• DVM360_Conference_Charlotte,NC_banner
  • ACVCACVC
  • DVM 360
  • Fetch DVM 360Fetch DVM 360
DVM 360
dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care
dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care
By Role
AssociatesOwnersPractice ManagerStudentsTechnicians
Subscriptions
dvm360 Newsletterdvm360 Magazine
News
All News
Association
Breaking News
Conference Coverage
Education
Equine
FDA
Law & Ethics
Market Trends
Medical
Politics
Products
Recalls
Regulatory
Digital Media
dvm360 LIVE!™
Expert Interviews
The Vet Blast Podcast
Medical World News
Pet Connections
The Dilemma Live
Vet Perspectives™
Weekly Newscast
dvm360 Insights™
Publications
All Publications
dvm360
Firstline
Supplements
Top Recommended Veterinary Products
Vetted
Clinical
All Clinical
Anesthesia
Animal Welfare
Behavior
Cardiology
CBD in Pets
Dentistry
Dermatology
Diabetes
Emergency & Critical Care
Endocrinology
Equine Medicine
Exotic Animal Medicine
Feline Medicine
Gastroenterology
Imaging
Infectious Diseases
Integrative Medicine
Nutrition
Oncology
Ophthalmology
Orthopedics
Pain Management
Parasitology
Pharmacy
Surgery
Toxicology
Urology & Nephrology
Virtual Care
Business
All Business
Business & Personal Finance
Hospital Design
Personnel Management
Practice Finances
Practice Operations
Wellbeing & Lifestyle
Continuing Education
Conferences
Conference Listing
Conference Proceedings
Resources
CBD in Pets
CE Requirements by State
Contests
Veterinary Heroes
Partners
Spotlight Series
Team Meeting in a Box
Toolkit
Top Recommended Veterinary Products
Vet to Vet
  • Contact Us
  • Fetch DVM360 Conference
  • Terms and Conditions
  • Privacy
  • Do Not Sell My Information
  • About Us

© 2023 MJH Life Sciences and dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care. All rights reserved.

Advertisement
By Role
  • Associates
  • Owners
  • Practice Manager
  • Students
  • Technicians
Subscriptions
  • dvm360 Newsletter
  • dvm360 Magazine
  • Contact Us
  • Fetch DVM360 Conference
  • Terms and Conditions
  • Privacy
  • Do Not Sell My Information
  • About Us
  • MJHLS Brand Logo

© 2023 MJH Life Sciences™ and dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care. All rights reserved.

The art of apology

February 1, 2013

Sometimes you must say these two critical words to pet owners-"I'm sorry." Use this advice to sound sincere at your veterinary practice.

If someone at some point in your career told you not to apologize to clients, you're not alone. This advice used to be standard practice: Don't apologize, because then you've admitted fault. Well, times have changed. The apology isn't avoided anymore. It's expected. In fact, in human medicine, doctors who conduct a formal, sit-down apology with the affected patient and their family members significantly reduce the likelihood of a medical malpractice lawsuits.

Although we work with pets, the situation is really no different—clients expect excellence, and when our veterinary team falls short, they expect an apology. So you're probably wondering, "How do I apologize without looking like a dunce?"

Say it with grace

Advertisement

It's easy to utter the words "I'm sorry," but if there's nothing behind them, your apology will fall short. An example is, "I know you're upset, so I'm sorry." Your client wants to know that you're upset too. Say, "I'm very sorry about Bella's infection. There's always the risk with this type of procedure, but that doesn't make her situation any easier for you or for her. Our team is eager to help you get Bella back to good health." This response acknowledges:

> You're sorry. It sounds simple, but it goes much deeper than just two words.

> You understand that the patient and the client are going through a hardship.

> You're there for the patient and the client.

> You want to continue to have the opportunity to care for the patient to make things right.

When you're at fault

So what about when the situation really was your fault? An infection can happen, and it's really nature's work. There's the other side, though. The side where you actually did something wrong.

Let's say, for example, Mrs. Smith calls to ask for a prescription refill for her beloved pooch. Before you pass the information on to the clinical team, the phone rings again, this time with an emergency. You completely forget about the prescription Mrs. Smith needs for Rex—until Mrs. Smith shows up at your practice the next day to pick up Rex's prescription.

The good news: If you've read this far, you already have your solution. The apology is the same! If you take responsibility for those mistakes that are yours and for those that are not, you come out the winner in all situations.

Explain what happened, admit your guilt, apologize in a heartfelt way with meaning, and relate to the client by relating to the patient. Simply put, offer the excellent care clients expect.

Brent Dickinson is the practice manager at Dickinson-McNeill Veterinary Clinic in Chesterfield, N.J. Send your comments to firstline@advanstar.com.

Related Content:

Technicians
Veterinary tech students awarded national scholarship
Veterinary tech students awarded national scholarship
AAHA seeks applicants for its board, including for a newly created veterinary technician role
AAHA seeks applicants for its board, including for a newly created veterinary technician role
A technician’s true value
A technician’s true value

Advertisement

Latest News

To refer or to not refer

Advice panel for women interested in the veterinary field

AVMA president set to testify before Congress

New Hawaii-based pet CBD brand launches

View More Latest News
Advertisement