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Communication Wisdom From
Your Client’s Living Room!

Dr. Jim Humphries
Adjunct Professor
Media and Communications
Texas A...
Family
Kids
Coffee
Donut
Then…
Veterinary Medicine

Copyright 2013, Veterinary News Network
JUST REMEMBER..
Kids

Coffee
Cows
Copyright 2013, Veterinary News Network
How’s Your Dad?
Something To Drink?
Then…
Veterinary Medicine

Copyright 2013, Veterinary News Network
WHERE DID VETERINARY
MEDICINE BEGIN?
HOW DID WE BECOME
SUCH A BELOVED
PROFESSION?

WHAT IS HAPPENING TO OUR
PROFESSION NOW...
Where is Veterinary
Medicine Today?
15 Minute Appointments
More Tech Time = Less Face Time
More Technology = Less Touch...
What Are The Problems
With The Current Model?
Practice Management Consultants

(mostly from outside our profession) have
...
This is HUGE with
Physicians!
Studies Show Real
Problems:
Aging Patients
Return To Hospital,
Lack Of Self-care,
Increased ...
This Should Get Everyone’s Attention

Copyright 2013, Veterinary News Network
Vicious Cycle Of Poor
Communications
And
Poor Delivery Of Care:
3.5 Hrs./Day = Busy Work
Result Of Poor Communications
Mor...
Physicians:
69% of MD’s interrupt the
patient within 18 seconds!
Once this happens, only 2%
complete information.
What is ...
Pediatricians:
The Pediatrician-Parent
Child Relationship Is Very Similar To
The Veterinarian-Client Relationship!

The Tw...
Pediatricians:
Highest Patient Satisfaction Is
When The Physician Will Relate.
Be Social, Positive, Attitude of
Partnering...
Parents Want THREE Things:
1. To Be Asked Opinion
2. To Be Respected
3. To Be LISTENED To
 This indicates the parent feel...
Communication Has A
Direct Effect On
Patient Outcomes:
1. Increases Compliance
2. Compliance Improves Patient
Health
Lack ...
WHAT IS THE
Most Important Diagnostic
Tool You Have?

Copyright 2013, Veterinary News Network
The Meeting Of Two Experts

1. Biomedical data
2. Lifestyle and Social Component

Copyright 2013, Veterinary News Network
Case Report
Pat and Heidi

Called for simple RV booster

Lifestyle and Social Factors:
Photos of Son Killed in Afghanista...
What Is The “Wisdom” Here?








Living Room Offered Communications Clues
Use That To Build Relationship
Be More ...
What Happened?
Built A Relational Foundation
Which Developed Trust
Builds for the Long Term
Generates Referrals
Second Pet...
The Dog
NEVER Has
The Money!!

Copyright 2013, Veterinary News Network
The Dog NEVER
Has
The Money!!

Copyright 2013, Veterinary News Network
These Are The
“Gatekeepers” To Care

Copyright 2013, Veterinary News Network
These Are The
“Gatekeepers” To Care

$8,000

Copyright 2013, Veterinary News Network
The DELIVERY of Your Care
Depends on:

RELATIONSHIP
____________________?
1. Engage
2. Empathize

Caring

Comes BEFORE
The...
1. Engage
2. Empathize
To Open The Gates
Relationship Based
Caring Begins, Then…

3. Educate
4. Enlist
Copyright 2013, Vet...
Let’s Try This

1. Engage
2. Empathize

Caring

Find Out Something about me..
Copyright 2013, Veterinary News Network
What Did You Find Out??
What Did You Find Out??
What Did You Find Out??
What Did You Find Out??
What Did You Find Out??
 What Did You Get?
 What About The Dane?
 How will you use this to build a

relationship with me?
 What will you do to...
Relationship Based
Care (RBC)
Leads To
COMPLIANCE
Copyright 2013, Veterinary News Network
Relationship Based Care:
Is REAL (not contrived or forced)
It’s Personal
A Joint Venture
It is slowed down
Based on P...
Can you build a Relationship with Betty?

