After completing this module, your basic understanding should include:

•Whatcommunicationis,anditsimportancetoproperpetcare. •Howinfluencingpetownerstoutilizeyourproductsandservicesisgreat medicine,andgreatbusiness. •Thatpeopledon’tcarehowmuchyouknow,untiltheyknowhowmuch youcare.

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VNA Level II Module 1: Communications

Learning Objectives

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VNA Level II Module 1: Communication

IntroductionLevelIofHill’sVeterinaryNutritionalAdvocateexposedyoutoavarietyofconceptsdesignedtoenhanceyourunderstandingofproperpetnutrition.ThroughoutLevelII,we’llbuildupontheseprinciplestoassistyouincommunicatingyourunderstandingofproperpetnutrition.Beingaproductiveveterinaryhealthcareteammemberandadvocateforthepet’sbestinterest,reliesonyourabilitytocommunicateeffectively.

“Information”canbeobtainedinmediasuchasdata,ads,references,comments,perspectives,words,pictures,movies,video…Allofusfilterthoughtheinformationweareconstantlyexposedto,andretain(foravarietyofdifferentreasons),selectiveamounts,whichweterm“knowledge,”theprocessbeing“education”.Tobenefitothersthough,wemusttranslate/transferthisknowledgeeffectively.Thiscriticalstep,andthefocusofthisModule,is“communication”.Thesuccessfuloutcomeofeffectivecommunicationresultsin“application”-theclient’sutilizationofyourpractice’sproductsandservices.Withoutconsistent,effectivecommunication,alloftheinformationyouconvertintoeducationdoesnotmanifestitselfinpositiveoutcomes.Thus,insteadof“appreciation,”(bypetowners,otherhealthcareteammembers,pets,evenyourself),youoftenbecomemiredin“frustration.”Whilecommunicationmustbetakenseriouslyandconductedresponsibly,itshouldalsobeapproachedasanenjoyableopportunitytohelpthepetsandpeopleyouserve.

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It doesn’t matter how much education you have (how “smart” you are), IF you’re unable to effectively COMMUNICATE, the pet owner can’t make an informed decision.

Information >> Education >> COMMUNICATION >> Application >> Appreciation

Figure1.Communicationisthe“link”betweenyoureducation,andbeingabletoapplythoseskills,talentsandabilitiesrelatedtoproperpetcare.

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RecallfromLevelI,Module10,TheAmericanVeterinaryMedicalAssociation,intheirThePrinciplesofVeterinaryMedicalEthics,define“marketing”and“merchandising.”Inessence,“marketing”involvesencouraginganimalownerstouseveterinaryservicesANDproductsforthebenefitoftheanimal.Youcan’tpromoteandencouragepeopletouseveterinaryproductsandservicesifyoucan’tcommunicateeffectively.Itisalsoquiteprobablethen,thatINeffectivecommunicationcandeterpeoplefromusingveterinaryproductsandservices!Asanadvocateforthepet’sbestinterest,youhaveanobligationtocommunicatewell.Remembertoo,fromLevelI,Module10,thatamaindefinitionofclientis“dependent.”ClientsAREdependentonyouforproperpetnutrition,andtoprovideappropriateproducts.

CommunicatingisNOTjust“sending”information,(verbal,non-verbal,written…).Communicationalsoinvolvesacriticalelementthatisoftenoverlooked-knowingtherecipientreceivesANDunderstandstheintent.

Effectivecommunicationistheresponsibilityofallpartiesinvolvedandshouldideallyintegratetheskillsetsofallveterinaryhealthcareteammembers.Thisshouldbedoneinsuchawayastoinstillconfidence,trust,complianceandpractice-bonding(loyalty)inthepetowner.Remembertoo,theimportanceofsuchelementsaspracticephilosophyandambiance,(externallyandinternallyatthepractice,asdiscussedinLevelI,Module10).InthisModule,we’llfocusprimarilyondirectinteractionwithpetowners.

Communicate=“ToConnect,”“Toestablishrapport.”

Communication=“Thesuccessfultransfer,(send>>receive>>understand)ofintendedmeaning.”

WHAT is Communication?

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Communication = Connecting (the successful transfer of intended meaning).

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VNA Level II Module 1: Communication

ThelateJimBrockmeier,DVM,atalentedcommunicator,presentedlecturesontheconfusiongeneratedfromsomethingasseeminglysimpleasatwo-personconversation.Dr.Brockmeierstatedthatthereare(atleast)sixentitiesinvolvedineveryconversation(firstperson):

Howconfusing!Itisnowonderthatmanyoftheproblemsrelatedtoclientandteaminteractionsinvolve“mis-conversation,”(ofteninaccuratelyreferredtoasmiscommunication):

Conversationsinvolve“spoken”words,notnecessarily“intended”words.

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WHO is Involved in Communication?

