Veterinary-client interactions don’t always go as smoothly as we would like. Effective communication between people with different backgrounds and perspectives can be difficult under any circumstance, and it only gets more complicated when emotions and economic uncertainty come into play.
Differences in veterinary client expectations and what you can reasonably deliver can set the stage for tumultuous relationships. You’ve probably experienced clients who demand more than their allotted appointment time, expect you to change the schedule to accommodate them, or want you to help their pet while declining all recommendations.
Communication is critical in helping these clients understand appropriate behavior and their role in the veterinary-client-patient partnership. Here are some insights on setting realistic veterinary client expectations.
Why are client expectations so high?
Although we live in the veterinary space daily, most clients come in only a few times a year. We can’t expect clients to keep up with industry or hospital changes unless we communicate them clearly and often. Additionally, pet owners deeply love their furry pals, and they can quickly become impatient and impassioned if they’re worried about their pet’s well-being.
Here are some additional reasons why pet owner expectations may be higher than we think:
- Human health comparisons — For better or worse, veterinary medicine vastly differs from human health care. Although long wait times are standard in the human space, human medicine excels with technology. If you don’t offer online scheduling or app-based messaging, clients may find it difficult to contact you.
- Limited understanding — Most pet owners have minimal knowledge of pet health and disease. They may present a pet with a problem and expect a straightforward treatment without considering the many variables that factor into a diagnosis or the inherent uncertainty of medicine.
- Cost concerns — Veterinary care costs have risen faster than inflation, which might shock some pet owners who remember what vet care cost them only a few years ago. Clear communication that conveys value and explains the “why” behind recommendations can help clients adjust to price changes.
Setting boundaries to manage veterinary client expectations
Setting clear boundaries from the outset can prevent veterinary clients from developing outsized expectations. Here’s what to focus on:
- Pricing — Pet owners frequently complain about unexpected costs. Rather than sidestepping, address pricing upfront. Use your practice management software to generate estimate templates so they’re ready at a moment’s notice, train the team to explain them, and provide clients with convenient payment options.
- Availability — 24/7 availability is impossible, but clients sometimes fail to recognize that you’re human. Define acceptable communication avenues and response times by listing disclaimers in automated emails or texts and asking new clients to review and sign a statement during onboarding. Provide information about local emergency clinics and recommended teletriage services on your website for reference.
- Scheduling — Clients may expect to be seen the same day they call based on previous experiences or assumptions. Establish and stick to consistent scheduling policies that apply to everyone fairly.
- Outcomes — There are no guaranteed outcomes in medicine, and veterinary teams must communicate this directly when discussing treatment options and expectations. Thoroughly explain health conditions and treatment options to clients, including risks, and allow them to ask clarifying questions.
Setting expectations with veterinary software
Communication tools built into modern veterinary software or other cloud-based technologies can help clients learn what to expect before, during, and between visits. Here are some strategies to help you make the most of your practice management system:
- Leverage automation — Automated appointment reminders and pre-visit messages remind clients about your policies and procedures via multiple channels, including text and email. You can also automate follow-ups that state how pet owners can contact you for questions and when you’ll respond.
- Talk about costs — Use your practice management system to create and store pre-made estimates so your team can pull them up and customize them quickly and efficiently. Make it a habit to provide estimates to all clients, even those who claim they don’t need one. Ensure payment options and your payment policies are printed on every estimate.
- Educate clients — Share digital resources that explain routine procedures and preventive care guidelines through email newsletters or client communication applications integrated with your cloud-based software.
Parting ways with veterinary clients
Some clients consistently ignore the rules or expect special treatment regardless of your good faith attempts at managing expectations. In these cases, it can be helpful for a manager or medical director to take the client aside and explain how their behavior impacts your ability to care for their pet and other patients in the practice. If the behavior continues or escalates, don’t be afraid to protect your team members and “fire” the client.
Key takeaways
- Set clear boundaries with veterinary clients early in the relationship by discussing appointment availability, hospital policies, and communication methods upfront.
- Communicate proactively about pricing, treatment options, and potential health outcomes.
- Leverage technology such as veterinary practice management software to support transparent communication.
Setting expectations with cloud-based software
Managing veterinary client expectations lays the foundation for a relationship built on mutual trust and respect, and the right software can help you set healthy boundaries with veterinary clients without adding work to your team members’ plates.
Provet Cloud makes managing expectations easier by providing intuitive communication solutions and integrating with your favorite third-party platforms. Contact us to learn more about our product or schedule a demo with our knowledgeable team.
