I would bet anything, as you entered vet school, your goal was not to be the world's ‘okayest’ veterinarian. If you were anything like me, I'm sure you had goals to be amazing. You had a vision in your mind of what it meant to be a great vet.

During my career, I've discovered that many veterinarians fall short of their own professional goals and struggle to understand why. In the last 20 years of my veterinary practice, I’ve discovered that there are three key areas that, when improved, can help you achieve the goals you’ve set for yourself in your veterinary practice. Focusing on the three “Cs” of Character, Competence and Communication, can and will make you an amazing veterinarian, particularly the last C, Communication. 

Character

Character ethic is the foundation of success—things like integrity, patience, industry, simplicity, modesty, and the Golden Rule . . . are basic principles of effective living, and . . . people can only experience true success and enduring happiness as they learn and integrate these principles into their basic character.

- Stephen R. Covey 

Over the years, I’ve come to understand that great character comes naturally to many veterinarians. You entered this field because you love animals. Animal lovers are inherently good people. As I’ve trained vets over the years, I’ve learned that sometimes I just need to help them direct their passion and compassion.

Great character has many components. Some of the most common are:

• Good
• Honest
• Humble
• Hard-working
• Ethical
• Compassionate
• Loyal

If we brainstormed for just a few minutes, I’m sure we could add a couple dozen other ideas to our list in that blue box and many of them are probably characteristics you embody already.

I think where veterinarians sometimes get hung up is by placing the patient above the client. You might have varying definitions in your hospital or clinic but I consider the owner as the client and the pet as the patient.

In our hospital, we have developed the motto: “We are animal loving people SERVING animal loving people”. We have found that when we focus on the client and serve them, the patient will naturally be taken care of. 

When you sincerely care about your clients and honestly believe your recommendations are what’s best for them and their pet, they will map your sincerity and trust your guidance.. This is the foundation for a lasting and trusting relationship. It’s the basic principle of the Golden Rule: Treat others with love and honesty, the same way you want to be treated.

Competence  

Mediocrity is never a desirable destination... at least, not when practice might transform mediocrity to competence, or even skill.

- Napoleon Bonaparte

It goes without saying - but I’ll say it anyway - you must have veterinary knowledge and skill to give your clients solid recommendations. After four years of vet school, plus or minus an internship/residency and then continuing education every year, you should have the knowledge and the confidence to do this.

When I was in vet school, I believed that all of my success as a veterinarian hinged upon how well I learned the material. Sure, this is important. Most people (vets are people, too) think that competency is the most important of the three Cs. The reality is that what knowledge you might lack you can achieve through consultation and research.

When it comes to competency the reality is that your clients don’t expect you to know it all. If you show great compassion by having impeccable character and are willing to put in time in research, you’ll find that you’ll naturally demonstrate great competency. In fact, if you tell your client you don’t know the answer but will investigate and get back with them, you are demonstrating that you are honorable and you will create a special bond with your client.

Don’t forget to follow through on your commitment to finding the answer for your client. This comes back to good character (honesty). If you do the work to research and increase your competency but don’t demonstrate good character, your competency won’t matter one bit.

Communication

Communication is your ticket to success if you pay attention and learn to do it effectively.

- Theo Gold

Even if you have impeccable character and amazing competence, it will lack usefulness to your clients if you don’t know how to communicate properly. Communication is the glue that holds everything together. It’s the difference between being mediocre (or downright bad) to being an industry leading veterinarian.

As a veterinarian, the time you spend in the exam room with your clients and their pets is the core of what you do. Great communication throughout the exam process of assessing your patient, collecting the history, getting to know the owner, and developing a plan for the care of their pet, will generate happy clients for years to come.

Communication is a big deal in all aspects of your veterinary hospital or clinic. Ensuring that you communicate well with other vets and other members of your staff (vet techs, administration, etc) will create a culture of positive energy. 

Bringing it all together

What does success in the exam room look like? Success in the exam room occurs when you demonstrate your character and competency through effective communication. You'll build a trusting relationship with your client. A positive, lasting relationship happens when your client feels understood, cared for, educated, and guided in the decision-making process for the care of their pet. They will feel value in what they are paying for. They will have confidence that you have them and their pet as your top priority.