“Your price is too high!” - Dealing with Veterinary Cost Complaints

Fee complaints are one of the most challenging criticisms in veterinary practice. Try these strategies and tips on handling price complaints to address client concerns and maintain positive relationships. 

Veterinary clients seem more vocal in their criticisms of pet care costs these days. A quick scroll on social media will likely lead to a vocal minority lamenting the inflated fees that veterinarians charge. 

While complaints about cost are nothing new, the amplification provided by social media is causing closer scrutiny of veterinary charges. Unfortunately, some veterinarians try to go blow-for-blow with critics, explaining in detail why the fee objections aren’t accurate and attempting to justify rising costs by comparing veterinary medicine to human healthcare. These approaches rarely work (“I don’t care how much your materials cost. That’s your problem!”) and serve to reinforce the narratives used by “vets are a rip-off” posts (“Vets are in it for the money!”). The more a person is exposed to messages regarding excessive veterinary fees, pro or con, the more likely they are to believe overcharging is happening at some level.  

Even worse, the constant barrage of these negative messages broadcast by pet owners and veterinary influencers can make veterinary professionals doubt their own fees and value, making them wary of suggesting treatment recommendations due to fear of confrontation and rejection.

When veterinary professionals enter an exam room expecting a fight over fees, they often do everything they can to avoid it. That attitude negatively impacts patient care, client services, and clinic revenue. Not to mention, no one wants to work where they fear every interaction is potentially hostile. 

The good news is that most pet owners value and appreciate their veterinary professionals. Of course, this doesn’t mean they won’t complain about the rising costs of our services, but there’s a vast difference between “Vets are a rip-off!” and “My vet is expensive but worth it.”

Here are a few tips to try the next time a client expresses displeasure about your fees. Remember that there’s no perfect strategy or ultimate solution for every interaction, but these general tactics can help you navigate the occasionally turbulent waters of conflict de-escalation. 

Stay calm. It’s not (usually) personal. 

Customer complaints about prices are common. There’s a good chance the person complaining about your fees also shares their thoughts about high prices with every business they visit. Matching energy with a “constant complainer” will only exhaust you and escalate the argument. 

For others making what they believe is a legitimate complaint, getting defensive will not reconcile the issue and can push an otherwise good client away. 

Even if the person attacks you personally, remember that their anger is directed at the situation. They may also feel embarrassed, inadequate, or even ignorant, leaving them little attack angles other than personal jabs. As soon as a person attacks you personally, it’s almost certain they don’t have a legitimate issue. Easier said than done, but if you can temper your comments and remain calm, you’ll at least avoid worsening an already uncomfortable situation. 

This doesn’t mean you tolerate threats, foul language, or other forms of harassment. We each have our redlines that, once crossed, there’s no going back. Most disagreements can be solved by maintaining a neutral, measured, and respectful attitude. Don’t take these discussions too personally, but don’t be afraid to enforce appropriate boundaries. Know when to hold ‘em, know when to fold ‘em, and know when to walk away.   

Listen more and avoid overexplaining your charges. Complainers don’t care. They want to be heard.

Veterinary professionals are evidence-based folks, and we like lists and algorithms to guide us to logical conclusions. We approach medical problems that way and expect the rest of the world to follow. The reality is that all of that goes out the proverbial door as soon as the first angry word smacks you in the face.

Whenever a client complains about our prices, the knee-jerk reaction is to explain your charges. I hate to break it to you, but in that emotionally charged, irrational state, the complainer could care less that you only use the highest quality materials and that your rent is high. 

They want you to hear what they have to say. 

To address price complaints effectively, it's essential to practice active listening, demonstrate empathy, and present a clear plan for resolving the issue.

The challenge is taking the hits. We want to refute every argument and counter every punch. This isn’t a debate. It’s a conversation. Because there’s no winning or losing, the best we can hope for is to reach a civil consensus and maintain the relationship. Listen more than you talk, and you’ll lower the conflict temperature to a manageable simmer. 

When appropriate, feel free to share one or two reasons why your prices are what they are. Just be aware that presenting a list of “This costs that, and that costs this…” will likely reinforce the notion that your fees are too high and infuriate the person because you’re making excuses, not listening to or solving their issue.  