WhoItrulyam WhoyouportrayyouareWhoyoutrulyare WhoIthinkyouthinkIamWhoIportrayIam WhoyouthinkIthinkyouare

“Isaid…” “That’snotwhatImeant”“Iheard…” “Butthat’swhatyousaid”“Ididn’tsaythat” “NoIdidn’t”“Butyoudidsayit” “Yesyoudid”“NoIdidn’t” “Ididn’tmeanthat”“Yesyoudid” “Butthat’swhatIheard”…

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VNA Level II Module 1: Communication

Ithasbeensaidthatinmostconversations,oneiseitherspeaking,orpreparingtospeak.Thatistosay,whileonepersonisspeaking,theotherpersonisnotnecessarilylistening,butrather,“preparingareply.”

Realizingtheconfusionthatcanresultfromcasualconversation,effectivecommunication,(whichcanbeextendedtowritteninstructions,talkingonthephone,emailcorrespondence…),needstobeincorporatedintothe“clientinteractionacumen,”ifthehealthcareteamwantstoachievehighproductivity.Conversationsmayinvolvesixentities.Communicationmayalsoinvolvemanyentities.Thedifferencebetweenthetwohowever,isthatwithcommunication,thereisafocusandconsistency,whichhelpstominimizethechanceformisunderstandings.

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As an advocate for the pet’s best interest, you have an obligation to communicate well.

WHO is Involved in Communication?

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VNA Level II Module 1: Communication

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WHY Communicate?Question:Whybotherwithcommunication?Answer:Toensureviews,thoughts,knowledge,meanings,concerns…arereceivedandunderstoodbyallinvolved.

Dependingontheintention,communicationscanhaveanumberofpurposes,suchasto:

Remember,however,thatpeopledothings,(takeaction)basedonTHEIRreasons,notyours!Inordertobeanadvocateforthepet’sbestinterest,especiallyrelatedtoproperpetnutrition,youshouldnotmakeassumptionsaboutanypetowner.Aparamountedictinmedicineis:“Diagnosebeforeprescribing.”Saidanotherway,asstatedbyStephenR.Coveyinhisbestsellingbook,TheSevenHabitsofHighlyEffectivePeople,(Habitnumber5):“Seekfirsttounderstand,thentobeunderstood.”Saidinanevenmoreconciseway:“Listen,withtheintenttounderstand.”Simplystated:

LISTEN!

Pleasenote:“Simple”shouldnotimply“easy.”Youshouldcontinuallypracticeandrefinelisteningskills.

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The phrase, “Diagnose before prescribing” is not to insinuate that non-veterinary health care team members conduct any type of medical diagnosing with pets. That is exclusively a veterinarian’s function.

Inform Buildtrust/credibility ConsoleInfluence Enhanceefficiency EducateNegotiate Advocate GaininformationDefend Persuade DirectPromote Translate EnhanceeffectivenessAssist Share Listen…

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VNA Level II Module 1: Communication

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Listening

To be able to be an effective advocate for the pet’s best interest, you need first to understand, then to be understood.

Everyonewithaproperlyfunctioningauditorysystemiscapableof“hearing,“(perceivingsound).“Listening,”ontheotherhand,istheabilitytohearsomething-“withthoughtfulintention.”

InDr.Covey’sbookmentionedabove,hepointsoutfourlevelsoflistening: •Ignoring •Pretending •Selective •Empathic

Ignoring Listening: isactivelydecidingnottobeattentive.

Pretending Listening:isactivelydecidingnottobeattentive,butactingasifyouare.

Selective Listening:istuninginforkeywordsorphrasesthatareofinteresttoyou,inordertorespond.

Empathic Listening:isappreciatingtheotherperson’sframeofreference.Itisnotnecessarilyagreeingwiththeirposition,butitisacknowledgingthattheydohaveanopinion.Indoingso,theotherpersonisaffirmed,validatedandappreciatedforhisorherviews.Onlythen,canyoubeofserviceandvalueinrecommendingadviceorsolutionstotheotherperson’sneedsand/orwants.Whiletherearecomponentstoresponsiblepetownership,(properpetnutritionbeingone),understandingspecificsituations,(asdiscussedinLevelI,Module5,NutritionalAssessment),willallowyoutoprovidethebestguidanceforeachpetandpetowner.

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VNA Level II Module 1: Communication

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“People don’t care how much you know, until they know how much you care”.

Oneofthemostpoignantdemonstrationsof“caring”istolistenempathically.Eventhoughtheveterinarypracticecanoftentimesbeanextremelyhecticenvironment,thehealthcareteam’sabilityto“listen”toeachclient,andthencommunicateaccordingly,canmakethedifferencebetweenmediocremedicineandgreatmedicine,averageserviceandsubstantialproductivity,sellingpetfoodandpromotingproperpetnutrition!

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Listening

Empathic listening is a critical part of effective communication.

