Communications
5 min read

The CMA Remedies Working Paper: is price transparency enough?

“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…

The CMA Remedies Working Paper: is price transparency enough?

“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.

Rebecca Maher
May 2025
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The CMA Remedies Working Paper: is price transparency enough?
Rebecca Maher
May 2025

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How do your clients feel about your veterinary practice?

How do your clients feel about your veterinary practice?

"It wasn’t that they got anything wrong. It’s just… I didn’t feel like they saw me." That’s what a client of one practice told us recently. Her dog had recovered fine. The vet had explained everything clearly. The reception team were polite. But something didn’t land right.…
How do your clients feel about your veterinary practice?
Rebecca Maher
Apr 2025
•
5 min read
Read now

"It wasn’t that they got anything wrong. It’s just… I didn’t feel like they saw me."

That’s what a client of one practice told us recently. Her dog had recovered fine. The vet had explained everything clearly. The reception team were polite. But something didn’t land right.

The problem wasn’t obvious to her - just a vague sense of being on the outside of an efficient and yet impersonal process.

And that’s the thing about client experience. It’s not just about what happens. It’s about how people feel.

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The journey is emotional, not just practical

For every clinical interaction, there’s an emotional undercurrent.

The worry that something’s wrong.

The guilt of not noticing it sooner.

The confusion about what treatment involves.

The anxiety about how much it will cost.

The hope that things will be OK.

But as professionals, we’re used to the rhythm of these visits. We know what’s routine, what’s urgent, what’s complex. We see hundreds of cases a week. The problem is, that familiarity can make it hard to notice how it feels for the person on the other side of the consult table.

They don’t see a “workflow”. They see a thousand micro-moments that subconsciously shape their trust, confidence, and choices.

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A missed opportunity

Let’s imagine a client and a sliding doors moment. James notices his cat Molly is drinking more than usual. He’s not sure if it’s serious, but he decides to seek advice from his vet.

In one universe he calls his vet and waits on hold for three minutes. He is booked in efficiently but slightly curtly by the receptionist, who is clearly being pulled in several directions at once. He is told to make sure he arrives on time. He parks outside the clinic easily but when he enters the building he notices a faint, unpleasant smell. The vet is kind, but brisk – clearly under pressure. She explains it could be early kidney disease, but says they need to run some tests to confirm. James nods, says yes to the tests, and leaves feeling…unsure.

In another universe the experience is different. When James calls, the receptionist reassures him that the team will help him find out what’s going on with Molly. Ahead of his appointment he is emailed a link to an article on the practice website about increased thirst. The waiting room is bright and welcoming, and the receptionist chats to him about Molly. The vet picks up on his worry and takes a moment to chat through what’s on his mind. She explains what she thinks may be going on as well as explaining what the tests that she’s recommending  will tell them and how that’ll help them put together the right plan for Molly. James leaves feeling supported. He knows that whatever the tests show, the vet team will help him find the right path forward.

Same clinical case. Same recommendations made. But the experience? Miles apart.

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Emotions drive action

People tend not to act on facts alone. They act on how they feel. Research shows that empathy, clarity and trust significantly increase treatment uptake and follow-through – especially when people are anxious or uncertain (which, let’s face it, is most of the time in veterinary care).

When the journey feels confusing or cold, clients are more likely to delay, to doubt, or to disengage. But when it feels human – when they feel seen – they’re more likely to act, return, and recommend.

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The in-between bits matter

It’s tempting to focus only on the clinical encounter. But clients are having an experience before they step through your door and long after they leave. That experience is shaped by things we often don’t see:

  • The online reviews that they read
  • The ease of booking an appointment
  • The tone of reminder messages
  • What your website says (or doesn’t say)
  • How clean the toilets are

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These might feel minor. But for the client, they are the practice.

Clients don’t necessarily remember (or notice) the clinical skill of the team that sees them. They simply expect that every veterinary team will be packed with clinical knowhow. What they do remember is how they were made to feel.

Were they reassured? Informed? Rushed? Embarrassed? Listened to?

