In this era, every veterinary team member is a brand in and among themselves. Everyone interacts personally and professionally with clients and fellow team members in person and digitally. In that context, everyone in veterinary medicine possessing some measure of emotional intelligence holds remarkable significance.

It is no longer just about technical expertise or clinical knowledge; the ability to navigate emotions in digital conversations is now a pivotal skill all team members should hold. Emotional intelligence empowers veterinary professionals to decipher the nuances of emotions within virtual conversations. This proficiency facilitates seamless communication and nurtures meaningful relationships, even in the absence of face-to-face interactions. Effective communication is the cornerstone of success in today’s highly digital landscape.

With technology’s integration into human emotions redefining the field, veterinary professionals who navigate this synthesis adeptly ensure success. This encompasses enhanced patient care, fortified client connections, and establishing a lasting career in veterinary medicine as primary goals.

Elevating communication, building trust

How can emotional intelligence be communicated digitally? Comprehending emotional cues within written correspondence transcends mere words on a screen. Through digital emotional intelligence, veterinary practitioners gain the ability to unveil unspoken sentiments, leading to conversations that are not only clearer, but also more empathetic and profound.

One of the most important mindset shifts emotionally intelligent people show is their ability to give people the benefit of the doubt instead of immediately assuming their worst intent. If communication is strained for some reason, then the empathy and willingness to give them the benefit of the doubt can make that relationship, although strained, not so easily broken.

In the veterinary space, establishing trust is crucial, and this requires strategies that extend beyond physical presence. We have increased our reliance on technology to communicate with clients more so than ever before. The integration of apps, SMS, on-hold messaging, emails, etc., are all digital communications aimed at improving the client experience. Veterinary professionals can use digital emotional intelligence to create a supportive and credible online environment by demonstrating empathy and compassion, fostering trust and a sense of community.

Managing conflicts with finesse

Emotional intelligence empowers professionals to address conflicts rationally and calmly, ensuring resolutions are productive while maintaining the integrity of relationships. This is possible when we have established a baseline relationship built on trust and respect. We will lose a client if we have a negative interaction and further strain it through poor emotional intelligence during digital interactions.

Responsibly use technology to partner with clients for pet care, but do not allow it to be a barrier to real communication. Collaboration is not restricted by physical boundaries in the digital age. Emotional intelligence equips veterinary professionals to cultivate teamwork, manage relationships, and work harmoniously with peers and clients across geographical divides.

The veterinary practice could be categorized into two primary teams: client-pet-care and pet healthcare teams. The key difference between these teams is the presence of the client. The client gets the front-facing communications from the DVM and various team members. It is more common to see a higher degree of concern about what we type and how it sounds when clients will be seeing it compared to our fellow team members. Communicating with team members on private channels deserves the same level of care and concern that we give to our clients. Damaging team relationships through mean messages and misunderstood context will increase the barriers to communication and could negatively affect patient care.

Keep calm, stay professional Here are some core practices for maintaining professionalism in online interactions: • Understanding tone: A text’s absence of vocal cues makes messages susceptible to misinterpretation. Emotional intelligence aids in crafting messages that convey the intended tone. • Exercising empathy: Recognizing and addressing clients’ emotions establishes a foundation for meaningful connections. • Timely and thoughtful responses: Prompt and thoughtful responses showcase dedication and attentiveness. • Reviewing messages before sending: Diligent review minimizes errors and ensures alignment with intentions. • Avoid strong opinions that could be misconstrued or misrepresented. You can have those opinions, just do not type them out for the digital world to consume.

Crafting an online presence

Emotional intelligence plays a pivotal role in how you can cultivate your professional image. People working within the veterinary industry have a personal and professional presence they maintain. Social media blurs the line between personal and professional to where there really isn’t a separation. Everyone is very searchable using some basic online tools.

Ensuring online interactions are respectful and constructive, the images used are appropriate, and the types of content created and shared is reflective of who we are and want to be.

Many veterinary professionals have fallen into the trap of acting as though they can live in a separate space beyond their professional ties, which is nearly impossible. As simple as commenting on case studies or sharing strong opinions about pet breeds or client types could be a big mistake and impact your reputation.

Upholding professionalism and nurturing positive interactions become essential safeguards and will help lay the groundwork for proof of professionalism and respect.