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VNA Level II Module 1: Communication

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Whenmostpeoplethinkofface-to-facecommunication,itisusuallyinthisorder: •Words •Inflections •Bodylanguage/gestures

Curiouslythough,whenpercentageshavebeenassignedtothesethreeareasinavarietyofstudies,inregardtotheircontributiontocommunication,thefollowingorderisconsistentlyobtained: 1.Bodylanguage/gestures 2.Inflections 3.Words

Stateddifferently,spokenwordshavelessofanimpactoneffectivecommunicationthantheinflectionsusedinsayingthewords.Bodylanguageandgestureshavemoreofanimpactthantheothertwo!

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HOW Do We Communicate?

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VNA Level II Module 1: Communication

Veterinaryhealthcareteammembersneedtorelatespecificinformationtopetowners,asestablishedbythepracticeownersandmanagement.Topicssuchas:

•Neutering •Behavior •Parasitecontrol •Vaccinationprotocols •Oralcare •Testresults •Wellnessnutrition •Therapeuticnutrition…

Oftentimes,theattempttoaccomplishallofthesethingsisthroughverbalcommunicationwiththespokenword.Thisinformationmustbeaccurateandrelevanttothepetowner.Itmakeslittlesensetodiscusspuppysocializationtoaclientwitha6yearolddog,orbloodworkresultstoaclientwhosepethadonlyradiographstaken.HOWEVER,petsusuallyeateveryday,soproperpetnutritiondiscussionsarealmostalwaysrelevant!Giventhattheinformationwearetryingtoconveyisapplicable,HOWweconveytheessenceoftheinformationisparamounttoeffectivecommunication-thatofallowingthepetownertomakeaninformeddecisionbasedonvalue,(benefits/price),andourcompetenceandsincerity.

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HOW Do We Communicate?

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VNA Level II Module 1: Communication

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Body Language

Figure 2. Negative body language suggests to the pet owner that you are not interested in their needs or concerns.

Muchofwhatweintentionallyorunintentionallyintendto“transmit”toanotherisviaourbodylanguage.Itisthereforeimportanttoknowsomeofthepositiveandnegativeconveyancesrelatedtofocusingonthepetownerandthepet.

Sometypesofbodylanguageperceivednegativelyinclude:

•Armsfolded •Avoidingeyecontact •Looking“offinthedistance” •Tappingafoot,drummingfingers •Poorposture •Leaningbackagainstsomething •Writingwhilethepetownerisspeaking •Frowning •Yawning •Lookingatyourwatch •Lackof(ifappropriate),physicalcontactwiththepet

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VNA Level II Module 1: Communication

Conversely,someformsofbodylanguageperceivedpositivelyinclude:

•Smiling! •Empathiclistening! •Leaningforwardslightly,yetrespectingtheotherperson’s“space” •Armsnotfolded •Occasionaleyecontact •Correctposture •Physicalcontact(ifandwhenappropriate)withthepet

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Body Language

Figure 3. Note how this health care team member is communicating in a favorable way, using body language.

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VNA Level II Module 1: Communication

Anotherwayclientscandetectinterestandsincerity,orthelackthereof,isbyone’sinflections(toneofvoice).Reading,“Fluffylooksrealgood”,formostofus,appearsasacheerfulphrase,butifsaidinamonotoneorflippantly…mightbeconstruedatnegative,evensarcastic.

Eventhoughitmaybedifficulttobeupbeatattimes,petownersexpectveterinaryhealthcareteammemberstobepleasantandcourteous.Apowerfulwaytobeaspokespersonforthepet’sbestinterest,istonotonlybecompetentandconfident,buttoalsouseavibranttoneofvoice.Alongwiththisapproach,becognizantofotherimportantwaysyouconveyacaringattitude.Propergrooming/personalhygiene,appropriatedress,freshbreath,callingthepetbythecorrectnameandgender…areallperceivedpositivelybythepetowner.Thisenvironment“setsthestage”foreffectivecommunication,andenhancesyourabilitytopromoteproperpetnutrition.

Remember, as a veterinary health care team member, you are in the “service” business. Pet owners want your attention and in return, they are much more likely to listen to your suggestions.

Figure 4. A pet owner benefiting from effective communication.

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Inflections

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VNA Level II Module 1: Communication

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Communicationisanintricateprocessoflistening,thenhelpingtofindsolutionstothepetowner’sneedsorconcerns.Asaspokespersonforthepet’sbestinterest,thebetteryoucommunicate,themoreeffectiveyouwillbeinnotonlypromotingthebenefitsofproperpetnutritionandHill’s®petfoodformulas,butalsoinhavingthedelightedpetowneracceptyourrecommendations.Thusthepetownerwillvisityourpracticemoreoften,creatingmoreopportunitiesforinteraction.Maximizethesevisits!

Tocontinue,youwillneedtocompletethequizforthismodule.Whenyouareready,clickontheforwardarrowbelowtotakeyoutothequiz.

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Summary

AreYouReady?

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VNA Level II Module 1: Communication