What Healthcare Clinics Can Learn From Swimming With Whales

Today, I want to share a unique story — swimming with whales — and what it taught me about managing expectations in your healthcare clinic. You might be wondering what on earth swimming with whales has to do with your clinic, but stick with me for a moment because this experience offers a powerful lesson in how we handle the unexpected, both when things go well and when they don’t.

My Whale Swimming Experience

Yesterday, I went swimming with whales for the first time. What an incredible, majestic experience! If you ever get the chance, I highly recommend it. Now, this isn’t a plug for any company — just a genuine shout out to a wild and unforgettable experience.

What really stood out to me wasn’t just the whales themselves, but the detailed briefing we received before getting in the water. The team went through a thorough checklist with each person about what to do if something went wrong. It was clear, step-by-step, and very reassuring.

That moment made me feel safe, secure, and confident that we were in the right hands. I knew exactly what to expect, what I needed to do, and what the team would do if anything didn’t go to plan.

What Does This Have to Do with Your Clinic?

Afterwards, I couldn’t help but wonder — how often do we create that same sense of safety and clarity for our patients in our clinics?

When someone comes in for their first appointment, how well do we explain what will happen if things don’t go exactly as expected? For example:

• What if their symptoms flare up after treatment?

• How do we prepare them for that possibility?

• Do they know what steps to take and who to contact?

• Do they understand that flare-ups can be a normal part of the healing process?

If we don’t pre-frame these potential scenarios clearly, patients might feel scared or confused. They might think, “This treatment made me worse,” and unfortunately, they often don’t reach out to us for help. Instead, they might just stop coming or seek help elsewhere — sometimes without ever telling us what happened.

Why Pre-Framing Matters

Take physiotherapy as an example, since that’s my background. After a treatment session, some patients may experience increased pain or discomfort. Without prior explanation, this can be worrying for them.

But if we prepare them beforehand — “It’s possible you might feel a bit worse for a day or two, but here’s why that happens and what you should do…” — it changes the whole experience.

They know:

• This is normal sometimes

• How to manage symptoms

• When and how to contact the clinic

• That we have a plan to help if things don’t improve

This clear communication builds trust and reduces unnecessary cancellations or lost patients. It also helps patients feel supported rather than abandoned if things don’t go perfectly.

Beyond Treatment: Clear Communication in All Areas

Pre-framing isn’t just about treatment outcomes. Think about cancellation policies or other clinic processes — are these clearly communicated? Are patients aware of what to expect and how to handle changes or challenges?

Simple clarity creates confidence and reduces stress for both you and your patients.

Your Action for Today

Take a moment to reflect on this experience of swimming with whales and ask yourself:

• How well do you prepare your patients for the unexpected?

• What clear instructions and reassurances can you give if treatment doesn’t go perfectly?

• How can you make your patients feel safer, more informed, and more confident throughout their care journey?

This small step of pre-framing can make a big difference in patient satisfaction, retention, and your clinic’s reputation.