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.
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?
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:
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.
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.
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.
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?
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.
