Veterinary practices should communicate with clients transparently and proactively to counter price resistance and sticker shock.
Today's Veterinary Business | https://todaysveterinarybusiness.com/
Pet owners are feeling the pressure of rising veterinary prices. The cost of essential dog care averages $1,533 annually, according to one study, and 42% of Americans cannot cover an unexpected veterinary bill of $999 without going into debt. Another study found that 91% of pet owners have experienced financial stress due to the cost of care. To make matters more challenging, pet-related inflation — particularly veterinary fee hikes — has outpaced general inflation over the past five years.
This increasing financial burden makes it more critical than ever for veterinary practices to promote payment options and offer products and services that help pet owners afford care. Many clinics wait for clients to ask about the choices at checkout rather than discuss them proactively.
Standard financial products include:
Pet health insurance.
Payment options such as CareCredit, ScratchPay and All Pet Card.
Wellness plans.
Manufacturer rebates, including instant in-clinic discounts.
Being Upfront About Money
Veterinary professionals often shy away from discussing finances with clients out of fear of seeming salesy. However, not discussing costs can lead to misunderstanding and sticker shock, eroding pet owners’ trust in a clinic and deterring them from seeking future care.
Clients feel supported when a veterinary team engages in transparent conversations about costs and affordability. They then know what to expect and feel empowered to determine their pets’ care. Owners with pet insurance or payment options are more likely to comply with treatment plans.
Proactive cost discussions increase client compliance and loyalty, reduce the likelihood of delayed care, and boost treatment acceptance rates. Practices that embrace affordable options position themselves as partners in pet health, fostering long-term relationships.
What Do We Market?
Marketing centered on a touchy topic like money isn’t as fun or easy as promoting a new ultrasound machine or the latest online booking platform. Financial marketing doesn’t always mean a social media campaign, either.
One solution is to focus on affordability, which, by definition, is about providing clients with options to manage costs over time while ensuring their pets receive needed care. It’s about recognizing financial realities and offering sustainable, high-quality care that fits within a budget. Affordability also means enhancing your team’s ability to deliver care more effectively and elevating the client experience to ensure smoother, more satisfying interactions.
How to Market Affordability
Information about paying for the cost of veterinary care shouldn’t be just brochures stuffed in a puppy pack. Make the options and provider links accessible across all your marketing channels. Consider a web page dedicated to the topic, monthly social media posts, and a quarterly email mention or focus. Other avenues include signage such as posters or digital screensavers in exam rooms and the lobby, text messages, and push notifications to app users.
Second, get the wording right. Focus on what your practice can offer, not what you can’t. Build trust and empathy by acknowledging the rising cost of pet ownership, not just veterinary care.
Reframe the conversation by focusing on the many ways your veterinary practice helps clients manage costs. For example:
Pet insurance: Education is vital, so direct clients to online resources like Pawlicy Advisor, Petted or the North American Pet Health Insurance Association to help them choose the best policies for their needs.
Wellness plans: Highlight the value of predictable payments and the programs’ comprehensive care. Promote the option in your clinic and on your website and social media channels.
Payment options: Many practices are connected to financing providers, so discussing them when a client rejects an estimate can avoid stressful last-minute decision-making.
Competitive pricing: Showcase that you work to keep costs down by offering rebates and manufacturer discounts when available.
Team Messaging Matters
The following talking points ensure your team is on board conversationally.
“We’re here to provide high-quality care at manageable prices and not to be the cheapest option.” Takeaway: Being affordable means offering value and helping to spread out the costs without undercutting your ability to provide excellent care.
“We focus on creating payment solutions that work for our clients, like wellness plans and pet health insurance.” Takeaway: While discounts might be a small part of affordability, payment options, insurance and wellness plans are sustainable ways to help clients afford care without imposing financial strain on the clinic.
“By offering payment solutions to our clients, we increase compliance and revenue without compromising quality or profitability.” Takeaway: Payment solutions enhance profitability by ensuring client acceptance of treatment recommendations.
“Each client’s financial situation is unique, so we provide a variety of options to help them afford care without stress.” Takeaway: Different people have different financial realities, so affordability must be flexible. Tailored solutions allow more pet owners to access veterinary care that suits their budgets.
“We want to avoid surprises. Here’s how we communicate our costs and payment solutions to clients early in the process.” Takeaway: Avoiding price discussions leads to client frustration and mistrust. Being upfront about costs and payment options helps pet owners feel supported and respected, which builds trust and loyalty.
8 WAYS TO MAKE PAYING EASIER
Payment solutions should be easy to find on your website and clearly describe their benefits. Consider adding a “Payment Options” button in the website footer that links to more information or directly to your recommended providers.
Regularly share social media posts about pet insurance, wellness plans, payment solutions and current rebates.
Include a payment options handout in new-client packets.
Email clients about ways to pay for veterinary care in a monthly newsletter or a single-topic message. Not sure where to start? For example, September is National Pet Insurance Month and is a great time to start the discussion.
Add a FAQ section to your website if your team often gets questions like “Do you have payment plans?” or “Do you offer financing?” Pointing clients to the page reduces repetitive queries and phone calls.
Ensure team members are comfortable discussing payment options and other financial solutions. They should be able to answer questions with empathy. Provide them with scripts to use when talking about payment solutions, wellness plans or pet insurance.
Use eye-catching signs or brochures in exam rooms and waiting areas to promote financial options and manufacturer rebates. Consider displaying a QR code that links to detailed information.
Many financial providers offer marketing materials you can use or draw inspiration from. Even if you create your practice’s content, you can use it again in three to six months without needing to come up with new graphics and messaging.
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