Overcoming “Dr. Google” – How to Improve Client Education and Retention

One of the biggest hurdles today’s veterinarians have to deal with is the propensity for clients or prospective clients to turn to Google for answers about their pets’ health care needs. As those in the industry are well aware, doing a web search for outward symptoms rarely produces accurate results, yet time after time, well-meaning pet owners will show up at their vet’s office with a printout of what they believe is ailing their pet. Worse yet – some choose self-diagnosis over seeing a vet altogether.

Not only is this risky for the well-being of the animal, but it can also potentially cut into the profits of your practice. So, how can you overcome this? What’s the most effective way for educating clients about the dangers of trusting “Dr. Google” so you can help keep patients healthy and your practice profitable? Here are a few suggestions.

Provide your own resources

Your clients and prospects are inevitably going to go online when they have questions about their pets’ health. Why not address this head on by providing your own wealth of resources? (DVMelite websites feature a comprehensive pet health library filled with hundreds of expertly written, veterinarian approved articles.) Not only does this allow you to control the quality of content that your clients see, but it also keeps them engaged with your practice, increasing the chances of booking an appointment.

Make yourself available

Most people recognize that advice from a practicing vet is much more trustworthy than anything they can find online. The problem is getting them to pick up the phone and reach out. You are undoubtedly busy running and managing your practice, but if you are not presenting yourself and your team as a valuable resource that welcomes client questions and concerns, you could potentially be losing business as a result. Even if you aren’t the one fielding all the calls, a friendly front desk clerk is a good place to start.

Extend your reach beyond the visit

Another great way to instill confidence and solidify your practice as the most trusted resource for pet health issues is to keep the lines of communication flowing before and after a visit. For instance, sending out a monthly newsletter with links to trusted articles, emailing FAQs or ‘what to expect’ documents prior to a scheduled procedure and sending clients home with printed resources can all assuage client concern and reduce the chances of a potential Google search.

Take the time to listen

If you aren’t spending enough time listening to your clients’ concerns or inviting and answering their questions, you’re driving them to find what they’re looking for elsewhere. If necessary, extend appointment times by a few minutes to allow adequate time for your clients to discuss whatever might be on their mind. It will take a little longer, but doing so will ensure that your patients are receiving the best possible care and will also help you form more meaningful relationships with your clients, which in turn breeds loyalty. In other words, it’s a win-win.

Will you ever completely overcome Dr. Google? Probably not. But by implementing the above strategies, you can dramatically improve the chances that when your clients and prospects need help with their pets, it’s you that they’ll trust as their most reliable resource.

Our Advice on How to Improve Client Education and Retention in 2024

What role can veterinary technicians and other support staff play in client education and relationship-building?

Veterinary technicians and support staff play a crucial role in client education and relationship-building by serving as accessible points of contact for clients. They can provide valuable information on pet care, explain procedures, and answer common questions, thereby reinforcing the veterinarian's recommendations. By actively listening to client concerns and offering empathy, technicians help build trust and rapport. Additionally, they can distribute educational materials, conduct follow-up calls, and engage with clients on social media, ensuring continuous support. Their proactive involvement enhances client satisfaction, retention, and the overall perception of the practice as a reliable resource.

What partnerships could practices forge with local schools, libraries, or community organizations to promote pet health literacy and responsible information-seeking?

Practices can forge partnerships with local schools to offer educational workshops on pet care and health, promoting early pet health literacy among students. Collaborating with libraries to host informational sessions or creating pet health resource sections can provide community members with reliable information. Engaging with community organizations, such as animal shelters or youth clubs, for joint events or seminars on responsible pet ownership and the dangers of misinformation can also be beneficial. These partnerships enhance public awareness, encourage responsible information-seeking, and position the practice as a trusted community resource for pet health.

What metrics should practices track to assess the effectiveness of their client education and retention strategies?

Practices should track metrics such as client retention rates, the frequency of repeat visits, and client satisfaction scores to assess the effectiveness of their education and retention strategies. Monitoring the number of client inquiries and follow-up appointments can provide insights into engagement levels. Additionally, tracking the usage and engagement with educational resources, such as website visits, newsletter open rates, and social media interactions, can gauge the impact of information dissemination. Analyzing these metrics helps identify successful strategies and areas for improvement, ultimately enhancing client education and retention efforts.

How can practices incentivize clients to seek veterinary advice first before turning to "Dr. Google" for pet health concerns?

Practices can incentivize clients to seek veterinary advice first by offering exclusive benefits such as free initial consultations, discounted follow-up visits, or loyalty programs that reward regular check-ups. Providing 24/7 access to a vet helpline or online chat service can also encourage clients to reach out directly with concerns. Regularly sharing informative, vet-approved content through newsletters and social media can build trust and position the practice as a reliable source. Hosting educational webinars or workshops and offering personalized care plans further reinforce the value of professional veterinary advice over online searches.

How might the rise of artificial intelligence and machine learning tools impact the "Dr. Google" phenomenon in the future?

The rise of artificial intelligence (AI) and machine learning tools could significantly impact the "Dr. Google" phenomenon by providing more accurate, personalized, and reliable pet health information online. AI-driven platforms can analyze symptoms and medical histories more effectively than generic searches, offering tailored advice that mirrors a professional veterinary assessment. However, these advancements also pose a challenge for veterinary practices to differentiate their expertise. By integrating AI tools into their services and emphasizing the irreplaceable value of professional judgment and personalized care, practices can maintain their role as the primary trusted resource for pet health concerns.

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