Why pricing complaints are often a communication problem, not a cost problem

The CMA received more than 45,000 responses from pet owners flagging concerns about rising veterinary bills, sparking a profession-wide conversation about pricing . With the outcome of the investigation emphasising cost transparency, veterinary practices may need to review how pricing information, estimates and treatment options are communicated to clients. For many teams, this will be about refining existing processes rather than starting from scratch.

While pricing is often a focal point of discussions and may cause some friction, the root cause of these complaints is often not the cost itself. Dissatisfaction is more likely to arise when there is a gap between what the client expects and how it is communicated to them, particularly when estimates are unclear or care plans change.

By understanding the most common reasons for client dissatisfaction, you can identify where communication may need to be clearer. This can help to address owner concerns before they become complaints.

What counts as a cost complaint?

It can help to think about what is considered a complaint. Many owners who raise the topic of price may simply be looking for information or reassurance. If an owner said, “I didn’t realise it would cost that much,” this isn’t necessarily a complaint, but an observation and opening to a conversation about cost. A concise, considerate and transparent answer can help to reassure a client and reduce the likelihood of their query escalating into a formal complaint.

Stop and think: Is it a complaint?

• Is the client making an accusation, or just asking for clarification?
• Is the client dissatisfied with an estimate or quote?
• Were additional costs explained upfront, or do these need reconfirming?
• Does the client feel they were given enough choice, including alternative treatment options where appropriate?
  Taking a moment to understand the nature of the concern can help your team to adapt their response to the needs and concerns of the client.

When might pricing complaints occur?

Complaints can arise in any business, but concerns about pricing are more likely to escalate when communication is unclear, inconsistent or poorly timed. This is especially true in emotionally challenging situations. For example…

Financial stress

Many clients find themselves trying to balance wanting the best possible care for their pet with making decisions that feel financially manageable. Trying to make these decisions while feeling emotional and worried about a pet can be challenging.

When clients are already feeling stressed, misunderstandings around costs, treatment options or likely outcomes can lead to frustration. In these situations, clients may feel caught off guard by unexpected treatment costs, or struggle to take in financial information at the same time as clinical details. In these instances, tactful communication that is well-timed can make the difference to how information is received. Setting expectations early, checking understanding and giving clients as much relevant information as possible can help reduce uncertainty.

Lack of clarity around estimates

Providing estimates is an important part of cost transparency, but it is not always straightforward. In some cases, the likely cost of treatment may depend on how a pet responds, what is found during the procedure, or whether the treatment plan needs to change. This can make it difficult to give a precise figure at the outset.

Where treatment is expected to cost £500 or more, practices will need to provide a written estimate in advance, except in emergencies. More broadly, clients should be given a realistic estimate based on the information available at the time, with any limitations clearly explained. Breaking down estimates into sections helps clients to understand what they are paying for and gives them the opportunity to ask more specific questions.

Feeling options were limited

Complaints may sometimes arise when owners feel that they were pushed into making a decision or had limited options available to them. When appropriate, discussing alternative treatment pathways and involving clients in the decision-making process can help them feel involved in their pet’s care. This can also help owners to better understand the treatment plan and feel more comfortable with the financial commitment involved.

The impact of the CMA

The CMA investigation has placed a firmer focus on transparency across the profession. This means ensuring that clients receive clear, consistent and timely information about likely costs, treatment options and any changes to treatment plans.

How can your practice team be more transparent when discussing costs?

• Set expectations early to avoid challenging conversations down the line.
• Make sure clients receive a consistent message regardless of who on the team they speak to.
• If treatment plans or prices do change, alert clients as soon as possible and keep them updated.
• Pricing conversations aren’t solely the responsibility of clinicians. Make sure all members of your team understand how to discuss costs empathetically and clearly. Agilio’s ‘Communicating pricing with confidence’ course, available on our online CPD training platform, iLearn, is designed to prepare the whole team for cost conversations.
• Explain the value and benefits of treatment, alongside the price, so clients understand both the cost and the reason for the recommendation.

By understanding owner concerns and addressing their needs when discussing costs, your team can have open, transparent conversations that support compliance with the CMA’s recommendations and reduce the risk of concerns escalating into formal complaints.

[1] https://assets.publishing.service.gov.uk/media/68ee3de1e7b6794c076bbe09/Summary.pdf

The right words can make all the difference.

Whether you’re discussing consultation fees, treatment estimates or responding to concerns about cost, knowing how to communicate clearly can help build trust and confidence.

Our free Pricing Communication Cheat Sheet includes practical phrases, conversation tips and helpful reminders to support everyday pricing discussions across the whole practice.

Keep it nearby for quick guidance whenever you need it.

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