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The CMA’s ongoing review of the veterinary sector has brought client choice, pricing transparency and access to information into sharp focus. But as practices talk to us about these proposed remedies, we find ourselves saying on repeat “information isn’t the same as clarity or confidence”.

Behavioural science offers practical tools to help bridge the gap between information and true understanding. Here’s one powerful tool that can help build client confidence in decisions - social proof.

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What is social proof?

Social proof is the idea that we look to others, especially people we perceive as similar to us, to guide our decisions. This is especially true when we feel uncertain. It’s why restaurant reviews, testimonials and “most popular” labels have such sway in consumer behaviour.

In the veterinary setting, this becomes especially relevant. Most clients aren’t experts. They’re emotionally invested, under pressure, and unsure of what “good” looks like. That’s when they look to the clinic team and to others like them to see what they should do.

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Why social proof matters in the context of the CMA review

The CMA’s proposed remedies aim to give pet owners clearer, more comparable information. They cite detailed price lists, comparison sites and providing information on alternative ways to source medication. But all of this ‘extra’ information doesn’t guarantee better choices. In fact, for many clients, it may lead to confusion, indecision or anxiety about whether they’re doing the right thing.

How can we help clients cut through this additional noise and make better decisions?

That’s where social proof comes in. It offers clients a reference point, a reassuring sense that others have made the same decision, and things turned out fine. It reduces the burden of decision-making, without removing agency.

Used ethically and honestly, it can build trust, support compliance, and help teams navigate tricky conversations about cost and care.

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Here are three simple ways to use social proof in practice:

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1. Give a clear recommendation

We’ve all been asked “what would you do if he was yours?”. Decisions about a pet’s care aren’t easy, and clients look to the trusted expert for support and advice. A recommendation is a strong (and essential) social proof signal which gives clients the confidence to move forward.

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2. Normalise behaviours

“The majority of our new puppy owners choose to join the health plan because of the convenience of home delivery and the savings.”

Small phrases like this can help clients feel reassured that they’re making the same smart choice as others.

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3. Use visual social proof

Signage, website content and waiting room materials can all highlight what others say, choose or value. For example:

• Client testimonials

• Google reviews

• Survey results (e.g. “92% of our health plan members say they’d recommend it to a friend”)

Visual cues reinforce verbal ones and work well at key decision points, such as on your website and at the front desk.

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Social proof supports transparency

Social proof helps clients interpret information, reduces overwhelm, and gives context to choices. Of course, just because a decision was made by many others, it doesn’t mean that it’s right for them. The beauty of social proof is that it still leaves the client in the driving seat if they think they need something different. But if they are wavering or uncertain, it can provide reassurance and confidence in a decision.

As we navigate the CMA’s remedies over the coming months and years, we would love to see the focus shift from what ‘information’ clients need to see to how the information that we share makes clients ‘feel’. We must build confidence, clarity and trust.

Would you like to dial up the effectiveness of your marketing or team communications? Book a call to discuss your needs and explore how we may be able to support you.

How ready is your price list for public view? That’s the question many practices are starting to ask as the CMA’s proposed changes sink in.

In last month’s article, we explored the CMA’s proposed remedies and how behavioural science can help vet teams prepare for a new era. This month, we’re focusing on one of the most talked about proposals: price lists.

If the CMA’s proposals go ahead, all vet practices in the UK will be required to provide clear pricing information for common services and medicines, published online and displayed in their practice. The aim of this recommendation is clear - to enhance price transparency for clients. But for pricing information to be truly useful for a client it takes more than just giving them a giant list.

This seemingly simple idea raises some very practical challenges if the remedy is going to genuinely help clients make more informed decisions.

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What is a price list for?

Let’s start by asking a deceptively simple question: what is the purpose of a veterinary price list? From a client’s perspective, it’s a tool to help them understand what to expect and what they’re paying for. But for vet practices, the answer is more complex. Veterinary care isn’t a one-size-fits-all service, and price lists have limited utility in helping clients understand likely costs for their own pet. As guides or starting points for personalised discussions, price lists may have a place, but as standalone tools for decision-making their value is poor.

That’s a crucial point, and it’s one of the reasons why many practices don't have a current price list displayed on their website. In the new era though, it's looking like price lists are set to become an essential tool. That means that in creating their price list, practices have an opportunity to build client trust and engagement…or to break it.

So, what would a more client-friendly price list look like?

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Transparency meets behavioural science

From a behavioural science perspective, we know that how information is presented matters just as much (in fact, we would argue it matters more!) as what is presented. Clients are more likely to feel confident and reassured if pricing information is easy to find, easy to understand, and easy to interpret in context. That means avoiding jargon, communicating clearly, and being upfront about potential variations or limitations.

A good price list doesn’t need to be exhaustive, but it does need to be honest, representative and helpful. This is about reducing friction, building trust, and supporting informed decision-making.

And let’s not forget the key principle we introduced last month: value transparency. Price on its own can feel confronting or confusing. After all, the answer to "Do I want to spend that money?" is in most circumstances (and for most of us) "No!". But price with context (i.e. value) helps the client answer the more meaningful question: "Is it worth it?". The answer to that question is much more likely to be "Yes".

Here are a few practical tips to help if you're creating or reviewing your price list:

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1. Think about the client journey

Don’t treat your price list as a standalone document. Think about how and when your clients will encounter it. Will it be on your homepage? Linked in a follow-up email? Referenced during the registration process? Try to map out the moments where clients will be seeking price information, and make sure your information supports them in that journey.

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2. Use plain language

Clients don’t need clinical detail, they need clarity. For example, instead of listing "ovariohysterectomy," say "spay (routine neutering for female dog)." Be clear about what each item includes, especially if there are optional extras or common variations. Where ranges are necessary, explain what factors affect the final cost.

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3. Provide context, not just numbers

A number without context can be confusing or even alarming. Help clients understand what they get for the fee. That might mean a short description or linking to more information. For example, if your consultations are 30 minutes, it would be normal for your consultation fee to be higher than a practice that runs appointments that are half that length. But without understanding the context, a client is likely to assume that it's just over-priced.

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4. Avoid information overload

More isn’t always better. A long, itemised list of 80+ prices can be harder to digest than a well-structured summary of the most common services and medicines. Think about your layout and design. Could your price list be made more visual?

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5. Make it easy to ask questions

Transparency isn’t just about posting numbers. It’s also about being open to conversations. Add a clear contact point or call to action: "If you’d like more detail, or to talk about what’s right for your pet, please call us."

There’s a rich body of behavioural science evidence exploring how the presentation of price information can dramatically affect how it is perceived. Elements like number formatting, layout, ordering, and even font size can all influence the perception of price and whether it then feels ‘fair’ or ‘painful’. Veterinary teams rarely have the time or expertise to apply these insights themselves, but done well, they can make a huge difference. At InsideMinds, we help practices present prices in ways that feel more acceptable and reduce the psychological discomfort that can come with fee communications. It's not about hiding the price, but rather presenting it in a way that supports trust, understanding and choice.

