Building Trust with New Veterinary Doctors

Welcoming a new veterinarian to your practice is an exciting step, but it can also raise concerns among clients loyal to existing doctors. Building trust in a new associate requires a proactive, multi-faceted marketing and communication plan. Here’s how to ensure a smooth transition and foster strong client relationships.

Before the New Doctor Arrives

Preparation is key. Several steps can be taken before your new veterinarian’s start date to lay the groundwork for success:

• Business Cards: Design and print professional business cards including the doctor’s name, title, hospital logo, address, phone number, website and email. Include an appointment reminder and a QR code for online booking on the back. The American Veterinary Medical Association reports an average of 1499 active clients per veterinarian per year. ¹ Analyze your practice’s client numbers to determine the appropriate quantity to print.
• Professional Attire: Order scrubs and lab coats embroidered with the doctor’s name. Name tags are an alternative, but less reliable.
• Headshots: Invest in professional headshots of the new doctor in uniform, ideally with their pets. These will be used for your website, lobby slideshows, press releases, and social media.

Communicating with Clients

Effective communication is crucial for introducing the new doctor and building client confidence:

• Email Announcement: One to two weeks before the start date, send an email to clients featuring the new doctor’s photo and a link to their full bio on your website. ¹ Have the practice owner personally write and sign the email to add credibility.
• Highlight Benefits: Emphasize client benefits, such as increased appointment availability or new services offered by the new doctor (e.g., acupuncture).
• Social Media: Share the new doctor’s education, areas of special interest, and enthusiasm for veterinary medicine on your social media platforms.

Onboarding and First Impressions

The first day sets the tone. A well-planned onboarding process is essential:

• Warm Welcome: The practice owner or manager should personally greet the new doctor upon arrival.
• Comprehensive Tour: Provide a thorough tour of the facility, including exam rooms, the lobby, surgery, treatment area, pharmacy, laboratory, and break room.
• Team Introductions: Introduce the new doctor to each team member, explaining their role and how they can collaborate. Schedule meetings with key personnel like the lead technician, inventory manager, practice manager, and client service representatives.
• Visible Presence: Place a framed photo and bio of the new doctor on the check-in counter for at least the first 90 days, alongside their business cards.
• Simplified Schedule: Start with a lighter schedule, pairing the new doctor with an experienced technician for support.
• Welcoming Gesture: A bouquet of flowers or a plant with a signed card from the staff can create a positive atmosphere.

Training and Support

Ongoing support is vital for the new doctor’s success:

• Standards of Care Review: Schedule a meeting with the practice owner or medical director to review common standards of care, including vaccination protocols, pain management, and hospitalization procedures.
• Systems Overview: Provide training on practice information management systems (PIMS), prescription approval processes, client communication platforms, and reference lab requisitions.

Client Service Scripting

Equip your client service representatives (CSRs) with a script to confidently address client inquiries:

“Thanks for requesting an appointment with Dr. [Favorite Doctor]. Their next opening is [date, time]. If you’d like [pet name] to be seen sooner, Dr. [New Doctor] has availability and would be an excellent fit. She has a special interest in feline medicine and is wonderful with senior cats like [pet name]. You and [pet name] will love her gentle, calming approach. Dr. [New Doctor] has appointments on [date, time 1] or [date, time 2]. Which works best for you?”

Personal Touches

Adding personal details can help clients connect with the new doctor. Consider sharing a fun fact, such as, “She enjoys hiking with her Australian shepherd, Snickers, and has completed 3 marathons.”

¹ Larkin M. Benchmarking data plus evaluating efficiency equals practice productivity. American Veterinary Medical Association. October 15, 2025. Accessed February 25, 2026.