Antimicrobials: from a blessing to a curse
Nancy De Briyne describes how the veterinary profession can develop...
Issue number 30.2 Other Management
Published 29/10/2020
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Natalie Marks has recently been involved with a project designed to help practices become more friendly for cats and their owners; here she describes how she sets out to enthuse and inspire the veterinary team.
There is a great deal of misinformation within veterinary practices regarding feline matters, including behavior, medicine, handling and even nutrition.
It is essential to ensure that the clinic’s support team feels empowered; this can be helped by appointing a cat “champion” for the practice.
Honest self-assessment of the different touchpoints for the cat-owning client is time well spent, as it forces us to turn a critical eye onto all aspects of the hospital and its policies.
A “feline focus committee” within the practice can implement action items in a practical manner and ensure that the initiative remains at the heart of the hospital’s functioning.
This survey was undoubtedly disheartening for anyone associated with veterinary cat care, but at the same time it was also quite eye opening to the tremendous areas of opportunity that lie ahead for the veterinary profession to collectively improve feline care around the globe.
As part of a global feline initiative to help change these statistics, Royal Canin, in partnership with CSS1, recently developed a “secret shopper” program to gain more insight and detail into the feline “client and patient journey” in veterinary hospitals. The three objectives of the survey were as shown in Box 1. Fifteen parameters (collectively known as COPE, the Cat Owner Positive Experience criteria) were identified for the “secret shopper” clients to assess (Figure 2). The criteria were designed to cover each stage of the customer journey, from pre-visit to arrival, waiting and consultation, and some of the key findings are shown in Box 2.
There are at least the same number of cat photos vs. dog photos appearing on the practice website or Facebook page (check the last 20 posts)
Phone call
You received good tips about how to take your cat to the practice (how to get him/her in the carrier, how to install the carrier in the car, using calming spray…)
Clinic
Reception area
Food display
Consultation
1 Brian S. Zaff, Chief Research Officer, CSS ([email protected])
It should perhaps be emphasized that the customer journey for a cat owner begins long before they first enter the veterinary clinic. It will actually commence when an owner looks for information about the practice, and may include internet searches, recommendations from friends, family and others (e.g., pet stores and groomers) and impressions formed from aspects such as the clinic’s outward appearance and its involvement in the local community. This initial stage of intelligence gathering is referred to as the Zero Moment of Truth (ZMOT) and it encapsulates how cat owners will form an impression of the practice and the likely levels of care it will provide for them and their pets.
The survey was first used in selected veterinary hospitals in the Atlanta area of the USA 3. In partnership with Royal Canin, and using the results from the survey, the author then worked with six of the participating clinics with the aim of designing a consulting program that would enable each veterinary hospital to develop an action plan which would improve the feline experience within the practice. The final program was as follows;
Ideally, this program could and should be conducted with every willing veterinary practice. Realistically, however, it is hoped that this pilot study can guide other practices by sharing the lessons learned, identifying the keys to success, and offering resources to help them achieve similar milestones which will elevate the feline patient and client journey within the hospital. A few pointers to help successful implementation of the program may be useful.
Although only a few veterinary practices were able to participate in the initial secret shopper study which aimed to obtain the most objective analysis of the feline client journey in the hospital, this is something that every practice can attempt on a smaller scale internally. The clinic management team can also take the key objectives of the secret shopper study and do an honest self-assessment of the different client touchpoints, from the initial phone call to check in and the waiting room (Figure 5), the consult itself (Figure 6) and finally to the checkout and departure (Figure 7). Although this may take some time, it can be invaluable; because we are frequently our own harshest critics, an internal appraisal forces us to turn a critical eye onto all aspects of the hospital, and especially parts that management may not be directly involved with on a daily basis. For example, are you sending out surveys after every appointment for the client to have an opportunity for real-time feedback? If not, this is a very helpful part of successful business practice, and its adoption is to be encouraged.
Natalie L. Marks
Finally, it is nearly impossible to create and maintain a new, consistent habit without follow through, reinforcement, accountability and repetition. Once each team member has their action item, an action plan must be created, and the following points must be addressed;
It is important to stress that it may not be possible for every team member to achieve some of the action points individually, and it may also require management input or the feline champion at the practice to become involved.
Once all the plans have been created, they should be submitted to supervisors and management, and a feline focus committee should be formed; this should include the cat champion and any other key team members and leaders within the practice. This committee serves three purposes: it will create timelines to implement action items in a practical manner, it allows all teams to have a voice when looking at how a new process or protocol will impact the hospital for best workflow, and it is a second set of eyes to hold the responsible team members accountable.
As the focus turns more and more towards the cat, it is to be hoped that these programs become more commonplace, widely accepted and considered to be an essential training component for veterinary teams. The profession should be willing to embrace forward-thinking projects such as this, with the aim of changing the viewpoint of both feline patients and clients around the world for the better.
Natalie L. Marks
Dr. Marks qualified from the University of Illinois in 2002 and worked both in first opinion small animal practice and as a relief veterinarian at an emergency Read more
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