Client Communication Strategies During Veterinary Emergencies
Veterinary emergencies can be highly emotionally charged. Most owners consider their pets family members and can become extremely upset when their beloved companion is in trouble. In a veterinary emergency, team members must communicate calmly, clearly, and with empathy to ensure clients understand their pet’s condition, treatment options, and expected outcomes. Communication style and the veterinary team’s expertise in conveying information impact how the client perceives the experience overall. Veterinary teams must consider how their words and actions affect pet owners during stressful situations and take steps to improve communication sensitivity.
Establishing a rapport
The first few moments of an emergency are critical not only for the pet’s health but also for establishing trust and rapport with the client. Pet emergencies are often handled by a veterinarian or team unfamiliar to the client, so the pet’s outcome depends on a quick connection. Team members should introduce themselves, explain their role, outline the immediate steps to assess and stabilize the pet, and reassure the client their pet is in capable hands.
Extended wait times are common as cases are triaged and prioritized, and stable pets are pushed to the back of the line. When possible, return stable pets to their owners to weather the long wait. When their pets are in “the back,” the client should be kept updated at every opportunity. Thorough explanations in simple language of exam findings, imaging results, cost estimates, treatment options, and expected outcomes help pet owners make informed decisions during a stressful time and feel connected to the team providing their pet’s care.
Coordinating communication efforts
Effective communication during emergencies is a team effort. The front desk and veterinary nursing teams are the liaisons between the veterinarian and client and should provide updates whenever possible. Empathizing with and acknowledging a pet owner’s feelings, including worry, frustration, or anger, can help de-escalate an upset client. Hold team training sessions focused on communication and handling difficult or sensitive emotions to ensure all team members communicate similarly and follow standard protocols for preventing and addressing distressed or violent clients.
Managing expectations
Proactively managing pet owner expectations during veterinary emergencies can help prevent negative client outbursts. Clients may arrive expecting immediate care, because they don’t understand the triage process or they believe their pet’s condition deserves more urgent attention. The veterinary technician who initially assesses the pet should explain that critical patients are seen first, and their pet may have to wait for care. This team member also should reassure clients that their pet is stable and provide a realistic time frame.
Offering empathy and support
Clients often experience various emotions, including anxiety, guilt, and anger, during veterinary emergencies. Acknowledging these emotions and showing empathy can help them feel validated and supported. “I can see you feel concerned about Fluffy,” or, “I know how difficult this must be for you” are simple statements that can comfort clients. Additionally, veterinarians delivering bad news should resist the urge to prevent or counteract negative emotions and empathize with clients who feel upset. Sugar-coating the issue or offering a temporary fix will only delay their feelings.
Following up after emergencies
Primary care veterinary practices that handle emergencies or receive clinical updates on patients seen at local emergency facilities should follow up after the visit. Depending on the situation, the veterinarian should call clients who lost their pet, or send a card and flowers to express sympathy. For other pets, a follow-up call allows the team to check on their condition and coordinate necessary follow-up care, and shows the client you care about the pet’s outcome.
Clear and compassionate communication during veterinary emergencies ensures clients who are undergoing an inherently stressful event have the best possible experience and leave knowing they have the veterinary team’s support. Veterinary teams should be trained in communication skills applicable to sensitive situations and coordinate efforts.
The right approach to emergency communication can improve pet owners’ perceptions during an objectively negative experience, ensuring they remain bonded to the practice for their pet’s future care, regardless of the outcome.
