Text messages have a 98 percent open rate, so sending messages to clients on their phones is a good way to connect. The client started yelling when the client service rep said his dog was overdue for a blood test and cannot get a refill of arthritis medication. The client went on and on about how his dog will be in pain without the drug, and the doctor is “all about the money.” Has this happened at your hospital? Eliminate these confrontational conversations with a simple solution: Send drug-monitoring reminders. While most practices send reminders for exams, many forget diagnostic reminders for drugs that treat arthritis, seizure, thyroid, diabetes, and other chronic conditions. Just as you send reminders for heartworm, tick, and intestinal parasite tests, apply the same strategy to drug monitoring. Here’s how to get started: 1) Set drug-monitoring protocols Have doctors identify which medications need monitoring, which tests to perform, and test frequency. Define a hospital standard of care for drug monitoring, which is the same among all veterinarians. Let’s say Dr. Smith requires drug monitoring for dogs taking nonsteroidal anti-inflammatory drugs (NSAIDs) every six months, while Dr. Jones tests annually. When different doctors follow different protocols, you risk arguments with pet owners, confuse employees about which protocol to follow, and create favoritism for certain doctors. 2) Explain testing with the first prescription To avoid “No one told me” complaints, use written and verbal communication to set expectations for future testing. When the technician explains medication instructions, share the “why” behind testing. Say, “Because this medication treats pain and inflammation, we need to perform a blood test in three weeks and then every six months. This test checks the level of medication in your pet’s body. Results let us determine the right dose, which is different for every dog. Too little medication means your dog won’t get the full benefits of relief from inflammation and pain. Too much medication could have potential side effects. Routine testing lets us assess correct dosages over the course of treatment. I’m also giving you a client information sheet with more information. What questions can I answer about this medication?” The open-ended question of, “What questions can I answer?” invites a discussion compared to the yes-or-no response to “Do you have questions?” Provide a client information sheet about how the drug works, along with potential side effects and symptoms to watch. The U.S. Food & Drug Administration offers client information sheets for common NSAIDs here. The information includes indications for use, dosage form, route of administration, and recommended dosage. Pharmaceutical and laboratory companies also provide client brochures that advise routine testing. Never say you need to “recheck” blood work because pet owners won’t see the value and won’t comply. The word “need” communicates the test is medically necessary and is more effective than “recheck.” 3) Set up diagnostic reminders Let’s say your protocol is to test patients taking NSAIDs every six months. Send the first reminder 30 days ahead so the client has ample time to schedule before the next refill is due. Send texts because they have a 98 percent open rate and 45 percent response rate.1 Most clients will see your messages, and nearly half will book right away. Your text should include data fields with the pet’s name and next refill date. Having a deadline will prompt clients to scheduling testing before the last pill is gone. Best of all, you’ll stop the annoying habit of clients who need “emergency refills” the same day. Text reminder template: <Pet name> is due for a drug-monitoring test, which is required before the next medication refill on <date>. We will collect a blood sample during a technician appointment. Click here to schedule online, download our app, or call (555) 555-5555. By comparison, emails average 20 percent open rates and six percent response rates.1 Clients may need multiple reminders if emails get overlooked or buried in their inboxes. A strong subject line can radically raise your open rates. Use a subject line such as, “<Pet name> needs a lab test before next medication refill on <date> | Click to schedule.” Include data fields with the pet’s name and next refill date just as you did with text reminders. Add a “Click to schedule” as your call to action. Email reminder template: <Pet name> is due for a lab test. Drug monitoring is necessary for <Pet name> to continue to safely take <medication name> and is required before the next refill on <date>. During a technician appointment, we will collect a blood sample and run the test. Click here to schedule online, download our app at <link>, or call 555-555-5555. We want to provide timely testing and refills for <Pet name>. As people skim emails, add graphic buttons for “Schedule Online” or “Download Our App” for improved response rates. You need obvious instructions for what they need to do next. Watch my video on “Tired of Arguing Over Drug Monitoring? Here’s the Solution” at https://youtu.be/EeSv5SRPS0E 4) Use “Blood work required before next refill” stickers This bright-colored sticker will prompt clients to act before medication runs out. Technicians will place stickers on vials when testing will be due before the next refill. Use the same sticker on chronic medications and heartworm preventatives that require routine testing. Don’t type these instructions on the label. Clients don’t read labels on long-term drugs because instructions seldom change. The florescent sticker alerts your team, as well as clients. When they pick up medications, your client service team will see the sticker, too. This signals them to forward book technician appointments for drug-monitoring tests. Say, “This is your last refill before a drug-monitoring test will be due on <date>. Let’s schedule a 15-minute technician appointment for the blood sample collection. I have an appointment available <date #1, time> or <date #2, time>. Which do you prefer?” This explanation lets the client know it will be a brief appointment and will ensure timely refills. Lead the client to forward book with the yes-or-yes technique of presenting two choices rather than asking, “Do you want to schedule the test now?” The largest share of practice revenue comes from wellness services, followed by drug sales and laboratory services, according to the AVMA.2 When your hospital sends reminders for diagnostic tests, you will stop client arguments before they start. Diagnostic reminders will improve patient care and pharmacy and laboratory revenue. Wendy S. Myers, CVJ, has been training veterinary teams for 22 years as owner of Communication Solutions for Veterinarians. She teaches teams to become confident communicators, so more pet owners say yes to medical care. Wendy shares her expertise through conferences, online courses, and monthly live CE credit webinars. She is a certified veterinary journalist and author of five books. Her passion is to help practices like yours thrive and grow through effective communication skills. You may reach her at wmyers@csvets.com or www.csvets.com. Author Note: Here’s an example of the sticker. Can be purchased from veterinary distributors and Amazon: https://www.amazon.com/Bloodwork-Required-Before-Next-Refill/dp/B008L0TD6S References Cote S. The Future of Sales Follow-Ups: Text Messages. Gartner. Available at: https://www.gartner.com/en/digital-markets/insights/the-future-of-sales-follow-ups-text-messages. Accessed March 24, 2022. 2018 Report on the Market for Veterinary Services. American Veterinary Medical Association. Available at: https://www.avma.org/sites/default/files/resources/2018-econ-rpt3-veterinary-services.pdf. Accessed March 25, 2022.
