Could just one sentence transform outcomes in your clinic?

The CMA’s ongoing review of the veterinary sector has brought client choice, pricing transparency and access to information into sharp focus. But as practices talk to us about these proposed remedies, we find ourselves saying on repeat “information isn’t the same as clarity or confidence”.

Behavioural science offers practical tools to help bridge the gap between information and true understanding. Here’s one powerful tool that can help build client confidence in decisions - social proof.

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What is social proof?

Social proof is the idea that we look to others, especially people we perceive as similar to us, to guide our decisions. This is especially true when we feel uncertain. It’s why restaurant reviews, testimonials and “most popular” labels have such sway in consumer behaviour.

In the veterinary setting, this becomes especially relevant. Most clients aren’t experts. They’re emotionally invested, under pressure, and unsure of what “good” looks like. That’s when they look to the clinic team and to others like them to see what they should do.

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Why social proof matters in the context of the CMA review

The CMA’s proposed remedies aim to give pet owners clearer, more comparable information. They cite detailed price lists, comparison sites and providing information on alternative ways to source medication. But all of this ‘extra’ information doesn’t guarantee better choices. In fact, for many clients, it may lead to confusion, indecision or anxiety about whether they’re doing the right thing.

How can we help clients cut through this additional noise and make better decisions?

That’s where social proof comes in. It offers clients a reference point, a reassuring sense that others have made the same decision, and things turned out fine. It reduces the burden of decision-making, without removing agency.

Used ethically and honestly, it can build trust, support compliance, and help teams navigate tricky conversations about cost and care.

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Here are three simple ways to use social proof in practice:

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1. Give a clear recommendation

We’ve all been asked “what would you do if he was yours?”. Decisions about a pet’s care aren’t easy, and clients look to the trusted expert for support and advice. A recommendation is a strong (and essential) social proof signal which gives clients the confidence to move forward.

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2. Normalise behaviours

“The majority of our new puppy owners choose to join the health plan because of the convenience of home delivery and the savings.”

Small phrases like this can help clients feel reassured that they’re making the same smart choice as others.

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3. Use visual social proof

Signage, website content and waiting room materials can all highlight what others say, choose or value. For example:

• Client testimonials

• Google reviews

• Survey results (e.g. “92% of our health plan members say they’d recommend it to a friend”)

Visual cues reinforce verbal ones and work well at key decision points, such as on your website and at the front desk.

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Social proof supports transparency

Social proof helps clients interpret information, reduces overwhelm, and gives context to choices. Of course, just because a decision was made by many others, it doesn’t mean that it’s right for them. The beauty of social proof is that it still leaves the client in the driving seat if they think they need something different. But if they are wavering or uncertain, it can provide reassurance and confidence in a decision.

As we navigate the CMA’s remedies over the coming months and years, we would love to see the focus shift from what ‘information’ clients need to see to how the information that we share makes clients ‘feel’. We must build confidence, clarity and trust.

Would you like to dial up the effectiveness of your marketing or team communications? Book a call to discuss your needs and explore how we may be able to support you.

How ready is your price list for public view? That’s the question many practices are starting to ask as the CMA’s proposed changes sink in.

In last month’s article, we explored the CMA’s proposed remedies and how behavioural science can help vet teams prepare for a new era. This month, we’re focusing on one of the most talked about proposals: price lists.

If the CMA’s proposals go ahead, all vet practices in the UK will be required to provide clear pricing information for common services and medicines, published online and displayed in their practice. The aim of this recommendation is clear - to enhance price transparency for clients. But for pricing information to be truly useful for a client it takes more than just giving them a giant list.

This seemingly simple idea raises some very practical challenges if the remedy is going to genuinely help clients make more informed decisions.

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What is a price list for?

Let’s start by asking a deceptively simple question: what is the purpose of a veterinary price list? From a client’s perspective, it’s a tool to help them understand what to expect and what they’re paying for. But for vet practices, the answer is more complex. Veterinary care isn’t a one-size-fits-all service, and price lists have limited utility in helping clients understand likely costs for their own pet. As guides or starting points for personalised discussions, price lists may have a place, but as standalone tools for decision-making their value is poor.

That’s a crucial point, and it’s one of the reasons why many practices don't have a current price list displayed on their website. In the new era though, it's looking like price lists are set to become an essential tool. That means that in creating their price list, practices have an opportunity to build client trust and engagement…or to break it.

So, what would a more client-friendly price list look like?

