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A recent PetSmart Charities-Gallup study revealed that over half of U.S. pet owners have skipped or declined necessary veterinary care; 70 percent of those owners cited affordability as the primary reason, regardless of income level. In fact, a third of households earning over $90,000 still reported forgoing care due to cost concerns. This highlights a disturbing trend: veterinary care often feels out of financial reach for many families. For veterinarians who are deeply committed to helping animals, how do you ensure pets receive the care they need when cost becomes a barrier?

Veterinary teams can play a powerful role in addressing this challenge. The first step is improving how we talk about cost. Cost conversations shouldn’t feel awkward or embarrassing; they should feel like part of the normal care process. Start by providing clear, written estimates before treatment, with itemized breakdowns to help clients understand what they’re paying for. More importantly, take time to explain the “why” behind every recommendation: why a test is needed, what the risks of skipping it are, and how it fits into the pet’s overall health care plan. When pet owners understand the value of care, they’re more likely to invest in it.

Offering a range of care options also empowers pet owners to make choices that work within their means. While the gold standard may always be the ideal, presenting a spectrum of diagnostics and treatments, each medically appropriate, allows for flexibility. Veterinarians can guide clients in prioritizing what’s essential now and what could be monitored or staged over time. This collaborative, nonjudgmental approach builds trust and helps clients feel respected, not pressured.

Financial planning support is another important piece of the puzzle. Proactively discuss pet insurance, especially for young, healthy animals. (I highly recommend teaming up with Pawlicy.com to take the burden and responsibility off your team.) Offer or inform clients about third-party payment options like CareCredit or Scratchpay. For families facing significant hardship, maintain a list of charitable organizations or crowdfunding solutions that offer financial aid for veterinary care. Aside from GoFundMe, resources like Frankie’s Friends, RedRover, and The Pet Fund can make a difference in urgent situations. I’ve even had some clients access quick cash at local pawn shops.

And we can’t forget to emphasize the importance of preventive wellness for pets. When clients understand that regular checkups, vaccines, parasite prevention, dental cleanings, and good nutrition can prevent costly illnesses in the future, they’re more likely to keep up with routine care. Consider offering wellness plans that bundle preventative services into a predictable monthly fee—an approach that not only supports pet health but also makes budgeting easier for families.

Veterinary practices can also embrace tools like telehealth to reduce costs for certain types of appointments. Follow-ups, minor consultations, or triage assessments can sometimes be handled remotely, providing convenience and savings without compromising care quality.

Ultimately, navigating affordability in veterinary medicine isn’t about offering discounts or lowering standards. It’s about transparency, flexibility, and empathy. Train your entire team, from reception to technicians, to approach cost conversations with kindness and clarity. Build relationships with clients that make them feel safe sharing financial concerns. When pet owners know they’re being heard, understood, and given real options, they’re more likely to say yes to the care their pets need.

By embracing and implementing these strategies, your team can help close the gap between medical recommendations and financial reality, keeping more pets healthy, more often.

Written by Meghan Bingham, CVPM