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.

Improve Client Education and Retention in Vet Practice

What specific types of educational resources should practices create?

Practices should develop a comprehensive online pet health library featuring veterinarian-approved articles that address common concerns. Monthly newsletters with links to trusted resources can keep clients informed and engaged. Sending pre-procedure emails containing FAQs and "what to expect" documents helps prepare clients and alleviate anxiety. Providing printed materials during visits allows clients to take reliable information home. By creating these specific educational resources, practices position themselves as trusted authorities, reducing clients' reliance on potentially misleading online searches and fostering stronger client relationships.

How can practices measure the effectiveness of their educational materials?

Practices can measure the effectiveness of their educational materials by tracking client engagement metrics such as increased appointment bookings or inquiries after distributing newsletters and online resources. Monitoring website analytics reveals how frequently clients access and interact with the provided content. Feedback through surveys or direct conversations can assess client satisfaction and understanding gained from these materials. Observing a decline in instances where clients rely on unreliable online information indicates that the practice's resources are effectively meeting their informational needs. By evaluating these factors, practices can determine the impact of their educational efforts and make necessary adjustments to enhance client education and retention.

How can practices leverage technology for client education?

Practices can leverage technology for client education by creating comprehensive online resources, such as a pet health library filled with veterinarian-approved articles on their website. This allows clients to access reliable information directly from the practice. Additionally, sending monthly e-newsletters with links to trusted articles keeps clients engaged and informed. Emailing FAQs and "what to expect" documents prior to procedures prepares clients and reduces anxiety. Providing downloadable or printable materials through digital platforms extends education beyond the office visit. By utilizing these technological tools, practices can position themselves as trusted sources of information, reducing clients' reliance on potentially misleading online searches.

How can practices make strong first impressions?

Practices can make strong first impressions by positioning themselves as accessible and trustworthy sources of pet health information from the very beginning. Providing an online repository of veterinarian-approved articles on common pet health concerns allows clients to access reliable information directly from the practice's website, establishing immediate credibility. Ensuring that staff members are welcoming and readily available to address questions encourages clients to reach out rather than turning to unreliable online sources. Extending communication beyond the initial visit—through monthly newsletters, pre-procedure emails with FAQs, and take-home printed materials—demonstrates a commitment to ongoing client education and care. Taking the time to listen attentively during appointments fosters trust and builds meaningful relationships, further enhancing the initial impression.

How can practices gather client input on educational needs?

Practices can gather client input on educational needs by fostering open communication during appointments and encouraging clients to share their concerns. Allocating extra time for consultations allows clients to discuss issues that matter to them, revealing areas where they seek more information. Front desk staff can invite questions and note recurring topics of interest. Additionally, implementing feedback tools like surveys or suggestion boxes provides clients with anonymous ways to express their educational needs. By creating an environment where clients feel comfortable voicing their questions and concerns, practices can effectively identify and address the specific informational needs of their clientele.

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