Many independent practices worry that publishing prices will lead to unfair comparisons or increase client pushback. But if executed well, this openness can build trust and engagement. Often clients don’t expect (or want) their veterinary care to be the cheapest, but they do want to feel informed and involved.

At InsideMinds, we help practices use behavioural science to communicate with confidence. If you’re rethinking your price list, website, or client materials in light of the CMA proposals, we’d love to help. Get in touch to learn more.

“I didn’t know how much it was going to cost until after the treatment.”

This kind of pet owner insight highlights why transparency in veterinary care is under the spotlight and helps us understand the CMA’s focus on price transparency.

The UK’s Competition and Markets Authority (CMA) recently released a Remedies Working Paper proposing new measures to make vet services more open about prices and options. In summary, the CMA is proposing that small animal vets take a number of measures, such as:

• Clearly display a price list
• Declare if they’re part of a corporate group
• Provide clear treatment options, with prices, in advance
• Offer prescriptions for all medications, and
• Inform owners about potential savings from buying online.
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There’s talk of capping or abolishing certain fees (like prescription charges) and ensuring clients understand cremation fees and their alternative options. The proposals are broad and wide-reaching, but they share a theme:

• Greater transparency in pricing and client communication.

For independent practices, this push for transparency might feel daunting. Posting price lists online and encouraging clients to explore alternatives away from the clinic is a big culture shift for some. However, transparency isn’t just a regulatory box to tick - done right, it’s an opportunity to build trust and to help clients feel more confident in their decisions.
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The good news is that behavioural science can help improve transparency and strengthen client relationships. Over the next few articles, we’ll share simple tips to apply behavioural science and help you get your clinic CMA-ready.
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Is price transparency enough?

Behavioural science tells us that people make decisions based not just on facts, but on how those facts feel. How we present information can dramatically influence the feelings that the information generate. Many of the CMA’s proposed remedies focus on price transparency. The problem with price transparency is that when it’s used in isolation it doesn’t go far enough to help make decision making easier for clients. Price transparency alone doesn’t help a client understand how the fact (the price) makes them feel. And that means that the best path forward doesn’t seem clear to them.
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The importance of value transparency

We believe that price transparency should always be paired with “value transparency”. In other words, we should never present a price in isolation. Instead, we should provide it alongside the benefit of the product or service, helping the client understand not just the fact (the price), but also the feeling that comes with it (whether it feels worth it).

Let’s look at an example where a vet is proposing a diagnostic test:
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Price transparency in isolation

If they focus only on price transparency, they might say:

“This test costs £80. How does that sound?”

Does this help the client understand how they feel about the price?

No, not at all.

It only communicates the fact of the price. It helps them answer one question only: “Do I want to spend £80?”. It’s human nature that any question that’s framed as “do I want to spend money?” will likely be answered with “No!”.

The client doesn’t have the information they need to work out whether spending the money on the test feels like a good idea.
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Value transparency in action

If the vet provides value (as well as price) transparency, then things may sound more like this:

“This test will give us a more detailed picture of Molly’s kidneys. It’ll help us understand if there are any early signs of disease. Knowing that now will help us work out which next step will be most appropriate for her.  It’s £80, which also covers a detailed lab report and a follow-up phone call with me to discuss the results and our possible next steps. How does that sound?”

Would this client be in a better position to judge whether the test is something which they want?

Yes, definitely.

They’ve been given not just the fact of the price, but also the context - the value -to help them understand how that price feels to them. That means they can instinctively judge whether or not the test feels like the right choice or not.  

Of course, the ‘price transparency in isolation’ example given above is unlikely to happen in such an extreme way in a consultation. As options are discussed it’s likely that aspects of the value will be touched on, at least in some small way.

In our experience though, teams often lack confidence in communicating the value of their recommendations clearly. That can result in avoidable negative perceptions about the price.
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Value transparency in price lists

Don’t forget that the principle of value transparency isn’t only valuable in face-to-face interactions with clients. It’s important whenever a price is communicated. That includes websites and price lists. A list of prices with no context is not particularly useful to clients!
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Is it worth it?

Put simply, whilst clients need to know the fact of the price that they may have to pay, they also need to know the value to help them decide how to feel about that price – i.e. whether it’s worth it.

Would you like to help your team communicate value and prices more confidently and effectively? Get in touch to explore how our workshops can help your practice get ahead of the CMA curve.

"It wasn’t that they got anything wrong. It’s just… I didn’t feel like they saw me."

That’s what a client of one practice told us recently. Her dog had recovered fine. The vet had explained everything clearly. The reception team were polite. But something didn’t land right.

The problem wasn’t obvious to her - just a vague sense of being on the outside of an efficient and yet impersonal process.

And that’s the thing about client experience. It’s not just about what happens. It’s about how people feel.

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The journey is emotional, not just practical

For every clinical interaction, there’s an emotional undercurrent.

The worry that something’s wrong.

The guilt of not noticing it sooner.

The confusion about what treatment involves.

The anxiety about how much it will cost.

The hope that things will be OK.

But as professionals, we’re used to the rhythm of these visits. We know what’s routine, what’s urgent, what’s complex. We see hundreds of cases a week. The problem is, that familiarity can make it hard to notice how it feels for the person on the other side of the consult table.

They don’t see a “workflow”. They see a thousand micro-moments that subconsciously shape their trust, confidence, and choices.

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A missed opportunity

Let’s imagine a client and a sliding doors moment. James notices his cat Molly is drinking more than usual. He’s not sure if it’s serious, but he decides to seek advice from his vet.

In one universe he calls his vet and waits on hold for three minutes. He is booked in efficiently but slightly curtly by the receptionist, who is clearly being pulled in several directions at once. He is told to make sure he arrives on time. He parks outside the clinic easily but when he enters the building he notices a faint, unpleasant smell. The vet is kind, but brisk – clearly under pressure. She explains it could be early kidney disease, but says they need to run some tests to confirm. James nods, says yes to the tests, and leaves feeling…unsure.

In another universe the experience is different. When James calls, the receptionist reassures him that the team will help him find out what’s going on with Molly. Ahead of his appointment he is emailed a link to an article on the practice website about increased thirst. The waiting room is bright and welcoming, and the receptionist chats to him about Molly. The vet picks up on his worry and takes a moment to chat through what’s on his mind. She explains what she thinks may be going on as well as explaining what the tests that she’s recommending  will tell them and how that’ll help them put together the right plan for Molly. James leaves feeling supported. He knows that whatever the tests show, the vet team will help him find the right path forward.

Same clinical case. Same recommendations made. But the experience? Miles apart.

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Emotions drive action

People tend not to act on facts alone. They act on how they feel. Research shows that empathy, clarity and trust significantly increase treatment uptake and follow-through – especially when people are anxious or uncertain (which, let’s face it, is most of the time in veterinary care).