A recent experience comes to mind, where a technician posted a video on various subjects, but comments were made about breeders seeking veterinary care in one video. The comments in the original video were not bad but were not great either and offended a breeder. This breeder did some creative editing to the video, so its context was that it’s their hospital’s policy to raise prices and make it hard for breeders to seek care for their pets. The breeder then re-shared it. It went viral because the new video had a very scandalous message.

This technician was then cyberbullied with really demeaning comments about herself but also the veterinary industry. They were understandably scared. The breeder who took artistic license with the original video wasn’t satisfied. The next step was to cyber-sleuth and find out where this technician works. They were able to do this by connecting the digital dots left on social media. The breeder emailed the employer and sent them the video.

The employer was then immediately thrust into an investigation to find out if the allegations were true. They also feared the possible ramifications for their technicians’ safety and that of everyone in the practice. The truth that came to light was the technician never said they raise prices in order to punish breeders, but the damage was done in terms of followers and online reputation. This technician could have suffered greater losses like losing their job; their practice could have been cyber attacked, everyone’s physical safety could have been threatened, and much more.

Dealing with negativity

Negative online encounters are inevitable and can provoke defensive reactions, but handling them professionally is key to maintaining a strong online reputation. Emotional intelligence equips professionals to respond empathetically and maintain a professional demeanor. People who have developed these strong skills will stay calm and collected and avoid hasty reactions. Validating client concerns builds trust and lays the foundation for resolution; however, it does not mean you have to accept fault just to make the situation go away. In fact, that will have the opposite effect. A client who chooses public digital confrontation and wins will know that is what it takes to get what they want from you, so they will exercise that approach again if needed.

Offering practical solutions and demonstrating competence will demonstrate the commitment to patient care as well as acknowledging your understanding of the client’s concerns. Immediately transitioning the discussion offline can lead to more productive outcomes. It will also greatly reduce the risk of others jumping on the bandwagon of negativity.

When responding to negative comments online, carefully review each word to ensure it is not going to escalate into a volatile situation, no matter how tempting it is to want to tell the person off.

As veterinary medicine transitions further into the digital era, one truth remains evident: emotional intelligence is a linchpin of success. The ability to traverse online interactions with empathy and professionalism forms bonds that transcend digital barriers. The future is imbued with emotions, and embracing digital emotional intelligence is not merely a choice but a necessity for veterinary professionals seeking to craft a long sustainable career in vet med. The veterinary field is rapidly evolving in response to digital advancements. Navigating these changes necessitates adaptability, a skill enhanced by emotional intelligence. It enables professionals to embrace digital platforms, engage effectively with clients and colleagues, and thrive within this dynamic landscape.

Safeguarding privacy and security Preserving personal and professional information in the digital age is crucial. Employing emotional intelligence helps in maintaining security and reputation. Here are some strategies to consider, reducing the risk of online exposure: • Utilizing secure communication channels. Encryption safeguards sensitive data from potential breaches. • Defining boundaries. Distinguishing between personal and professional online presence mitigates risks. • Regular online audits. Monitoring online presence aids in reputation management. • Strengthening passwords: Employing strong passwords and two-factor authentication bolsters security. • Mindful acceptance of connection requests. Selective networking enhances professional integrity. • Regularly updating privacy settings. Periodic review prevents unintended disclosure. • Avoiding sharing sensitive information. Protecting confidential data is paramount. Do not list your employment location, use your pet’s picture as your profile picture, do not give identifying details in your bio, or use passwords related to easily identifiable dates or events often shared on social media. • Educating oneself and colleagues of online threats. Awareness empowers against online scams. • Reporting and blocking abusers. Taking action against online harassment fosters a safe environment. Flag inappropriate comments and block those users from social media pages. • Investing in continuous learning. Continuous education ensures preparedness for digital challenges. No one just knows how to navigate social media at a professional level. Adopting a mindset of openness and learning will help prevent some dangers.

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Rhonda Bell, CVPM, CCFP, PCM, CDMP, is the founder of Dog Days Consulting, a social media and brand management company. Bell spent 15 years as a practice manager, working the day-to-day challenges of the veterinary practice, and experienced firsthand the stresses, joys, communication dilemmas, and wonders of working in veterinary medicine. Bell now dedicates her work and energy to helping practices succeed online and coaching team members with the skills that will lead to long sustainable careers in vet med.