Building Trust and Getting Paid: A Guide to Managing Client Expectations

As an equine veterinarian, you’ve likely faced the tricky task of navigating client expectations — especially when it comes to cost of care and payment. Helping horse owners understand the value of your services, along with when and how they’ll be expected to pay, can improve not just your client relationships but also your practice’s financial health. By setting clear expectations up front, you can help reduce confusion, minimize unpaid invoices and strengthen trust. 

Communicate Your Value 

Veterinarians often shy away from being perceived as “expensive,” but as Linda Hagerman, D.V.M. of Tacoma Equine Hospital suggests, embracing this perception can actually work in your favor. “Be known as ‘expensive,’” she advises, as this creates a reputation for high-quality care. Clients who expect to pay more are less likely to balk at your fees, and they often come prepared to cover their costs.¹ 

 Of course, this reputation must be reinforced by a strong perception of value. Start communicating the value of your services before you even set foot on the farm. On your website and in your new client materials, clearly explain the factors that contribute to excellent care, such as your team’s knowledge and experience, the advanced equipment your practice has invested in and your own expertise in delivering top-quality veterinary services. Reinforce this value during direct client interactions. 

Collect at the Time of Service 

An important element of managing expectations is being transparent about your payment policy. At the 2022 AAEP Convention, Wendy Krebs, D.V.M., of Bend Equine Medical Center emphasized the importance of clients paying at the time of service. One strategy for making this transition smoother is to create a client agreement.¹ 

For new clients, consider making payment at time of service a standard policy right from the start. For existing clients, consider transitioning them gradually by framing the shift as a convenience, helping them understand how this change benefits both them and your practice. By being clear and consistent, you can avoid misunderstandings or frustrations down the road. 

Leverage Technology 

Technology is an important tool in helping you communicate expectations around payment. Dr. Krebs recommends utilizing software templates and bundles, allowing for in-the-moment invoicing and a smoother collection process at the end of each visit. This reduces the administrative burden on your end and helps ensure bills are paid accurately and promptly.¹ 

With a clear payment process in place, clients know what to expect, making them more likely to follow through promptly. 

Be Compassionate but Firm 

While compassion is a vital part of veterinary care, it’s important not to let emotions dictate your payment policies. As an equine business guru, Amy Grice, V.M.D., M.B.A. warns that discounting fees during emotionally charged situations can erode your profit margins. Instead, practice compassionate listening and validate your client’s concerns without offering unnecessary financial concessions.² It’s about finding the balance between empathy and maintaining the financial health of your practice. 

Offer Payment Flexibility  

Accepting the CareCredit health and animal care credit card at your practice gives clients the option to spread payments over time. This helps them manage costs while your practice gets paid within two business days, helping you maintain cash flow while giving clients flexibility. 

 By managing client expectations around fees, billing and payments, you can create a smoother experience for both yourself and your clients. Communicating your value, setting clear payment policies, using technology to streamline processes and offering flexible financing not only helps simplify your operations — it can also strengthen the trust clients have in your practice. 

Find more insights in “The Cost of Getting Paid (Or Not!)” in the 2024 Special Issue of EquiManagement. Read the full issue to find this article and more on preparing owners for care. 

A Flexible Financing Solution for Your Equine Veterinary Practice

Looking for a way to give your clients a flexible way to pay for care throughout their horse's lifetime? Consider offering the CareCredit credit card as a payment option. CareCredit allows horse owners to pay for equine veterinary services over time while helping to enhance the payments process for your practice.*

When you accept CareCredit, clients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on every qualifying purchase.* Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a veterinary financing solution or start the provider enrollment process by filling out this form.

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The CareCredit health and wellness credit card helps improve the payment experience for patients and clients, and your financial performance.

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