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What to tell clients to win back refills

What to tell clients to win back refills

What to tell clients to win back refills

By Wendy S. Myers, CVJ, Communication Solutions for Veterinarians

Question: We get a dozen refill requests from outside pharmacies every day. I’m frustrated with the amount of time my team spends giving away our pharmacy income. What can we say to persuade clients to get refills from our hospital?

Answer: First, evaluate your prices on preventives and long-term drugs for chronic health conditions. Strategically price these drugs so you’re competitive, especially parasiticides because they comprise 59% of pharmacy sales.[1] Smart prices combined with rebate and reward programs will give your hospital an advantage. 

When you get a heartworm preventive request from an outside pharmacy, check the medical record to confirm the patient has had an exam and negative heartworm test within 12 months. Call the client to share benefits of buying preventives from your hospital.

SAY THIS: “We received a request from <outside pharmacy> for Max’s heartworm preventives. Dr. <Name> checked your dog’s medical record and confirmed that he has had an exam and negative heartworm test within 12 months, which is necessary to safely take preventives. You can pick up a refill at our hospital or order it through our online pharmacy if you prefer home delivery. Our hospital has competitive prices and offers safe, guaranteed drugs that we buy directly from pharmaceutical companies. <Drug name> has a $__ instant rebate when you buy it from us. You can pick up a refill at our hospital, or I can help you place your first order through our online pharmacy. Which do you prefer?” 

Let me highlight key words in this script. Use the doctor’s name to reinforce the veterinary-client-patient relationship. Explain your standard of care that dogs must have exams and heartworm tests within 12 months for you to prescribe preventives. Share prices and benefits of buying medications from your hospital, including rebates or rewards. “Online pharmacy” has a medical focus compared to the retail sound of “online store.” “Instant rebate” lets clients know they don’t have to wait for checks or vouchers in the mail. Use the yes-or-yes technique to lead clients to refill now through your hospital or online pharmacy.

If leave a voicemail message, send a backup text. TEXT THIS: “We left you a voicemail about <pet name>’s refill of <drug name>. Order now through our online pharmacy with home delivery or reply Y to pick up at our hospital. Get $__ instant rebate when you buy 12 doses of <drug name> from us. Text or call with questions.”

Invest 5 minutes to call clients because pharmacy represents 25% to 30% of revenue.[2] Pet owners will appreciate hearing from you, and you’ll win their trust and loyalty. 

WANT TO LEARN MORE? 

Enroll your team in the course: how to compete with online pharmacies.

About the Author: Best known as the “Queen of Scripts,” Wendy S. Myers, CVJ, has taught communication and client service skills for more than two decades. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, onsite coaching, and conferences. Wendy was a partner in a specialty and emergency practice. Visit CsvetsCourses.com to learn more.

References:

1. Palacious Rubio D. Trends in Online Sales of Pet Products. Available at: https://globalpetindustry.com/article/trends-online-sales-pet-products#:~:text=Amazon%20leads%20online%20sales%20of,%25)%20and%20Walmart%20(33%25). Accessed Jan. 30, 2024.

2. Gavzer K. How to Profit on a Hospital Pharmacy. Available at: https://todaysveterinarybusiness.com/profit-hospital-pharmacy/. Accessed Jan. 30, 2024.

Enough! When to Fire Clients

Enough! When to Fire Clients

Enough! When to Fire Clients

By Wendy S. Myers, CVJ, Communication Solutions for Veterinarians Inc.

After firing eight clients for crabby behavior in one month, a hospital manager hung a poster in the lobby notifying clients, “We have zero tolerance for aggressive and abusive behavior.” Fed up with entitled jerks, more managers are initiating “kindness policies” and notifying clients through mass emails, social media, and new client registration forms. Managers don’t want employees to fear for their safety or psychological well-being.

Define which behaviors merit firing

Hospital leaders should define reasons to fire clients such as:

  • Threatening or aggressive behavior and/or language
  • Physical violence
  • Discriminatory behavior
  • Failure to honor hospital policies
  • Refusing to pay for services and/or having outstanding balances
  • Three or more no-shows for appointments and/or procedures

Schedule a staff meeting to learn and practice conflict-resolution techniques so employees can react appropriately when situations arise. Professional in-the-moment responses may correct clients’ bad behavior and set expectations for future interactions.

correct bad behavior the first time

In my course on What to Say When Clients Challenge You, I teach how to change behavior from combative to collaborative. Let’s say Mr. Friendly mutates into Mr. F-Bomb. Explain the expected behavior and how it will result in a solution. Isolate the client by taking him to a private area such as an exam room, doctor or manager’s office, or employee break room. Reducing his contact with an audience of other clients will de-escalate the situation and communicate your desire for immediate resolution. Stand up so you and the angry client are on the same eye level. If you are seated and the client is standing, he is in the dominate position. Walk and talk as you guide the client to a private area for further discussion.

SAY THIS: “So you may have my complete attention and we can find a solution together, let’s step into an exam room.”

To correct foul language, state benefits of respectful behavior.

SAY THIS: “If I hear that language again, I won’t be able to help you and your pet. We need to find a better way to communicate so we may find a solution together.”

