Pulse - August 2022 - 12

my vet
Another way in which
veterinarians can compete is by
using their own websites and
social media pages to provide
trustworthy, vet-approved
sources of information.
dialogue with, which is preferable to a one-sided monologue
given by the veterinarian. A dialogue will actually
improve the veterinarian-client relationship because the
clients will feel empowered and that they have input in
their pets' future. This gives veterinarians the ability to
abandon the patriarchal tone that is common during
appointments and increase client satisfaction and compliance.
Veterinarians are encouraged to ask the clients
questions about what issues led them to search a certain
health topic and what information they have learned
so far. When a client becomes educated on veterinary
health in the appointment room, he/she will see greater
value in the veterinary visit. Clients become educated
and engaged collaborators as opposed to silent benevolent
servants of the pet.
Dr. Google also has the ability to empower clients in
other ways. Finding information online may validate
their concerns and persuade them to bring their pet to
the veterinarian even sooner. For example, a client may
be embarrassed by an issue their pet has, such as extreme
thunderstorm anxiety, and finding support online may
encourage them to schedule an appointment with their
veterinarian. Therefore, Dr. Google has the ability to
influence a client to bring their pet in sooner as well as
later. Finally, Dr. Google can also help educate the client
about necessary diagnostics so clients are less inclined to
have the " cost " govern their decision. Some clients will
read about their pet's condition and find comprehensive
lists of tests that should be done according to the
gold standard. The client comes to the appointment with
an expectation that one or more tests will be necessary,
thereby making it easier for the veterinarian to persuade
the client that the tests are needed to properly assess the
condition of their pet.
When it comes to Dr. Google, the most common
question veterinarians think of is how they can compete
with Dr. Google. Veterinarians can use Google itself
to increase their marketing potential. Owners have the
option to create Google advertisements or have their
website more easily accessed through search engine
optimization techniques. Another way in which veterinarians
can compete is by using their own websites and
social media pages to provide trustworthy, vet-approved
sources of information. These, in turn, can be used as a
starting point for veterinary-client discussion. The veterinarian
benefits because the client will become educated
12
correctly and will see that that the veterinarian cares
about empowering their clients with accurate and easily
accessible information.
It is understandable that some may hesitate embracing
this idea due to the types of Google questions that
cannot be answered without seeing the pet in person.
It is recommended to always err on the side of caution
and apologize for not being able to give advice over
the Internet if the issue is too complex or specific to
answer without a physical examination. There are times
when a client needs to come to the veterinary practice,
and this can be one way in which to make that clear
to the client. Practices would also need to consider
whether they want this open to anyone or only established
clients. This online tool, which embraces Google
rather than running away from it, can be an accessible
marketing opportunity for veterinary services that provides
detailed information and strengthens client relationships.
The veterinary industry needs to engage in
today's technology to reach clients on a different level
and actively foster those relationships.
Although Dr. Google may not be as big of a threat as
imagined, web usage is certainly a factor that is affecting
veterinary practices' income in some capacity. Online
resources are here to stay, so it is best to be proactive in
trying to compete with their presence. Veterinarians have
learned to compete with Internet pharmacies and there
is no reason why this hurdle should be any different. Veterinary
medicine is an evolving field and it is imperative
for veterinarians to be innovative in order to compete
and Dr. Google is not the only enemy. If Dr. Google is
changing the game of veterinary medicine, so can veterinarians.
Challenge accepted. P
AUGUST 2022
PULSE
Pulse - August 2022

Table of Contents for the Digital Edition of Pulse - August 2022
