When clients cannot afford care during the holidays

Q: As holidays near, I know some clients may struggle to pay for veterinary care, especially unexpected urgent care and emergencies. How can we make financial conversations easier?

A: Increased holiday spending can lead to less money for necessities such as veterinary care; 36% of Americans took on an average of $1181 in holiday debt last year.¹ Being up front about the cost of care will ease clients’ stress. Your transparency about money will also gain their trust. Let’s look at when to have financial conversations with pet owners and what to say.

Display “conversation starters” about financing programs

Signage about third-party financing subtly lets clients know you offer financial solutions. Place counter signs and brochures on the front desk and near client seating areas in your lobby. Have stickers with QR codes on cabinet doors in exam rooms. Financial providers may offer counter mats, posters, and other marketing materials to inform pet owners about payment programs.

Ditch the term “estimate”

Say “treatment plan” to emphasize necessary medical care. A treatment plan serves 4 purposes, as follows:

1. Gives you legal permission to treat
2. Lists medical services
3. Shares the expected cost of care

1. States financial policies and which payment methods your practice accepts

Provide treatment plans before surgical and dental procedures and treatments for illnesses and injuries. Always get signatures; this consent confirms clients accept care and will pay at the time of service.

When a client says, “I don’t care what it costs. Just do everything,” you still need to get written consent. Explain why you need the client to read, accept, and sign the treatment plan. Say, “I know you want us to help [pet name] feel better. I need to review the treatment plan with you so you will understand the medical services and cost of care up front. While we review the treatment plan together, I will answer your questions. If you want us to proceed with care, I will have you sign the consent and share a signed copy with you.”

Say “fees” instead of “price”

Consumers feel they can negotiate prices, but the term fees is understood to be nonnegotiable. Fees for professional services from veterinarians, physicians, accountants, and lawyers are seldom negotiable.

Set expectations before delivering urgent care

Let’s say a client calls about a dog that has been vomiting for 3 days and asks about the cost of care. Vomiting could have many causes: ingesting a foreign object, dietary changes, parasites, pancreatitis, and more. When the cost of care is unknown, explain the exam fee, which serves as the starting point for care.

The client service representative will say, “Because [pet name] has been vomiting for more than 24 hours, your pet needs to see a doctor today. Let me explain what you can expect from an urgent care exam. The doctor will perform a comprehensive exam, ask questions about your pet’s symptoms, and explain next steps. We will provide a treatment plan with the medical services and fees so you may decide how you want us to proceed. Our urgent care exam fee is $__. We accept cash, checks, debit and credit cards, and [third-party financing]. I have urgent care appointments available today at [time 1] or [time 2]. Which do you prefer?”

Emphasize the urgency of seeking medical care today, discouraging a wait-and-see attempt. Describe what to expect and explain that a treatment plan will be provided before delivering care. Share the urgent care exam fee along with the payment methods your practice accepts. Lead the client to book now, presenting yes-or-yes choices.

When the client arrives for the urgent care appointment, the technician or assistant will explain the steps to achieve a diagnosis and when cost information will be shared. Sharing the decision-making process is collaborative and builds trust while letting the client feel in control.

When starting the urgent care appointment, the technician will say, “Hello, [client name] and [pet name]. I’m [Name], the technician who will assist Dr [Name]. I understand that [pet name] has been vomiting for 3 days. I will ask you questions about your pet’s symptoms and get vital signs. Once the doctor performs the exam, he/she will answer your questions and discuss the next steps. We will provide a treatment plan with the medical services and fees, and we will review it with you. Then you may decide how you want us to proceed. What questions may I answer before we get started?”

Share financing options when presenting treatment plans

Include a QR code on the treatment plan so clients can scan, learn more, and apply. Some practices replace their hospital logos on treatment plan templates with a QR code about third-party financing. You could also have the last line item on the treatment plan read, “Learn about our financing solutions at [URL].” Provide brochures and share the provider’s online payment calculator to help clients determine their potential monthly payments.

Third-party financing isn’t limited to emergencies. Clients may need to finance dental procedures, checkups, medications, and other services. Financing could help multipet families provide optimal care for every pet, not just the one with the greatest medical need.

Say, “I understand you’re concerned about the cost of your pet’s oral surgery, which is $1500. We accept [third-party financing], a payment option for approved clients. If you want to learn more, scan this QR code or go to [website] to apply online. In a few minutes, you can see if you prequalify without it impacting your credit bureau score. Your monthly payment will be $250. Are you ready to apply so we can schedule [pet name]’s oral surgery?”

Start with empathetic words such as “I understand you’re concerned” to make an emotional connection with the client. Explain how to apply and the expected monthly payments. Ask for a commitment to apply so you can proceed with care.

Honest dialogue with clients is the foundation of building trust, making them feel comfortable discussing treatment choices and understanding the cost of care. Learn how to use body language and teaching tools and get scripts to talk about fees in my online course on Overcoming “I Can’t Afford It” Objections at https://csvets.info/ OvercomingObjections.

Wendy S. Myers, CVJ, is best known as the “Queen of Scripts.” She knows the right words will lead clients to accept your medical advice, driving patient and practice health. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, conferences, and on-site consulting. Myers’ experience as a partner in a specialty and emergency hospital helped her understand issues that owners and managers face. Learn how Myers can train your team at csvetscourses.com.

REFERENCE

1. Konish L. 36% of Americans took on holiday debt this year—averaging $1,181—survey finds. CNBC. December 26, 2024. Accessed November 17, 2025. https://www.cnbc.com/2024/12/26/36percent-of-american-consumers-took-on-holiday-debt-averaging-1181.html