Pricing. Part 2: charging for veterinary expertise and handling grey areas – building trust through transparency

Abstract

The veterinary profession is built on compassion, skill and a commitment to the welfare of animals; however, as with any service industry, it must also be financially sustainable. With the Competition and Markets Authority reviewing the sector's pricing practices as part of its ongoing inquiry into the household pets sector, the need for greater transparency around costs has become evident. Clients want to understand what they are paying for and feel that they are getting good value for money. Veterinary teams often struggle with discussing pricing confidently, fearing it may make them seem ‘all about the money.’ In reality, understanding and effectively communicating pricing is not only essential for the financial health of a practice, but also for maintaining trust with clients. This article explores why fair pricing is necessary, where the money goes, how to discuss fees confidently and assertively, and how to handle grey areas with professionalism and empathy.