Communication Wisdom Fom Your Client's Lving Room

Copyright 2013, Veterinary News Network

Communication Wisdom From Your Client’s Living Room!

Dr. Jim HumphriesAdjunct Professor

Media and CommunicationsTexas A&M University

College of Veterinary Medicine Founder:

Veterinary News NetworkAmerican Society of Veterinary Journalists


FamilyKids

CoffeeDonut

Then…Veterinary Medicine


JUST REMEMBER..

Kids

Coffee

Cows


How’s Your Dad?Something To Drink?

Then…Veterinary Medicine


WHERE DID VETERINARY MEDICINE BEGIN?

HOW DID WE BECOME SUCH A BELOVED PROFESSION?

WHAT IS HAPPENING TO OUR PROFESSION NOW?


Where is Veterinary Medicine Today?

15 Minute AppointmentsMore Tech Time = Less Face Time

More Technology = Less TouchMany More Disconnects (Barriers)

Decreased Levels Of Trust AndRelationship

Decreased ComplianceDecreased Satisfaction (Yours and

Theirs!)


What Are The ProblemsWith The Current Model?Practice Management Consultants (mostly from outside our profession) have pushed us into human medical models of business efficiency.

This has created real problems

Just look at human medicine…


This is HUGE with Physicians!

Studies Show Real Problems:

Aging Patients Return To

Hospital, Lack Of Self-care,

Increased Medical Costs – Even

Deaths!


This Should Get Everyone’s Attention


Vicious Cycle Of Poor Communications

AndPoor Delivery Of Care:

3.5 Hrs./Day = Busy WorkResult Of Poor

CommunicationsMore Time Communicating =

Less Time In Busy Work!


Physicians:

69% of MD’s interrupt the patient within 18 seconds!

Once this happens, only 2% complete information.

What is your most important diagnostic tool?

treatment tool?


Pediatricians:

The Pediatrician-ParentChild Relationship Is Very Similar

To The Veterinarian-Client Relationship!

The Two Most Important Factors:1.Parent’s need for answers2.Positive behaviors; kindness, care, warmth, taking them seriously


Pediatricians:

Highest Patient Satisfaction Is When The Physician Will

Relate. Be Social, Positive, Attitude of Partnering, Good Non-verbal

ActionsEye Contact“Real Listening”

Empathy


Parents Want THREE Things:

1. To Be Asked Opinion2. To Be Respected3. To Be LISTENED To This indicates the parent feels NO

permission to be involved in the care.

If we don’t do this, there are few follow up questions… and care suffers.


Communication Has ADirect Effect On

Patient Outcomes:

1. Increases Compliance2. Compliance Improves Patient

Health

Lack of Empathy = Poor Compliance = Patients Who Are Dissatisfied with Treatment = Failures = Deaths!


WHAT IS THE Most Important Diagnostic

Tool You Have?


The Meeting Of Two Experts1. Biomedical data2. Lifestyle and Social

Component


Case ReportPat and Heidi

Called for simple RV boosterLifestyle and Social Factors: Photos of Son Killed in Afghanistan,Recently divorced, small apartment, very stressedShe has several medical problems, distractedBio-Medical Factors: Severe Dental Disease, Murmur, Bad DietLoves her pet, but money and family stress has blocked careReports previous DVM only focused on the teeth and only

remembered a $200 quote (probably from CVT), did not want to talk about it.

Action: Talked, Listened, Active Caring, Took Time To Understand, Oral Health (ATP) discuss her impression. What was our outcome?Our follow up: In two weeks called only to see how she was. She schedule ATP, and cardiac workup……………..

Caring ComesBefore The Care!


Living Room Offered Communications Clues

Use That To Build Relationship Be More Relaxed, More Personal… This Accelerates Trust… Increased Acceptance and

Compliance… Successful Outcome on Several Levels Without This What Would Have Been

The Outcome?

What Is The “Wisdom” Here?


Built A Relational Foundation Which Developed Trust

Builds for the Long TermGenerates Referrals

Second Pets / NeighborsWe Passed The “Gatekeeper”

We Got To Practice Good MedicineWe Have A Client For Life

WHO HAS TIME FOR THIS?

