Communication skills: conflict resolution and de-escalation

The virtual clinic is similar to traditional, brick-and-mortar practice in many aspects, including the way pet parents arrive with a variety of expectations. Assessing the pet’s needs while supporting the pet owner in understanding the situation – and  sometimes complex medical information – can be tough. We’re here to help you deliver a great experience and navigate tough conversations.

Remember, clients seeking virtual care are worried about their pets and often distressed. They may not be familiar with telehealth, how it works, or its limitations nevermind the intricacies of their animals health. They may have booked an appointment hoping to receive a prescription, for example, when prescribing isn’t appropriate. Or they may have a preconceived idea of the diagnosis and need to be educated on what’s really going on.

Developing excellent communication skills is critical to conflict resolution and de-escalating these situations, and is vital to the success of your virtual practice.

It’s no secret that communication is fundamental to the practice of veterinary medicine, and it could be argued that it’s even more important in the virtual world. When putting your hands on a patient isn’t an option, communication is the primary way to deliver your professional service.

We provided an introductory look at the importance of good communication in this blog post about how to provide a great virtual care experience. Let’s take a deeper dive into the specifics for how to communicate effectively with all types of clients.

It can be challenging to come across as warm and personal through the screen. Get off to a good start by remembering general etiquette.  Be pleasant, friendly, and helpful while also remaining professional and polite.

To cultivate a warm and compassionate virtual bedside manner, take every opportunity to express empathy, care, and understanding. Use empathy statements often to demonstrate you understand where the client is coming from.  Examples of empathy statements include:

• “I’m sorry you’re going through this.”
• “I can see what a difficult situation this is.”
• “I know you just want Fluffy to be okay.”

Expressing empathy improves the client’s trust in both you and the virtual experiences, and makes it less likely you’ll face some type of conflict requiring resolution.

As you prepare for an appointment, remember to keep appropriate boundaries.  This sounds easy at first, but - just like in the clinic - it can be very difficult to maintain boundaries when clients and pets are asking you to do more than you actually can. Keep in mind that clients are often worried and just want their pets to be okay.  They’re not aware of what your boundaries are and are hopeful you’ll be able to completely solve their problem. A little education and understanding goes a long way.

Two common misconceptions clients have:

1. Virtual care can replace all in-person care needs.
2. Medication is always an appropriate solution.
3. Prescription medications are available online regardless of medication type, region, and the law.

Skilled communicators meet these clients where they are while maintaining their boundaries by simply starting a conversation.  Hear the client out, listen to their concerns and get a strong understanding of their situation. Some veterinarians find it helpful to set expectations at the beginning of a visit like this:

In addition to establishing the boundaries of your virtual service, the following tips can help to establish a positive customer experience even when conflict may arise:

Ask open ended questions. This actually saves time and improves history-taking, but it also lets the client express themselves and feel heard.

Actively listen. Give the client the space and time to voice their concerns and acknowledge them.  Being dismissive or shutting them down only alienates them from the conversation and decreases their buy-in and compliance with your recommendations.

Slow down. Taking the time you need to de-escalate is actually faster than pushing through or fighting back.  Even though you’re interacting through a video platform, it’s still important to slow your speech and lower your voice.  Avoid interrupting or talking over the client. Utilize “mirroring” to summarize what the client has expressed to you back to them so they know they’ve been heard and understood.

Provide options as appropriate. When a client is not ready to follow direction immediately, you can provide options appropriate to the circumstance. For example, if a client is seeking a prescription without a VCPR, offering an OTC alternative until they can seek in-clinic treatment may be an appropriate option.

Maintaining ethical standards Maintaining ethical standards during difficult conversations is paramount, as it helps foster trust, transparency, and professionalism in the digital environment. According to the American Veterinary Medical Association (AVMA) and the Canadian Veterinary Medical Association (CVMA) guidelines, veterinarians are expected to uphold the highest ethical practices, ensuring the well-being of their patients while maintaining clear and open communication with clients. By utilizing strong communication skills, veterinary professionals can address concerns and navigate conflicts with empathy and professionalism, ensuring that patient care is never compromised. Following these ethical principles not only protects animal well-being but also strengthens client relationships and upholds the integrity of the veterinary profession.

Click here to read more tips on how to provide value when in-person care is needed.

In summary, even when you use excellent communication skills, conflict will arise from time to time.

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