When the journey feels confusing or cold, clients are more likely to delay, to doubt, or to disengage. But when it feels human – when they feel seen – they’re more likely to act, return, and recommend.

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The in-between bits matter

It’s tempting to focus only on the clinical encounter. But clients are having an experience before they step through your door and long after they leave. That experience is shaped by things we often don’t see:

• The online reviews that they read
• The ease of booking an appointment
• The tone of reminder messages
• What your website says (or doesn’t say)
• How clean the toilets are

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These might feel minor. But for the client, they are the practice.

Clients don’t necessarily remember (or notice) the clinical skill of the team that sees them. They simply expect that every veterinary team will be packed with clinical knowhow. What they do remember is how they were made to feel.

Were they reassured? Informed? Rushed? Embarrassed? Listened to?

Every point along the journey is a chance to build trust – or chip away at it.

In the end, a client’s experience of your practice is shaped not just by what you do, but by how you do it.

The client journey matters - not because it’s a management concept - but because it’s the lived experience of the humans we serve. If we want them to choose well, to come back, to follow advice - we need to walk that journey with them, not just lead the way.

Would you like to explore how you can optimise you client journey? Contact us to find out how we can help.

You’re midway through a consultation, explaining a treatment plan, when the client crosses their arms and says, “That seems really expensive. Is it even necessary?”

At that moment, how we respond can either build trust, or erode it.

Objections and challenging conversations in veterinary practice are inevitable. Whether it’s about price, the need for an investigation, or alternative treatments, these moments can feel like a barrier that’s tough to overcome. But what if we approached them as an opportunity? A chance to strengthen our relationship with the client?

The way we handle objections can help clients feel heard, reduce defensiveness, and ultimately help them make better decisions for their pets.

The key lies in using a structured approach which is grounded in behavioural science.

Here are some tips from the InsideMinds EASE framework, which is explored in full in our workshops and training:

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1. Acknowledge, don’t defend

When we’re challenged by a client with a viewpoint that we believe to be wrong, it’s natural to want to immediately correct them. The problem is though, jumping straight into explanation mode can backfire - people tend to double down when they feel they’re being contradicted.

Instead, it’s more constructive to start by acknowledging their concern. A simple validation of their concerns can lower their resistance and open the door to a more productive discussion – it’s disarming.

For example, if a client says, “I don’t see why this test is needed—my dog seems fine,” rather than countering with the reasons why the test is required, it’s likely to be more constructive to respond with an acknowledgement, such as “I understand why you’d question that - it makes sense to want to know why a test is important before committing to it.”

This small shift will ensure the client feels heard, and will help build connection and trust.

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2. Get curious

Sometimes, the first objection a client raises isn’t the real issue. Asking the right questions helps uncover their real concern - whether that’s financial worries, past experiences, or uncertainty about why the approach is the right one.

Using open-ended questions encourages conversation, rather than confrontation.

Good examples of open questions include:

“How are you feeling about these options?”

“What do you feel the ideal outcome looks like?”

“What are your concerns about this approach?”

“What else is on your mind?”

Reflecting back what’s heard reassures the client that they’re being listened to and allows a check that everything has been understood. This approach fosters trust and helps to reduce resistance.

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3. Check in, don’t close off

Once some information has been shared to try to shift a client’s perspective, it can be tempting to just close the conversation and move on. Many objections aren’t resolved in a single conversation though, and the discussion may have raised other concerns in the client’s mind. It’s so important to check whether the explanation has helped and invite further discussion, if that’s appropriate.

Questions that help to check in include:

“How does that sound to you?”

“How do you feel about this now?”

As well as providing important information about whether the challenge has been overcome, this approach helps the client feel like an active participant in the decision. Research shows that when people feel in control of their choices, they’re far more likely to follow through.

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Handling objections with EASE

Challenging conversations are part of veterinary life, but they don’t have to feel like a battle. When a client pushes back, it’s often simply because they need help making sense of their decision.

By taking a moment to acknowledge their concerns and asking the right questions, resistance can often be turned into understanding. A structured framework for these conversations is a powerful tool to help guide clients towards the best choice for their pet, in a way that feels good for them, and for the vet clinic team.

No conversation will go perfectly every time. But the more we approach objections with curiosity and care, the more confident we become in handling them - and the stronger client relationships grow.

Would you like to help your team handle challenging conversations more confidently? Contact us to find out how we can help.

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Talking about money can feel uncomfortable. Many veterinary teams hesitate when discussing fees, worried about how clients will react. Will they question the cost? Will they compare it to an online price? Will they see the value? These concerns are completely understandable—but the good news is, they can be overcome.

When we communicate a price, it can feel like we’re sharing a fact. Yet for the client, their perception comes from how the price feels - something very subjective.

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Price and value are different things

It’s easy to assume that if clients question a price, it’s because they think it’s too high. But often, that’s not the case. People normally don’t instinctively know what something is worth—so their perception of price is shaped by context, expectations, and how value is communicated.

Clients aren’t just paying for a procedure or medication; they’re paying for the expertise, the technology, the safety, the comfort, and the peace of mind that comes with knowing they’re doing the best thing for their animal. When we frame fees alongside the value delivered, clients can see the fee in a completely different light.

So how can we help clients connect the dots between what they pay and what they get? Here are a few tips:

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1. Set prices fairly and share pricing strategies with your team

This may sound obvious, but communicating prices well starts with making sure that prices are set at a fair level which allows the practice to be appropriately profitable and that teams understand why the prices are set as they are. It’s hard to communicate fees with confidence when the rationale behind them isn’t clear. Helping teams understand how veterinary fees are structured - including what contributes to running costs, equipment investments and so on, can be incredibly empowering.

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2. Put value and price in the right order

The way we structure discussions around value and price matter. For example, have a look at these two options and consider whether you think there would be any difference in how price is perceived when either the first or second version is used.

Version 1: “The dental will be up to £350. It will clean all the plaque off his teeth, get rid of his bad breath, and importantly it’ll also help reduce future gum and tooth problems. Dental problems get worse over time, so if you act now, you’ll make life much more comfortable for him and you can save money in the long run as the procedure will be more straight forward.”

Version 2: “The dental will clean all the plaque off his teeth, get rid of his bad breath, and importantly it’ll also help reduce future gum and tooth problems. Dental problems get worse over time, so if you act now, you’ll make life much more comfortable for him and you can save money in the long run as the procedure will be more straight forward. The dental will be up to £350.”

Rationally, it should make no difference, since the same information is shared. Studies have shown though, that communicating the price first prevents the full value from being understood. It’s like our brains get stuck on the price and can’t take in the value afterwards. Simply flipping things around so the value is communicated before the price can help ensure that the price is seen in the context of the value.

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3. Communicate with confidence

The current cost of living is a very real challenge. Add to that the fact that veterinary fees can come at unexpected times, and it’s no surprise that fees can feel difficult to communicate. Don’t forget though, what feels uncomfortable to us (or what felt uncomfortable to the last client that this fee was communicated to) may not cause any concern for another client. It’s so important not to make assumptions about whether clients can or will be prepared to afford something.