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Transparency meets behavioural science

From a behavioural science perspective, we know that how information is presented matters just as much (in fact, we would argue it matters more!) as what is presented. Clients are more likely to feel confident and reassured if pricing information is easy to find, easy to understand, and easy to interpret in context. That means avoiding jargon, communicating clearly, and being upfront about potential variations or limitations.

A good price list doesn’t need to be exhaustive, but it does need to be honest, representative and helpful. This is about reducing friction, building trust, and supporting informed decision-making.

And let’s not forget the key principle we introduced last month: value transparency. Price on its own can feel confronting or confusing. After all, the answer to "Do I want to spend that money?" is in most circumstances (and for most of us) "No!". But price with context (i.e. value) helps the client answer the more meaningful question: "Is it worth it?". The answer to that question is much more likely to be "Yes".

Here are a few practical tips to help if you're creating or reviewing your price list:

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1. Think about the client journey

Don’t treat your price list as a standalone document. Think about how and when your clients will encounter it. Will it be on your homepage? Linked in a follow-up email? Referenced during the registration process? Try to map out the moments where clients will be seeking price information, and make sure your information supports them in that journey.

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2. Use plain language

Clients don’t need clinical detail, they need clarity. For example, instead of listing "ovariohysterectomy," say "spay (routine neutering for female dog)." Be clear about what each item includes, especially if there are optional extras or common variations. Where ranges are necessary, explain what factors affect the final cost.

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3. Provide context, not just numbers

A number without context can be confusing or even alarming. Help clients understand what they get for the fee. That might mean a short description or linking to more information. For example, if your consultations are 30 minutes, it would be normal for your consultation fee to be higher than a practice that runs appointments that are half that length. But without understanding the context, a client is likely to assume that it's just over-priced.

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4. Avoid information overload

More isn’t always better. A long, itemised list of 80+ prices can be harder to digest than a well-structured summary of the most common services and medicines. Think about your layout and design. Could your price list be made more visual?

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5. Make it easy to ask questions

Transparency isn’t just about posting numbers. It’s also about being open to conversations. Add a clear contact point or call to action: "If you’d like more detail, or to talk about what’s right for your pet, please call us."

There’s a rich body of behavioural science evidence exploring how the presentation of price information can dramatically affect how it is perceived. Elements like number formatting, layout, ordering, and even font size can all influence the perception of price and whether it then feels ‘fair’ or ‘painful’. Veterinary teams rarely have the time or expertise to apply these insights themselves, but done well, they can make a huge difference. At InsideMinds, we help practices present prices in ways that feel more acceptable and reduce the psychological discomfort that can come with fee communications. It's not about hiding the price, but rather presenting it in a way that supports trust, understanding and choice.

Many independent practices worry that publishing prices will lead to unfair comparisons or increase client pushback. But if executed well, this openness can build trust and engagement. Often clients don’t expect (or want) their veterinary care to be the cheapest, but they do want to feel informed and involved.

At InsideMinds, we help practices use behavioural science to communicate with confidence. If you’re rethinking your price list, website, or client materials in light of the CMA proposals, we’d love to help. Get in touch to learn more.

“I didn’t know how much it was going to cost until after the treatment.”

This kind of pet owner insight highlights why transparency in veterinary care is under the spotlight and helps us understand the CMA’s focus on price transparency.

The UK’s Competition and Markets Authority (CMA) recently released a Remedies Working Paper proposing new measures to make vet services more open about prices and options. In summary, the CMA is proposing that small animal vets take a number of measures, such as:

Clearly display a price list
Declare if they’re part of a corporate group
Provide clear treatment options, with prices, in advance
Offer prescriptions for all medications, and
Inform owners about potential savings from buying online.
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There’s talk of capping or abolishing certain fees (like prescription charges) and ensuring clients understand cremation fees and their alternative options. The proposals are broad and wide-reaching, but they share a theme:

Greater transparency in pricing and client communication.

For independent practices, this push for transparency might feel daunting. Posting price lists online and encouraging clients to explore alternatives away from the clinic is a big culture shift for some. However, transparency isn’t just a regulatory box to tick - done right, it’s an opportunity to build trust and to help clients feel more confident in their decisions.
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The good news is that behavioural science can help improve transparency and strengthen client relationships. Over the next few articles, we’ll share simple tips to apply behavioural science and help you get your clinic CMA-ready.
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Is price transparency enough?

