Communications
5 min read

How your veterinary waiting area could be affecting consult room outcomes

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.

How your veterinary waiting area could be affecting consult room outcomes

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.

Rebecca Maher
Apr 2024
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How your veterinary waiting area could be affecting consult room outcomes
Rebecca Maher
Apr 2024

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The art of communicating value: A guide for vet teams.

The art of communicating value: A guide for vet teams.

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 …
The art of communicating value: A guide for vet teams.
Rebecca Maher
Jan 2025
•
5 min read
Read now

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:
  • Always 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 protects your herd 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 to use it:
  • 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.

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

Transparency in veterinary practice: embracing confidence and clarity

Transparency in veterinary practice: embracing confidence and clarity

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…
Transparency in veterinary practice: embracing confidence and clarity
Rebecca Maher
Dec 2024
•
5 min read
Read now

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.

What veterinary businesses can learn from Netflix

What veterinary businesses can learn from Netflix

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?
What veterinary businesses can learn from Netflix
Rebecca Maher
Nov 2024
•
5 min read
Read now

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.

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