Every point along the journey is a chance to build trust – or chip away at it.

In the end, a client’s experience of your practice is shaped not just by what you do, but by how you do it.

The client journey matters - not because it’s a management concept - but because it’s the lived experience of the humans we serve. If we want them to choose well, to come back, to follow advice - we need to walk that journey with them, not just lead the way.

Would you like to explore how you can optimise you client journey? Contact us to find out how we can help.

Handling challenging conversations in vet practice

Handling challenging conversations in vet practice

You’re midway through a consultation, explaining a treatment plan, when the client crosses their arms and says, “That seems really expensive. Is it even necessary?” At that moment…
Handling challenging conversations in vet practice
Rebecca Maher
Mar 2025
•
5 min read
Read now

You’re midway through a consultation, explaining a treatment plan, when the client crosses their arms and says, “That seems really expensive. Is it even necessary?”

At that moment, how we respond can either build trust, or erode it.

Objections and challenging conversations in veterinary practice are inevitable. Whether it’s about price, the need for an investigation, or alternative treatments, these moments can feel like a barrier that’s tough to overcome. But what if we approached them as an opportunity? A chance to strengthen our relationship with the client?

The way we handle objections can help clients feel heard, reduce defensiveness, and ultimately help them make better decisions for their pets.

The key lies in using a structured approach which is grounded in behavioural science.

Here are some tips from the InsideMinds EASE framework, which is explored in full in our workshops and training:

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1. Acknowledge, don’t defend

When we’re challenged by a client with a viewpoint that we believe to be wrong, it’s natural to want to immediately correct them. The problem is though, jumping straight into explanation mode can backfire - people tend to double down when they feel they’re being contradicted.

Instead, it’s more constructive to start by acknowledging their concern. A simple validation of their concerns can lower their resistance and open the door to a more productive discussion – it’s disarming.

For example, if a client says, “I don’t see why this test is needed—my dog seems fine,” rather than countering with the reasons why the test is required, it’s likely to be more constructive to respond with an acknowledgement, such as “I understand why you’d question that - it makes sense to want to know why a test is important before committing to it.”

This small shift will ensure the client feels heard, and will help build connection and trust.

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2. Get curious

Sometimes, the first objection a client raises isn’t the real issue. Asking the right questions helps uncover their real concern - whether that’s financial worries, past experiences, or uncertainty about why the approach is the right one.

Using open-ended questions encourages conversation, rather than confrontation.

Good examples of open questions include:

“How are you feeling about these options?”

“What do you feel the ideal outcome looks like?”

“What are your concerns about this approach?”

“What else is on your mind?”

Reflecting back what’s heard reassures the client that they’re being listened to and allows a check that everything has been understood. This approach fosters trust and helps to reduce resistance.

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3. Check in, don’t close off

Once some information has been shared to try to shift a client’s perspective, it can be tempting to just close the conversation and move on. Many objections aren’t resolved in a single conversation though, and the discussion may have raised other concerns in the client’s mind. It’s so important to check whether the explanation has helped and invite further discussion, if that’s appropriate.

Questions that help to check in include:

“How does that sound to you?”

“How do you feel about this now?”

As well as providing important information about whether the challenge has been overcome, this approach helps the client feel like an active participant in the decision. Research shows that when people feel in control of their choices, they’re far more likely to follow through.

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Handling objections with EASE

Challenging conversations are part of veterinary life, but they don’t have to feel like a battle. When a client pushes back, it’s often simply because they need help making sense of their decision.

By taking a moment to acknowledge their concerns and asking the right questions, resistance can often be turned into understanding. A structured framework for these conversations is a powerful tool to help guide clients towards the best choice for their pet, in a way that feels good for them, and for the vet clinic team.

No conversation will go perfectly every time. But the more we approach objections with curiosity and care, the more confident we become in handling them - and the stronger client relationships grow.

Would you like to help your team handle challenging conversations more confidently? Contact us to find out how we can help.

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What’s it worth? Communicating veterinary fees with confidence.

What’s it worth? Communicating veterinary fees with confidence.

