The cost of veterinary care continues to rise, and the data is starting to show how pet owners are responding. A 2024 Gallup and PetSmart Charities study found that 52% of US pet owners skipped or declined recommended veterinary care, with 71% of them citing cost as the reason why.
And it’s impacting practices’ bottom line. Although they still feel busy, according to the Provet Cloud 2025 Veterinary Insights Report, 56% of small clinics and 44% of corporate practices reported a decline in profitability.
Rising costs, inflation, and slower pet adoption rates are financially squeezing the industry, making it critical that teams help clients understand the value of veterinary care.
To accept care for pets amidst economic turmoil, veterinary clients must understand what they’re paying for and why it matters – and it’s incumbent upon practices to communicate the value of their services.
Here are four strategies veterinary teams can use to build client trust, demonstrate value, and increase care compliance.
1. Hear clients’ concerns, then explain
When clients decline services or skip visits, the number on the estimate is only part of the equation. Pet owners may balk at the costs when they don't see the value of veterinary care or are uncertain whether it’s a necessity for their pet.
That uncertainty is amplified when clients feel rushed or overwhelmed. Taking time to explain the “why” behind a recommendation and connecting it to their pet’s long-term well-being can redirect the conversation. Instead of defending prices, focus on empowering and supporting the client to make decisions based on honest assessments and discussions.
2. Give a detailed plan and discuss options
Treatment plans and estimates help to set realistic expectations for clients. A well-structured estimate should outline services clearly, break down costs, and provide clear statements about financial responsibility and payment options.
Create customized text templates in your cloud-based practice management system to standardize language and formatting, allowing each team member to present information in a consistent, ideally empathetic manner. After a thorough discussion of the options and potential outcomes, clients can make choices without pressure.
3. Emphasize long-term value
Veterinary care and pet health management rarely end after a single visit. Preventing or managing chronic conditions requires ongoing care and a relationship between the pet owner and veterinary team. However, clients may view each visit as a standalone event rather than a long-term strategy.
Shifting client communication away from today’s costs to tomorrow’s health concerns can help clients refocus and consider the broader health picture. For example, you could explain how the cost of a preventive or minor dental procedure is significantly lower than an extensive procedure down the line, and has the added benefit of preventing pain and suffering in the pet.
Or, explain how early detection of chronic diseases with routine blood work can vastly alter the cost and efficacy of treatment. Referencing real-life examples can show clients how actual patients have benefited from proactive care, turning an idea into a tangible understanding.
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4. Manage costs with preventive care plans
Bundled preventive care or wellness plans are effective client budgeting tools that also improve compliance and overall pet health, shifting focus from reactive to proactive care. Provet Cloud’s Health Plans are built into our PIMS platform, making the process seamless for clinics and clients.
Veterinary staff and clients can track their plan usage, see which services their pet still needs for the year, and, most importantly, see how much they’ve saved with the plan over time. This demonstrates the value of the plan but also opens a discussion about the long-term savings that routine preventive care can provide when pets stay healthier.
Additionally, Provet’s Health Plans are highly customizable, enabling veterinarians to create plans tailored to pets of all age groups, lifestyles, and species. Manage plans directly from the patient chart and send smart reminders about overdue services so clients can use them before plans expire. Care plans encourage multiple visits per year, ultimately strengthening relationships and building trust and loyalty.
Providing and communicating value = stronger trust
Clients don’t look exclusively for the cheapest option; they weigh the cost against the perceived value of veterinary care to decide where to go. Developing strong partnerships builds trust so that clients view your services as more valuable than the discount clinic down the street.
Transparent and respectful conversations about costs help clients feel supported and heard, and using modern tools to streamline these conversations can have a significant impact on compliance, pet health, and hospital success. Veterinary medicine is a valuable service, so help your clients see the full picture.
Key takeaways
- Rising costs and delayed care present challenges for pet owners and veterinary practices.
- Explaining what a service or product does for pet health helps clients connect cost to the value of veterinary care.
- Treatment plans and estimates establish expectations and provide clients with the necessary information to make informed decisions.
- Preventive care plans make costs feel manageable and offer unmatched value for clients.
Turning communication into connection
Clear client communication around cost builds trust and helps clients feel confident about care plans and recommendations. Modern, cloud-based veterinary practice management software offers tools that support and streamline conversations, ensuring your message always gets through.
Contact us or schedule a demo to see how the thoughtful software features built into Provet Cloud can help you communicate the value of veterinary care and strengthen client relationships in your practice.
