Understanding how our pets sense the world allows us to proactively address external stimuli to promote a more positive experience.
Blog Archives
Showcase Your Practice: How to market your Fear Free Certified Practice
Has your team recently achieved the Fear Free Practice Certification? Congratulations! You’ve worked hard to implement the Fear Free standards through culture change, facility modifications, patient and client care, and more! Now what? How do you get the word out to maximize your return on investment? This webinar is for any Fear Free Certified Practice members that are looking for ideas on how to market your achievement. Natalie Gruchow, CVPM, Elite FFCP, was a practice manager for nine years and led her team to become the first Fear Free Certified Practice in the Dakotas. In this webinar, you will learn: Marketing strategies for your Fear Free Certified Practice How to ensure consistent messaging throughout your hospital with mindful brand cohesion Real world examples from the first Fear Free Certified Practice in the Dakotas How to locate community resources to market your brand Communication tips to overcome resistance and adversity
You must be a Fear Free Certified Practice member and logged in to view this webinar.
Alleviate Communication Anxiety
Finding Connections with Colleagues and Clients Communicating effectively with others is often challenging and stress-inducing. During this webinar, Dr. Maryse Osborn-Doser, DVM, Insights Discovery Client Practitioner with IDEXX, will walk through the value of a deeper understanding of psychology preferences in communications, along with tools to adapt and connect more effectively in conversations with your colleagues and clients. In this webinar, we will: Discuss how perceptions and preferences influence attitudes and decisions Describe the value of recognizing and adapting to personality preferences in communications Identify your psychology of preferences Evaluate how color preferences look in real life
Brought to you by our friends at Idexx.
When Cookies Can’t Compete: Fear Free Solutions for Non-Food Motivated Pets
Not all pets find treats irresistible, and for pet owners and pet professionals, this can pose unique challenges. Many pet professionals automatically reach for a tasty treat when rewarding, building a bond with, or reassuring the pet they’re working with, but what do we do when treats fail? Join us as we delve into innovative and Fear Free solutions for working with animals that may not be food-motivated. In this webinar, you will learn: – Effective, positive reinforcement methods that prioritize the emotional well-being of animals, fostering trust and cooperation – Methods to identify alternative motivators when traditional treats fail – How to tailor your approach to suit the unique personalities and preferences of non-food-motivated pets.
Our friends at Latah Creek Animal Hospital displaying their certifications at their clinic.
So, you’ve completed your Fear Free® Certification or Fear Free®Veterinary Practice Certification. First and foremost, congratulations, and thank you! You have taken a huge step in alleviating fear, anxiety, and stress for your clients, their pets, and even your team. Now it’s time to start spreading the word!
As you move through your Fear Free marketing journey, keep in mind that like all of us, pet owners are busy, and their attention is demanded by many other businesses as well as personal obligations. However, as their trusted Fear Free Certified Professional, the messages you share are often held in their highest regard. To get the most out of this benefit, always ensure that you are crafting your content and messaging in a way that addresses how your Fear Free Certification benefits your clients and their pets as quickly as possible. Align your goals with theirs and you’ll end up with happier, healthier, more relaxed pets and, in turn, happier pet parents.
Whether you have achieved your individual Fear Free Certification, or your clinic has achieved Fear Free®Veterinary Practice Certification, we recommend starting by choosing a few goals, defining specifically what success looks like to you, and then outlining and deploying your marketing plan.
As you work on developing your goals and success measures, here are some tips for getting started:
Marketing Your Individual Fear Free Certification
Your individual Fear Free Certification is a powerful tool that can be used to market not only your personal brand, but also elevate the work you do.
- Display Your Fear Free Certified Professional Badge. We recommend adding your certified professional badge to your team member bio on your company’s website and updating it to include more about Fear Free, your certification, and the difference it brings for the pets in your care.Additionally, add a homepage spotlight on your company’s website highlighting the presence of Fear Free Certified Professionals on your team. We encourage you to take that a step further and link the spotlight to another page where you explain what Fear Free is, how having Fear Free Certified Professionals on your team benefits your clients and their pets, and links to where they can learn more (here’s a great page to send them to).