It’s important to talk about fees with confidence - without feeling the need to apologise. When we use language like “Here comes the painful bit…” or “Are you sitting down...?” we’re priming clients to think that an excessive price is about to be communicated, and as a result we make the price feel even larger and more painful to them.

Of course, we can still acknowledge that a fee may not feel comfortable to a client, but we should do that without undermining a fair pricing policy. For example, we could say “I understand that this is a big decision, and I want to make sure you feel comfortable with the plan.” Or “I can see this has come as a surprise to you. I want to help you choose the path that feels right to you.”

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Transparency is key

Price transparency isn’t about listing numbers on a website and hoping for the best. It’s about making price information useful - helping remove uncertainty and enabling clients to see what they get in return.

Often, clients aren’t looking for the cheapest option; they’re looking for the right option. Our job is to help them feel confident in their choices by making value clear and laying prices into context. When we do this well, clients don’t just accept a price—they feel reassured that they’re making the best decision for their animal.

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Would you like to help your team communicate prices more confidently? Contact us to find out how we can help.

We’ve all been there - standing in front of a client, explaining the treatment their pet, horse, or livestock needs, while inwardly hoping they’ll “see the value” and agree. But value is tricky. It’s not an objective fact; it’s a perception, shaped by emotions, context, and the way information is presented.

That’s why communicating value effectively isn’t just about listing benefits or discussing costs - it’s about understanding the psychology that drives how clients perceive value. When veterinary teams can connect with clients’ instincts, emotions, and motivations, they’re far more likely to guide them toward making the best decisions for their animals.

For many veterinary teams, talking about price and value can feel uncomfortable. So how do we build confidence and help teams convey value in a really powerful way? Let’s dig into the psychology behind value perception and explore practical ways to apply it in veterinary practice.

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What is value, really?

Value doesn’t exist on its own. It’s not just the price of something or the “objective worth” of a service. We can’t even tell clients what value is. Value is a feeling - clients perceive it when they believe the benefits outweigh the cost, risk, or effort involved. And critically, that perception of value is highly subjective and influenced by psychology.

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For veterinary clients, their perception of value is shaped by things like:

• Their emotional connection to their animal.
• Their trust in you or your team.
• How the cost is presented and framed.
• The clarity and ease of understanding explanations.

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If we ignore these factors and focus solely on price or technical details, value can feel unclear or invisible to clients. But when we understand and address the psychology of value, we make it easier for clients to see why recommendations are in their best interests.

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The “Why” effect: People need reasons to believe

Clients are far more likely to see value when they understand why a service or treatment matters. Without a clear “why,” it’s easy for recommendations to feel optional, confusing, or even unnecessary.

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How teams can use this:

• Translate 'features' of a service (e.g. a pre-anaesthetic blood test or post-op check up) into 'benefits' for your clients (e.g. "which means that you'll have the reassurance of knowing that his healing is progressing well")
• Explain the “why” behind recommendations. For example:
      “This blood test is important because it helps us spot any hidden issues early, which could prevent more serious problems later.”
• Use metaphors or analogies to make the “why” relatable:
      “Think of this vaccine like an umbrella. It's there ready to protect your pet when they need it most.”

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When clients understand the reasoning and purpose behind advice, they’ll see the value more clearly.

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Emotions drive decisions‍

Despite our best intentions, humans rarely make decisions based purely on logic. Emotions drive our choices, and the same is true for veterinary clients. Their love for their animal, their worries about cost, and their desire to “do the right thing”, amongst many other emotional drivers, all play a role.

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How teams can use this:

• Focus on the emotional benefits for the client and their animal. For example:
      “This treatment will mean she can enjoy more walks and pain-free days with you and your family.”
• Use genuine stories and anecdotes to make the value more tangible. For example:
  “Last month we treated a dog with the same issue, and his owner was so relieved to see him back to his old self. That’s exactly what we want for your pet too.”

By tapping into the positive emotions that come with making the best decisions for their animals, rather than focusing solely on the transaction, can help clients feel the value more readily.

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Clarity is king‍

If something feels complicated, it feels less valuable. The harder it is for clients to process what you’re saying, the less likely they are to follow your advice.

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How teams can use this:

• Be clear, simple, and concise in your communication. Use plain language, not medical jargon. For example, clients (and in fact veterinary professionals too!) will find it faster and easier to decipher “X-ray” rather than “radiograph”, even if the latter is technically more correct.
• Break recommendations into manageable steps. For example:
  “The first step is an X-ray, so we can pinpoint exactly what’s going on. Then once we know what that shows, we’ll discuss the next steps together.”

Clarity makes value easy to see, easy to understand, and easy to act on.

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Why this matters‍

Communicating value is about much more than listing services or explaining prices. It’s about understanding how clients process information, what drives their decisions, and how they feel about the care they’re investing in.

When clients see value, they don’t just “accept” recommendations - they embrace them. They feel confident, reassured, and empowered to make the best choices for their animals. And when clients see value consistently, it strengthens trust and loyalty to your practice.

Value isn’t something clients discover on their own. It’s something we communicate -through clarity, empathy, and an understanding of what truly matters to them.

Because at the end of the day, it’s not just about price. It’s about helping clients see the difference your team makes for their animals - and for them.

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Would you like to help your team communicate value more confidently? Contact us to find out how we can help.

Transparency is a hot topic in the veterinary industry. Recent scrutiny, such as the Competition and Markets Authority (CMA) investigation into the sector, has brought this issue firmly into the spotlight. Understandably, clients expect openness about costs and services, and regulatory attention has made addressing this expectation even more pressing.

I was recently involved in a panel discussion on transparency at a veterinary conference. During the session, three key questions emerged which lie at the heart of both the challenges and opportunities surrounding transparency in the profession, so let’s explore them further:
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What does transparency within the veterinary sector mean?

Discussions about transparency often focus on price, with for example, talk of the need for wider use of price lists on websites. But while pricing transparency is vital, it’s only part of the equation. Hand in hand with transparency on price must come transparency on value. Clients need to understand not just what they are paying, but why it’s worth it.

Transparency is more than simply making information available. It’s about making that information useful to clients. This means presenting it in a format that’s easy to understand and easy to apply when making decisions about their animals’ care. For example, jargon-free explanations and visual aids can make complex information more digestible. Highlighting the benefits - both short and long term - of the service helps clients see prices in context. And being clear about what is and isn’t included helps clients make more appropriate comparisons.

Ultimately, transparency is about helping clients feel informed, supported, and confident—not just aware of the numbers.
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What’s stopping vet practices from communicating transparently?

Every veterinary team that I’ve worked with genuinely wants to be transparent with their clients. They take pride in building trust and delivering clear communication about care and treatment options. But discussing prices with unguarded transparency can feel daunting for many.

