Recommended Reading
1 Harley, A. Prospect Theory and Loss Aversion: How Users Make Decisions. www.nngroup.com/articles/prospect‐theory
2 Peters, J. How Our Brain Decides to Get Insurance. Should we invest now in something that may or may not happen later? www.lemonade.com/blog/brain‐decides‐insurance
2.9 Anticipated Costs of Pet Care
Sarah Rumple
Rumpus Writing and Editing LLC, Denver, CO, USA
2.9.1 Summary
Discussing cost of care with clients is not a lesson taught in most veterinary schools, and many veterinarians prefer to avoid the subject, leaving their support staff to deal with upset clients. Owning a pet and providing appropriate veterinary care for that pet's lifetime costs more than most pet owners realize, and veterinarians need to be prepared to discuss costs at the time they make their recommendations.
Transparent and upfront cost discussions with clients based on appropriate healthcare recommendations will lead to improved relationships, happier and more trusting clients, happier team members, and better outcomes for pets.
2.9.2 Veterinarians and Cost Discussions
It's a topic few veterinarians want to discuss, and one even fewer veterinarians were taught how to discuss during veterinary school. The money conversation is so uncomfortable and awkward, veterinarians often make their recommendations without mentioning cost until a client inquires, which can instill feelings of distrust in the pet owner (see 5.11 Discussing Finances for Pet‐Specific Care).
The fear of appearing to be “in it for the money” is not new for veterinarians. Conduct an online search about veterinarians and money, and you'll find countless articles and news pieces about veterinarians recommending seemingly unnecessary diagnostics and treatments in the hope of making more money. As a result, the profession is afraid of talking about money, pet owners lose faith in veterinary healthcare providers, and pets don't get the care they need and deserve.
When veterinarians avoid discussing cost of care with clients, they aren't making the uncomfortable discussion disappear. Instead, they are punting the conversation to other members of the team, who will likely be forced to have the conversation after a sticker‐shocked client confronts them. This puts client care representatives and other team members on the defensive and makes pet owners feel as if the veterinary team was not upfront about the cost of care before services were rendered. When veterinarians neglect to be upfront and transparent about the cost of care, support staff and pet owners are left with a bad taste in their mouths, and that can lead to poor reviews for veterinary hospitals and negative press about the profession.
Two studies published in the Journal of the American Veterinary Medical Association found that pet owners expected veterinarians to initiate discussions of costs upfront, but that those discussions were uncommon [1, 2]. And, when cost was discussed, veterinarians focused on tangibles, such as time and services provided, while pet owners focused on outcome as it related to their pet's health and well‐being [1, 2]. In the earlier study, veterinarians reported feeling undervalued for their efforts, while some pet owners were suspicious about the motivation behind veterinarians' recommendations [1].
This disconnect between veterinarians and pet owners clearly poses barriers for the profession. But, if veterinarians can improve communication, educate clients, and have the cost discussion every time they make a recommendation, some of these challenges can be alleviated.
2.9.3 The Do's and Don'ts of Discussing Cost of Care with Clients
DO make recommendations based on what you believe is best for the pet.
DON'T make recommendations based on what you assume the pet owner can afford.
Never assume you know what a client can or cannot afford, and don't make your recommendations based on those assumptions. Always make your recommendations based on best practices and what you believe would provide the most necessary medical information for you to make an accurate diagnosis and end in the best result for the pet.
DO initiate the cost discussion immediately while explaining your recommendations.
DON'T wait to discuss cost until the client inquires. Be transparent and upfront about costs while making your recommendations. The two should not be different conversations, but should instead be intertwined as one.
DO explain costs as they relate to the betterment of the pet and the outcome your recommendations will lead to.
DON'T attempt to justify costs based on time or services provided. Clients don't care how much a particular piece of diagnostic equipment costs, how many staff members are involved in a pet's care, or how much time you'll need to spend to diagnose a pet. They care about the health of their pets and how your recommendations will help them.
DO discuss alternative payment options and ways to plan for future veterinary costs.
DON'T devalue your expertise by changing your recommendations when the pet owner indicates cost is a barrier.
Once you've made your recommendations and discussed cost, be prepared to offer alternative payment options for clients concerned about the price. Avoid altering your recommendations to decrease the cost of care. This devalues your expertise and can make the pet owner question the motives behind your initial recommendations. To help cover the immediate need, consider recommending third‐party financing (see 10.18 Financing Veterinary Care) or a payment plan (see 10.17 – Payment and Wellness Plans). Services like these allow you to offer payment plans to your clients without having to manage them in‐house. To prevent cost from becoming a barrier in the first place, educate all your clients on the benefits of pet health insurance (see 10.16 Pet Health Insurance).
2.9.4 Preparing Clients for the Cost of Care Over a Pet's Lifetime
Educate your clients on the average costs of care long before you're facing an uncomfortable exam room situation. Tables 2.9.1 and 2.9.2
