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In an age where nearly every service or product is available for research, comparison, and review online, veterinary practices are facing a growing demand for transparency, especially when it comes to pricing. Pet parents today aren’t just looking for excellent care; they also want to feel informed and empowered. One of the most common requests is more transparent pricing for commonly shopped services such as wellness exams, vaccines, spay/neuter procedures, and dental cleanings. So, how should we respond?

How Pricing Transparency Helps Pet Parents

Transparent pricing helps remove the stress and uncertainty that can accompany a veterinary visit. Many clients hesitate to call or schedule appointments because they aren’t sure what it’s going to cost. By clearly posting a range or starting price for commonly shopped services on your website or in your lobby, you reduce that barrier. It becomes easier for pet parents to plan, budget, and prioritize care.

Transparency can also reinforce trust. When clients feel that you’re being upfront, they’re more likely to believe you make recommendations based on what’s best for the pet, rather than being driven by profit, which is especially important during economic downturns or when inflation tightens household budgets.

Strengthening the Human-Animal-Practice Bond

Being open about pricing shows you’re willing to meet clients where they are. It communicates empathy, respect, and a genuine partnership in caring for their pet. Practices that embrace transparency appear more approachable and client-focused. This approach fosters deeper trust, which not only increases client retention but also makes clients more likely to accept future treatment recommendations.

Transparent pricing doesn’t mean that every procedure has to be disclosed or come with a fixed sticker price. Providing a realistic range, clearly stating what’s included, and explaining what might cause prices to vary can go a long way toward building trust.

Is Transparency Risky?

Veterinary professionals may worry that sharing prices will lead to being constantly compared with competitors or “shopped” solely on price. There’s also a fear that posting prices will oversimplify medical care, ignoring the nuances and value of personalized treatment plans. These concerns are valid.

However, practices already compete on price; clients are comparing, whether we acknowledge it or not. By proactively controlling the message and providing context alongside pricing, you can shift the conversation away from “cheapest” and toward “best value.” And when clients better understand what’s included, like skilled staff, safety protocols, and quality materials, they’re more likely to appreciate the difference between you and a low-cost provider.

Helping Practices Get Comfortable with Transparency

Implementing pricing transparency doesn’t have to be an all-or-nothing approach. Start small. Consider publishing a “Starting at” price or a “Typical range” for five commonly asked-about services. Add a brief explanation: “Every pet is unique. Pricing may vary based on weight, age, or health status. We’re happy to provide an estimate tailored to your pet’s needs.”

Ultimately, pricing transparency can be a tool, not a threat. When done thoughtfully, it reinforces your commitment to client education, strengthens relationships, and supports better health outcomes for the pets we all love.

If you’re considering pricing transparency at your practice or are interested in talking through the idea, please reach out at mbingham@granitepeakcpa.com.

Written by: Meghan Bingham, CVPM