5 Fundamentals For Building Trust

Trust is believing that someone is honest or good, and will not harm you. Trust is essential to building strong client relationships, acceptance of your treatment plan and increasing client satisfaction. Trust achieves perceived better care, even if the outcomes are not ideal. Without trust, there is no client loyalty. Building trust isn't easy in the veterinary industry. Unfortunately, there is often the perception that veterinarians are motivated by money because of the prices of pet healthcare compared to that in humans. Generating trust within short appointments that typically occur once yearly is a challenge. Unfortunately, the nature of the consultations means that a veterinarian typically has 15-20mins to take the patient history, perform the examination, diagnostics, discuss the treatment plan and document in the pet’s record. Many vets spend 2 hours at the end of the day to complete their medical records and another 1 hour a day on callbacks and email - this takes away time from their families and is not ideal. Dealing with clients is the number 2 cause for burnout in veterinary practice. Policies need to be in place to help teams complete their jobs efficiently and gives them the resources they need to effectively communicate with their clients. Focusing on the veterinarian-client relationship is important in reducing burnout. Studies show that 56 seconds is all it takes to build rapport, reduce the stress of the vet visit and increase the ability to absorb health information. So, communication is key. Delivering it in an honest way which makes the client feels comfortable. The degree to which a veterinarian explains the reasons for their recommendations can greatly impact the client’s perceptions of value and quality of care. Pet owners are more likely to share information if they trust their veterinary team. This is important in working with your clients to share the decision making. Building trust can be achieved with these 5 actions.

Knowledge sharing

Clients are more likely to trust their veterinarian if they share the positive and potential negative outcomes of treatment, the full options available to them even if they may not be able to afford them

Communication skills

Clients are more likely to trust their veterinarian if they communicate in a respectful, non-judgemental way and demonstrate active listening.

Visual aids help communicate conditions particularly when communication cannot be done in the client's native language.

Honesty

Clients are more likely to trust their veterinarian if they are open and honest in their approach, admit to errors and do everything to rectify any mistakes. Honesty also includes giving the potential consequences of therapies and outlining both positive and negative outcomes.

Empathy

Clients are more likely to trust their veterinarian if they are compassionate and spend appropriate time to listen and resolve their problems.

More time

Veterinarians generally don’t have more time to give. But, it is one proven way to build client trust. A common complaint from pet owners is that they felt rushed and this is the fastest way to lose trust. By increasing time with each client, you are increasing trust, loyalty and improving word of mouth that will pay off in the long run.

References

Todd W. Lue, mba, prc; Debbie P. Pantenburg, bs; Phillip M. Crawford, ms Impact of the owner-pet and client-veterinarian bond on the care that pets receive JAVMA, Vol 232, No. 4, February 15, 2008