Have you considered the client’s perspective regarding the spike in veterinary prices over the past few years? According to the Consumer Price Index, the cost of U.S. veterinary services jumped by 10.3% from February 2022 to February 2023 and 7.6% from May 2023 to May 2024. Moreover, are you aware of recent media reports about veterinary fees? For example:
- An Atlantic article titled “Why Your Vet Bill is So High” blamed corporate consolidation as the primary driver and mentions pressure on some veterinarians to recommend more diagnostics.
- A Wall Street Journal article, “Why You’re Paying Your Veterinarian So Much,” explained that the elevated cost of care is partly due to advanced technology and higher costs for drugs, supplies and labor. It also references doctors being paid based on their production.
Practice teams are hearing more client concerns about fees. Pet owners who haven’t stepped foot in a clinic in a while and those who haven’t dealt with a veterinary emergency might be shocked to see the charge on an estimate or invoice. Those clients might be more likely to oppose the recommended care or seek another veterinary provider.
Let’s look at how your team can respond positively to clients and talk confidently about the cost of care.
Convey Empathy
Pet owners upset about your fees might display non-verbal clues, such as crossed arms, a scowl or tears. If they are apprehensive about affording treatment, they might express skepticism or anger over why your prices seem so high. The first and best response is empathy — the ability to feel what another person is experiencing.
Here’s what you can say:
- “I see by your expression that this is very upsetting.”
- “I’m so sorry Jake’s not doing well. I know you didn’t expect these complications.”
- “I know the cost of Bella’s treatment plan is expensive, and I can see you’re worried.”
The secret to effectively conveying empathy is to be fully present with someone and give the client the time to process feelings. Don’t apologize for your fees or explain why your prices have increased. Instead, practice active listening, continue to show empathy and communicate the value of your services.
Focus on Patient Advocacy
The reality is that veterinary care is costly, so communicating a pet’s needs and focusing on the benefits of treatment are critical. Clients are more accepting when they understand the value of care. If you start with “We recommend” when discussing a treatment plan, a pet owner might think you’re simply trying to sell services.
These statements communicate benefits:
- “We recommend 12 months of [product name] for Josie so she doesn’t get heartworm disease. Monthly preventives ensure that she won’t contract this serious disease. The added benefit is [product name] also protects against intestinal parasites.”
- “The best treatment for Scooter is to schedule dental radiographs and teeth cleaning. The X-rays will show whether he has an infection below the gumline. The benefits of teeth cleaning include eliminating infection and pain, preventing tooth loss, getting rid of bad breath, and ensuring that he lives a happy, healthy life.”
- “In my experience, IV fluids are the best way to correct Oliver’s dehydration so he will feel better sooner and go home quicker.”
Practice the Spectrum of Care
In 2021, the American Association of Veterinary Medical Colleges established the Spectrum of Care Initiative to provide guidance industrywide and enhance training about the spectrum of care in veterinary education. A key aspect considers all the factors that might influence a care plan, including a pet owner’s financial constraints. Some clients might choose care even if it means going into debt, while others have trouble obtaining credit.
Your goal when speaking about spectrum of care options is to identify a client’s barriers to following your recommendations and to communicate the risks and benefits of different treatment plans. The idea isn’t to immediately recommend the least expensive option when a client complains about fees but to engage in transparent, compassionate conversations about the choices and be responsive to any financial limitations.
Discussing various treatment approaches and financial alternatives allows you to provide some level of care for more pets. For example, forgoing diagnostics and performing outpatient treatment might be the most practical option.
Veterinary professionals don’t want a client to feel guilty or judged because the owner can’t adhere to the gold standard of care. Likewise, we must be realistic about the level of care a client can afford.
Here are open-ended questions and reflective listening statements that support a collaborative approach to client decision-making:
- “Tell me about your budget for today’s visit.”
- “What are your goals for Sophie’s care?”
- “How do you think Max will do with this treatment at home?”
- “What questions do you have about Tigger’s treatment options?”
Offer Financial Care
Clients who lack financial options might not be able to afford patient care. Be sure your practice offers multiple solutions, such as third-party financing and recurring billing and payments managed by outside companies. These options help pet owners spread out the cost of care.
Train your team members to talk confidently to pet owners about payment options. Most clients appreciate straightforward conversations about money to help allay fears and uncertainty.
Here is what you can say:
- “We know that veterinary care, like human health care, can be expensive. We would be happy to review your payment options.”
- “I’d like to review some payment solutions. Would that be all right?”
- “Let’s explore your payment options and see what might work best for you.”
Another best practice is to train team members to reiterate the benefits of services when presenting a treatment plan. If you say, “Here’s your estimate,” and ask for a signature, the focus is purely on money. When you review the value of each service, the focus is on patient care.
Hospital teams that engage in caring conversations about money and proactively offer financial care can help more pets get the care they need.
LEARN MORE
- Spectrum of Care Initiative (American Association of Veterinary Medical Colleges): bit.ly/3LYHV2P
- “Spectrum of Care: More Than Treatment Options” (Journal of the American Veterinary Medical Association): bit.ly/4dkRepN
- “Embracing a Spectrum of Care” (Nationwide Pet): bit.ly/3AkeKEP