How to Use This Book

We would like to begin by sharing our underlying intentions for developing this communication resource and by highlighting a number of unique aspects of the book. We strove for this book to be user-friendly, accessible, practical, and applicable to all members of the veterinary team. We hope the book is used as a communication skills operating manual; we expect the cover to become coffee-stained, sections to be highlighted and underlined throughout, and pages to be marked and dog-eared.

The book is organized into tasks of the clinical appointment, with chapters flowing from opening-the-interaction, information-gathering, and attending to relationships and tasks to diagnostic and treatment planning, and closing-the-interaction. In each chapter, we showcase key communication skills integral to achieving these tasks. We define the communication skill, demonstrate techniques, and provide examples. Over the course of the book, we introduce a communication toolbox including 20 communication skills.

We emphasize the importance of effective communication with clients and colleagues. In each chapter, we present routine and challenging scenarios in day-to-day practice, and we model how to use the communication skills in both caregiver and collegial interactions. How you communicate with your clients is the bread and butter of your business and establishes long-term client relationships and a strong client base. How you communicate with your colleagues defines the veterinary practice culture, which is integral to creating a healthy, functional workplace environment in which employees thrive.

At the end of each chapter, we offer learning activities to work through, individually or collaboratively, in a small group or with the entire practice team. Through these exercises, we outline a developmental curriculum to build a strong communication toolbox. The book provides ample opportunities to practice the communication skills through either a self-led or guided experiential learning process. The tasks progress from easier, structured, low-risk approaches (e.g. skill spotting exercises, guided reflections, and individual role-play) to more challenging, small-group, high-stakes methods (e.g. in-the-moment coaching or communication and video-review rounds). Over time, the focus shifts from personal communication skill development to coaching and mentoring colleagues.

One key takeaway is that the communication toolbox is transferable to all areas of veterinary practice, to any career path, and to one's own personal life. Although this book is situated in companion animal primary care, the communication tools are critical to success and fulfillment in both general and specialty practices, and in equine, livestock, avian, exotic, zoo, and wildlife medicine. They are equally important for working in laboratory medicine, governmental and non-governmental agencies, public health, regulatory medicine, and industry - not to mention supporting the inter- and intra-professional communication that is instrumental in the referral DVM-specialist relationship, as well as in developing partnerships with vendors, behaviorists, groomers, doggie daycare providers, breeders, and crematorium directors. Finally, these are life skills, and they work well with spouses, partners, children, other family members, and neighbors and at book clubs, on ballfields, or in volunteer organizations.

We take into consideration the myriad of ways in which we communicate with our clients and colleagues. Face-to-face interactions still predominate, followed by telephone and then electronic communication (e.g. email or text) or virtual care. Each method has its own purpose and special considerations and can be highly effective in getting a message across. Unfortunately, if used inappropriately, each modality can result in miscommunication and challenges.

Furthermore, we weave in aspects of technology that can enhance or detract from communication. As with any tool, technology has its time and place. It is critical to know when and how to use each type, from the telephone, whiteboards, and printed care instructions to treatment plans sent via email, or interactive video consultations. In the "Talk through Technology" section of each chapter, we outline best practices for complementary use of technology.

As leading researchers in veterinary communication, we also share Research Spotlights that highlight relevant findings from our veterinary communication studies. Two strong evidence-based books, one on medical communication (Silverman et al. 2013) and the other on veterinary communication (Adams and Kurtz 2017), provide a more thorough and extensive review of the broader clinical-communication literature. Our emphasis is on translating our research into practice - how to apply the findings to real-life scenarios that will inform and enhance client and colleague interactions, develop the veterinary practice, and further veterinary careers.

Here are our 12 recommendations for how to get the most out of this book:

1. Capitalize on strengths. Be aware of your communication assets on the table. Know what they are and how they work. Then use this book to fine-tune, dust off, or sharpen communication skills that may be currently underutilized.
2. Stretch outside your comfort zone. Try on the communication skills, even if they do not "fit" at first. Start with learning the stem phrases, then implement the scripted examples, and, finally, improvise and own the skills. It may feel fake or artificial at first; however, with continued application and adaption of the skills to fit individual styles, over time the skills will feel natural, authentic, and genuine.
3. Be forgiving, and let go of perfection. Practice makes better, not perfect. Communication competency has a high ceiling, like many other clinical skills - clinical reasoning, surgery, or interpreting test results. Strive to be a good communicator, know that mistakes will be made, and make a recovery when it does not go as liked. The resulting relationship is often stronger after repairing a mishap.
4. Self-reflect, and be courageous. Be fearless, vulnerable, and open to taking a good hard look at the current communication skills in your toolbox. Regrettably, our perceptions of our communication competence are far from accurate. So, self-reflect on client and colleague interactions, and be bold and request feedback from mentors and peers to identify blind spots.
5. Engage with this book. Each chapter includes a traditional knowledge component to foster awareness and understanding of communication concepts. And an interactive section with learning exercises that provide opportunities to practice the skills, identify strengths and challenges, and set learning goals for continued development.
6. Keep a journal, and document progress. Before embarking, start a communication journal to capture insights, lessons learned, and communication goals and to mark growth, progress, and milestones. Look back in the pages to see the headway made and be accountable for achieving objectives.
7. Apply the skills with clients and colleagues. Use these communication skills to transform day-to-day client interactions, address challenging conversations, and lend a compassionate ear to clients. Do the very same thing with colleagues to create a veterinary team culture characterized by strong communication, morale, teamwork, and retention. Enhance self-esteem and confidence. Enjoy going to work. And make a difference in the lives of colleagues, clients, and patients.
8. Read this book multiple times with different intents. For example, on the first read, work on building your communication skills toolbox. Then, the second time, lead your team or veterinary practice through the exercises, developing their skills and coaching techniques. On the third read, mentor others on the practice team while they coach their colleagues. The goal is to create a critical mass of individuals to build, lead, and sustain a communicative and collaborative team culture.
9. Teach the team the communication skills. It takes a village in a veterinary practice to serve clients and care for patients. Set colleagues up for success by equipping them with the communication skills they need to excel in their positions. Set the practice up for success by expanding the team of effective communicators and delegating appropriate conversations (e.g. agenda-setting, preventive care education, follow-up progress calls, or sharing diagnostic test results).
10. Be creative in involving the team. Depending on the personality, character, and culture of the team, make it fun by designing communication role-plays, Jeopardy, or "choose your own adventure." Or, as the team implements skills, set goals, assess metrics, and monitor trends, such as changes in appointment efficiency, veterinarian average client transaction, or client reviews. Ask teammates who model exemplary communication skills to mentor and coach colleagues.
11. Get a leg up or a new lease on practice. For new employees or early-career veterinary graduates, the communication skills ease the professional transition. Entering with a well-equipped communication toolbox promotes victories and reduces failures associated with trial and error. For...