This may be because price and value transparency can feel uncomfortably close to selling—and “selling” is a word many people in the veterinary profession instinctively avoid. Team members may worry that openly discussing costs and the benefits of certain choices could be misinterpreted by clients as prioritizing profit over care. Some even reflect on past experiences where a client bristled at the mention of price, and that memory lingers, feeding hesitation.

But transparency about price, when paired with the same care and empathy already used in clinical conversations, doesn’t alienate clients—it reassures them. Clients don’t resent openness; they resent feeling uninformed or surprised. And while the word “selling” may sound uncomfortable, in reality, veterinary professionals sell every day - ideas, recommendations, and, ultimately, the best solutions for patients’ needs.

At its heart, selling in a veterinary context is simply about helping. It’s about understanding the needs of the client and the animal, and guiding them to make the best decisions for their unique situation.

The key is to build on the team’s strengths, providing tailored training which helps them communicate both value and price confidently and competently in a way which also feels comfortable. To do this well, teams must understand how clients perceive value and price at an instinctive level, and therefore how to present them in the most effective way.
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Do subscription models reduce transparency?

This question was raised alongside a concern that boiling some aspects of veterinary care into a single monthly payment could reduce transparency. Some clients will consume fewer services than others, and therefore the amount paid may not accurately reflect the volume of services and products used. Whilst you could argue that this may reduce ‘fairness’, I would argue that a well-executed subscription model doesn’t reduce transparency.

On the contrary, subscriptions provide clients with a clear, predictable way to budget for their pet’s care. Instead of being surprised by a large, one-off bill, clients know exactly what they’re paying each month and what’s included in their plan. This level of clarity not only removes the stress of unexpected costs but also builds trust by demonstrating that the practice is upfront and consistent. I would argue that when done well, subscription models actually increase transparency.

For example:

• A pet health plan that includes (often amongst other things) consult fees and routine vaccinations makes preventive care straightforward and affordable and helps reduce the barriers to early diagnosis. Clients can budget effectively for their pet’s routine care and can bring them in whenever they have a concern, with less worry about unplanned costs.
• In equine and farm practices, subscription models such as herd health plans, routine worm count or dental care packages allow clients to plan, knowing exactly what they’re investing in and why.

Ultimately clients are free to choose whether they value predictable monthly costs more or less than paying as they go and therefore paying only for the services which they use. The success of a subscription model will depend on how well it is communicated, and transparency is key here too. Clients need to be clear on what’s included, what isn’t, and why it’s of value to them…and both regular and ongoing value communication is key.
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Transparency builds trust

Transparency in veterinary practice is more than a box-ticking exercise; it’s about building trust and helping clients feel confident in their decisions. Ultimately it gives us all a great opportunity to strengthen relationships, create better clinical outcomes and enhance both client satisfaction and loyalty.

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Do you need help building your team's skills for transparent and effective discussions around value and price? Contact us to find out how we can help.

Have you ever read a scientific article but found yourself re-reading chunks because you struggled to take the detail in? In animal health, scientific literature plays an important role in staying up to date, but it’s not always easy. Compare that to a Netflix documentary. How often do you have to rewatch that to take in the details? Probably not at all. So, what’s the difference between scientific articles and Netflix documentaries?

Really, it’s the difference between information sharing and great communication. But how does Netflix turn information sharing into great communication?

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The answer is in storytelling.

We all love a good story. They capture our attention, make us feel connected, and often move us to act. We’ve evolved to pass knowledge down generations through stories and our brains are simply hard-wired to engage with them.

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How can veterinary businesses use storytelling?

Storytelling is incredibly powerful for dialling up the effectiveness of knowledge transfer, but more than that, it’s a superpower when it comes to communicating your brand to your clients. Brand storytelling helps veterinary practices create stronger client relationships, build trust, and develop loyal clients. But not just any story will do.

One of the problems with client communications, is that they can be very focused on the veterinary practice. ‘Our services’, ‘our facilities’, ‘our team’…sound familiar? The sad truth is though, that clients aren’t really interested in hearing about those things. At least, that is, until they can see that your business understands them, connects with them, and can help them overcome their challenges.

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What makes a good brand story?

The secret sauce lies in understanding that the stories we find most engaging are the stories about us. Nobody enjoys feeling like a passive observer. People naturally engage more when they see themselves in a central role, overcoming challenges and achieving a positive outcome. For veterinary clients, making them the super-hero of your brand story is the key to standing out and creating a meaningful connection between them and your brand.

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What is brand storytelling?

Brand storytelling is the art of using narratives to engage, communicate your values, and show how your services can make a real difference in clients’ lives. It’s more than just saying, “We’re a great vet practice.” It’s about showing your clients how you understand the challenges that they face, and how you are uniquely placed to help them and guide them as they overcome those challenges.

Think of it like this: in any good story, the hero embarks on a journey, faces challenges, and with the help of a trusted guide or mentor, they come out stronger and more successful. In your brand’s story, the client is the hero, and your veterinary practice is the trusted guide helping them along the way.

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Why your client is the super-hero

When you position your client as the hero, you shift the focus away from your practice (which is boring to them) and onto what they can achieve with your support (much more interesting!). Creating a story like this can help you achieve great things:
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1. Increase engagement and loyalty
   When you frame your communication so that the client feels like the star of the show, they are more likely to stay engaged, trust your guidance, and feel loyal to your practice.
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2. Build trust
   Casting the client as the hero shows that you recognise their unique challenges and that you are there to support them every step of the way, not to take centre stage.
3. Motivate action
   When clients see themselves as the hero of the story, they are more motivated to act - whether it’s booking a check-up, following a treatment plan, or making lifestyle changes for their animals. The focus is on them making the best decision, with your practice simply helping them succeed.

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It really works

Brand storytelling makes your veterinary practice more relatable. Every client wants to feel like they’re making the best decisions for their animals. By positioning them as the hero of their own journey, you’re reinforcing that they have the power to create positive outcomes, with your team as their trusted partner.

It’s not about downplaying your expertise; it’s about elevating your clients’ role. And in the process, you can build deeper connections with your clients, build trust and loyalty and inspire action. That’s a story worth telling.

Would you like help creating your brand story? Simply contact us to find out more.

While on holiday recently, my family and I found ourselves in a buffet restaurant. I don’t know about you, but I often feel uneasy about the number of hands that use the serving spoons in a buffet. Let’s face it, when you’re on holiday, the last thing you want is to get ill! This restaurant took a clever approach to reducing the risk. Instead of the usual “please wash your hands” sign that many (most!) people ignore, this restaurant had thought about how to make the behaviour happen, and importantly, how to make customers feel good about it too.

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So what did they do?

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As we entered, we were greeted by a cheerful team member who welcomed everyone and gently funnelled us through a hand-washing area. There were multiple wash basins, cheerful staff keeping an eye on things, and a catchy tune playing in the background. The team were singing and dancing about washing hands, making the experience not just mandatory but also fun and social, especially for the children.

