff during the visit influences the decision to allow care. Clients notice when staff members are indifferent or aloof to their pet; or if DVMs are rough during an exam, causing the patient to whine or pull away. "Take control of the exam room in a friendly, open, caring, convincing, compassionate, skillful way," Becker says.

Ensure clients understand your actions during the exam. Explain what you are doing and use models and pictures to help them better understand. Watch for signs of confusion, and re-emphasize key points you want them to remember.

Present information simply and slowly, without medical jargon or an excess of percentages and data. Do not rush or talk too fast. This will keep owners from feeling overwhelmed and confused, yet allow them to absorb the information and ask questions.

Properly train staff to communicate through every step of interaction. Ensure all phone calls and appointment scheduling are handled with polite, friendly service that is also reflected when clients are in the waiting room. Be thorough and timely with follow-up care and appointments, and take every opportunity to further educate clients on providing the best pet care possible. Make each visit a positive memory.

The communication/price connection

The stronger the DVM/client bond, the more an owner focuses on the value of recommended services instead of the cost, says Howard Rubin, CEO of the National Commission on Veterinary Economic Issues (NCVEI).

Four in five pet owners will pay for recommended care, despite cost, when their DVM offers it and clearly explains the need and benefits, Rubin says. Clients who complain about costs typically don't understand what needs to be done or the value to the pet, NCVEI focus group research shows.

"Just because clients think something is costly, it doesn't mean they are unhappy to spend the money," Rubin says.

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