Since the World Health Organization declared a global pandemic in March 2020, I am fortunate to have been able to address some significant COVID-19 concerns in this column. I thank the managers who have shined a light on these compelling issues that include health and safety in the practice, stress, anxiety, and depression among staff, and negative client behavior. Gilda Radner used to say, “It’s always something!” And recently, that ‘something’ has manifested itself in hostile clients who refuse to abide by practice safety protocols.
As vaccines become available and COVID-19 related hospitalizations and deaths drop, there is hope that the country might return to some aspects of pre-pandemic life by summer. But, on March 17, 2021, 19 states reported increases in COVID-19 cases. Furthermore, data shows that 10 percent of U.S. states have only vaccinated a mere 10 percent of residents. We must remain vigilant until experts declare that COVID-19 is no longer an emergency. Until that time, it is reasonable for practices to impose protocols to ensure the safety of clients and staff.
The behavior of clients who disregard practice safety and masking protocols and lash out at staff who attempt to enforce these protocols is reprehensible. Some clients have pushed back against these requirements by taking to social media and leaving poor reviews. Flouting safety procedures and retaliating against them is disrespectful to staff and potentially dangerous to others and can damage a practice’s reputation and foster low morale, anxiety, and depression among employees.
Be clear about requirements
Practices that imposed protocols during the pandemic---even if the clinic is operating in a state that has lifted COVID-19 regulations---demonstrate a strong commitment to health and safety. When clients violate the requirements, they compromise the practice’s integrity and values.
Practices can try to avoid conflicts by clearly apprising clients of COVID-19 protection policies by posting protocols to social media sites and reiterating the policies when appointments are scheduled. Additionally, conspicuous signage---along with supporting documentation such as CDC guidelines---on the exterior doors of the practice serve as reminders. Full disclosure will prevent surprises and ensure that the client has received adequate notice. This information will allow the client to make an informed decision about whether to proceed with the appointment.
However, I am fully aware that there are clients who will try to circumvent the protocols. Some may even welcome the opportunity to argue their position. Equipping staff with de-escalation techniques to calm these warriors may help, but it is more likely that clients who insist on being seen despite knowing the policies will fight until the bitter end. No amount of explaining, cajoling, or pleading will make a difference. Offering to see the pet while the client waits outside, offering some sort of video type visit or suggesting that the visit be rescheduled after COVID-19 protocols have been lifted are options. Practices strive to ensure that patients and clients have a pleasant experience, but behavior that puts staff and clients at risk should not be tolerated. There are instances when the client is not always right!
Deflecting misplaced anger
Collateral damage from the pandemic includes increases in loneliness, depression, and anger. If staff has the unpleasant experience of being on the receiving end of a client’s outburst, managers should take care to tend to their emotional well-being, so they are not traumatized by the client’s behavior. Managers have a responsibility to protect their employees. It is important for staff to know that they are supported, especially when they have to stand their ground against unreasonable clients. In some situations, it may be necessary for the manager to step into the fray, assume control, and listen carefully, show empathy, remain calm, and suggest alternatives. Safety is a priority, and the health and safety of the practice should not be sacrificed.
Get grounded after the earthquake
A volatile encounter with a client can be highly emotional and stressful. It is important to provide opportunities for staff to regroup afterward. Encourage employees to take some time to breathe, talk, or just disengage and walk it off. When clients belittle employees, it is important to restore their confidence and gain perspective on the encounter. Above all, make sure they know that they are appreciated.
Hell, hath no fury like…
Angry clients find solace in venting their rage. Posting a negative review online is easy, accessible and provides immediate gratification. Not all reviews have merit, but all negative reviews deserve a response. Be sure to address the problem, offer an apology or explanation, and outline a solution. Although the problem may not be significant, the stress of the pandemic may have precipitated an unusually harsh review. If the review is motivated by a reaction to practice requirements, it is essential to address the reasons for the requirements and the practice’s commitment to health and safety. Always respond promptly and in a polite and professional manner. After the initial response, consider taking the issue offline and providing the writer with an email or contact number to discuss privately.
Responding to reviews, even in the best of time can be difficult. And these are not the best of times. Social media is used to develop relationships, and it is clear not all relationships are positive. Thoughtful responses to negative reviews can change the opinion of the writer and showcase the practices commitment to excellent customer service. Don’t ignore and don’t get personal.
Receiving client feedback---both good and bad--- is essential to improving business. Guard against going down the rabbit hole with a bad review. It is not the end of the world and a thoughtful comment provided in response to a negative review can be transformative and have far reaching impacts.
Here’s hoping for better days ahead.
Stay well. Remain calm. Be positive.
Michelle Gonzales-Bryant, CVPM
VHMA President