vna level ii module 1 - myhillsvet.com.au · · 2016-09-01vna level ii module 1: communication...
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After completing this module, your basic understanding should include:
•Whatcommunicationis,anditsimportancetoproperpetcare. •Howinfluencingpetownerstoutilizeyourproductsandservicesisgreat medicine,andgreatbusiness. •Thatpeopledon’tcarehowmuchyouknow,untiltheyknowhowmuch youcare.
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VNA Level II Module 1: Communications
Learning Objectives
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VNA Level II Module 1: Communication
IntroductionLevelIofHill’sVeterinaryNutritionalAdvocateexposedyoutoavarietyofconceptsdesignedtoenhanceyourunderstandingofproperpetnutrition.ThroughoutLevelII,we’llbuildupontheseprinciplestoassistyouincommunicatingyourunderstandingofproperpetnutrition.Beingaproductiveveterinaryhealthcareteammemberandadvocateforthepet’sbestinterest,reliesonyourabilitytocommunicateeffectively.
“Information”canbeobtainedinmediasuchasdata,ads,references,comments,perspectives,words,pictures,movies,video…Allofusfilterthoughtheinformationweareconstantlyexposedto,andretain(foravarietyofdifferentreasons),selectiveamounts,whichweterm“knowledge,”theprocessbeing“education”.Tobenefitothersthough,wemusttranslate/transferthisknowledgeeffectively.Thiscriticalstep,andthefocusofthisModule,is“communication”.Thesuccessfuloutcomeofeffectivecommunicationresultsin“application”-theclient’sutilizationofyourpractice’sproductsandservices.Withoutconsistent,effectivecommunication,alloftheinformationyouconvertintoeducationdoesnotmanifestitselfinpositiveoutcomes.Thus,insteadof“appreciation,”(bypetowners,otherhealthcareteammembers,pets,evenyourself),youoftenbecomemiredin“frustration.”Whilecommunicationmustbetakenseriouslyandconductedresponsibly,itshouldalsobeapproachedasanenjoyableopportunitytohelpthepetsandpeopleyouserve.
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It doesn’t matter how much education you have (how “smart” you are), IF you’re unable to effectively COMMUNICATE, the pet owner can’t make an informed decision.
Information >> Education >> COMMUNICATION >> Application >> Appreciation
Figure1.Communicationisthe“link”betweenyoureducation,andbeingabletoapplythoseskills,talentsandabilitiesrelatedtoproperpetcare.
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RecallfromLevelI,Module10,TheAmericanVeterinaryMedicalAssociation,intheirThePrinciplesofVeterinaryMedicalEthics,define“marketing”and“merchandising.”Inessence,“marketing”involvesencouraginganimalownerstouseveterinaryservicesANDproductsforthebenefitoftheanimal.Youcan’tpromoteandencouragepeopletouseveterinaryproductsandservicesifyoucan’tcommunicateeffectively.Itisalsoquiteprobablethen,thatINeffectivecommunicationcandeterpeoplefromusingveterinaryproductsandservices!Asanadvocateforthepet’sbestinterest,youhaveanobligationtocommunicatewell.Remembertoo,fromLevelI,Module10,thatamaindefinitionofclientis“dependent.”ClientsAREdependentonyouforproperpetnutrition,andtoprovideappropriateproducts.
CommunicatingisNOTjust“sending”information,(verbal,non-verbal,written…).Communicationalsoinvolvesacriticalelementthatisoftenoverlooked-knowingtherecipientreceivesANDunderstandstheintent.
Effectivecommunicationistheresponsibilityofallpartiesinvolvedandshouldideallyintegratetheskillsetsofallveterinaryhealthcareteammembers.Thisshouldbedoneinsuchawayastoinstillconfidence,trust,complianceandpractice-bonding(loyalty)inthepetowner.Remembertoo,theimportanceofsuchelementsaspracticephilosophyandambiance,(externallyandinternallyatthepractice,asdiscussedinLevelI,Module10).InthisModule,we’llfocusprimarilyondirectinteractionwithpetowners.
Communicate=“ToConnect,”“Toestablishrapport.”
Communication=“Thesuccessfultransfer,(send>>receive>>understand)ofintendedmeaning.”
WHAT is Communication?
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Communication = Connecting (the successful transfer of intended meaning).
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ThelateJimBrockmeier,DVM,atalentedcommunicator,presentedlecturesontheconfusiongeneratedfromsomethingasseeminglysimpleasatwo-personconversation.Dr.Brockmeierstatedthatthereare(atleast)sixentitiesinvolvedineveryconversation(firstperson):
Howconfusing!Itisnowonderthatmanyoftheproblemsrelatedtoclientandteaminteractionsinvolve“mis-conversation,”(ofteninaccuratelyreferredtoasmiscommunication):
Conversationsinvolve“spoken”words,notnecessarily“intended”words.
