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Partners for Healthy Pets published the results of a study that examined whether clients retain and process what veterinary professionals believe they communicate during preventive healthcare exams. To determine if a disconnect exists, Partners for Healthy Pets employed The Opportunity survey and gathered data over a five year period. Between April 2013 - June 2017, 1,193 staff members and 1,360 pet owners completed surveys. Although more dog owners (833) were surveyed than cat owners (527), pet owners in general are not completely tuned in to what veterinary staff is saying.

Ramifications of Poor Communication

When clients do not hear what they are being told during the exam, it means they are not fully grasping the significance of what occurs during the office visit and are probably not understanding the importance of the services provided. This lack of attention can impact their attitudes towards veterinary care and negatively effect a pet’s health. When staff communicates clearly and directly, clients are more likely to leave the office feeling relieved that the pain assessment did not reveal any significant issues, as opposed to walking away lacking information and wondering whether the investment of time and money in the visit was worth it.

Identifying the Gaps

The Opportunity survey measures communication issues in two areas: gaps related to services performed during an exam and gaps related to the importance of the services performed.

Data related to client awareness of services performed was collected for canine owners and feline owners.

These responses were compared to staff responses about services discussed during the exam.

According to staff, during a canine preventive healthcare exam, the services that are commonly performed are: dental exams (95%), weight and nutritional assessments (89.5%) and pain assessments (73%). When pet owners were asked if the above-referenced services were discussed during the exam, 77% recalled the dental exam, 77% remembered the weight and nutritional assessment and only 45% had any memory of a pain assessment. These results signal a fairly significant disconnect between what staff report they do and what clients are able to call to mind.

Feline exam results were similar. Ninety-five percent of staff indicated that a dental exam was performed and 78% of clients reported that the exam occurred. Pain assessments were conducted by 68% of staff, yet only 30% of clients said that the assessment was discussed during the visit.

The gap between broad-spectrum parasite control (55% of practices discuss, 44% of clients recall) and internal parasite tests (performed by 54% of practices and remembered by 43% of clients), was not as wide but still significant.

You Don’t Appreciate Me

Under-appreciating services can have a bearing on whether clients will use a service and this was illustrated in The Opportunity results.

Staff members characterized the following canine services as important: pain assessment (94%), heartworm test (93%) and behavioral assessment (90%). Clients had a different view of the importance of these services: 80% rated pain assessment as important, 80% said the heartworm test is important and 71% indicated a behavioral assessment is important.

Closing the Gap in Your Practice

The first step in closing the communication gap is to identify specific services that are typically addressed in a preventive healthcare exam and receive feedback from both staff and clients. The Opportunity tool is a great start. It can be downloaded from the Partners for Healthy Pets’ website and is easily administered.

The survey lists 10 services---11 for feline visits---and participants are invited to comment on whether these services were provided or discussed during an office visit. The difference in results can be used to identify the gaps in understanding or areas in which the practice needs to direct its attention to educate clients. The number of areas that require further attention can range from none to 10.

Once gaps are identified, the Partners for Healthy Pets website contains communication modules with scripts and videos that practices can use to explain the importance of preventive care to their clients. Research shows that even a few words that draw the client in and clarify the purpose of the visit can help them understand how essential preventive care is to their pet.

For more information - check out the Partners for Healthy Pets Opportunity Tool.