By Suzanne Cannon, MS, MA 
Co-Founder, VetBilling 

What Does Financially Friendly Mean? 

Being a 'financially friendly' veterinary practice isn’t about offering free or heavily discounted care or transforming into a low-cost clinic. It’s about creating an environment that empathizes with clients’ financial concerns while maintaining your clinic’s financial health. Think of it as a "fear-free" experience, but for the humans who bring their pets to you. 

This approach is more than just being “nice”—it’s a sound business strategy that fosters trust, loyalty, and stronger client relationships. Financial friendliness ensures that clients feel respected and supported while helping your practice stay financially sustainable. By offering diverse, accessible payment options, you can address clients’ financial concerns without compromising your revenue. 

Simple Steps to Financial Friendliness 

Becoming financially friendly doesn’t require significant resources or overhauling your practice. You likely already have payment options in place. The key is showcasing them effectively and educating your clients passively yet consistently. Small changes in communication and visibility can have a big impact. 

Easy-to-Implement Suggestions 

1. Make Payment Options Visible 

• Prominent Displays: Post signs in exam rooms, at the front desk, and in waiting areas. Include brochures that outline all your payment options. Ensure these materials are easy to find—not hidden behind displays or decor. 

• Client Intake Forms: Add questions to your forms, such as, “Would you like more information about our payment options?” This signals that financial concerns are valid and welcomed. 

2. Update Online Communication 

• Social Media: Regularly post about your payment options, at least twice a month. Briefly explain each option, whether it requires credit approval, offers flexibility, or is an in-house plan. 

• Website: Create a clear “Payment Options” or “Financial Support” tab on your website. Ensure it’s easy to find and provides details about how each option works. 

• On-Hold Messaging: Mention your financing options in your on-hold messages. This is a missed opportunity for many clinics to inform clients. 

3. Shift Messaging Around Payments 

• Replace Rigid Wording: Avoid phrases like “Payment in full is expected at the time of service.” Instead, highlight your available financing options. This change doesn’t alter your payment policies but shows openness to financial solutions. 

• In-Clinic Signage: Remove signs that demand payment upfront. Clients may perceive them as prioritizing money over care, which adds to their anxiety. Replace them with messages emphasizing your payment options and willingness to work with clients. 

4. Rethink Client Communication 

• Terminology Matters: Use “treatment plan” instead of “estimate.” The word “estimate” often triggers stress, as it’s associated with unexpected costs in other contexts like car repairs. 

• Explain Costs Clearly: Walk clients through treatment plans line by line, starting with the care recommendations before discussing costs. Cover cost figures with a sheet of paper initially to keep the focus on the pet’s needs. 

• Encourage Conversations: Empathically invite clients to discuss affordability. Ask questions like, “How does this fit into your family’s budget?” or “Tell me about any financial concerns you have.” 

5. Improve Checkout Experiences 

• Recap Services: Train CSRs to review everything done during the appointment. This reinforces the value of the care provided and sets realistic cost expectations. 

• Offer Solutions: If a client expresses concern about the bill, CSRs can empathetically mention financing options like VetBilling, CareCredit, or Scratchpay. 

Why Financial Friendliness Works 

Adopting a financially friendly ethos creates an atmosphere of empathy, acceptance, and collaboration around veterinary costs. It reassures clients that your clinic prioritizes their pets’ well-being while respecting their financial realities. This approach reduces tension, fosters trust, and strengthens loyalty without requiring you to lower prices or increase discounts. By meeting clients where they are financially, you can help more pets receive the care they need while ensuring your practice remains sustainable. 

Financial friendliness isn’t just a strategy; it’s a mindset that aligns with the values of veterinary care. Implementing even a few of these suggestions can make a significant difference for your clients, your team, and your practice.