Place these in order of importance:
Clients
Staff
Pets
Money
Practice owner
(Don't cheat, write down your order, then continue reading)
When business consultants meet with non-veterinary clients they do not usually even have to ask this question (and certainly don't have to ask about pets). This is one of the many things that make veterinarians and veterinary practices unique. Veterinarians are extremely well educated. They could have just as easily become doctors or lawyers, instead passion for medicine and animal welfare drove them to pet health. Money was largely irrelevant at the moment we all decided to follow our passions, but that doesn't mean we should all be running non-profits and paying our owners, managers and staff poorly.
Now, one of the first things you (hopefully) realize, is that list is not mutually exclusive, caring for one doesn't relegate everything else to the scrap heap, but there is an order, and carefully paying attention to your actions at work can help you answer it if you cannot do so today, pay attention in the next few days and it will come to you.
Money, in most cases, is last on the list. And that is a shame, because money can help you serve all of the interests listed above it.
Let's take a look at some of the most common ways that the above can be listed:
1. Clients, pets, staff, practice owner, money
2. Pets, staff, money, practice owner, clients
3. Pets, clients, money, practice owner, staff
Now, lets look at these fairly common scenarios in play. Below is a common experience that everyone can relate to. We all know this client intimately. Think of how you and your staff handles this issue.
Fuzzy's owner is convinced Fuzzy is fine, but her teeth are ghastly and she is 11 years old and on an NSAID for her knees, so blood work is certainly called for. She whines every year about money, and all she want is her shots. She doesn't care about heart worm prevention or anything else, because Fuzzy never touches the ground. She loves Fuzzy dearly and will do anything for her.
In the first list the tech and veterinarians care very much about this woman. They understand that she loves Fuzzy, so they may mention the high points on their list of concerns, but they certainly do not want to rock the boat. This lady has been coming here through five dogs. They soft peddle the dental and breeze past the bloodwork - because Fuzzy needs the meds anyway, after all. They certainly aren't going to take her off it. Heartworm is never mentioned.
Fuzzy gets an estimate for a dental (with bloodwork), with the understanding that neither will ever occur and her shots and an exam. They will see Fuzzy and her remaining green teeth in a year.
The client came first, and serving the pet came second, and so that was how it played out. Money isn't even in the running and so maybe the tech threw in a free nail trim to make Fuzzy's owner happy in case she felt the soft sell of the dental was too much.
In the second list, Fuzzy fares better, Fuzzy trumps the client, who the staff feels is a pain in the ass anyway. She is always whining and her dog's breath could kill a vulture. They discuss heartworm prevention, but they know the old tightwad won't part with a penny. They discuss a dental, but the owner will have no part of it. Lastly they pin her up against the wall (figuratively) and tell her that they will not endanger her dog's health with NSAIDs if she doesn't do bloodwork. Feeling cornered, she relents.
Fuzzy leaves with vaccines and bloodwork, the dental is not mentioned again, because, why bother?
The pet came first, but the client came last. The staff, embittered by constant rejection have decided that their clients are a bunch of cheapskates, so, why even bother?
In the third example, Fuzzy has a pretty good chance. The staff spend their time explaining why Fuzzy needs the recommended services, why her health is at risk Yes, they understand that the owner is on a fixed income (who isn't?) and they understand that dentals are expensive, but they believe that their value for Fuzzy's comfort and health are far in excess of the cost. They show that they care for Fuzzy's owner but they remain focused on Fuzzy.
Fuzzy leaves with her vaccines, a pamphlet (again) discussing heartworm disease, bloodwork and a dental are scheduled in month, when she can get her finances in order.
The pet came first, but the client was a close second. Because of this the staff could stay focused on pet health, but they knew the only way to do that was to care about the client. They did this and everyone won.
If you don't believe how important the order is, check it out at your hospital, and watch how the Fuzzys fare in this very common scenario.