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This simple, yet hugely effective, approach is a brilliant example of good behaviour change techniques in action. But, what makes it so successful?

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To unpick that, we’ll use the EAST framework, which was developed by the Behavioural Insights Team. The acronym outlines four principles for effective behaviour change: Easy, Attractive, Social, and Timely. Whatever the behaviour change required - whether you’re trying to guide customers to wash their hands in a restaurant or seeking to guide clients to take the best care of their animals – these principles are relevant and useful. Let’s take a closer look:

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Making it Easy

The first principle, Easy, is all about removing barriers. Humans tend to give up on behaviours quickly if any effort is required. At the restaurant, the layout made it almost impossible to avoid washing your hands—no need to remember, no effort required. The action was made easy by design. Even more than that, the ‘wrong’ behaviour was made difficult, since it meant jumping over a barrier or walking straight past the wash basins, all under the gaze of the staff.

How can this be applied in veterinary practice? Here are just two ideas:

1. Streamlined online booking: If you make an online booking system available to your clients (which arguably every practice should!) then look at it through your clients’ eyes. Is it user friendly and intuitive? Have you minimised the data entry and number of clicks required? Even just removing one step can make a huge difference to how easy something is to do.
2. Clear treatment plans: Providing clients with simple, easy-to-understand treatment plans helps to increase the chances that they’ll follow them. Using infographics or step-by-step guides can help outline what they need to do next in an easy-to-consume way.

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Making it Attractive

Next is Attractive. For behaviours to happen, we need to catch attention and create engagement. The restaurant did this by making hand washing fun. The singing, the dancing, the vibrant atmosphere—it all made the action more appealing. Other ways to make behaviours attractive include incentives (such as discounts, gifts, rewards, points) and personalisation.

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Here’s a couple of ideas how this can be put into practice in our veterinary context:

1. Engaging appointment reminders: Sending personalised appointment reminders (e.g. that are addressed to the animal) will help make the reminder more appealing and harder to ignore.

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Making it Social

The third principle, Social, taps into our natural tendency to follow the crowd. At the restaurant, everyone was washing their hands, and the staff’s enthusiastic participation reinforced this social norm.

In a veterinary practice, creating a social environment where positive behaviours are the norm can be powerful. For example:

1. Community challenges: Organising animal health-related challenges for clients, where they can participate and share their progress on social media. This will encourage others to join in and help clients maintain healthy habits for their animals.
2. Peer Learning: Encouraging peer learning among staff by setting up regular “Lunch and Learn” sessions where team members share and discuss success stories and best practices, fostering a collaborative environment focused on continuous improvement.

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Making it Timely

Finally, Timely refers to prompting people to act at the right moment. The restaurant’s setup ensured that hand washing happened immediately on arrival, right when it was most needed.

In veterinary practice, timing can be everything. For example:

1. Reminder time: Reminders only really work when they arrive at a time when the client is motivated to act. So, think about when and ow frequently your reminders are sent – are they timely?
2. Seasonal Campaigns: Timely campaigns, such as anxiety management ahead of firework times, tick prevention at the height of the tick season or heatstroke prevention tips in the summer, help to prompt action at the time when it’s most needed.

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EAST for the win!

The lesson from my holiday experience is clear: whilst changing behaviour can sometimes be hard, it doesn’t have to be. Whenever you want to drive any behaviour change, take a moment to check whether you’re making it easy, attractive, social and timely. Just that one simple step might lead to big behavioural changes.

Do you need help driving behaviour change? Contact Us to find out how we can help.

Imagine this: You’re at your doctor’s, feeling anxious about which treatment option to choose. The doctor shares clinical data with you, which leans you towards one option. But then they share a heartfelt story about their last patient with the same diagnosis who had a great outcome using the other treatment.  Which do you choose?

Well, studies have shown that people will be swayed by the anecdote more often than the data.

Not what you expected?! That’s the power of anecdotes.

In veterinary medicine, we often focus on conveying facts and data. However, anecdotes are another powerful tool we can use to complement data.

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Why are anecdotes so influential?

Anecdotes are personal stories that can make information more relatable and memorable. Research shows that people often rely on anecdotes when making decisions, and often even more so than data. This phenomenon is rooted in the psychology of decision-making. When faced with complex information, our brains latch onto simple, relatable stories.

A study published in the Journal of Clinical Psychology in Medical Settings explored how people make healthcare decisions. It found that people tend to weigh anecdotal information more heavily than data, especially when the anecdote is clear and emotionally charged.

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The influence of anecdotes

In the study, participants were more likely to choose a 30% effective treatment when paired with a positive anecdote over a 50% effective treatment paired with an anecdote that was ambiguous regarding the outcome. When anecdotes were ambiguous, then participants relied more heavily on data to reach their decision.

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Confidence in decisions

Participants exposed to positive anecdotes reported higher confidence in their treatment decisions compared to those exposed to ambiguous anecdotes. And interestingly, those exposed to negative anecdotes about the more effective treatment chose the less effective treatment more often but didn’t report significantly lower confidence in their decisions.

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Integrating anecdotes with facts

So, how can veterinary teams use anecdotes effectively without compromising the need for factual information?

1. Start with the story, support with facts:
   • Begin your communication with a relevant anecdote that supports your recommendation. For example, share a story about a pet that successfully recovered following a similar procedure.
   • Follow up with the facts and data that support your recommendation. This combination can help clients relate personally to the situation while still understanding the scientific basis for your advice.
2. Choose anecdotes wisely:‍
   • Use anecdotes that are clear, concise, and emotionally engaging. Ensure they are relevant to the client's situation and illustrate the point you want to make. Be mindful that when not used mindfully, anecdotes may inadvertently influence your clients towards a poor choice for your patient.
3. Tailor your approach:‍
   • Different clients may respond differently to anecdotes and data. Pay attention to their reactions and adjust your communication style accordingly. Some clients may need more facts, while others might benefit more from relatable stories.

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So, to summarise...

We can't escape the need for facts and data in veterinary medicine, they're critical to choosing the right course of action for any patient. But understanding the impact of anecdotes can unlock better client understanding, trust and confidence in your recommendations. By using relatable anecdotes, you can help clients feel confident in their decisions and more engaged with your practice.

So, next time you're discussing treatment options, remember the power of a good story!

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Want to start building your behavioural science superpowers right now? Visit our online courses to find out how.

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Reference:

Freymuth, A. K., & Ronan, G. F. (2004). Modelling patient decision-making: the role of base-rate and anecdotal information. Journal of Clinical Psychology in Medical Settings, 11, 211-216.

Bananarama famously sang, “It ain’t what you do, it’s the way that you do it.” (Apologies if you’re under 45 years old, you may need to Google that reference…). Admittedly, they weren’t referring specifically to client interactions or marketing communications, but veterinary marketers and clinic teams would still be wise to heed their advice!

Of course, the messages that we convey are important, but it’s not the whole story. How those messages are presented will directly affect whether they (and your recommendations) are listened to, believed, and liked.