Copyright 2013, Veterinary News Network
What Communications Clues
Are Present In A Home That Are
Not In The Exam Room?









Pictures of family and pet...
Clues From The Living Room
How Can You Discover These
Clues In The Clinic?
 Alert all staff to LISTEN to clients
when they come in (and let you
know...
WHICH LEADS TO:
Diagnostics / Prevention
Delivery Of Your Good Care
Acceptance Of Nutrition
Use of Technology
Success...
The Communications Gap

Copyright 2013, Veterinary News Network
Gen Y

DVM Class of:
40-60’s
70’s-86
Number In Workforce:
44M
77M
Copyright 2013, Veterinary News Network

87-99

00-17

5...
You Will Face Even New
Challenges

Copyright 2013, Veterinary News Network
Copyright 2013, Veterinary News Network
Copyright 2013, Veterinary News Network
Relationship also
Decrease in State
Board Complaints
Up To 80% of Complaints
Come From Breakdowns
In Communications!
POOR LISTENING SKILLS:
A Sure Block To Relationship!

“My doctor does not care”

Cited in a large percentage of medical
n...
Your Special Challenges

You may not be good at reading non-verbal signals.
Can cause problems in practice. SO….

Practice...
Because Society Is Learning To Become MORE
Disconnected, and Veterinary Practice Has More Barriers…
You Must Learn To Conn...
What Do We Do?
 Practice Voice to Voice
 Practice Face to Face
 Practice Eye Contact
 Practice Engaging
 Practice Lis...
Why should this matter if you are an
employee?
As a new grad / Associate:
 If you have this attitude, you will forever
ha...
How Do We Judge Professional
Competency Today??
 We have NO good measures
 Therefore your dress is a major non-verbal
co...
REMEMBER: RBC
THE BEST VETERINARY
PRACTICE ADVICE I CAN
GIVE YOU IS:
LEARN TO ENGAGE CLIENTS
FOR CARE

COMPLIANCE
SATIS...
Copyright 2013, Veterinary News Network
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Transcript of "Communication Wisdom Fom Your Client's Lving Room"

