Managing Veterinary Client Expectations: 10 Tips for Discussing Treatment Options and Outcomes
Veterinary clients often face emotional decisions about their sick or injured pets. Clients who misunderstand treatment expectations and outcomes can become angry or accusatory when things don’t go as they planned. The nature of veterinary medicine means we can’t always prevent poor outcomes, but we can provide education and advice that aligns veterinary client expectations more closely with our own.
Communicating possible treatment outcomes and expectations requires patience and empathy from the veterinary team. Clients can easily become overwhelmed—especially in the face of bad news—and may need to hear things more than once to understand. Taking time to clearly explain the pet’s condition in terms that each client understands can build long-lasting trust, regardless of the outcome. The strategies listed here can promote realistic veterinary client expectations.
1. Be transparent about risks and benefits
Sugar-coating bad news can make delivery easier, but won’t help you or your client in the long run. Objectively explaining the risks, benefits, and limitations of various treatment paths helps clients make logically informed decisions about their pet’s care. Providing concrete statistics, such as the percentage of pets likely to experience certain complications, can also help.
2. Use easily understood terms
Veterinary terminology can confuse pet owners, so use jargon sparingly when describing a diagnosis or treatment. Provide the official terminology for a diagnosis or procedure, followed by a jargon-free explanation of the meaning of those words. For complex physiological processes, simplify your description, eliminate unnecessary asides, and offer an appropriate metaphor or analogy. Clients who better understand the issue will likely form appropriate expectations.
3. Be honest about uncertainties
Veterinary treatments come with inherent uncertainties and shades of grey, but clients often want things in black and white. Emphasize to pet owners that although you expect X to happen, there's always a chance of Y happening, and then explain what you’ll do in that case. Be honest if you have concerns about a particular treatment path.
4. Define treatment success
“Successful treatment” means something different to individual clients and veterinary team members. For some, success might equal comfort or a few extra weeks of life, while for others, success is a complete cure. What’s possible for each pet will vary depending on the issue, but may clash with the client’s understanding. Defining and explaining success and treatment goals with clients can ensure they have realistic expectations.
5. Explain the timeline
Recovery can be slow, and some clients may expect drastic improvements that will prove that a particular treatment course is working. Defining the expected or possible treatment timeline in advance can help clients stick to the treatment plan and look forward to milestones at realistic intervals. For example, after an orthopedic surgery, explain that the pet may walk right away, but full recovery can take several months.
6. Discuss finances
Cost is a significant factor in veterinary medical decisions, and clients must understand how much each treatment option could cost, along with a probable outcome. Don’t forget to include the costs of potential compilations or follow-up visits so clients can plan for the worst-case scenarios.
7. Offer a spectrum of care
Veterinary medicine is moving away from the “gold standard” treatment recommendations and recognizing the importance of offering a spectrum of care that meets clients’ various needs and lifestyles. Do not offer only the treatment course that pulls out all the stops, but also consider alternative paths that require less time, money, or emotional commitment. When budgetary constraints are a barrier, try to be flexible and develop a plan that offers the best care within the client’s means.
8. Address questions and concerns
Clients may not ask questions or raise concerns because they feel overwhelmed. Encourage them to ask questions or voice concerns as you explain a pet’s condition. Ensure they leave the conversation understanding the situation clearly, so they will likely think of fewer questions later. Ensuring clients feel heard and understood shows empathy and helps them feel more comfortable making difficult decisions.
9. Be patient
Explaining complex medical conditions and treatments may require multiple conversations. Be patient with clients who need extra time to understand their options or who are struggling with intense emotions about their beloved pet. A thorough explanation can mean the difference between a confused, upset client and one who appreciates your efforts and stays with the practice after receiving bad news.
10. Follow up
Following up with clients after a diagnosis or treatment shows that you care about them and their pets. Phone calls, emails, texts, or portal messages can reinforce in-clinic discussions, provide an opportunity to answer additional questions, and strengthen the veterinarian-client-patient bond.
Client expectations determine how pet owners feel about the care they receive at your veterinary clinic. Setting realistic expectations and involving clients in decision-making builds trust and prevents misunderstandings about treatment outcomes. Using these tools and strategies to manage expectations will help ensure your clients stay bonded to the practice, despite their pet’s adverse medical outcome.