- Educate Clients Directly. Weave Fear Free principles into your touch points when preparing clients for appointments, during their visit, and in follow-up communications. Let clients know you are a Fear Free Certified Professional and what that means for their pet by walking them through what to expect and following up with them on that education throughout their Fear Free visit. If they have a pet who experiences fear, anxiety, or stress in the veterinary, grooming, training, or boarding & daycare environment, discuss how their Fear Free visit will be a different and a more positive experience for their pet and themselves than what they may have experienced in the past. Discuss how your team will allow their pet to tell them if they’ve had enough and stop the treatment or appointment if their FAS level becomes too high. Continuing that education from your marketing messaging through to their in-person visit can have a significant impact.
- Shine a Spotlight on Your Certification. Ask your company’s marketing team to create a team member spotlight about your Fear Free certification. This can be shared on social media or even in an email newsletter. Have someone snap a photo of you in action practicing Fear Free techniques and pair it with a brief write-up about you, your certification, what it means for pets in your care, and where clients can find more information.
- Be a Fear Free Champion in Your Professional Community. Odds are, you are one of many Fear Free Certified Professionals in your community. Use the Fear Free Online Directory to find other Fear Free Certified Professionals in your area. Reach out to them, build relationships, and discuss how you can promote and refer clients to each other to strengthen the Fear Free ecosystem in your community.
- Grow Your Professional Brand. Are you working on amplifying your professional brand on social media? Map out your goals for your brand and utilize your certification to support them. We recommend developing a campaign across all the social media channels you use with a few different posts highlighting Fear Free, what it means to be Fear Free Certified, and how that certification can benefit your audience. Use photos of you in action, share success stories, and include calls to action for your audience to take on each post. Our Fear Free Marketing Toolkit, which can be found on the left side panel of your member homepage on our website, includes several social media posts and cover photos to help you get started spreading the word.
- Achieve Your Career Goals. Are you looking to move to the next level in your career, find a new role, or build your network? Share regular posts on LinkedIn about the work you put in to become certified, how it is helping you in your everyday practice, and the difference it makes for the pets in your care. Add your certification to your resume and utilize the Fear Free network to find a company that aligns with your professional goals. Find and connect with like-minded Fear Free Certified Professionals through our private member community on Facebook to further work toward your professional goals.
Marketing Your Fear Free Veterinary Practice Certification
Fear Free Veterinary Practice Certification allows you to not only bring a higher level of Fear Free care to your patients but also opens the door to many new opportunities for marketing Fear Free to your clients and community.
- Define Your Differentiators. One of the first steps in your clinic’s marketing strategy should be developing and advertising your clinic’s differentiators. If you haven’t already, gather your team and brainstorm 3 to 5 things that make your clinic unique from others nearby. Fear Free Veterinary Practice Certification is a built-in differentiator and a great place to start. Once you define some additional differentiators, highlight them on your website’s homepage, on social media, and in client communication. Tell the story of not just what you do differently, but how you do it differently. Looking for a great example of highlighting Fear Free as a differentiator within a Fear Free Certified Veterinary Practice group? Check out PetVet365’s homepage and Fear Free Experience page.
- Display Your Certified Practice Badge. Add your certified practice badge to your clinic’s website homepage with a brief write-up on what it means to be certified and what it means for your clients. Couple your homepage highlight with an additional page on your website that dives deeper into your Fear Free Certified Veterinary Practice designation, the hard work your team completed to get there, and how it will positively affect your clients’ experience with your clinic. Need some inspiration? Check out how Family Pet Health in Murfreesboro, Tennessee, showcases their veterinary practice’s certification on their homepage and an additional Fear Free page.Additionally, your team’s professional certification badges should be included on their website biographies. Spotlight them on social media or in your clinic’s newsletter to continue spreading awareness. Our Fear Free Marketing Resources page, which can be found on your member homepage on our website, also includes social media graphics and client-facing videos you can share to spread the word.
- Walk the Walk, Don’t Just Talk the Talk. Marketing can fall flat when it isn’t backed up by your clients’ experiences. Make sure clients and their pets can recognize your differentiators, especially your Fear Free Veterinary Practice Certification, in every interaction, from their search online to the preparation for their appointment, from their time inside your clinic to the follow-up after their visit. Don’t let the initial marketing of your certification be the end; keep reminding, educating, and impressing your clients with the Fear Free principles your team practices every single day.Also, remember that word of mouth is one of the most powerful marketing tools you have at your disposal, so arm your clients with the education they need to shout your clinic’s name from the rooftops to their families and friends!