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WHO is Involved in Communication?
WhoItrulyam WhoyouportrayyouareWhoyoutrulyare WhoIthinkyouthinkIamWhoIportrayIam WhoyouthinkIthinkyouare
“Isaid…” “That’snotwhatImeant”“Iheard…” “Butthat’swhatyousaid”“Ididn’tsaythat” “NoIdidn’t”“Butyoudidsayit” “Yesyoudid”“NoIdidn’t” “Ididn’tmeanthat”“Yesyoudid” “Butthat’swhatIheard”…
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Ithasbeensaidthatinmostconversations,oneiseitherspeaking,orpreparingtospeak.Thatistosay,whileonepersonisspeaking,theotherpersonisnotnecessarilylistening,butrather,“preparingareply.”
Realizingtheconfusionthatcanresultfromcasualconversation,effectivecommunication,(whichcanbeextendedtowritteninstructions,talkingonthephone,emailcorrespondence…),needstobeincorporatedintothe“clientinteractionacumen,”ifthehealthcareteamwantstoachievehighproductivity.Conversationsmayinvolvesixentities.Communicationmayalsoinvolvemanyentities.Thedifferencebetweenthetwohowever,isthatwithcommunication,thereisafocusandconsistency,whichhelpstominimizethechanceformisunderstandings.
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As an advocate for the pet’s best interest, you have an obligation to communicate well.
WHO is Involved in Communication?
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WHY Communicate?Question:Whybotherwithcommunication?Answer:Toensureviews,thoughts,knowledge,meanings,concerns…arereceivedandunderstoodbyallinvolved.
Dependingontheintention,communicationscanhaveanumberofpurposes,suchasto:
Remember,however,thatpeopledothings,(takeaction)basedonTHEIRreasons,notyours!Inordertobeanadvocateforthepet’sbestinterest,especiallyrelatedtoproperpetnutrition,youshouldnotmakeassumptionsaboutanypetowner.Aparamountedictinmedicineis:“Diagnosebeforeprescribing.”Saidanotherway,asstatedbyStephenR.Coveyinhisbestsellingbook,TheSevenHabitsofHighlyEffectivePeople,(Habitnumber5):“Seekfirsttounderstand,thentobeunderstood.”Saidinanevenmoreconciseway:“Listen,withtheintenttounderstand.”Simplystated:
LISTEN!
Pleasenote:“Simple”shouldnotimply“easy.”Youshouldcontinuallypracticeandrefinelisteningskills.
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The phrase, “Diagnose before prescribing” is not to insinuate that non-veterinary health care team members conduct any type of medical diagnosing with pets. That is exclusively a veterinarian’s function.
Inform Buildtrust/credibility ConsoleInfluence Enhanceefficiency EducateNegotiate Advocate GaininformationDefend Persuade DirectPromote Translate EnhanceeffectivenessAssist Share Listen…
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Listening
To be able to be an effective advocate for the pet’s best interest, you need first to understand, then to be understood.
Everyonewithaproperlyfunctioningauditorysystemiscapableof“hearing,“(perceivingsound).“Listening,”ontheotherhand,istheabilitytohearsomething-“withthoughtfulintention.”
InDr.Covey’sbookmentionedabove,hepointsoutfourlevelsoflistening: •Ignoring •Pretending •Selective •Empathic
Ignoring Listening: isactivelydecidingnottobeattentive.
Pretending Listening:isactivelydecidingnottobeattentive,butactingasifyouare.
Selective Listening:istuninginforkeywordsorphrasesthatareofinteresttoyou,inordertorespond.
Empathic Listening:isappreciatingtheotherperson’sframeofreference.Itisnotnecessarilyagreeingwiththeirposition,butitisacknowledgingthattheydohaveanopinion.Indoingso,theotherpersonisaffirmed,validatedandappreciatedforhisorherviews.Onlythen,canyoubeofserviceandvalueinrecommendingadviceorsolutionstotheotherperson’sneedsand/orwants.Whiletherearecomponentstoresponsiblepetownership,(properpetnutritionbeingone),understandingspecificsituations,(asdiscussedinLevelI,Module5,NutritionalAssessment),willallowyoutoprovidethebestguidanceforeachpetandpetowner.
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“People don’t care how much you know, until they know how much you care”.
Oneofthemostpoignantdemonstrationsof“caring”istolistenempathically.Eventhoughtheveterinarypracticecanoftentimesbeanextremelyhecticenvironment,thehealthcareteam’sabilityto“listen”toeachclient,andthencommunicateaccordingly,canmakethedifferencebetweenmediocremedicineandgreatmedicine,averageserviceandsubstantialproductivity,sellingpetfoodandpromotingproperpetnutrition!
