Whether you work at a university or in private practice your business is making your clients happy. Your work is about THEM.  If you are going to be successful in your chosen profession and find happiness as a veterinary radiologist you must know your client. You must know what makes them tick. You must know their needs, wants and pressures.

Too many radiologists believe that they can live in a bubble removed from the lives of their clients.  The most successful radiologists avoid this temptation and get involved with the lives of their clients. At a university or referral hospital that means getting up off your kiester and walking around the hospital every day talking with the other specialists. As a teleradiologist that means calling to talk with your clients. Hammering out reports is not enough.  During your travels and conversations ASK about your clients and LISTEN to the answers.  This will help you learn what you need to do to make them happy. When they are happy you will be happy.

For example, many radologists are preoccupied with fast report turnaround. They will turnaround their reports with amazing speed despite the fact that the reports are too short, too ambiguous, riddled with spelling errors, and the radiologist is not available to talk on the phone. Radiologists who actually talk with their clients might find that vets like to give the reports to the pet owners and short reports with spelling errors make them look bad. Moreover, the veterinarians are less concerned with turnaround time than having the ability to call the radiologist on the phone to discuss the case.

Many radiologists are so blindingly unaware of the issues surrounding veterinarians it is a wonder veterinarians trust radiologists at all. Too many radiologists are not aware that in many markets veterinarians cannot find jobs; the AVMA is looking to accredit Mexican veterinarians  which may make the situation worse; big drug companies are pulling their support for veterinarians by selling direct to pet owners; corporate involvement in veterinary medicine is changing how veterinarians practice and live their lives; veterinarians are having to reinvent themselves through wellness screenings because revenues from vaccines and product sales are all but dried up.   Veterinary medicine is undergoing an upheaval and it will be years before the impact of these changes is fully understood.

In addition to getting off your bum and walking around the hospital and/or calling your clients daily, at a minimum, radiologists are encouraged to monitor¹ the “From the Trenches” and “Practice Management” boards on VIN. Those two resources are a window into how the changes in veterinary medicine are affecting your clients. Radiologists are also encouraged to read trade magazines such as Veterinary Practice News and DVMagazine. Remember, the issues affecting your clients will ultimately affect you.

What you might find is that the pressures your clients are facing are similar to those facing radiologists. Corporate veterinary medicine, lawsuits, competition, issues related to informatics, and a number of other issues affect you too.

Having a better understanding of your clients will help you manage your business and help you find happiness as a veterinary radiologist.

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1. Better yet – get involved in the discussion. You will be glad you did.