But why?

Surely the quality of the evidence and the information is the most critical thing?

Well, not exactly.
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Perceptual fluency describes how easy our brains find it to process information.

Studies have shown that if we find something easy to process, then our subconscious mind mistakes that ease for something quite different and much more meaningful. Our brain mistakes the pleasant sensation of processing ease for things that might surprise you. Just because something is easy to process, our brains will decide that it’s more trustworthy, credible, and correct (Okuhara et al., 2017).
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So, if perceptual fluency is a good thing, how can we achieve it?

We can influence how easily our communications are processed in so many ways. From keeping in-person communications brief and simple, through to how we lay out written communications so they are uncluttered.
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Practical tips for written communications:

1. Keep it simple
   Use clear and straightforward language. Avoid jargon and complex sentences.
2. Use readable fonts
   Choose fonts that are easy on the eyes, such as Arial or Helvetica. Avoid overly decorative fonts that can be hard to read.
3. Contrast and Colour
   Use high contrast between text and background. Dark text on a light background is usually best. Be cautious with colour combinations that might strain the eyes.
4. White Space
   Don’t clutter your content. Use white space effectively to separate sections and make the layout more inviting.
5. Chunk information down
   Break information into bullet points or numbered lists. This makes content easier to scan and digest.

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Test your communications:

Once you’ve crafted your communication, test it. Gather feedback from colleagues or a small audience to see what they take from the information. Are they finding it easy to read and understand? Use their insights to make any necessary adjustments.

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Practical tips for in-person communications:‍

1. Keep it simple
   Use clear and straightforward language. Avoid jargon and complex sentences.
2. Make it visual
   When explaining complex information, use visual aids like diagrams or models. This helps make abstract concepts more concrete and easier to understand.
3. Repeat key messages
   Repeat key points to reinforce the message. More memorable things are perceived as being more perceptually fluent, and repetition helps create memories.
4. Summarise:
   Summarising the main ideas that you’ve discussed helps to reinforce messages.
5. Structure information
   Present information in a logical and structured manner. Start with the most important points and follow with supporting details (not too much detail though!).

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Present information in a logical and structured manner. Start with the most important points and follow with supporting details (not too much detail though!).

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In Summary:

Next time you’re finalising a communication, make sure you reflect not just on what you’re going to say, but also spend time reviewing how you will present it. Be clear, be concise, and make it pleasing to the eye! Remember, it’s not just about the message itself, but the way it’s delivered that can make all the difference.

By embracing perceptual fluency, you can build trust, credibility, and a positive reputation with your clients. So, as Bananarama wisely hinted, it truly is about the way that you do it!

Do you wish you could equip your team with more behavioural science superpowers? Visit our Workshop page to find out how.

Before we dive into whether veterinary practice clients like your clinic (and why you should care!), let us pose you a question.

Do you see your friends more often because you like them?

Or…could it be…

That you like your friends because you see them more?
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The latter is probably not a perspective that feels too comfortable. But the concept that familiarity breeds liking is well-established in behavioural science.

Think of a Netflix series that you've watched recently. Did you start off feeling indifferent about the characters, but by the end really like them?

Or how about if we do your grocery shopping this week but buy different brands of your favourite foods. What will you think of the new brands? Most people won’t like ‘different’ brands as much as their usual brand… until they have them more often and they become familiar.

Behavioural scientists call this the mere exposure effect.

And you might well be thinking, "So what?".

Well, whether we like something, or someone affects other judgments which we make about it/them. So, because I like you, my subconscious mind will associate all sorts of other positive judgments with you. For example, I might believe that you're trustworthy, honest, correct, and credible.

It's not rational.

But it is how our minds work, and how clients’ minds work.

And that means it’s important for any veterinary team to understand.
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Get better patient outcomes and higher client satisfaction
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1. Maximise client contact
   Ensure that your clients have as much contact as possible with your clinic brand, your team, and your messages. We’re talking lots of different touchpoints. A slow drip, drip of contact over time. Avoid them only interacting with you once a year.
   Not only will this help them become familiar with your business and your team, but it will also help your messages feel familiar too. It takes a coordinated effort across many channels, such as social media, your website, email, SMS, and WhatsApp, to name just a few.
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2. Consistent, repeated messaging
   Repeating key points, such as the recommendations your team make, is another way to increase their familiarity.
   Ensuring that your team makes consistent recommendations and that information shared on social media and through your website is also consistent with the verbal recommendations will help achieve this.
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3. Ease of Understanding
   You can also increase the perception of familiarity simply by making it easier for your clients to process, read, or understand information…..Is that a surprise too?

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We’ll fill you in on that one next month.

Creating a sense of familiarity is just one way that behavioural science can help your team and business be liked more by your clients. And being liked more is just one way that behavioural science can help your veterinary business:

• Create better patient outcomes
• Increase client satisfaction
• Build happier teams
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Do you wish you could equip your team with more of the power of behavioural science? Visit our Workshop page to find out how.

Last week, we were working with an independent veterinary practice whose team was encountering a very familiar problem: money.
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It’s often thought of as the most difficult topic to discuss with clients. And because most teams are having conversations about fees with every client that walks through the door, the frequency of those difficult conversations takes its toll.

Like many teams that we work with, they believed at the start of the day that there was little that could be done to help. They knew their fees had been set fairly and communicated transparently.

Yet, these conversations still proved difficult. They knew they couldn’t drop their fees without endangering the business, and they thought that was the only thing that would make their clients feel more comfortable with their fees.

This is a very common misconception. And it’s logical. If a client is unhappy with a price, the natural response is to lower it to make them feel better.

Except there is another way.
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Paying is Painful

Quite literally. Functional MRI studies have shown that the insular cortex fires up when we make payments or think about making payments. One of the roles of the insular cortex is pain perception. So, paying creates a physiological pain response.

But we can make the same price (for the same service) feel significantly more (or less) painful through, for example:

• The way that we present the price
• How the client is asked to pay (e.g., cash, card, phone, watch, or direct debit)
• he timing of the payment
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When should clients be asked to pay?

The most memorable parts of an experience tend to be the most emotionally intense moment (the peak) and the end of it. This is what’s known as the ‘peak-end rule’.

It's very common for veterinary practices to ask for payment just before the client leaves the building—the very last part of their experience in the clinic. That means that we're making the payment more memorable, and therefore a more painful part of the experience.

Put simply, if we ask clients to pay at the end of each interaction with a veterinary practice, we're likely to not only make the payment feel more painful but also damage their overall perception of the experience. The knock-on effect is reduced satisfaction and a lower perception of value versus cost.

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So, what can we do?

