Addressing your clients' expectations with good communications
Clear communications can help prevent confusion on the part of animal owners; and they can also prevent disputes and notifications to the Board.
Here are a few tips to help you review your advertising, signage, website, social media and patient forms.
Don’t make assumptions
Owners do not know everything that a veterinary practitioner knows. They do not know industry norms and may not understand technical language, so if you do not explicitly tell an owner something they may have no way of knowing about it.
Before you produce publications for owners, ask a layperson to read them – for example, a friend who is not a veterinary practitioner, a trusted client, or even a family member. Get them to tell you what they think you are saying.
The following statements are a few common assumptions that Board members have encountered in matters considered by investigation and hearing panels:
'Owners know my clinic is not staffed at night': Unless you tell them, they will not know. Post a sign in your waiting room, state it on your website, and include it on admission forms for overnight patients.
'If I change the diagnosis, owners know the treatment will change.': Owners are likely to assume the treatment remains the same unless you tell them otherwise. When you explain a new diagnosis, explain the new treatment plan and offer other options that are available.
'Owners know they can go to an emergency clinic or get a second opinion.': Some owners certainly know about specialist and emergency clinics, but many may not. If the patient is at risk or you cannot make a diagnosis, explain the other services that are available. If other options are likely to be more expensive, tell the owner and allow them to choose.
'Owners know that we only operate during set hours and that some services are only available at specified times.': Like you, owners have to schedule their time. Specifying when various services are available will help them to make appropriate choices and avoid frustration. For example, if ultrasound is only available at certain times or by appointment, make this clear in all your written and verbal communications.
'Owners know that patients are triaged. ': Most owners think their animal is your first priority. Help them to understand that an animal that is at greater risk than theirs must be seen first, particularly in emergency settings. If the situation changes, inform the owner. For example, if an owner has been told their pet will be operated on at 10am but a more urgent case has presented in the interim, ask reception to inform the owner.
Be clear and consistent
Ensure all your communications are clear and consistent. For example, if you change your hours, ensure that they are updated everywhere – on your website, at the clinic and in all advertising and social media. If you have an on-call vet but the clinic is not staffed 24 hours, be clear what you are offering.
If a consent form or website says you will contact the owner before providing any treatment that is not on the consent form, that is what they will expect. If there are routine interventions for which you would not seek additional consent, say so. You do not have to list every possible intervention, but you do need to say that you will not contact them about interventions you consider routine. Offer them the opportunity to discuss this with you.
Key principles
Many communications are not covered in this article, but the following few key principles should underpin all communication:
- Don’t make assumptions.
- Be clear and consistent.
- Use every day English.
- Ensure that options are presented and understood.
Additional care may be required for animal owners with communication difficulties or who are not fluent in English.
If this seems daunting, consider engaging a professional writer for written communications. It is an expense, but it may be cheaper than you dedicating your valuable time.
As a minimum, ensure that a layperson reads everything you publish for owners.
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