"The study found cost stress is pervasive, with half of the pet parents saying they would feel stressed by a specialty care bill of up to $1,000, 81 percent would experience stress if the bill increased to $2,500, and 100 percent would be stressed when the invoice surpasses $2,500.” Veterinary specialty care plays a vital role in a pet’s lifetime of care, offering advanced diagnostics, treatments, and surgical procedures that can significantly improve and extend the lives of our beloved companions. However, for many pet parents, the need for specialty veterinary care often arises unexpectedly, and their journey can be daunting—not only due to medical concerns, but also financial uncertainty. A recent Synchrony Veterinary Specialty Care Study1 highlights a significant gap in understanding and communication between pet parents, general practice veterinarians, and specialists. The significant disconnect presents an opportunity to enhance transparency, increase client education, and practice proactive communication, which all play a role in ensuring the ideal referral experience for pet parents and the best possible outcomes for their pets. Financial concerns weigh heavily on pet parents The financial uncertainty of specialty care is a significant concern for many pet parents. According to the study, 72 percent of pet parents are very or extremely concerned about the cost of specialty care, which is equal to their concern about their pet’s potential medical outcome. This statistic underscores a serious issue that came to light: pet parents often enter specialty care without a clear understanding of costs, leading to financial stress and difficult decision-making. The study also found cost stress is pervasive, with half of the pet parents saying they would feel stressed by a specialty care bill of up to $1,000, 81 percent would experience stress if the bill increased to $2,500, and 100 percent would be stressed when the invoice surpasses $2,500. These numbers highlight the importance of setting realistic expectations early in the care process to help pet parents make informed decisions. Bridging the expectation gap between specialists and pet parents While most pet parents express financial concerns, only 25 percent of veterinary specialists believe pet parents have realistic expectations about the cost of specialty care. Additionally, more than half (54 percent) of pet parents admit to having little to no knowledge about specialty care before their pet requires it. This disconnect creates challenges for veterinarians and pet parents, often leading to emotional stress caused by a lack of knowledge and financial anxiety due to little or no financial transparency. Mapping out the lines of communication is paramount to bridging this gap. Proactive communication and ongoing education about specialty care, potential costs, and available payment options can empower pet parents to make informed decisions and navigate every stage of the pet’s healthcare journey with greater confidence. By providing educational resources, offering detailed cost estimates, and discussing various financing options before the need for specialty care arises, veterinary teams can build trust and enhance the overall client experience. Strengthening the referral process The study also highlights a communication breakdown within the veterinary profession itself. While 86 percent of specialty practices believe referring veterinarians should play a role in educating clients about costs, the reality is this conversation often does not happen. Not all general practitioners feel equipped to discuss specialty care costs or assume the conversation will occur at the specialty clinic. This lack of coordination leaves pet parents in the dark, arriving at specialty clinics unprepared for the financial commitment. Practitioners and specialists have a unique opportunity to establish clear referral protocols that include estimated costs and available payment options. General practitioners can provide preliminary information and help prepare clients for the potential financial implications of referrals, such as the cost and value of a consultation. Specialists can follow up with detailed cost estimates after the diagnosis has been made, along with available financial options. This collaborative approach ensures consistent messaging and reduces the likelihood of medical and financial surprises. The power of transparent cost discussions While transparency is important, nearly one-third of specialty clinics do not consistently share cost or payment information during client interactions. This gap presents another opportunity for improvement. Pet parents overwhelmingly prefer to receive financial information before their first appointment, yet many do not. Proactively discussing costs and available payment solutions—such as pet insurance, savings plans, and financing options—can make specialty care more accessible and manageable. Transparency is especially important in emergency situations; 63 percent of pet parents went directly to an ER vet for care without a referral, highlighting the need to make payment information easily accessible, such as on clinic websites. When pet parents face urgent medical situations, readily accessible cost and payment details can help them feel more comfortable and confident when making decisions about their pet’s care. Veterinary teams can build trust and empower pet parents to prioritize their pet’s health by instilling cost into the communication flow along with a range of payment solutions such as flexible financing, pet insurance, and payment plans throughout the client journey can significantly alleviate financial stress and access to care. Key takeaways to create a specialty care experience The findings of the study1 provide valuable insights the veterinary community can use to enhance the specialty care experience for pets and pet parents. By focusing on the following key areas, we can foster a more supportive and informed environment for practitioners and patients alike: Early education. Provide pet parents with educational resources about specialty care, potential costs, and payment options before the need arises. This can be achieved through brochures, website information, and discussions during routine wellness visits. Enhanced collaboration. Foster stronger communication between general practitioners and specialists through clear referral protocols that include cost estimates and payment options. Flexible payment solutions. Offer various payment options, including pet insurance, payment plans, and financing, to accommodate different financial situations. Transparent communication. Normalize cost conversations and be upfront about potential costs and treatment options. Provide detailed estimates and explain the rationale behind recommended procedures. By working together to bridge the information gaps in specialty care, the veterinary community can create a more informed, supported, and prepared pet owner population, ensuring that no pet goes without the specialty care it needs due to financial uncertainty and lack of knowledge. Boo Larsen is a dedicated leader in the animal health industry, bringing over two decades of experience within the veterinary and pet care sectors. In her role as general manager of Veterinary Medicine at Synchrony, she collaborates closely with key partners and associations, such as the American Veterinary Medical Association (AVMA), to provide financial solutions, such as CareCredit, educational resources, technology, and communication strategies that empower both client access to care and veterinary team satisfaction. Reference Synchrony. “Veterinary Specialty Care.” vetspecialtycare.com/
