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A version of this post was published in the AVNJ Vol 21, No 6
Whether introverts or an extroverts, people are social creatures. We need to connect with others and even more importantly we need to connect with others with similar interests – we need to feel they ‘get’ us.
We all have the need for belonging, to be part of a group or community and surrounded by others with whom we feel some connection.
No one has all the answers but one of the benefits of being part of a Community is the opportunity to share what you know as well as the opportunity to learn from others.
Being part of a Community of others that ‘get’ you means that you have somewhere to turn to in the tough times. The veterinary industry is hard – physically, mentally and emotionally – and being part of a veterinary community can be a source of comfort during the tough times. Sometimes just the feeling you’re not alone and others feel the same way can be a huge relief.
Change, particularly major change, can be difficult to achieve alone. However when a group of people with similar views and passions come together anything is possible. There truly is strength in numbers.
Make connections with others…
Share experiences…
Not feel alone….
Have our voice heard….
Building a Community for your local pet owners has the advantage of benefiting individual clients AND helping to develop a successful business. Your existing clients are not likely to leave a Community they feel a connection with and they’re much more likely to encourage their friends to join them. The fact is most of your clients have no idea whether you’re a skilled veterinary nurse or your veterinarians are brilliant at surgery – what they do know is how you make them feel and that’s what develops trust.
Clients who are part of your Community are far more likely to trust your advice and recommendations and are far less likely to question the value in the cost of the care their pets receive.
Your aim is to develop a Community that offers support, information and a sense of belonging to local pet owners and there are lots of ways you can do this. However it will take time, commitment and consistency. Sending out the odd newsletter, handing out the occasional educational handout and posting sporadically on Facebook isn’t going to cut it.
You could start by considering joining industry associations such as the AVA, the VNCA or the AVBA. If you’re already a member then you might want to consider becoming more actively involved to make the most of the opportunities the Associations offer, especially in your local area.
You can of course, also join Vetanswers – it’s a free online veterinary community where everyone is welcome.
You can develop your own Community with the team you work with and the clients who trust you with their pet, after all both you and your clients have a common purpose – ensuring the best quality of life for the precious animals you see every day.
After a career in HR working in a range of service industries and teaching at TAFE for several years, I then (somewhat accidentally) found myself in the veterinary industry and here I’ve stayed because I love the people and what they do. I created the Vetanswers Community to provide the support, resources and solutions to help our members build happy, successful, profitable businesses and careers.
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Open days.. I used to work for a practice (part of a big company with many many branches), from their experience open days are very ineffective way to promote the business (a lot of efforts and low attendance) so they don’t encourage to do that.. would be interested to see what other vet practices experience are