In my previous blog post for Animal Health News and Views, I addressed the pros and cons of private practice ownership and whether it could be the right fit for readers. In speaking and working with practice owners across the United States, with a range of years of experience representing a diverse cross-section of practice types, owners who are dissatisfied with their ownership journey are typically the victim of feeling like their business and team are not aligned with or fulfilling their vision for their hospital. This dissatisfaction can manifest itself in the hospital culture, patient care, client experience, and ultimately, the hospital’s financial health.
Building a thriving Veterinary practice is more than offering excellent clinical care; it requires a cohesive and motivated team that shares a unified sense of purpose. For Veterinary practice owners, creating a mission, vision, and core values with your team is essential to laying a strong foundation for your business. These elements not only guide decision-making, but also inspire and unify the team. This blog post will explore how to craft these guiding principles collaboratively and ensure buy-in from your team, so your hospital lives its mission every day.
Why Mission, Vision, and Core Values Matter
- Mission Statement: The mission defines the core purpose of your practice—what you do and why you do it. It should articulate the practice’s primary goals and the value you deliver to clients and patients.
- Vision Statement: The vision outlines where you want your practice to be in the future. It is aspirational and focuses on the long-term outcomes you hope to achieve.
- Core Values: The values are the guiding principles that shape the practice’s culture. They define the expected behaviors, attitudes, and approaches that the team should embody.
Together, these components clarify your practice’s identity, unify your team, and establish a culture that attracts clients and talented Veterinary professionals.
Step 1: Involving the Team in the Process
To ensure the mission, vision, and core values resonate with your team, it’s important to involve them in the process of creating them. Here’s how to effectively collaborate:
1. Start with a Team Workshop
Conduct a workshop that allows your team to participate in shaping the mission, vision, and values. Begin by introducing the concepts, explaining why these statements are important, and how they will guide the practice’s growth. This approach helps the team understand that their input is valued and that their ideas will help shape the direction of the practice.
2. Gather Input and Ideas
Break the team into small groups and ask them to brainstorm answers to questions like:
- “Why do we come to work each day?”
- “What impact do we want to make on our clients and patients?”
- “What values do we want to uphold in our interactions with each other and our clients?”
- “How do we, as veterinarians, CSRs, and technical staff, deliver on our mission every day?
- “What actions, structure, communication, etc. allow us to accomplish our goals?”
These open-ended questions encourage everyone to share their thoughts and experiences. Collect these ideas and look for common themes that emerge across the different groups.
3. Facilitate Open Discussions
After the brainstorming session, bring everyone back together to share their ideas. Encourage open discussion about the key themes that surfaced and how they reflect the practice’s identity and goals. This step is crucial in building a consensus and gaining initial buy-in, as the team sees their input being considered in shaping the practice’s guiding principles.
4. Drafting the Statements
Using the input gathered, draft preliminary versions of the mission, vision, and values. Then, share these drafts with the team and invite feedback. Involving the team at this stage demonstrates that their voices matter and fosters a sense of ownership in the final outcome.
Step 2: Crafting the Mission Statement
A great mission statement is concise, clear, and conveys the essence of your practice’s purpose. Here are some tips for crafting an impactful mission statement . . .
- Keep It Short and Memorable: Aim for one or two sentences that can be easily recalled and shared.
- Emphasize the Practice’s Unique Value: What sets your practice apart? Highlight what makes your approach to Veterinary care special.
- Make It Patient and Client-Centric: Focus on the impact your practice makes on patients and their owners.
Example Mission Statement:
“To enhance the lives of pets and their families by delivering compassionate, comprehensive, and high-quality Veterinary care in a welcoming environment.” That particular mission statement is fairly run-of-the-mill and probably not too unique from many hospitals at face value. That being said, while the statement may be common, it’s far less common that a hospital has taken the time to really define each of those key components. What does “compassionate” look and feel like on a daily basis? What about “high-quality?” In my experience, as important as the mission statement is, it’s more important that the entire team knows what those key phrases mean and what’s expected of them within their role to accomplish it.
Step 3: Developing the Vision Statement
A vision statement should be ambitious and inspiring, reflecting the long-term impact you want your practice to make. When crafting your vision, consider the following . . .
- Long-Term Goals: Where do you see your practice in 5, 10, or even 20 years?
- What Success Looks Like: What does achieving this vision mean for your patients, clients, and team? I talk with hospitals frequently about “metrics for success” and they fit in great here. Consider speaking with your team about specific, measurable patient outcomes; financial key metrics; and how culture-related metrics define success for your hospital.
- Future Aspirations: Think about new services, growth, or community impact.
Example Vision Statement:
“To be a leader in Veterinary healthcare, known for our compassionate care, innovative treatments, and strong community partnerships.” Similar to the example mission statement, a vision statement is only as good—and as valuable—as the thought and conversation put into how it drives behavior at the hospital level.
Step 4: Establishing Core Values
Core values serve as a blueprint for your practice’s culture and guide behavior in various situations. To create meaningful core values, consider the following . . .
- Identify Behaviors You Want to Encourage: Focus on attitudes and behaviors that reflect the culture you want to foster.
- Limit the Number of Values: Aim for three to five key values that encompass the most important principles.
- Use Action-Oriented Language: Frame values in a way that encourages specific actions (e.g., “Commit to Continuous Learning” instead of just “Learning”).
Example Core Values:
- Compassion: We show empathy and understanding in every interaction with pets and their families.
- Integrity: We conduct ourselves with honesty and transparency.
- Excellence: We strive for the highest standards in clinical care and client service.
- Teamwork: We value the strengths of each team member and work together to achieve our common goals.
Step 5: Gaining Team Buy-In
After the mission, vision, and values are finalized, the next challenge is ensuring that these principles are embraced and integrated into daily operations. Here’s how to secure team buy-in . . .
1. Communicate the “Why” Behind the Statements
Explain why each statement matters and how they will shape the future of the practice. Help team members understand how the mission, vision, and values influence decisions, policies, and daily interactions with clients and patients.
2. Incorporate the Statements into Onboarding and Training
New hires should learn about the mission, vision, and core values as part of their orientation. Embed these principles in ongoing training and make them a part of performance reviews and staff meetings.
3. Lead by Example
Practice owners and managers must model the values and uphold the mission and vision. Team members are more likely to embody these principles when leadership consistently demonstrates them.
4. Celebrate Wins That Align with the Mission and Values
Recognize and reward behaviors that reflect the core values. For example, if a team member goes above and beyond to comfort a nervous pet, acknowledge this action as an example of living the value of compassion. This reinforces the desired behaviors and strengthens the culture.
5. Encourage Feedback and Continuous Improvement
Keep an open line of communication for team members to provide feedback on how the mission, vision, and values are being applied. This approach helps maintain relevance and ensures that these statements evolve with the practice.
Creating a mission, vision, and core values for your Veterinary practice is a foundational step that shapes your team’s culture, guides decision-making, and impacts the overall success of your business. By involving your team in the process and taking steps to gain buy-in, you ensure that these guiding principles are not just statements on paper, but are also lived and breathed every day. With a unified team working towards a common purpose, your practice is poised to make a meaningful impact on the lives of pets and their families.