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Listening
Empathic listening is a critical part of effective communication.
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Whenmostpeoplethinkofface-to-facecommunication,itisusuallyinthisorder: •Words •Inflections •Bodylanguage/gestures
Curiouslythough,whenpercentageshavebeenassignedtothesethreeareasinavarietyofstudies,inregardtotheircontributiontocommunication,thefollowingorderisconsistentlyobtained: 1.Bodylanguage/gestures 2.Inflections 3.Words
Stateddifferently,spokenwordshavelessofanimpactoneffectivecommunicationthantheinflectionsusedinsayingthewords.Bodylanguageandgestureshavemoreofanimpactthantheothertwo!
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HOW Do We Communicate?
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Veterinaryhealthcareteammembersneedtorelatespecificinformationtopetowners,asestablishedbythepracticeownersandmanagement.Topicssuchas:
•Neutering •Behavior •Parasitecontrol •Vaccinationprotocols •Oralcare •Testresults •Wellnessnutrition •Therapeuticnutrition…
Oftentimes,theattempttoaccomplishallofthesethingsisthroughverbalcommunicationwiththespokenword.Thisinformationmustbeaccurateandrelevanttothepetowner.Itmakeslittlesensetodiscusspuppysocializationtoaclientwitha6yearolddog,orbloodworkresultstoaclientwhosepethadonlyradiographstaken.HOWEVER,petsusuallyeateveryday,soproperpetnutritiondiscussionsarealmostalwaysrelevant!Giventhattheinformationwearetryingtoconveyisapplicable,HOWweconveytheessenceoftheinformationisparamounttoeffectivecommunication-thatofallowingthepetownertomakeaninformeddecisionbasedonvalue,(benefits/price),andourcompetenceandsincerity.
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HOW Do We Communicate?
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Body Language
Figure 2. Negative body language suggests to the pet owner that you are not interested in their needs or concerns.
Muchofwhatweintentionallyorunintentionallyintendto“transmit”toanotherisviaourbodylanguage.Itisthereforeimportanttoknowsomeofthepositiveandnegativeconveyancesrelatedtofocusingonthepetownerandthepet.
Sometypesofbodylanguageperceivednegativelyinclude:
•Armsfolded •Avoidingeyecontact •Looking“offinthedistance” •Tappingafoot,drummingfingers •Poorposture •Leaningbackagainstsomething •Writingwhilethepetownerisspeaking •Frowning •Yawning •Lookingatyourwatch •Lackof(ifappropriate),physicalcontactwiththepet
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Conversely,someformsofbodylanguageperceivedpositivelyinclude:
•Smiling! •Empathiclistening! •Leaningforwardslightly,yetrespectingtheotherperson’s“space” •Armsnotfolded •Occasionaleyecontact •Correctposture •Physicalcontact(ifandwhenappropriate)withthepet
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Body Language
Figure 3. Note how this health care team member is communicating in a favorable way, using body language.
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Anotherwayclientscandetectinterestandsincerity,orthelackthereof,isbyone’sinflections(toneofvoice).Reading,“Fluffylooksrealgood”,formostofus,appearsasacheerfulphrase,butifsaidinamonotoneorflippantly…mightbeconstruedatnegative,evensarcastic.
Eventhoughitmaybedifficulttobeupbeatattimes,petownersexpectveterinaryhealthcareteammemberstobepleasantandcourteous.Apowerfulwaytobeaspokespersonforthepet’sbestinterest,istonotonlybecompetentandconfident,buttoalsouseavibranttoneofvoice.Alongwiththisapproach,becognizantofotherimportantwaysyouconveyacaringattitude.Propergrooming/personalhygiene,appropriatedress,freshbreath,callingthepetbythecorrectnameandgender…areallperceivedpositivelybythepetowner.Thisenvironment“setsthestage”foreffectivecommunication,andenhancesyourabilitytopromoteproperpetnutrition.
Remember, as a veterinary health care team member, you are in the “service” business. Pet owners want your attention and in return, they are much more likely to listen to your suggestions.
Figure 4. A pet owner benefiting from effective communication.
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Inflections
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Communicationisanintricateprocessoflistening,thenhelpingtofindsolutionstothepetowner’sneedsorconcerns.Asaspokespersonforthepet’sbestinterest,thebetteryoucommunicate,themoreeffectiveyouwillbeinnotonlypromotingthebenefitsofproperpetnutritionandHill’s®petfoodformulas,butalsoinhavingthedelightedpetowneracceptyourrecommendations.Thusthepetownerwillvisityourpracticemoreoften,creatingmoreopportunitiesforinteraction.Maximizethesevisits!
Tocontinue,youwillneedtocompletethequizforthismodule.Whenyouareready,clickontheforwardarrowbelowtotakeyoutothequiz.
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Summary
AreYouReady?
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