- Attract and Retain Qualified Team Members. We all know that attracting strong candidates and retaining them is a pain point many practices are experiencing right now. Recruitment marketing is just as important as client marketing and can make a big difference in the types of applications you receive for open positions. Being a Fear Free Certified Veterinary Practice is a powerful recruiting tool that you should use to elevate your practice above the rest. Include that you are a Fear Free Certified Veterinary Practice in your job ads, the careers page on your website, and on your clinic’s LinkedIn page, explaining how that designation improves your team’s experience, safety, and medical standards, as well as delighting your clients.
- Network, Refer, and Cross Promote Within Your Fear Free Ecosystem. There are likely many other Fear Free Certified Professionals in your community who are looking to ensure that their clients have a Fear Free experience everywhere they go. Use the Fear Free Online Directory to find certified groomers, boarding and daycare facilities, trainers, and pet sitters in your area. Connect with them, build relationships, and develop strategies for referring clients and cross promoting each other. This could look like a postcard or flyer you each give out to new clients that includes a special gift or discount, highlighting each other on social media or on your websites, and referring clients who are looking for a new professional service to a fellow Fear Free Certified Professional.
As with any new marketing endeavor, failing to ensure that you have the resources you need can result in missing goalposts. The great news is that our Fear Free team is here to support you and provide those tools you need to achieve your goals and alleviate fear, anxiety, and stress for not just pets, but people too.
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Since 2016, Fear Free has helped to change the way pets receive care from both veterinary and pet professionals. By closely listening to the needs of pet care professionals, Fear Free has built a robust catalog of certification programs and courses that focus on emotional wellbeing, enrichment, and reduction of fear, anxiety, and stress in pets. Over 100,000 Fear Free Certified Professionals are working to change the standard of animal care across the world. We thank you for being an important part of this initiative.
To learn more about Fear Free, register for a new membership, renew your membership, or learn more about Fear Free Veterinary Practice Certification, visit www.fearfreepets.com.
Stacie Boswell, DVM, DACVS-LA, co-author of the Fear Free Veterinary Certification Program – Equine, discusses the importance of Fear Free care for equine patients and their veterinary teams.
Sandra Toney
When she was 12 years old, Karina Salvo, DVM, CTPEP, CVFT, CVMMP, volunteered to work for a one-doctor practice. Cleaning cages, doing laundry, and walking dogs led to watching her first surgeries. From that point, she knew that her career path would lead to veterinary school.
But one thing she and the veterinarians she grew up working for—and later, with—didn’t learn was how to make exams easier on pets. When she became aware of Fear Free®, though, it made sense to her that veterinary visits should be less frightening and more fun for patients.—not to mention for veterinarians and technicians themselves.
“The one thing that I noticed in each and every practice was the frequency in using force to hold a patient,” says Salvo, now an Elite Fear Free Certified® DVM who also has certifications as a palliative and end-of-life practitioner (CTPEP) and in branches of Traditional Chinese Medicine (CVFT and CVMMP). “Some of the staff wrestled what I thought were highly aggressive dogs down to the ground in order to give a single vaccine or draw blood. The end result was someone got hurt, scratched, urine and feces everywhere, and a dog that was left splayed out and panting on the floor in exhaustion or cowering in the corner. This was the ambience of the veterinary field I grew up in.”
As she learned more from Fear Free, she found that in-clinic exams became easier.
Now she owns her own practice, AcuVetDoc Veterinary Reproduction & Animal Care Wellness Clinic, in Royal Palm Beach, Florida, where she treats not only pets but also wildlife. That allows her to see only one patient at a time.
“I can practice 100 percent the way I choose to. I intentionally do not have a receptionist or a technician,” Salvo says. “Patients are scheduled on the hour instead of every 15 minutes. This allows me to work one on one with the patient and the owner. My ‘team’ in my practice is the owner, myself, and the patient. By working together, all of us can better understand the patient and the medicine. Practicing this way has allowed me to build trust in my patients as well as owners because both are comfortable.”
