Most veterinarians believe their team already uses industry standard practices to manage their appointment calendars. They’ve trained their team members to book follow-up appointments before their clients leave the office, and they’ve instituted a system for sending reminder messages prior to the scheduled dates/times. That’s great! However, some minor adjustments to the “scripts” used for client communication can go a long way toward plugging revenue leaks caused by gaps in the appointment calendar.
Take the case of the appointment reminder. The typical message provides the date and time of the scheduled visit along with a request for a callback if the need arises to re-schedule. While this wording conveys an accommodating attitude on the part of the veterinary practice, it sets the bar rather low for client responsibility. It suggests that adjustments to the weekly schedule are no big deal. In reality, it’s a hassle for the team and could result in lost revenue if they’re unable to fill the gap. And, of course, the patient may not receive much-needed treatment in a timely manner.
Consider the following messaging: “We have reserved an hour for you with our team on [Day/Date/Time] and look forward to seeing you soon.” It focuses on your mutual commitment and sets an expectation of maintaining the schedule.
Last minute cancellations are particularly troublesome. Rather than accepting the patient’s imminent no-show, try saying: “As we’ve already reserved this time for you, what can we do to help you keep the appointment?” If the patient is unexpectedly delayed, the veterinary team may be able to accommodate a late arrival.
If financial considerations prevent the client from communicating a possible no-show, the veterinary team may be able to resolve the issue and get things back on track. Instead of a hasty pivot to re-scheduling or imposition of penalties, an invitation to communicate and resolve any issue the client may have creates an opportunity to identify and address the underlying problem.
Each of these examples demonstrates how a relatively minor change in wording can establish a context in which team member anticipates and works toward successful outcomes. It also sets the tone for relationships based on mutual accountability.