In any service-oriented business, interpersonal and communication skills are as important as one's knowledge and clinical skills. In the case of veterinary medicine, it's imperative that clients perceive your clinic as a welcoming and safe place, free of judgment, and that you and your team pose no threat to them. In doing so, clients are more apt to listen and give stronger consideration to your recommendations. The same is true for your co-workers or employees. If they perceive bias, lack of acceptance, or feel marginalized, it can have far-reaching consequences to the practice as well as the animals under your care.
In many sectors, diversity and inclusion programs have recently been sunsetted - however, recognizing and embracing diversity in the veterinary practice setting (and any workplace), and understanding the role it can play in client retention and employee performance, is integral for success. Our clients and co-workers come from many different walks of life. Race, gender identity, sexual orientation, and disabilities are just a few of the differences we encounter in the workplace today. It's as important as ever to be knowledgeable about these differences and to demonstrate inclusiveness. What's the vibe in your workplace? How do people feel when they walk through the door?
When a client walks into your hospital for the very first time, their brain isn’t focused on what the visit is going to yield, it’s busy assessing the environment - trying to determine whether they are in a safe space or whether it's untrustworthy and potentially dangerous. The brain’s default setting in any new situation is to assume danger. Our job as professionals is to convey that the clinic is a safe place. We need to signal that we are not a threat, our team is not a threat, and help their brain to relax and feel at ease - so that they are able to listen to what we’re saying and make good decisions.
So, how can we meet that challenge and put our clients at ease? First, we can influence the environment. Again, consider what it looks and feels like to walk into your clinic for the first time. What is going through the client’s mind as they look and listen and get a feel for that setting? What messages does the artwork or wall photos convey? If you hang photos of people with their pets and only display images of white women holding dogs, how will a Black man carrying a cat feel upon entering? Is your clinic calm, peaceful, and quiet - or is it chaotic and noisy? Is it easy to move around and navigate? Does it smell pleasant? All of these sensory cues help the brain determine whether a space is safe or threatening, and these things are within our control.
The second aspect we can influence is the person standing right in front of us. Of course, each of us is different - we all have unique backgrounds and experiences. However, we need to try and understand where our client is coming from and find ways to put them at ease. One simple way to do this is through smiling. From birth, humans are programmed to respond positively to smiles; smiling is an easy first step that can help someone feel welcomed, safe, and encourage their brain to relax.
These principles also extend to our team. We all want for members of our team to focus, make good decisions, and provide the best care for our patients and clients. To do so, their brains need to perceive safety - not threats that could trigger defensiveness or reactivity. Fostering a feeling of inclusiveness encourages social engagement, growth and learning, and positive contributions to the workplace culture. A healthy hospital culture is sustained by each team member's contribution. If you have ten people in your practice and one is consistently grumpy or difficult, it will affect the entire team (and your clients).
Ultimately, we're talking about creating a culture that is rooted in human-centered veterinary medicine. We must understand and communicate with our clients and meet them where they are before we can expect them to care for their animals in the way we recommend. We must learn to take care of ourselves and each other so that we can be our best, do our best work, thrive, and continue advancing our profession.
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