Talking about money can feel uncomfortable. Many veterinary teams hesitate when discussing fees, worried about how clients will react. Will they…
What’s it worth? Communicating veterinary fees with confidence.
Rebecca Maher
Feb 2025
•
5 min read
Read now

Talking about money can feel uncomfortable. Many veterinary teams hesitate when discussing fees, worried about how clients will react. Will they question the cost? Will they compare it to an online price? Will they see the value? These concerns are completely understandable—but the good news is, they can be overcome.

When we communicate a price, it can feel like we’re sharing a fact. Yet for the client, their perception comes from how the price feels - something very subjective.

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Price and value are different things

It’s easy to assume that if clients question a price, it’s because they think it’s too high. But often, that’s not the case. People normally don’t instinctively know what something is worth—so their perception of price is shaped by context, expectations, and how value is communicated.

Clients aren’t just paying for a procedure or medication; they’re paying for the expertise, the technology, the safety, the comfort, and the peace of mind that comes with knowing they’re doing the best thing for their animal. When we frame fees alongside the value delivered, clients can see the fee in a completely different light.

So how can we help clients connect the dots between what they pay and what they get? Here are a few tips:

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1. Set prices fairly and share pricing strategies with your team

This may sound obvious, but communicating prices well starts with making sure that prices are set at a fair level which allows the practice to be appropriately profitable and that teams understand why the prices are set as they are. It’s hard to communicate fees with confidence when the rationale behind them isn’t clear. Helping teams understand how veterinary fees are structured - including what contributes to running costs, equipment investments and so on, can be incredibly empowering.

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2. Put value and price in the right order

The way we structure discussions around value and price matter. For example, have a look at these two options and consider whether you think there would be any difference in how price is perceived when either the first or second version is used.

Version 1: “The dental will be up to £350. It will clean all the plaque off his teeth, get rid of his bad breath, and importantly it’ll also help reduce future gum and tooth problems. Dental problems get worse over time, so if you act now, you’ll make life much more comfortable for him and you can save money in the long run as the procedure will be more straight forward.”

Version 2: “The dental will clean all the plaque off his teeth, get rid of his bad breath, and importantly it’ll also help reduce future gum and tooth problems. Dental problems get worse over time, so if you act now, you’ll make life much more comfortable for him and you can save money in the long run as the procedure will be more straight forward. The dental will be up to £350.”

Rationally, it should make no difference, since the same information is shared. Studies have shown though, that communicating the price first prevents the full value from being understood. It’s like our brains get stuck on the price and can’t take in the value afterwards. Simply flipping things around so the value is communicated before the price can help ensure that the price is seen in the context of the value.

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3. Communicate with confidence

The current cost of living is a very real challenge. Add to that the fact that veterinary fees can come at unexpected times, and it’s no surprise that fees can feel difficult to communicate. Don’t forget though, what feels uncomfortable to us (or what felt uncomfortable to the last client that this fee was communicated to) may not cause any concern for another client. It’s so important not to make assumptions about whether clients can or will be prepared to afford something.

It’s important to talk about fees with confidence - without feeling the need to apologise. When we use language like “Here comes the painful bit…” or “Are you sitting down...?” we’re priming clients to think that an excessive price is about to be communicated, and as a result we make the price feel even larger and more painful to them.

Of course, we can still acknowledge that a fee may not feel comfortable to a client, but we should do that without undermining a fair pricing policy. For example, we could say “I understand that this is a big decision, and I want to make sure you feel comfortable with the plan.” Or “I can see this has come as a surprise to you. I want to help you choose the path that feels right to you.”

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Transparency is key

Price transparency isn’t about listing numbers on a website and hoping for the best. It’s about making price information useful - helping remove uncertainty and enabling clients to see what they get in return.

Often, clients aren’t looking for the cheapest option; they’re looking for the right option. Our job is to help them feel confident in their choices by making value clear and laying prices into context. When we do this well, clients don’t just accept a price—they feel reassured that they’re making the best decision for their animal.

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Would you like to help your team communicate prices more confidently? Contact us to find out how we can help.

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