How to Navigate Cost Concerns with Different Kinds of Equine Vet Clients

View the original article, titled “How to Navigate Cost Concerns with Different Kinds of Clients,” published in a supplement of the December 2024 issue of The Modern Equine Vet.

No one has to tell you that cost conversations can be a challenge in equine practice, especially when you’re dealing with a diverse client base. Each horse owner brings their own set of financial considerations and expectations into the discussion, and you must weigh these alongside the horse’s care — as well as your practice’s financial health.

Let’s look at several client personalities you may be familiar with, along with practical strategies for handling cost discussions effectively. No matter what type of client you’re interacting with, understanding their unique perspective can help you build trust.

The Cost-Conscious Client

When you recommend a treatment plan for this client, they may hesitate due to cost. Instead of offering a discount, explore an alternative course of action. Perhaps you can pursue fewer diagnostics or treatment components and still expect a good outcome for the horse. Or, if you accept the CareCredit health and animal care credit card, you can let your clients know this financing option lets them spread payments out in a budget-friendly way to help them accept your full plan now.

The Information Seeker

This client always does their due diligence. They’ve conducted lots of research and may come to you with preconceived ideas about diagnosis and treatment. They may ask numerous questions, state objections, want to know about each step of treatment and question the cost. Recognize this client’s need to know and calmly and clearly explain the “why” behind your recommendations, along with the benefits to their horse and flexible ways to pay for care.

The Deal Diva

This horse owner hunts for the lowest prices relentlessly, even when they can afford full price. Congratulate this client for being a smart consumer while emphasizing the unmatched quality of care your team provides, explaining how these services are an investment in their beloved horse’s health and longevity.

The Compassionate Caregiver

This may be that community nonprofit you’d really like to support or a 4-H kid from a family of limited means. Most equine veterinarians want to help in these situations, but there’s no need to work for free. For cases of philanthropy or genuine hardship, set aside a certain amount in your budget each year. You can use this fund all at once or gradually throughout the year. This way, you can still make a difference for special cases when you feel moved to without jeopardizing your financial health.

Navigating cost concerns takes clear communication and confidence. If you have a plan in place ahead of time, you’ll have the right tools to address each client. This helps ensure happy clients, healthy patients and a thriving practice.

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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