  1. 1. Communication Wisdom From Your Client’s Living Room! Dr. Jim Humphries Adjunct Professor Media and Communications Texas A&M University College of Veterinary Medicine Founder: Veterinary News Network American Society of Veterinary Journalists Copyright 2013, Veterinary News Network
  2. 2. Family Kids Coffee Donut Then… Veterinary Medicine Copyright 2013, Veterinary News Network
  3. 3. JUST REMEMBER.. Kids Coffee Cows Copyright 2013, Veterinary News Network
  4. 4. How’s Your Dad? Something To Drink? Then… Veterinary Medicine Copyright 2013, Veterinary News Network
  5. 5. WHERE DID VETERINARY MEDICINE BEGIN? HOW DID WE BECOME SUCH A BELOVED PROFESSION? WHAT IS HAPPENING TO OUR PROFESSION NOW? Copyright 2013, Veterinary News Network
  6. 6. Where is Veterinary Medicine Today? 15 Minute Appointments More Tech Time = Less Face Time More Technology = Less Touch Many More Disconnects (Barriers) Decreased Levels Of Trust And Relationship Decreased Compliance Decreased Satisfaction (Yours and Theirs!) Copyright 2013, Veterinary News Network
  7. 7. What Are The Problems With The Current Model? Practice Management Consultants (mostly from outside our profession) have pushed us into human medical models of business efficiency. This has created real problems Just look at human medicine… Copyright 2013, Veterinary News Network
  8. 8. This is HUGE with Physicians! Studies Show Real Problems: Aging Patients Return To Hospital, Lack Of Self-care, Increased Medical Costs – Even Deaths! Copyright 2013, Veterinary News Network
  9. 9. This Should Get Everyone’s Attention Copyright 2013, Veterinary News Network
  10. 10. Vicious Cycle Of Poor Communications And Poor Delivery Of Care: 3.5 Hrs./Day = Busy Work Result Of Poor Communications More Time Communicating = Less Time In Busy Work! Copyright 2013, Veterinary News Network
  11. 11. Physicians: 69% of MD’s interrupt the patient within 18 seconds! Once this happens, only 2% complete information. What is your most important diagnostic tool? treatment tool? Copyright 2013, Veterinary News Network
  12. 12. Pediatricians: The Pediatrician-Parent Child Relationship Is Very Similar To The Veterinarian-Client Relationship! The Two Most Important Factors: 1.Parent’s need for answers 2.Positive behaviors; kindness, care, warmth, taking them seriously Copyright 2013, Veterinary News Network
  13. 13. Pediatricians: Highest Patient Satisfaction Is When The Physician Will Relate. Be Social, Positive, Attitude of Partnering, Good Non-verbal Actions Eye Contact “Real Listening” Empathy Copyright 2013, Veterinary News Network
  14. 14. Parents Want THREE Things: 1. To Be Asked Opinion 2. To Be Respected 3. To Be LISTENED To  This indicates the parent feels NO permission to be involved in the care.  If we don’t do this, there are few follow up questions… and care suffers. Copyright 2013, Veterinary News Network
  15. 15. Communication Has A Direct Effect On Patient Outcomes: 1. Increases Compliance 2. Compliance Improves Patient Health Lack of Empathy = Poor Compliance = Patients Who Are Dissatisfied with Treatment = Failures = Deaths! Copyright 2013, Veterinary News Network
  16. 16. WHAT IS THE Most Important Diagnostic Tool You Have? Copyright 2013, Veterinary News Network
  17. 17. The Meeting Of Two Experts 1. Biomedical data 2. Lifestyle and Social Component Copyright 2013, Veterinary News Network
  18. 18. Case Report Pat and Heidi Called for simple RV booster Lifestyle and Social Factors: Photos of Son Killed in Afghanistan, Recently divorced, small apartment, very stressed She has several medical problems, distracted Bio-Medical Factors: Severe Dental Disease, Murmur, Bad Diet Loves her pet, but money and family stress has blocked care Reports previous DVM only focused on the teeth and only remembered a $200 quote (probably from CVT), did not want to talk about it. Action: Talked, Listened, Active Caring, Took Time To Understand, Oral Health (ATP) discuss her impression. What was our outcome? Our follow up: In two weeks called only to see how she was. She schedule ATP, and cardiac workup…………….. Copyright 2013, Veterinary News Network
  19. 19. What Is The “Wisdom” Here?        Living Room Offered Communications Clues Use That To Build Relationship Be More Relaxed, More Personal… This Accelerates Trust… Increased Acceptance and Compliance… Successful Outcome on Several Levels Without This What Would Have Been The Outcome? Copyright 2013, Veterinary News Network
  20. 20. What Happened? Built A Relational Foundation Which Developed Trust Builds for the Long Term Generates Referrals Second Pets / Neighbors We Passed The “Gatekeeper” We Got To Practice Good Medicine We Have A Client For Life WHO HAS TIME FOR THIS? Copyright 2013, Veterinary News Network
  21. 21. The Dog NEVER Has The Money!! Copyright 2013, Veterinary News Network