1. Take payment earlier
   ‍ Taking any opportunities to take payment earlier in the experience (e.g., when booking online) will create a much better client experience.
2. Take part-payment or payment details on booking
   Of course, we can’t always know what the final fees will be this early in the process. But taking part-payment at booking or collecting payment details to be used with the client’s permission once the full cost is known may help to reduce some of the pain of paying. Both of these approaches will make the payment less salient to the client, either because the payment they’re making at the end is smaller, or because they don’t need to hand their card over at the end of the experience at all.
3. Set up a membership option
   Direct debit payments are the least painful of all, so membership arrangements can be a real win-win-win for client, patient, and clinic.
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Direct debit payments are the least painful of all, so membership arrangements can be a real win-win-win for client, patient, and clinic.

The timing of payment is just one of many ways that behavioural science enabled us to help our customer’s team improve their clients’ perceptions of fees and create a better client experience. And their feedback?

That this new knowledge is a game-changer.

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Take your veterinary customer experience to the next level with behavioural science power.

Visit our CX and Marketing Communications page to find out how.

On a warm, bright summer evening, my husband and I headed out for a special celebration. We’d chosen a restaurant we’d heard was special, and we were excited to try it out.

We weren’t disappointed.
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The food was amazing, the ambiance just perfect, but the thing I’ve told all my friends about?

The service.

I’ve never experienced anything like it before or since. It was like the team was inside my head, anticipating my wants and questions before I’d even thought of them myself.

That evening was several years ago, but I can still relive it vividly today. I’ll likely remember the special details for my whole life.

Since that time, I’ve reflected and dissected the experience many times. What was it that made it such a great experience?

It ultimately boils down to one thing:

The restaurant created a feeling that the world revolved around us.

We were at the centre of everything. It was true customer-focused service.

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Customer-centricity: more than a buzzword

Customer-centricity. Well, there’s a business buzz-term if ever we heard one! But everyone’s already doing it, aren’t they?

Are they?

True customer-centricity (or in the veterinary world – client-centricity) means looking beyond the things clients might say they want or need and delving into the things they can’t put into words.

The reality is that we assess our experiences, make decisions, and decide how to behave based largely (there's an argument to say almost exclusively) on instinctive feelings.

Things like a smile to greet them, short waiting times (or at least transparent, regular communication about waiting times), and clear communications are all obvious ways to improve the client experience.

But exploring what makes clients feel subconsciously and instinctively that their experience has been great - the things that they can’t put their finger on – those are the things that raise your service to the next level.

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How do we achieve true client-centricity?

The specifics will vary depending on who your clients are and which part of their journey you’re focusing on.

As a general principle, it starts with experiencing things from their perspective. We need to reflect on their emotional state when the experience happens (including their hopes and fears) as well as the feeling we’d ideally like to create.

Then we can tap into behavioural science to understand how we can lay out information, craft language, and create an experience that taps into the subconscious drivers of those instinctive feelings.

Behavioural science provides the ingredients for an incredible client experience.
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Visit our CX and Marketing Communications page to find out how we can help you harness behavioural science to create an incredible client experience.

Last month, I needed to upgrade my mobile, so I headed into town to get some advice. My first stop was the closest phone shop to the car park.

It looked a bit rough around the edges. The paint on the walls was peeling a bit, and there was a faint and not entirely pleasant smell.

I was greeted with a smile from a very friendly but slightly scruffy-looking assistant who happily (and very easily) answered all my questions.

He understood exactly what I needed and gave me a recommendation.

Was I decided? Maybe. I thought I’d check one more shop before reaching a decision.
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As I wandered into the second shop, I noticed that this one was modern. It smelt fresh and clean. The lighting was lovely, and there was some gentle music playing in the background. I waited to speak with the assistant, who had clearly taken great care to look smart and presentable. They hesitated a bit when handling my questions, but eventually, I walked away with their recommendation.
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Whose recommendation did I take?

The rational answer would be to listen to the first shop assistant; after all, they clearly knew their apples from their androids. They were definitely more knowledgeable.

But like most people, I didn’t make the rational choice...

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The halo effect

The halo effect is a cognitive bias which means that positive impressions about one aspect of an experience can have a profound impact, causing us to create positive judgements about other (unrelated) parts of the experience. Even when the evidence doesn't support those judgements.

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The horn effect

The opposite is also true, where negative impressions of one aspect cause negative judgements to be made about other unrelated things.

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The subconscious drivers of my decision

So, although the first assistant was much more knowledgeable, the fact that he looked scruffy and the shop looked (and smelt) a bit grotty likely led me to subconsciously discount his recommendation.

On the other hand, the second shop was smart and modern, and the assistant looked professional. As a result, despite being less knowledgeable, I was likely to view his recommendation much more positively.

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So, what does this mean for veterinary businesses?

If we want clients to be guided by our professional advice, then we need to make sure they form positive impressions, so their instinct is telling them to trust and believe us.

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Try this:

• Walk through each step of your clients’ journey and view things through their eyes.
• What do you see (or smell!) that would create good feelings and enhance their perceptions of your services? Keep (or enhance) these things.
• What do you see that could be negatively (and unfairly) affecting your clients’ perceptions of your services? Address these things.
• How does their experience compare to the service level they're used to from other industries? How could it be improved?

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Visit our CX and Marketing Communications page to find out how we can help you harness behavioural science to create an incredible client experience.

Last night, I meandered around the supermarket on autopilot, mindlessly picking the items I needed (and, if I’m being honest, some that I didn’t). I didn’t stop to have even the most fleeting thought about why I buy this jam, but not that jam.

On the return journey home – one which I’ve driven time and time again over the last 12 years since I moved to this area – I listened to a podcast. I arrived home able to recount the podcast that I’d listened to, but not really able to recall any other part of the journey that I’d just made.
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Does this sound familiar?

This mindless, automatic approach to decisions and actions isn’t unusual. In fact, it’s human nature.
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The power of the subconscious mind

Our subconscious mind offers us decisions and behaviours instinctively. It’s fast and automatic, operating on intuition. Our conscious mind, on the other hand, takes time to weigh things up and is slow, involving significant effort.
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Think about a decision you need a client to make, and ask yourself what things will influence their choice.

Did you think of facts and evidence?

Or something else?

Most people, when asked this question, will think of the facts and evidence to consider.
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Most decisions are made subconsciously first

The truth is that we overestimate the control our conscious mind has over us. The vast majority of the time (90-95%), our subconscious mind will reach an instinctive decision, and then our conscious mind will post-rationalise why we reached that decision.
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What does this mean for veterinary businesses?

Clients make decisions in their subconscious, and then post-rationalise their thoughts afterwards. This means that when clinic teams are seeking to guide clients’ decisions, they need to be equipped with the tools to communicate with clients in a way that works with (and not against) their subconscious.

That means understanding what the key drivers of subconscious decision-making are, and knowing how to tap into them.
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The key drivers of the subconscious are:

• Emotions
• Mental shortcuts (heuristics)
• Cognitive biases
• Habits
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By equipping teams to speak not just in facts and evidence, but also to tap into the feeling that their communications make, we are able to create better clinical outcomes, happier teams, and better business results.

IF you would like to find out how we can help equip your team with the power of behavioural science, visit our Workshops page.