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In a recent survey conducted by the British Veterinary Association (BVA), it was revealed that 30% of vets had received online abuse in the past year and 47% reported that they had felt intimidated by a client’s language. These are clearly quite alarming statistics and prompt the question of why so many vets are feeling this way, does it mark an ongoing shift in behaviour by some clients and how can we reset the relationship when tensions escalate. The pandemic is one factor and while time will tell, we are also now seeing other pressure factors such as the cost of living crisis, economic uncertainty and international conflicts playing a part in societal tensions.
When considering these statistics, it’s crucial to understand the context from which they emerge. In particular, it’s important to recognise how a national shortage of vets has created something of a perfect storm that the veterinary sector now has the tough task of sailing through. With clients more stressed than ever and veterinary teams smaller than ever, it is clear that tensions will inevitably rise and conflicts will follow hot on their heels. Whilst this in no way excuses the steep rise of verbal and written abuse that professionals experience in their day to day work, it goes a long way towards explaining why such things take place.
What remains to be explored is the best and most effective way of overcoming this critical challenge to ensure that vets are not left without a paddle in the perfect storm.
Encouragingly, the BVA did far more than simply provide facts and figures which tell an important story about the sector; they launched a “Respect Your Vet Team” campaign which seeks to tackle the rise in abuse.
Providing support and resources to vet teams, the campaign equips staff with the skills and knowledge they need to enforce a zero-tolerance policy towards abuse. Centred around practical advice, the BVA has produced helpful informational posters that vet teams are encouraged to put on display for the benefit of their staff. In addition to these materials for staff, the BVA also regularly creates graphics and other online assets that help staff combat existing and emerging challenges in their working environment.
As well as providing resources for staff, the BVA has produced materials that encourage clients to be more respectful towards their vet. With a clear emphasis on values, these social media graphics invite clients to be patient, kind, and courteous towards their vet. Creating a pause for thought, the graphics help remind clients that their vet is a person, too, and not simply a direction for their frustration to be directed towards.
A focus on communication and how practices interact with clients, and managing potential tensions, can also play a part in avoiding frustrations boiling over, and encouraging direct and respectful dialogue. Social media posts by veterinary professionals in recent months have highlighted the triggers and causes are not one sided. They have also demonstrated that acknowledging where issues have arisen and the often unintentional impact on the client, helps to re-engage the client and de-escalate the situation. This does however take confidence, time and arguably courage to meet apparent hostility with an open, and empathetic response. Building those skills within veterinary teams will have a positive impact for all involved, and each small impact plays a part in resetting our view of one another, and breaking down the ‘Them v Us’ barriers.
Ultimately, the key to overcoming the various kinds of abuse that vet teams are increasingly exposed to is for all involved in veterinary care (both practices and clients) to follow the advice and guidance of the BVA. By promoting their materials in-house, as well as sharing the message far and wide over social media, it will be possible for staff to manage the current levels of tension whilst at the same time mitigating future instances of it.
What’s more, the work of the Veterinary Client Mediation Service (VCMS) empowers vets to make positive changes that affect change. Specifically, the VCMS offers workshops and training to provide them with the skills they need to manage popular and emerging complaint types. Not only available in the instance that a client has made a formal complaint, the service takes all forms of abuse seriously and is committed to identifying and sharing the best possible solutions. To find out more about the training and resources available, be sure to visit the VCMS website.
Should you wish to speak to a member of the VCMS contact our team via 0345 040 5834 or enquiries@vetmediation.co.uk
