Ask any veterinary practice owner what their best reviews have in common, and the answer is rarely “they praised our diagnostic accuracy.” It’s almost always something like: “The team made us feel so welcomed,” or “They treated our dog like their own.” Feelings, not findings, are what drive five-star ratings.

This isn’t just anecdotal. According to the AVMA, an informal evaluation of online reviews about veterinary clinics showed that the majority of negative posts focused on problems with customer service and communications, not the level of care provided. The common complaints included rude or uninterested staff, and a lack of understanding of what care was provided to their animal.¹ The clinical outcome and the perceived experience are two entirely different things, and online reviews measure the experience almost exclusively.

• 43% of pet owners didn’t completely agree their vet communicates in language they understand. Bayer Veterinary Care Usage Study, via dvm360
• 40% of clients dissatisfied with perceived value said they would likely switch practices. AVMA 2021 Pet Ownership Survey
• 98% of veterinary practitioners agreed communication skills are as important as clinical knowledge. Journal of Veterinary Medical Education

What clients are actually reviewing

When a pet owner sits down to write a review, they’re not assessing your diagnostic accuracy. Instead, they’re replaying how they felt during the visit. Did someone greet them warmly? Did the vet explain the diagnosis clearly? Did a nurse call the next morning to check in? These are the moments that earn loyalty, recommendations, and five stars.

The AVMA’s guidance on finding a veterinarian confirms this directly: for many pet owners, the most important factor in choosing a practice is the friendliness and commitment of doctors and staff.² 

The direct pipeline from reviews to new clients

In today’s rate-and-review world, personal recommendations and online ratings shape decisions before a pet owner ever picks up the phone. The AVMA notes that pet owners routinely check online ratings and reviews before choosing a clinic,³ and that the practice of reviewing businesses has become a two-way act of community support. What you put out comes back around.³

That means your online reputation isn’t just a vanity metric. According to the AVMA’s reputation management guidance, your online reputation is a direct extension of your overall reputation and it can have a measurable impact on your practice’s bottom line.¹ Reviews that highlight communication, listening, and clear explanations have been shown to have the highest impact on prospective clients’ decisions, according to industry research.

Consistency is the real challenge

Most practices have a few team members who are naturally gifted communicators. The problem is that client experience shouldn’t depend on who happens to be working that shift. Practices should make it a habit for the entire staff to cultivate client loyalty through compassionate care, communication, and a policy of “no surprises” in disclosing information to clients. Loyal clients built this way will generally support your practice in a crisis, and practices have even seen an increase in business following a difficult period because their clients rallied around them.¹

The AVMA also specifically recommends seeking training for your entire staff on effective conflict resolution techniques, noting that doing so reduces not only staff stress and conflict, but also client complaints and dissatisfaction.¹ The key word here is entire — from the receptionist who answers the phone to the technician who handles discharge.

Platforms like Pyxis Pro make it straightforward to roll out consistent communication training across your entire team, from front-of-house staff to DVMs. This consistent training ensures everyone delivers the same standard of client experience in every conversation, not just the naturally confident ones.

Important communication factors to ensure better client experience:

• Clearly communicate exam and diagnostic findings
• Talk through treatment options clearly
• Observe the client’s body language for signs of confusion
• Follow up with clients later that day or the next day for complex cases

These are trained behaviours, not innate ones. They require consistent reinforcement across the whole team to stick.

Managing reputation starts before a bad review appears

The AVMA is clear that the best way to manage a complaint is to avoid it in the first place.¹ That means addressing dissatisfied clients before they leave your practice. Responding quickly and face-to-face can prevent a client from escalating their concerns online.¹ It also means recognising, acknowledging, and resolving issues as a team, and building a workplace culture that supports good client relationships alongside good medicine.¹

In other words, reputation management and communication training are not separate. A well-trained, confident team that communicates clearly, handles difficult conversations with empathy, and follows up proactively is a practice’s most effective reputation management strategy.

Ready to turn great care into great reviews?

Your team’s communication skills are one of the highest-return investments you can make in your practice’s reputation. The right tools make building those skills consistent, measurable, and sustainable. Pyxis Pro was built specifically to help veterinary teams train smarter, close skill gaps faster, and deliver the kind of client experience that earns loyal advocates and five-star ratings. See what it looks like in action for your practice.

Sources

1. American Veterinary Medical Association. Best practices to manage your online reputation. avma.org
2. American Veterinary Medical Association. Finding a veterinarian. avma.org
3. American Veterinary Medical Association. Just one thing: Rate and review. avma.org
4. Bayer Veterinary Care Usage Study, cited in dvm360. The secret to happy clients.
5. AVMA 2021 Pet Ownership Survey, cited in dvm360. The secret to happy clients.
6. Coe JB, et al. Veterinarian–Client Communication Skills: Current State, Relevance, and Opportunities for Improvement. Journal of Veterinary Medical Education, 2016.