What’s the Harm in Offering Discounts for Equine Vet Care?

View the original article, titled “What’s the Harm in Providing a Discount in ‘Special Cases’?” published in a supplement of the December 2024 issue of The Modern Equine Vet.

Veterinarians discount their services for numerous reasons. Maybe a longtime client shares that they just paid for a major home repair and asks for a deal "just this once." Or a new client has come from a different practice and claims costs were “nowhere near” what you’re charging. Whatever the reason, discounts are generally not the best idea to maintain your practice’s financial health.

The Dangers of Discounting

When you reduce fees, you send a message that your services are overpriced at the normal rate. What’s more, your clients will expect the discount in perpetuity — as will other horse owners in your community when word of your generosity gets out.

Discounts can also complicate your business by adding layers of operational complexity. For example, say a large training barn insists on discounted services or they’ll go elsewhere for veterinary care, and you agree to their terms. Suddenly, you’re invoicing under different fee structures for the same level of service.

Now imagine other farm managers in your client base hear of the discount. They’ll likely want a similar deal and begin negotiating their own terms. Now you’re creating different software codes for the same service at different prices for different clients, and you’ve got an administrative nightmare on your hands. With multiple doctors in the practice, the chaos can quickly multiply.

What’s more, granting discounts to clients who bully and complain is unfair to those loyal clients who are grateful for your care. Yes, it can be hard to hold your ground with unpleasant people, and sometimes it seems easier just to give in. But remember: You train what you tolerate.

What To Do Instead

Rather than lower your prices, discuss treatment alternatives that fit your client’s budget. In addition, offering a financing option such as the CareCredit health and animal credit card lets owners spread payments over time, which may help them move forward with your full recommendation without delay.

The bottom line? Setting fair and consistent prices that allow you to pay a living wage to yourself, staff and other doctors is the first step to putting an end to discounts. Providing a client experience that delivers clear and consistent value should quickly follow. These two actions alone can help keep special cases from doing a number on your profit margins.

A Flexible Financing Solution for Your Equine Veterinary Practice

Looking for a way to give your clients a flexible way to pay for care throughout their horse's lifetime? Consider offering the CareCredit credit card as a financing solution. CareCredit allows horse owners to pay for equine veterinary services over time while helping to enhance the payments process for your practice.

When you accept CareCredit, clients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on qualifying purchases.* Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a veterinary financing solution or start the provider enrollment process by filling out this form.

Author Bio

Amy L. Grice, V.M.D., M.B.A., is the owner of Veterinary Business Consulting in Virginia City, Montana; founder of the Decade One mentorship groups for equine veterinarians; and a former ambulatory practitioner for 25 years. She has held numerous leadership positions with veterinary professional organizations and is a frequent speaker at industry events.

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