  22. 22. The Dog NEVER Has The Money!! Copyright 2013, Veterinary News Network
  23. 23. These Are The “Gatekeepers” To Care Copyright 2013, Veterinary News Network
  24. 24. These Are The “Gatekeepers” To Care $8,000 Copyright 2013, Veterinary News Network
  25. 25. The DELIVERY of Your Care Depends on: RELATIONSHIP ____________________? 1. Engage 2. Empathize Caring Comes BEFORE The Care Copyright 2013, Veterinary News Network
  26. 26. 1. Engage 2. Empathize To Open The Gates Relationship Based Caring Begins, Then… 3. Educate 4. Enlist Copyright 2013, Veterinary News Network
  27. 27. Let’s Try This 1. Engage 2. Empathize Caring Find Out Something about me.. Copyright 2013, Veterinary News Network
  28. 28. What Did You Find Out??
  29. 29. What Did You Find Out??
  30. 30. What Did You Find Out??
  31. 31. What Did You Find Out??
  32. 32. What Did You Find Out??
  33. 33.  What Did You Get?  What About The Dane?  How will you use this to build a relationship with me?  What will you do to make me want to come back? Copyright 2013, Veterinary News Network
  34. 34. Relationship Based Care (RBC) Leads To COMPLIANCE Copyright 2013, Veterinary News Network
  35. 35. Relationship Based Care: Is REAL (not contrived or forced) It’s Personal A Joint Venture It is slowed down Based on Past Experience BE interested in People Beware of Information Overload
  36. 36. Can you build a Relationship with Betty? Copyright 2013, Veterinary News Network
  37. 37. What Communications Clues Are Present In A Home That Are Not In The Exam Room?         Pictures of family and pets Piano Type of home Pet items in the home Memorials for previous pets Books on the coffee table Hobbies / interests Magazines etc.
  38. 38. Clues From The Living Room
  39. 39. How Can You Discover These Clues In The Clinic?  Alert all staff to LISTEN to clients when they come in (and let you know)  A place on client form for hobbies, activities  Watch the community papers  Family events or milestones  Town events and politics  Animal news local and national  Weather
  40. 40. WHICH LEADS TO: Diagnostics / Prevention Delivery Of Your Good Care Acceptance Of Nutrition Use of Technology Successful Practice Job Security Advancement Professional Satisfaction Copyright 2013, Veterinary News Network
  41. 41. The Communications Gap Copyright 2013, Veterinary News Network
  42. 42. Gen Y DVM Class of: 40-60’s 70’s-86 Number In Workforce: 44M 77M Copyright 2013, Veterinary News Network 87-99 00-17 52M 78M 2018… ?
  43. 43. You Will Face Even New Challenges Copyright 2013, Veterinary News Network
  44. 44. Copyright 2013, Veterinary News Network
  45. 45. Copyright 2013, Veterinary News Network
  46. 46. Relationship also Decrease in State Board Complaints Up To 80% of Complaints Come From Breakdowns In Communications!
  47. 47. POOR LISTENING SKILLS: A Sure Block To Relationship! “My doctor does not care” Cited in a large percentage of medical negligence cases as a major reason people take legal action. 15 minute appointment slots??
  48. 48. Your Special Challenges You may not be good at reading non-verbal signals. Can cause problems in practice. SO…. Practice Engaging!! Copyright 2013, Veterinary News Network Practice Voice to Voice Face to Face!!
  49. 49. Because Society Is Learning To Become MORE Disconnected, and Veterinary Practice Has More Barriers… You Must Learn To Connect! Copyright 2013, Veterinary News Network Your Future Clients
  50. 50. What Do We Do?  Practice Voice to Voice  Practice Face to Face  Practice Eye Contact  Practice Engaging  Practice Listening (generous, real)  Practice Ignoring The Phone  Practice Personal Questions Copyright 2013, Veterinary News Network
  51. 51. Why should this matter if you are an employee? As a new grad / Associate:  If you have this attitude, you will forever have a “job” and not a career!  Practice Owners will see and evaluate your communications skills in the interview  They are looking to HIRE these skills  I am the CEO of ME! (P4P)  You don’t work for a practice, you work for yourself and your skills and deep understanding of relationships – stay with you all your life. Copyright 2013, Veterinary News Network
  52. 52. How Do We Judge Professional Competency Today??  We have NO good measures  Therefore your dress is a major non-verbal communicator. Remember you are going from a university environment to private business --------Here is What Will Change------ “Practice Owners tell you what to do” White coat, name tag, call by names and titles, consult jacket, etc. Copyright 2013, Veterinary News Network
  53. 53. REMEMBER: RBC THE BEST VETERINARY PRACTICE ADVICE I CAN GIVE YOU IS: LEARN TO ENGAGE CLIENTS FOR CARE COMPLIANCE SATISFACTION Copyright 2013, Veterinary News Network
  54. 54. Copyright 2013, Veterinary News Network
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