Acquiring a pet may be the only opportunity a human ever has to choose a relative.

As our veterinary practices develop new ways of talking to our clients, remember to stress the verbal culture change within your staff that is needed to change their traditional mind-set:

 Client concern, rather than client complaint

 Healthcare plans (left column), not estimates (right column).

 Pet parenting, with clear internal standards of care, not compliance.

 Consistent standards of care, not confused clients or frustrated staff.

 Medical records for continuity of care, rather than "I need to go ask the doctor".

 Over-forty programs for mature pets, not "geriatric exams".

 "Need" [ ], rather than "recommend".

 Affection connection.

 Animal caretaker/pet partner, never just a "kennel kid".

 Pre-emptive pain score, rather than wait until the pain shows.

 "Every Pet Deserves A Pet" awareness programs.

 Pre-anesthetic risk assessments driving blood/lab testing needs.

 Restoring puppy kisses, not "doing dentals".

 Feline friendly, cat-only gazebo for the waiting area.

 Affordable pet care with pet insurance information, rather than discounts.

 "Holy Mutt-ra-mony" breeding programs.

 Use of VetCentric, rather than losing clients to an Internet pharmacy.

 Resort managers, not kennel masters.

 Comfort rooms, not empty exam rooms.

 Whelping center suites, not large runs.

 Bayer Pet Ecosystem Management VCR.

 Hospice care suites, not large runs.

 Hospice is a nursing/hospitalization alternative to boarding

 VIP Suites (very-important-pet), not large runs.

 Exploration zone, not exercise yard.

 Pet family reunions.

 Free "yappie hour" with purchase of Kong toy, filled with food before feeding

 Memorial services.

 People time with play time.

 Doggy day care, lay-like-a-dog as fun time.

 Canine eat-sleep-play routine equals stop-drop-roll.

 Pet showers, rather than pre-departure cleansing baths.

 Kidney friendly diet, rather than kidney failure diet.

 CareCredit® for ninety days same as cash, rather than accounts receivable

 Client relations specialists, not just receptionists

 Web sites with patient of the week, new puppies and kittens, and friendly feel.

 "Dogs, Cats, & Kids" video by Wayne Hunthausen for canine socialization.

 Doctors who embrace "life skills", instead of only science and technology.

Concurrently, there are over two dozen VCI® Signature Series Monographs listed at www.drtomcat.com, which provide very specific development ideas for team-based philosophies, when changing the practice culture.

Anthropomorphic characteristics can be capitalized on to create an awareness that gets clients to listen to the needs of their pets. This concept, and these phrases, are not a gimmick, they are a communication necessity!. The text Promoting the Human Animal Bond in Veterinary Practice provides a major amount of substance and philosophy for the practice culture to adopt the above nomenclature.

Perseverance means having clients who understand the practice providers, and refer others to you for your knowledge and understanding, compassion and empathy, diagnostic intensity, and healthcare delivery excellence. Perseverance is making the difference in the lives of the animals, and for those pet parents who need your tenacity and dedication on a daily basis! Just do it!