Client Communication Tools

Improve the Bond and Keep the Client

RHONDA LABELLE
VETE 4281 VETERINARY LAW & ETHICS 1
SPRING 2015

Why worry about communication?

Many pets are viewed as family members. As such, veterinary care decisions can be a very
emotionally charged time for pet owners. Wilson (2008) states breakdowns in communication are at
the root of most grievances (p. 111). Furthermore, it is not just the veterinarian who commits errors
in communication. Any veterinary employee who interacts with the client, or cares for the pet, may
be the source of client dissatisfaction.
Good communication with unhappy clients may be the one action the veterinarian performs that
can repair the bond, or at least keeps the unhappy client from filing a formal grievance with the state
veterinary medical board or proceeding with litigation. Clear and effective communication from the
outset greatly lessens the likelihood of communication errors, bonds clients with the practice, and
helps make everyones day a little more pleasant.

Client Communication Protocols

The Argus Institute of Colorado State Universitys veterinary college has developed protocols
to assist veterinarians with client communication skills. The focus is to build a bond-centered

practice, where relationships between veterinarians-owners-pets, owners-and-pets, and

veterinarians and support team, are strengthened and healed (Verdon, 2002).
The examination room is often the location in the veterinary hospital where trusted
communication occurs. Much like an English paper, the Argus Institute protocols divide the exam
room experience into three parts: the Opening, the Body, and the Closing (Verdon, 2002).

Exam Room: The Opening

An often overlooked basic Opening is the Introduction. Veterinarians and team members
should introduce themselves when meeting the client for the first time. Additionally, a warm
greeting with familiar clients is always welcomed by the client. Verdon (2002) provides a great
example:
It is good to see you again, Ms. Thomas! Its been quite some time since I have seen Trinket.
I cant believe how much she has grown! I understand Trinket is ready for her next set of
vaccinations. Is that correct?

This warm exchange creates a rapport with the client and provides an opportunity for the
owner to clarify the reason for Trinkets visit. The opening also provides an opportunity for the
veterinary professional to explain what will be occurring during the pets visit.

Exam Room: The Body

The purpose of this part of the communication protocol is to gather information and provide
explanations for recommended care. An additional aspect of the Body is providing a step-bystep narration of the physical exam, or discussing the importance of diagnostic testing.
Verdon (2002) reminds us that it is important to create an environment where clients feel
comfortable asking questions, and to use open-ended questions when gathering additional
information.

Exam Room: The Closing

The closing provides the veterinarian an opportunity to summarize the physical exam findings,
provide specific treatment recommendations, inform the client when the pets next exam should
occur, and inquire if the client has any additional questions. Additionally, providing detailed
instructions on treatment or follow-up care helps build client trust in the veterinarian, and the
hospital as a whole (Verdon, 2002).

Preventive Communication Steps

Establish relationships and rapport with clients and their pets

Provide client education materials to explain services and recommendations

Always offer the best care for every pet, first. Dont second guess what clients are willing to
spend
Provide Treatment Plans (estimates) for all recommended services, regardless of whether the
client asked for one

Discuss what procedures will and/or will not be performed prior to providing said services
(Wilson, 2008)

Seek client authorization before providing additional medical care, beyond what was outlined
in the Treatment Plan
Offer referrals for advanced or overnight care, or when the scope of the medical problem is
beyond the veterinarians expertise

Educate all team members on the importance of showing compassion to clients at all times

When Things Go Wrong

In spite of all your best efforts and preventative steps, failures in communication are bound to
occur. Sheila Grosdidier (2008) offers seven tips to help defuse angry clients:
1.

Review what happened with the client. Provide clients an opportunity to describe what happened.
Listen closely. Do not interrupt. Ask for additional details when needed. This process conveys your
interest in their detail of events, and provides you with time to consider your response.

2.

Meet face-to-face with the client. Often the first time you converse with an angry client is over the
phone. Whenever possible, delay this conversation in order to give angry clients time calm down.

Ask the client to meet with you, in your office, at a later time (but not too much later). Allowing the
heat of the moment to pass helps facilitate a more calm, constructive meeting.

When Things Go Wrong

3.

Involve an objective third party. If personalities or other issues prevent arriving at a resolution, ask a
third party (Practice Manager or owner) to be an intermediary. Explain to the client that you are
wanting an objective perspective. Often the presence of an intermediary decreases the tension,

leading to a possible resolution.

4.

Develop solutions that work for all parties. Beware being caught up in he said, she said
accusations. Focus on the issue at hand and developing a resolution. Pinpointing where the error or

miscommunication occurred is key to creating a reasonable solution that will work for all parties.
5.

Be open to the clients ideas for resolution. When you cannot seem to find a resolution that will
make the client happy, ask them what solution they propose. There is a risk that they will suggest an

unreasonable solution, but you never know until you ask.

When Things Go Wrong

6.

Tell clients you will consider their suggestions. Everyone appreciates being heard. When
appropriate, offer an apology for any miscommunication. Making an acknowledgement to the client
that you do not wish for this type of situation to occur again lets them know you take their concern

seriously. Let clients know you heard their suggestions for improvement and will apply them where
possible.
7.

Remember your goal. Forget who is right and who is wrong. Do not let egos get in the way of

reaching a resolution. The goal is to resolve the conflict. Including the clients thoughts and feelings
in the process will help you reach that goal.

References:
Grosdidier, S. (07/01/2008). 7 tips to defuse angry clients. Firstline. Retrieved from
http://veterinaryteam.dvm360.com/7-tips-defuse-angry-clients.
Verdon, D. R. (06/01/2002). Communications protocol can help cement the human-animal bond.
DVM360 Magazine. Retrieved from http://veterinarynews.dvm360.com/
communications-protocol-can-help-cement-human-animal-bond.
Wilson, J.F. (2008). Law and Ethics of the Veterinary Profession. Morrisonville, PA: Publishers
Network