AdobeStock A practice owner raised the exam fee from $78 to $95 to cover rising costs and meet the local average. How will clients react to the 18 percent hike? When you raise fees, you must increase value and client experience. Value perception influences buying decisions, client satisfaction, and loyalty.1 Here are opportunities to communicate value: Preview services at the start of appointments For a wellness visit, technicians or assistants will say, “I am [technician name], who will assist Dr. [Name]. [Pet name] needs an exam and vaccines for distemper/Parvo, Rabies, Bordetella, Leptospirosis, and Lyme. We will test for intestinal parasites and heartworm/tick diseases. [Pet name] needs refills of flea/tick and heartworm disease protection. I will tell you about rebates so you may save the most. What questions can I answer before we begin?” Use the action word “needs” rather than the wiggle word “recommend.” Clients may hear that a service or product is just a recommendation and is not medically necessary. Explaining the list of services and products upfront allows pet owners to ask about the cost of care if they have financial concerns. If the client asks, “How much will everything cost?” the technician can access fees on a computer in the exam room. Share the total rather than individual prices—or you risk having the client decline services before the veterinarian performs the exam. Say, “Let me review the medical services and fees with you. Before deciding, let’s have the doctor perform the exam, and then he/she will help you prioritize which services and products your pet will need.” To increase affordability, more clients may turn to preventive care plans with monthly payments and third-party financing to spread the cost of care over time.2 If the client does not ask about fees, the technician can ask a clarifying question: “What questions can I answer before we perform these services, or shall we get started?” Verbalize physical exams Exams are the starting point of care. Communicator Dale Carnegie taught the presentation structure of “Tell them what you’re going to tell them, tell them, and then tell them what you just told them.”3 Break the exam experience into three parts: 1) Before you start the exam, tell clients what you’re going to do. Say, “Hello, [client name] and [pet name]. I’m Dr. [Name]. My technician shared your pet’s vital signs and the information you discussed. Thank you for completing the online health form in advance. I read your answers and will ask you follow-up questions about your pet’s health. Then I will perform a nose-to-tail exam and will explain what I find. Does your pet have any health or behavior concerns you want me to address today?” Praise clients for submitting online health forms in advance—what gets rewarded gets repeated. Ask about health or behavior concerns upfront so you can prioritize services and efficiently use appointment time. 2) Tell them what you are doing, verbalizing your exam with play-by-play descriptions. Convey the exam’s value through words said with a caring tone of voice and non-verbal cues, such as open body posture and eye contact, according to Ryane E. Englar, DVM, DABVP (Canine/Feline), and author of A Guide to Oral Communication in Veterinary Medicine.4 Body language is how clients formulate opinions about veterinarians, including perceived compassion, competence, and confidence, says Dr. Englar. Say, “During [pet name]’s physical exam, I will focus on 12 areas, including eyes, ears, nose and throat, teeth and gums, coat and skin, heart, abdomen, limbs and paws, urogenital system, lungs, gastrointestinal system, and weight.” Explain what you are examining with statements such as:5 “I am listening to your pet’s heart and lungs.” “I am palpating your pet’s body, feeling for any signs of swelling, evidence of lameness, such as limited range of motion, and signs of pain.” “I am examining your pet’s teeth for periodontal disease, damage, or decay.” “I am looking at your pet’s ears for signs of bacterial infection, ear mites, wax build-up, or polyps.” Consider AI scribe tools to document electronic medical records while keeping clients engaged. If you have your back to clients while typing on the computer, you risk appearing uninterested in their perspectives or that you don’t value them as members of the healthcare team, warns Dr. Englar. 3) Tell them what you told them. Explain exam findings, diagnosis of any health concerns, and need treatments. Pet owners want to know, “What should I do next?” Show value when collecting payment Close the visit in a way that adds meaningful value—it is the final moment of the client’s experience. If clients will pay at the front desk, client service representatives (CSRs) should follow five steps: Stand up and make eye contact. This sounds basic, but it is powerful. If the CSR stays seated, swipes a credit card, and passes back a receipt, there is no service experience. Do not risk making clients feel they are being “processed.” Standing shows you are ready to help. Getting on the same eye level indicates courtesy and respect. Use client and pet names. To personalize the checkout experience, say, “Hi, [client name] . I’m ready to help you check out for [pet name]’s wellness appointment today.” Summarize services and products. This is the most important step to create value. Use easy-to-understand terms to explain medical services, such as “intestinal parasite screen” instead of “fecal test.” Summarize medications and products to double-check all items are in the client’s hands. Mention rebates to show the benefit of buying drugs from your hospital.Say, “Dr. [Name] gave [pet name] a nose-to-tail exam and vaccines to protect him from distemper/Parvo, Rabies, Leptospirosis, Lyme, and Bordetella. had an intestinal parasite screen and heartworm/tick test. You have refills of 12 months of flea/tick and heartworm disease protection. I applied the rebate of $XX.” State the total and ask for payment. Don’t say individual fees, which may cause clients to question charges or struggle to add numbers in their heads. Share the total amount after summarizing services and products. Say, “Your total is $__. Which payment method do you prefer?” Asking about preferred payment methods subtly yet professionally communicates payment is due now. Close with appreciation. Say, “[Client name], thank you for the opportunity to care for [pet name]. I emailed your receipt and updated reminders. We look forward to seeing you and [pet name] again.” When your team emphasizes value in every interaction, you will build client trust, retention, and loyalty. Define your practice by higher experiences, not higher prices. Wendy S. Myers, CVJ, trains veterinary teams to communicate with clarity and confidence, inspiring client trust and better medical care. Founder of Communication Solutions for Veterinarians, she teaches proven skills through online courses, conferences, and consulting. Myers' experience as a partner in a specialty and emergency hospital gives her insight into practice challenges. Explore her online training at CsvetsCourses.com. References Value perception: Understand and enhance your products. Simon Kucher. Accessed January 23, 2026. https://www.simon-kucher.com/en/insights/value-perception-understand-and-enhance-your-products# Beal A. Veterinary payment trends: What to expect in 2026. IDEXX Veterinary Software. Accessed January 23, 2026. https://software.idexx.com/resources/blog/veterinary-payment-trends-what-to-expect-in-2026 Ravinal R. Transform your presentations with the rule of three. Accessed January 23, 2026. https://rosemaryravinal.com/transform-your-presentations-with-the-rule-of-three/# Englar R. A Guide to Oral Communication in Veterinary Medicine. Sheffield, UK: 5M Publishing; 2020:142. What to expect during your pet’s wellness exam. PetVet Care Centers. Accessed January 23, 2026. https://www.petvetcarecenters.com/site/blog/2021/06/30/what-to-expect-during-your-pets-wellness-exam
