Weathering the recall

We talk about the bond between people and their pets every day, but the waves of phone calls your practice has fielded about the pet food recall are just one more demonstration of how much your clients really love their pets. The news about the recall seems to change with alarming regularity. Even now, your calls may have trickled down to nothing or another recall bombshell could be set to explode.

Portia Stewart

You may feel like an old hand at answering clients' recall questions. But what's next? The truth is, the pet food recall has demonstrated the important role the veterinary team plays to safeguard pets' health. But you don't want clients' calls to be restricted to frightening emergencies. Here are a few ideas you can implement today to strengthen your bond with clients and show you care.

• Call clients whose pets visited for testing during the recall. Ask for updates, and answer their questions about their pets' health.

• Plan a team meeting to discuss the diets your practice recommends. Then discuss how you'll handle any questions clients pose about these foods. Already, clients are beginning to ask some tough questions, like, "Can I cook my pet's food?" Role-play these questions and answers so you're ready to talk about the diet their pet needs—any why it's really the best choice for their pet's health.

• Update your disaster plan. Some of the teams that sailed through this crisis with the greatest of ease were the ones that were able to implement elements of their disaster plan when the news of the recall struck. Think about what you can do to revise your plan so you're ready to respond the next time a crisis occurs.

• Follow up with letters. As you learn more about the details of the recall, send a note to your clients with news and updates and explain how your practice is responding. This is a great time to brag about your special care and service.

Portia Stewart, Editor

firstline@advanstar.com