Veterinary Client Communication Strategies For Every Situation
Veterinary client communication has become increasingly digitized, offering convenient contact options to meet client needs and preferences. However, veterinary professionals must understand how and when to use each communication method. Although text and email rather than phone calls can save team members time, these methods can be perceived as impersonal, may leave room for interpretation, and aren’t ideal for all situations. Here, we explore communication strategies across various situations to improve client compliance, education, and bonding.
1. Appointment reminders
Text messages are ideal for appointment reminders, because they are easily automated in a veterinary software system, and clients are accustomed to receiving these messages for their own appointments. Most people read texts as soon as they arrive, which increases the likelihood that clients will see the reminder and show up on time for their visit. Text is also undeniably convenient for pet owners—they can confirm an appointment with a one-letter reply that takes minimal time during their busy day.
2. Follow-ups
The ideal type of veterinary client communication for follow-ups depends on what you need to discuss. Email is perfect for relaying normal lab results, sending educational materials about a diagnosis, or checking on pets after routine visits. With customizable veterinary software templates and shortcuts, veterinarians or team members can send clients detailed information in only a few minutes, so they can look it over and respond on their own time.
Phone calls are best for follow-ups after a surgery or procedure, relaying upsetting results or news, and speaking with clients who prefer face-to-face interactions or typically have many questions for the team. Software that allows clients to indicate a communication preference or you to flag files with in-house notes can ensure consistently successful interactions.
3. Difficult conversations
Giving pet owners bad or complex news is never easy, but is best done in person or on the phone. When their pet faces a serious issue, pet owners want to ask questions and may need the veterinary team’s emotional support or reassurance. Also, addressing a client's complaint or concern can be challenging if you do not speak with them directly. An email or text about a complex topic can seem dismissive and leave clients feeling alone, angry, or confused about their pet’s care.
4. Routine updates and newsletters
Routine updates, newsletters, announcements, and reminders are best communicated en masse via email or text, depending on the message length and your practice software capabilities. Because some clients may overlook emails, they are best used for non-urgent veterinary client communication topics, including pet care articles, seasonal tips, team member profiles, handouts, and other marketing materials.
5. Emergency notifications
Pet health emergencies can occur while pets are in the clinic or at home. Clients calling with an urgent issue expect to speak with a knowledgeable team member who will reassure them and advise them on what to do. Alternatively, veterinarians caring for pets in the clinic should always provide condition updates to the pet owner by phone or in person. This ensures critical information is not only relayed but also understood. If the client cannot be immediately reached in an acute emergency, texting can be a good backup.
6. Client feedback and surveys
Emails or texts can effectively send client satisfaction surveys and feedback requests. Most pet owners with middle-of-the-road experiences refrain from reviewing their visit or sharing feedback with the team. Still, an email soliciting feedback can help teams see their performance through the clients’ eyes and make improvements or adjustments as needed to uphold high practice standards.
Choosing the correct form of veterinary client communication for different situations is crucial for enhancing client satisfaction, improving compliance, and ensuring smooth practice operations. Younger pet-owning generations may prefer hassle-free digital communications, but an in-person or telephone discussion is still sometimes warranted or the pet owner’s preference. Strategically utilizing these communication tools allows veterinary practices to build stronger relationships with clients and care for their patients at the highest level.
