VCP 421: Medicine Section

WHAT IS COMMUNICATION?

• The American Veterinary Medical Association, in their The Principles of Veterinary Medical Ethics, defines “marketing“. In essence, “marketing” involves encouraging animal owners to use veterinary services AND products for the benefit of the animal. Clinics cannot promote and encourage people to use veterinary products and services if the benefit can’t be communicated effectively. It is also quite probable then, that ineffective communication can deter people from using veterinary products and services! As an advocate for the pet’s best interest, the health care team has an obligation to communicate well. A main definition of client is “dependent.” Clients are dependent on you for proper pet nutrition, and to provide appropriate products.
• Communicate = “To Connect,” “To establish rapport.”
• Communication = “The successful transfer, (send > receive > understand) of intended meaning.”
• Communicating is not just providing information. Communication also involves a critical element that is often overlooked - knowing the recipient receives and understands the intent.
• Effective communication is the responsibility of all parties involved and should ideally integrate the skill sets of all veterinary health care team members. This should be done in such a way as to instill confidence, trust, compliance and practice-bonding (loyalty) in the pet owner. Remember too, the importance of such elements as practice philosophy and ambiance, (externally and internally at the practice). In this paper we’ll focus primarily on direct interaction with pet owners