The price of veterinary services has increased significantly. Despite wishing this wasn’t the case, or that we could go back in time, it’s where we are. This also means that your veterinary team likely fields questions from concerned pet owners daily. 

“Fluffy’s shots didn’t cost this much last year; why do they cost more now?” 

“What can I do if I can’t afford hospitalization for my sick cat?” 

“Why is veterinary care so expensive?”

Communicating the value of veterinary services has never been more important. With clients scrutinizing every cost, you must help them understand the return on their investment in terms they understand. Here are seven tips you can use to successfully help clients understand the value of your veterinary services.

 

1. Narrate your physical exam

I once had a client complain to the office manager that I didn’t perform a physical exam on their puppy. It was easy to understand why they thought I had skipped this essential part of the visit. As I palpated their dog’s abdomen, I asked questions about the puppy’s history. When I checked the pup’s oral cavity, I remarked about his puppy breath. To them, it seemed like I was just petting and admiring their new puppy. 

The advent of scribing tools has produced an unexpected benefit. As veterinarians narrate their physical exam steps and findings, they call attention to the various components of the exam, and clients understand the vet is doing more than simply running their hands over the pet. Even if you don’t use an AI scribe tool (although I highly suggest you try it out!), narrating your exam can help clients understand the value of this service.

 

2. Explain all diagnostic testing results 

When clients pay for blood work and receive a text saying, “Fluffy’s blood work is normal,” they may feel like they wasted their money. Without knowing what tests were performed and what the results mean for their pet, there is a good chance they’ll feel duped—and that they won’t say yes next time. 

When you recommend diagnostic testing, take a moment to explain exactly what tests will be performed, the information you will gain, and how it will benefit their pet. When you receive results, review them with the client, line by line. For example, explain that creatinine is an indicator of kidney function, and the normal value confirms that their cat’s kidneys are functioning normally. Further explain that this information helps you know it’s safe to use certain medications and anesthetic drugs, and that you’ll continue to closely monitor kidney function because chronic kidney disease is common in cats.

 

3. Emphasize your team’s expertise

When you pay for auto repairs, the mechanic’s labor charge comprises a large part of the invoice. People don’t typically question this fee because they understand that they are paying for the mechanic’s expertise. However, if there were no labor charge, the emphasis would move from the mechanic’s knowledge to the cost of the auto parts.

When a practice offers a free exam, this well-intentioned action tells clients that the value of the visit lies in the vaccines and parasite preventives instead of the veterinarian’s expertise. Flip this narrative by charging more for skilled services, such as exams, dental services, and surgical procedures, and save discounts for goods that clients can purchase elsewhere. This helps clients understand that they are paying for the expertise of a skilled professional instead of vaccines. 

 

4. Focus on the benefits

When clients pay for veterinary services and care, they are investing in their pet’s health. You can use this common goal as a central theme for your recommendations by explaining how each service will benefit the pet. For example, instead of saying, “We should do tick disease testing,” say, “Ticks are bad this year, and they carry many dangerous diseases. I recommend testing Baxter for exposure to tick-borne diseases because early detection can prevent many of the more serious consequences of diseases like Lyme and ehrlichiosis.”

Simply taking the time to emphasize the why behind your recommendation can turn an obscure suggestion into a tangible benefit that the owner can understand.

 

5. Provide customized care 

Male veterinarian reviewing test results with female owner, while a large white dog sits by her side

Pet owners may struggle to see the value in routine visits that feel like cookie-cutter care. However, they’ll be more likely to understand the worth of services and recommendations that you suggest specifically for their pet’s breed, age, and lifestyle. For example, instead of bringing the same set of vaccines into every room, consider discussing your tailored vaccine recommendations after gathering a history and performing a physical exam. 

You can also frame preventive diagnostic recommendations around each specific pet, such as monitoring hip joint health in large dogs or kidney health in cats. Although you likely already make these personalized recommendations, the client may not understand the value if you don’t explain the reasoning and benefits for their pet.

 

6. Foster lasting relationships

Pet owners are more likely to value care and services provided by someone they consider a trusted member of their pet’s healthcare team. Cultivating meaningful relationships with clients takes time, but the payoff is well worth the effort. Ways you can keep your relationship going between visits include:

  • Sending monthly emails with personalized educational content
  • Sending reminders for visits and medication refills
  • Sending reminders to give monthly parasite preventives
  • Offering a messaging service to field client questions
  • Offering other telehealth services, such as virtual visits and phone consultations

 

7. Provide an itemized invoice   

Clients are more likely to balk at a surgery bill when they don’t understand everything that goes into the procedure. When a procedure is listed as a single line item, they are unlikely to consider the IV fluid supplies, premedications, anesthetic drugs, pain medications, suture material, instrument care, trained staff members, and various other supplies and labor that contribute to the total cost. Providing an itemized invoice and asking the client to review it and share any questions or concerns can minimize any sticker shock they might otherwise experience.

 

Consistent, clear, and compassionate communication is the key to helping clients understand the value of your veterinary services. Verbal communication in the exam room plays a large role in this strategy, but written communication sent between visits is also essential. If you want help with emails, blog posts, social media, or other between-visit communications, contact Rumpus Writing and Editing to see how we can help!