The word “language” is neutral compared to “If you don’t quit cursing,” which may be perceived as confrontational and lead to more negative words. Use “we” to show collaboration rather than “you,” which blames the client. “Solution” communicates you want to resolve the issue. If bad language continues, ask the client to leave the building or explain you will hang up if it is a phone conversation.

how to eject bullies

Don’t be bullied by clients who shout expletives. If unruly behavior continues, follow five steps to eject a bully from your hospital:[1,2]

1. Assess the potential danger of the confrontation. Employees should seek support from a manager or veterinarian when a client becomes verbally abusive. The right words instruct the client to immediately correct the behavior. 

SAY THIS: “I understand that you are frustrated. We both need to be calm and work together to resolve this situation.”

If a client appears to be under the influence of alcohol or drugs, offer to call a taxi. If the client is with others, ask a sober person to drive the offender home. If the impaired client insists on driving, get a description and/or photo of the car and license plate and call police with that information. You also may have security cameras that record the incident.

2. Explain why you’re asking the client to leave. Abusive behavior will not be tolerated. 

SAY THIS:

  • “While you have a right to voice your concerns, you do not have the right to be abusive to our staff.”
  • “As a manager/veterinarian, it’s my responsibility to protect my team, other clients, and patients so I must ask you to leave the hospital now.”
  • “If you don’t leave our hospital voluntarily, I will call the police to protect my staff, other clients, and patients.

3. Escort the client out of the hospital. Use body language to reinforce your ejection of the client. Walk toward the exit and ask the client to follow you. Keep walking towards the door, even if the client doesn’t initially follow you. Remain at the door. This firm body language communicates your request to leave is final and non-negotiable. Watch the client drive out of your parking lot. If the client sees you immediately leave the door, he or she may return inside.

4. Don’t put your hands on the client. Touching an irritated person could get a violent reaction.

5. Call the police if necessary. Call the police if the client is threatening physical harm to you or others, breaking a law, or damaging hospital property.[3] Don’t be timid. Look the client in the eye and explain, “Please leave the hospital immediately, or I will call the police.” You are telling—not requesting—that the client must leave now.

Because clients will always challenge you, teach your team what to do before situations occur. Like any good relationship, open communication and clear expectations will build trust and respect.

sample “You’re Fired” Client Letter

If you decide to end a client relationship, send a “You’re Fired” postal letter by a traceable method to confirm delivery and receipt. A client may easily delete or overlook an email or text. 

Terminate the use of all services, from veterinary care to boarding. If you let the client continue to use ancillary services, you suggest the behavior was acceptable. 

Enclose medical records for all pets in the household. You don’t want the troublesome client returning to pick up records and causing another scene in your lobby.

Use firm statements such as “This letter severs our business relationship.” You are done communicating. Period. 

Have a doctor or manager sign the termination letter. The client needs to know this decision is final and comes from the top. 

The day you send the postal letter, immediately inactivate the client’s record to stop future reminders and prescription refills. Put an alert in your practice-management software so all employees know the fired status in case of future contact. 

Notify employees the same day you fire a client. Send an email, call a huddle in the treatment area, or post the letter with the client’s address blacked out on an employee bulletin board. Employees need to know when client relationships have been terminated. You’ll likely get high-fives and respect from staff who appreciate when leaders stand up for them. 

Dear <Client Name>: 

<Your Veterinary Hospital> takes pride in its compassionate, professional staff. We expect mutually respectful relationships with our clients. You’ve indicated displeasure with either our services or our healthcare team <list specific instance sticking to facts>. 

Because of your interactions with our team, <Your Veterinary Hospital> will no longer provide veterinary, boarding, or grooming services for your pets. OR Because we are unable to provide you with satisfactory service, we can no longer retain you as a client. 

For your convenience, I have enclosed medical records for <pet name> so you may seek services elsewhere. We are confident you will find another veterinarian who can accommodate your requests. 

This letter severs our business relationship. Any future communication to <Your Veterinary Hospital> should be directed to me.

Sincerely,
<signature>
Doctor or manager name 

Enclosures: Medical records for <pet name> 

WANT TO LEARN MORE? 

Enroll your team in the online course:  What to Say When Clients Challenge You

About the Author: Best known as the “Queen of Scripts,” Wendy S. Myers, CVJ, has taught communication and client service skills for more than two decades. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, onsite coaching, and conferences. Wendy was a partner in a specialty and emergency practice. Visit YouTube.com/csvets and Csvets.com for more.

References:

1. Patrick M. How to Deal with a Client Who Is a Bully. Chron. Available at: https://smallbusiness.chron.com/deal-client-bully-25567.html. Accessed Dec. 12, 2022.

2. Ejecting a Customer. WikiHow. Available at: https://www.wikihow.com/Deal-With-Aggressive-Customers. Accessed Dec. 12, 2022.

3. At What Point Do You Need to Call the Police? Angry Retail Banker. Available at: http://www.angryretailbanker.com/2015/05/11/at-what-point-do-you-need-to-call-the-police/. Accessed Dec. 12, 2022.