Behavioural science tells us that people make decisions based not just on facts, but on how those facts feel. How we present information can dramatically influence the feelings that the information generate. Many of the CMA’s proposed remedies focus on price transparency. The problem with price transparency is that when it’s used in isolation it doesn’t go far enough to help make decision making easier for clients. Price transparency alone doesn’t help a client understand how the fact (the price) makes them feel. And that means that the best path forward doesn’t seem clear to them.
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The importance of value transparency

We believe that price transparency should always be paired with “value transparency”. In other words, we should never present a price in isolation. Instead, we should provide it alongside the benefit of the product or service, helping the client understand not just the fact (the price), but also the feeling that comes with it (whether it feels worth it).

Let’s look at an example where a vet is proposing a diagnostic test:
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Price transparency in isolation

If they focus only on price transparency, they might say:

“This test costs £80. How does that sound?”

Does this help the client understand how they feel about the price?

No, not at all.

It only communicates the fact of the price. It helps them answer one question only: “Do I want to spend £80?”. It’s human nature that any question that’s framed as “do I want to spend money?” will likely be answered with “No!”.

The client doesn’t have the information they need to work out whether spending the money on the test feels like a good idea.
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Value transparency in action

If the vet provides value (as well as price) transparency, then things may sound more like this:

“This test will give us a more detailed picture of Molly’s kidneys. It’ll help us understand if there are any early signs of disease. Knowing that now will help us work out which next step will be most appropriate for her. It’s £80, which also covers a detailed lab report and a follow-up phone call with me to discuss the results and our possible next steps. How does that sound?”

Would this client be in a better position to judge whether the test is something which they want?

Yes, definitely.

They’ve been given not just the fact of the price, but also the context - the value -to help them understand how that price feels to them. That means they can instinctively judge whether or not the test feels like the right choice or not.

Of course, the ‘price transparency in isolation’ example given above is unlikely to happen in such an extreme way in a consultation. As options are discussed it’s likely that aspects of the value will be touched on, at least in some small way.

In our experience though, teams often lack confidence in communicating the value of their recommendations clearly. That can result in avoidable negative perceptions about the price.
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Value transparency in price lists

Don’t forget that the principle of value transparency isn’t only valuable in face-to-face interactions with clients. It’s important whenever a price is communicated. That includes websites and price lists. A list of prices with no context is not particularly useful to clients!
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Is it worth it?

Put simply, whilst clients need to know the fact of the price that they may have to pay, they also need to know the value to help them decide how to feel about that price – i.e. whether it’s worth it.

Would you like to help your team communicate value and prices more confidently and effectively? Get in touch to explore how our workshops can help your practice get ahead of the CMA curve.

Could just one sentence transform outcomes in your clinic?

The CMA’s ongoing review of the veterinary sector has brought client choice, pricing transparency and access to information into sharp focus. But as practices begin to respond to these proposed remedies, we find ourselves saying on repeat…

“Shall we get that booked in now for you?”

1. It turns booking into the default

2. It reduces friction

3. It acts as a commitment device

4. It uses future framing and anticipated regret

Does it work?

Will clients accept it?

Why it matters

Empower Your Team with Behavioural Science

​Could just one sentence transform outcomes in your clinic?

The CMA’s ongoing review of the veterinary sector has brought client choice, pricing transparency and access to information into sharp focus. But as practices begin to respond to these proposed remedies, we find ourselves saying on repeat…

“Shall we get that booked in now for you?”

1. It turns booking into the default

2. It reduces friction

3. It acts as a commitment device

4. It uses future framing and anticipated regret

Does it work?

Will clients accept it?

Why it matters

Read more articles

​The CMA Remedies Working Paper Part 3: Helping clients decide with confidence

What is social proof?

Why social proof matters in the context of the CMA review

Here are three simple ways to use social proof in practice:

1. Give a clear recommendation

2. Normalise behaviours

3. Use visual social proof

Social proof supports transparency

The CMA Remedies Working Paper Part 2: Making sense of the price list challenge

What is a price list for?

Transparency meets behavioural science

1. Think about the client journey

2. Use plain language

3. Provide context, not just numbers

4. Avoid information overload

5. Make it easy to ask questions

The CMA Remedies Working Paper Part 1: is price transparency enough?

Is price transparency enough?

The importance of value transparency

Price transparency in isolation

Value transparency in action

Value transparency in price lists

Is it worth it?

Empower Your Team with Behavioural Science

Could just one sentence transform outcomes in your clinic?

The CMA Remedies Working Paper Part 3: Helping clients decide with confidence