Some conflicts and complaints are normal in any business. If eighty percent of your clients love everything you do, probably ten percent think you’re just okay, another five percent believe you are barely acceptable, and the rest won’t like you no matter what you do or how little you charge them. That’s working with the public. It’s not you, it’s them.

If you’re doing something that flips that equation, and most folks don’t like or agree with you, then it’s time to evaluate how you can improve. Otherwise, keep on doing what you're doing.

Sadly, many of our colleagues allow the vocal minority, the rare exceptions, to make the rules and control their emotions. I don’t have an easy fix for this, but I‘ve observed that as your self-confidence grows, you’re better able to shake off these naysayers and focus on the people who appreciate your efforts.

Thank Them, then Process and Plan

An effective tactic to defuse a volatile situation is to thank the client for alerting you to their issue. Even if the complaint has no merit or is inaccurate, the client wants to know that you heard them. 

A thank you doesn’t acknowledge the legitimacy of the issue or, in any way, apologize or acknowledge fault. It’s just thanking them for telling you. 

The next step is to take time to process their concerns. When a customer complains about high prices, listening carefully to their issue and understanding their perspective is essential. Rather than becoming defensive, take a moment to assess the criticism. Remember, the customer is providing valuable feedback that can help improve your practice.

After understanding the complaint, analyze the situation to determine the appropriate action steps. If the client has a legitimate gripe (and, let’s be honest, they often do), a solution might involve offering discounts or free goods, providing additional services, or solving another problem. In my experience, long wait times trigger many complaints about cost. By taking time to listen and process, you may discover that you have a scheduling, not a pricing problem.

Sometimes, there is nothing more you can do other than respectfully listen to them. You’ll be surprised at the number of clients who, after ranting about your prices, will come to the end of their spiel and be done with it. They literally just wanted to vent. Because you remained calm and attentive, they felt they accomplished what they needed. Listening is a powerful tool. 

Before you go, express gratitude again for the feedback and for bringing the issue to your attention. Let the client know their opinion is valued and that you are committed to resolving the problem.

Complaints are Opportunities

When you objectively evaluate most complaints about pricing, you find they fall into three general categories.

The first are grumbles like griping about bad weather. Everyone does it from time to time, and it’s generally justified. It doesn’t mean the person wants to move or destroy the environment; it’s just bitter musings—normal stuff. Don't take it personally; see if there’s room to improve things. Offer an umbrella when storm clouds approach. The next day, they’ll moan the sunshine. 

The second is a legitimate complaint. They were overcharged. The invoice didn’t match the estimate. A competitor advertised they do it for less. They waited an hour without an explanation or alternative. You failed to meet their expectations in some way. Instead of getting defensive, learn from these complaints. You’ll learn more from complaints than the quiet folks who simply take their business elsewhere.

The third category is intentionally hurtful and heated attacks. These are the exceptions, but when they happen, you need to have a plan for how to proceed. Try to escort the client into a private area away from a public space whenever possible. Have a witness with you. Remain calm and attentively listen. If things get threatening, you need to thank the client for bringing their concerns to your attention, but you feel that neither of you can continue the conversation in the current state. Offer a follow-up telephone call or meeting, and let them out of your clinic. 

If you feel unsafe, ask the person to leave immediately or contact the authorities—or both. No client is worth risking anyone's safety. 

Have everyone involved write a brief statement documenting what they saw. Decide whether or not you wish to continue providing care for the client’s pets. You win some, and you lose some. That’s veterinary practice.     

There are innumerable other tips and advice about handling fee complaints. They serve as a foundation for your planning and preparation.

Complaints about veterinary fees aren’t going away. The key is to analyze, train, and learn from these interactions. I wish I could eliminate the heartache of dealing with certain clients, but that’s part of the job. It's my least favorite part by far, but it's an inescapable element of the beautiful profession of veterinary medicine. And a few bad apples make the great clients that much sweeter and appreciated.  
For additional discussion on this topic, listen to my Veterinary Viewfinder podcast, “Rising Complaints about Veterinary Prices - Tips for Preventing and Handling,” on Apple Podcasts or Spotify (or wherever you listen to podcasts!). You may also be interested in reading “Why Your Vet Bill Is So High,” published in The Atlantic after this column was written.