Veterinary communication has come a long way since the first publication of my book Connecting with Clients in 1998. Even a couple decades ago, communication was considered a “soft science” topic. It was taught only occasionally through seminars and conference workshops. Today, several professional veterinary medical schools conduct research in the subject matter. Coursework in clinical communication skills is included as part of their core curriculum. In addition, training in health-care communication is sponsored by both corporate and professional veterinary medical groups. It is offered nationwide, as well as online. At long last, learning to connect or communicate effectively is recognized as critical to the success of veterinary practice!
The growing interest in, and higher standards for, clinical communication are due in large part to the increasing strength and significance of the human-animal bond. Today, over 60 percent of American households include one or more companion animals. In addition, when asked how to characterize their relationships with their pets, 97 percent of pet owners say their pets are part of the family. The pet-family bond is a catalyst for change in the way contemporary veterinary medicine is practiced. For example, many clinics now offer bond-centered services designed to help people, in addition to the high-quality medical care that helps pets. For example, those services may include animal behavior counseling, pet loss support, and so on.
Relationship-Centered Care
Bond-centered services are vital to building positive relationships with clients. Experts agree that positive relationships with clients are often the key to success in a practice. It’s no wonder, then, that much of the research and teaching currently taking place in the emerging field of veterinary communication is focused on what experts call relationship-centered care.
Relationship-centered care represents a new paradigm in veterinary communication. It is characterized by a move away from paternalism and toward partnership. Relationship-centered care features shared decision-making in order to provide the best care possible for animals. The following are taken into consideration when recommending treatment plans:
- client-veterinarian partnerships
- respect for each family member’s perspective
- their knowledge of the animal
- the role the pets play in the family
- their financial circumstances
According to studies in human medicine, relationship-centered care is related to more positive health outcomes for patients. It is also correlated to the reduction in malpractice complaints. The same may be true in veterinary medicine. In fact, study conducted by the American Animal Hospital Association suggests most complaints to regulatory bodies are related to poor communication. Deficient interpersonal skills, with breakdowns in communication, are a major cause of client dissatisfaction. Notably, the study also showed a primary reason for noncompliance with a pet’s treatment recommendations is inadequate client-veterinarian communication. Many experts believe that practices that prioritize positive client relationships have:
- higher levels of staff retention
- the potential to be more successful financially
- a feeling of being more personally satisfied with work
So, the benefits of going beyond the medical aspects pertaining to an animal’s condition seem clear.
Establishing Relationship-Centered Care through Clinical Communication
Relationship-centered care includes:
- the exploration and discussion of a patient’s lifestyle and biomedical condition
- building trust and rapport
- eliciting a client’s concerns
- establishing a partnership
- expressing empathy
- involving clients in goal setting and decision making.
With all that to accomplish, it might seem that the average veterinary team would never have time for a relationship-centered care approach! However, a study found that appointments during which only biomedical communication took place were actually, on average, only 1.5 minutes shorter than appointments during which the relationship-centered care approach was used. Studies in human medicine have found that the use of appropriate clinical communication skills can improve the accuracy and efficiency of information gathering and adherence to recommendations, resulting in overall time savings.
Experts believe there is still a gap between veterinary training and the actual communication skills required to be a successful veterinarian. Several studies indicate that veterinarians may lack the knowledge and skills necessary to engage in effective, compassionate communication with clients. In one of these surveys, alumni of a veterinary school identified communication skills as one of the topics that should have been addressed during their education.
Caring vs. Curing
In human medicine, patients want doctors to be competent professionals and sensitive listeners. Surveys in the field of human medicine say patients want their physicians to attend to their emotions and really listen to their concerns. Simply put, they want to know that their physicians care. In fact, studies examining patient satisfaction with human medicine report that caring is more valued in the doctor/patient relationship than curing. In human medicine, communication is now considered a core, clinical skill, along with knowledge, physical examination, and problem solving, with relationship-centered care recognized as a preferred model for doctor-patient interactions. This brief review suggests that veterinary medicine is also moving toward relationship-centered care, and that’s a step in the right direction!
Keep up the good work!
Laurel Lagoni
Co-Founder
World by the Tail, Inc.