What Happened?


The Dog NEVER Has

The Money!!


The Dog NEVER Has

The Money!!


Severe

Coccidiosis

Puppy Mill

Severe Dental Disease

Family

Problems/Neglect

Megaesophagus

Retired Military Dog

In HospiceRenal Disease

Failing – In Hospice

These Are The “Gatekeepers” To Care


$8,000

These Are The “Gatekeepers” To Care


The DELIVERY of Your CareDepends on:

____________________?RELATIONSHIP

1. Engage2. Empathize Caring

Comes BEFOREThe Care


1.Engage2.Empathize

To Open The Gates

Relationship BasedCaring Begins, Then…

3.Educate4.Enlist


1. Engage2. Empathize Caring

Let’s Try This

Find Out Something about me..

What Did You Find Out??






What Did You Get? What About The Dane? How will you use this to build a

relationship with me? What will you do to make me

want to come back?


Relationship BasedCare (RBC)Leads To

COMPLIANCE

Relationship Based Care:

Is REAL (not contrived or forced)It’s PersonalA Joint VentureIt is slowed downBased on Past ExperienceBE interested in PeopleBeware of Information Overload


Can you build a Relationship with Betty?

What Communications Clues Are Present In A Home That Are Not In The Exam Room? Pictures of family and pets Piano Type of home Pet items in the home Memorials for previous pets Books on the coffee table Hobbies / interests Magazines etc.

Clues From The Living Room

How Can You Discover These Clues In The Clinic?

Alert all staff to LISTEN to clients when they come in (and let you know)

A place on client form for hobbies, activities

Watch the community papers Family events or milestones Town events and politics Animal news local and national Weather


WHICH LEADS TO:Diagnostics / PreventionDelivery Of Your Good Care

Acceptance Of NutritionUse of Technology Successful PracticeJob SecurityAdvancementProfessional Satisfaction


The Communications Gap

MobileSocial

AuditoryVisual

Research

Face-To-Face

Relaxed Time

Needs to Know

Direct


DVM Class of: 40-60’s 70’s-86 87-99 00-17 2018…Number In Workforce: 44M 77M 52M 78M ?

Gen Y


You Will Face Even New Challenges



Like.. “iPosture”

Relationship also Decrease in StateBoard Complaints

Up To 80% of ComplaintsCome From Breakdowns

In Communications!

POOR LISTENING SKILLS:

A Sure Block To Relationship!“My doctor does not care”

Cited in a large percentage of medical negligence cases as a major reason

people take legal action.

15 minute appointment slots??


Your Special Challenges

Practice Voice to VoiceFace to Face!!

Practice Engaging!!

You may not be good at reading non-verbal signals. Can cause problems in practice.

SO….

Copyright 2013, Veterinary News Network Your Future Clients

Because Society Is Learning To Become MORE Disconnected, and Veterinary Practice Has More

Barriers… You Must Learn To Connect!


What Do We Do?

Practice Voice to Voice

Practice Face to Face

Practice Eye Contact

Practice Engaging

Practice Listening (generous, real)

Practice Ignoring The Phone

Practice Personal Questions


Why should this matter if you are an employee?

As a new grad / Associate: If you have this attitude, you will forever

have a “job” and not a career! Practice Owners will see and evaluate your

communications skills in the interview They are looking to HIRE these skills I am the CEO of ME! (P4P) You don’t work for a practice, you

work for yourself and your skills and deep understanding of relationships – stay with you all your life.


How Do We Judge ProfessionalCompetency Today??

We have NO good measures Therefore your dress is a major non-

verbal communicator.

Remember you are going from a university environment to private business

--------Here is What Will Change------“Practice Owners tell you what to

do” White coat, name tag, call by names and

titles, consult jacket, etc.


REMEMBER: RBC

THE BEST VETERINARY PRACTICE ADVICE I CAN

GIVE YOU IS:

LEARN TO ENGAGE CLIENTS

FOR CARECOMPLIANCESATISFACTION


Education

Communication Wisdom Fom Your Client's Lving Room