Why September is the perfect time for new habits for veterinary practice patients

Ask any practice team what gets in the way of their clients returning for regular preventative care, and you’ll hear a familiar list:

‍

- They forget

- Life gets in the way

- They mean to, but the weeks roll by

‍

We put so much time and energy into education, reminders (and follow-upreminders!), yet still, gaps appear.

But what if there was a single sentence that could quietly and consistently improve compliance, reduce no-shows, smooth your workflow and strengthen client relationships?

‍

Here it is:

‍

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

It might not sound revolutionary. But this simple, proactive question leverages several powerful behavioural science principles. And when used consistently, it can transform your outcomes.

Let’s break down why.

‍

1. It turns booking into the default

We all have a subconscious preference to leave things as they are. After all, change tends to feel risky. This is known as the default bias, and it’s incredibly powerful.

When forward booking is offered as the norm, not the exception, most clients will say yes. We’re not forcing a decision, we’re simply making it easier to do what’s in thepatient’s best interest.

Instead of leaving the next appointment open-ended (“You can book it when you're ready”), you offer an easy next step, right there and then.

‍

2. It reduces friction

Every additional step, such as finding time to call, looking up dates, remembering what the vet said, creates friction. And friction leads to drop-off.

By forward booking in the moment, you eliminate barriers. The decision is made, the slot is secured, and the mental load disappears. You’ve made the right action the easy one.

‍

3. It acts as a commitment device

Once an appointment is in the diary, people are far more likely to stick to it. That’s the power of a commitment device. It’s a small action that nudges future behaviour.

It turns “I should” into “I will”.

‍

4. It uses future framing and anticipated regret

You can gently strengthen the nudge with a future-focused frame:

“Let’s get it booked now so you’re not caught short just before the holidays.”
“That way we can make sure everything’s up to date and stress-free.”

This activates what behavioural scientists call anticipated regret, helping people avoid a future hassle by taking a simple action today.

‍

Does it work?

Well, very simply, yes it does! Studies in the US dental practices have shown that when combined with effective client communications (such as reminders ahead of appointments), 80% of forward booked appointments are kept.

‍

Will clients accept it?

Most clients will accept forward booking without hesitation. They experience itelsewhere in their lives – at the dentist, the hairdresser the nail bar, and so many other places. That means that it already feels normal, smooth, expected, and of course it’s hassle-free.

‍

Why it matters

This one sentence can improve outcomes for all. For clients it reduces admin, cognitive load and decision fatigue. For pets it keeps preventative care consistent. For the practice. it improves efficiency, reduces gaps, and smooths the workflow.

It’s such an effective, evidence-backed nudge, and one of the easiest to do well.

Ready to make it the default? Your future self (and your clients) will thank you.

‍

At InsideMinds, we help practices use behavioural science to communicate with confidence. Get in touch to learn more.

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.

‍

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.

‍

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.

‍

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

‍

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.

‍

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.

‍

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.

‍

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.

‍

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.

Why September is the perfect time for new habits for veterinary practice patients

Why the fresh start effect matters in practice

How to harness it in your clinic

1. Frame communications around new beginnings‍

2. Run an autumn health campaign‍

3. Support habit formation in consultations‍

4. Encourage long-term commitment‍

Beyond September

The takeaway

Empower Your Team with Behavioural Science

Why September is the perfect time for new habits for veterinary practice patients

Why the fresh start effect matters in practice

How to harness it in your clinic

1. Frame communications around new beginnings‍

2. Run an autumn health campaign‍

3. Support habit formation in consultations‍

4. Encourage long-term commitment‍

Beyond September

The takeaway

Read more articles

​Could just one sentence transform outcomes in your clinic?

“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

​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

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