Salvo greets clients and patients at the door so she can watch how the animal walks into the building. If owners have given permission beforehand, treats are on the carpeted floor as they enter.
Animals who have previously had poor experiences at veterinary clinics may be directed into an exam room that resembles a living room—with carpet, a bookcase, leather sofa, chair, and hidden treats. While Salvo sits on the floor, pockets filled with treats, and talks to the owner, patients can explore, approaching when they’re comfortable. If they need more time, Salvo may simply hand out treats during the visit, holding off on an exam. She discusses this possibility with clients beforehand so that they’re aware the first interaction may be a “meet-and-greet,” with the exam portion on a subsequent visit.
Many of her patients enjoy “playtime,” a rewarding exam in which Salvo uses tasty treats to get patients to move on their own but in a fashion that allows her to examine them. For instance, she might get them to sit or turn their head so she can look inside ears or examine the mouth.
One patient who stands out in her memory was a 12-week-old Cockapoo puppy whose first experience at a veterinary clinic had involved being held on an exam table while he screamed, attempted to bite, and urinated and defecated. The veterinarian told the owners that their puppy had mental health issues and should be returned to the breeder. This time they were hoping for a better experience.
Salvo met the owners outdoors, where she had set up chairs and some treats. They sat down, talked about how the puppy was doing at home, and handed out treats to the puppy. Salvo assigned homework: to find tasty, high-value treats that could be dropped on the floor any time visitors came to the home and to be used as rewards during training. She suggested walking the puppy in areas far enough away from people that strangers wouldn’t want to pet the dog but close enough that he could see people, other dogs, and vehicles such as carts. Offering high-value treats during these walks would contribute to forming a positive association with the experience and a connection with the owners.
At the second visit a few days later, Salvo again met the owners outside and had tasty treats already on the ground for her new friend to gobble up. Eventually, the puppy approached her and she was able to perform an exam and give an oral vaccine as the puppy sat next to the clients and received treats.
“On subsequent visits, we sat next to each other outside, and he came and laid on my lap and became more interactive with me and less afraid of the environment,” says Salvo. “With a cheese and Cheerio trail to lead him inside, we made it to the scale and an exam room!”
Three months after that first visit, the puppy frequents farm fairs, Home Depot, and PetSmart, and comes running into the clinic to greet Salvo.
“This is an amazing story with very patient owners who were willing to take their time to understand and provide their dog with what he specifically needed when he needed it, redirection to something positive, protection from being thrown into the middle of a chaotic situation, and to slow introduction to the world around him,” she says.
Fear Free continues to make a difference in her practice. “The best feeling is when the owners are ready to leave and the patient stays behind and makes eye contact with me waiting for another fun treat,” Salvo says, “or when they return and they are pulling their owner into the building.”
This article was reviewed/edited by board-certified veterinary behaviorist Dr. Kenneth Martin and/or veterinary technician specialist in behavior Debbie Martin, LVT.
Sandra Toney has been writing about cats for over 25 years and is an award-winning member of Cat Writers Association and Dog Writers Association of America. She has written for many print and online magazines about cat health and behavior as well as authoring eight books. She lives in northern Indiana with her cat, Angel.
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Course Overview
This course is dedicated to helping animal care professionals learn and practice skills to promote a more positive personal welfare. Throughout this course, you will learn how to care for yourself—and the humans around you—to create an environment and a lifestyle that is Fear Free for people as well as for pets! Through thought-provoking material, tips, and engaging content, you’ll learn healthier habits by challenging old ways of thinking and learning how to better protect human emotional welfare just as we do for animals!
This course contains 6 lessons:
- Lesson 1: Intersections of Perfectionism & Veterinary Medicine
- Lesson 2: The Role of Vulnerability in Professional Life
- Lesson 3: The Practice of Generous Assumptions
- Lesson 4: The Practice of Clear Expectations & Communication
- Lesson 5: Healthful Communication With Teams & Clients
- Lesson 6: Tips for Emotionally Intelligent Professional Self-Care
This course was written by Monique Feyrecilde, BA, LVT, VTS (Behavior) and is approved for 1 hour of RACE CE.