The owner of a veterinary practice recently asked us about how a mission statement should be written, what it should focus on and what the final objective should be. This example is for this particular veterinary practice, but all of the concepts we will cover apply equally to any other private healthcare practice.
Their current mission statement is below:
“To honor our patients, (our) Animal Hospital ensures that each client is confident in the care they are receiving for their animal companion, comfortable with all aspects of the hospital and staff, as well as engaged in all areas of their pet’s health and wellbeing.”
The idea of this mission statement is good. My only concern with it is that it is somewhat limited. Here’s what I mean.
The effectiveness of a mission statement is that it creates the goal towards which the practice strives. The goal, once stated, is what is called an ideal scene, meaning what the practice would look like to the practice owners if it was functioning at an ideal level. This ideal scene is then compared to the existing scene. The differences are the corrections that need to be undertaken.
Let’s use your mission statement as an example. Let’s say when you compare this mission statement, this ideal scene, with the existing scene you find what’s missing is that the clients aren’t as engaged in all areas of their pet’s health and wellbeing as you would like. Let’s say too many of them view their pets as a bit disposable. This can be a problem in more rural areas where pet owners often feel that if something is wrong with the pet, rather than fix it, they’ll have the pet put down and get a new pet….in other words, the pet is viewed as discretionary or disposable.
So, how does this missing ingredient to the mission statement affect the doctors? The doctors have to compromise their treatment of the patients to align with the clients’ wishes. While it’s a bit optimistic to think that all clients will do everything that is best for the pet and not take their pocketbook into account, when the pendulum swings too much in that direction, the doctor’s work satisfaction declines. I’ve seen this really crush the morale of the doctor. So, assuming this was indeed a true mission statement, now we have the existing scene not lining up with the ideal scene and the result is the doctors are not happy.
To see how to resolve this issue in your practice read the final half of this article by filling out this form.