In Veterinary practice, it’s tempting to focus solely on patient care and avoid financial discussions. Early in my career as a new practice owner, I did just that—prioritizing medicine over money. I’d treat patients, then retreat to the back, anxiously listening as the receptionist presented the invoice, hoping clients would pay without objection. Sometimes they did, but other times, clients requested records be sent to another practice or debated bills publicly. I dreaded these moments, avoiding money talks at all costs, which only worsened the problem. What I needed was a mastery of Patient Care Plan (PCP) sales—a respectful, client-centered approach to presenting care plans that ensures patients get needed care while keeping the practice sustainable. Without this skill, veterinarians face tough choices when clients resist invoices:
a) Compromise on care quality by reducing the PCP.
b) Provide free care, harming the practice.
c) Proceed and hope for payment—a risky gamble. Mastering PCP acceptance requires understanding what sales truly mean and how to present plans effectively.
What Are Sales?
The term “sales” often carries a negative connotation, but its true meaning is simpler. The Oxford Dictionary defines sales as “the exchange of a commodity for money,” from the Old English sellen, meaning “to give or help.” In PCP sales, we’re offering help to pets and owners through a private, respectful conversation that builds trust and meets patient needs. No high-pressure tactics—just clear communication and mutual agreement.
The Patient Care Plan (PCP)
A PCP is developed after establishing the Tentative Diagnosis (TDx)—a statement of what’s wrong or likely wrong with the patient. From there:
a) Outline the best diagnostic and treatment actions.
b) Consider what you’d do for your own pet.
c) Believe in the plan fully. Confidence in the PCP is critical, especially for new veterinarians still building their skills. Without belief in the plan, client acceptance falters.
PCP In Exam-Room Presentation: The Key to Success
Effective PCP presentation maximizes client acceptance and ensures patients receive care. Presenting estimates over the phone or delegating to junior staff often leads to poor outcomes. The front desk’s role is to facilitate client arrivals, not present complex estimates. Instead, present the PCP in the exam room, where objections can be addressed privately. The veterinarian creates the plan, discusses it with the client for initial acceptance, and a trained team member can then present financial details. This frees the veterinarian to see the next patient while avoiding money-related conflicts of interest.
Handling Objections
Objections arise when clients push back on the plan due to:
a) Lack of understanding from complex medical terms.
b) Insufficient visual aids to clarify the plan.
c) Financial constraints or limited payment options.
d) The client not being the primary decision-maker. Keep It Simple: Avoid Big Medical Terms
“Price becomes important in the absence of understanding.” For clients to grasp the PCP, avoid jargon unless they’re medically trained. Complex terms erode trust and block acceptance. I once saw an ER veterinarian spend 45 minutes explaining “inter-vertebral disc subluxation at T13-L1” to owners, only for them to ask, “Is this a slipped disc?” He’d lost them with jargon. Using simple language and visual aids like diagrams creates the “lightbulb” moment needed for understanding. The veterinarian humbly clarified, “Yes, a slipped disc,” and the pet got care.
Good, Better, or Best: Flexible Care Options
When clients can’t afford the best care, the Good, Better, or Best approach offers flexibility while ensuring adequate treatment. For example, Geoff, a student, brought in his cat, Tex, with an abscess and high fever. The best treatment ($688) included hospitalization, IV fluids, and a Penrose drain. Geoff couldn’t afford it. Instead, we provided “good” care: lancing the abscess, installing a drain, and prescribing amoxicillin for $125. Tex got relief, and the practice stayed sustainable. This wasn’t our standard protocol, but it worked for this case.
However, some cases don’t allow downshifting. Ming, a 2-year-old Pekingese hit by a car, had a dislocated eye. The owner, citing cost, demanded euthanasia despite loving the pet. The veterinarian recommended X-rays and anesthesia to reposition the eye ($750). The owner, in tears, insisted she couldn’t pay. Options were:
a) Euthanize Ming—not ideal.
b) Treat for free—not sustainable.
c) Sign over ownership—not necessary.
d) Explore financial solutions. The veterinarian gently asked in private, “Are you okay if we look for a financial solution?” The client agreed. After learning she had a credit card “for emergencies,” the vet calmly noted,
“This is an emergency.” The client paid, the procedure succeeded, and Ming went home. Two weeks later, the owner returned with flowers for the veterinarian. Pushing for the best care, though uncomfortable, paid off.
Too Big a Jump: Bridging the Gap
Objections often stem from a lack of understanding about the patient’s needs. I met a wealthy couple who left their high-quality, AAHA-accredited practice after a $1,200 dental cleaning quote was given over the phone. They chose a $125 procedure at a substandard practice, leading to complications. The husband compared it to his own $125 dental cleaning, missing the value of the AAHA practice’s procedure. A clear, in-person explanation with visual aids could have ensured their cat got proper care.
Action Steps for PCP Acceptance Success
- Present the TDx and PCP in the exam room, never over the phone.
- Use clear, empathetic communication.
- Ensure the PCP is what’s best for the patient, as if it were your own pet.
- Present the plan slowly, confirming understanding at each step.
- Avoid medical jargon unless the client is medically trained.
- Use visual aids like diagrams to clarify the plan.
- Watch for signs of misunderstanding (e.g., facial expressions, mood shifts).
- Check understanding with, “What’s your understanding of this plan?”
- Confirm agreement with, “Would you agree this is best for your pet?”
- Present the invoice line by line, avoiding unfamiliar terms.
- Handle objections compassionately while standing by the PCP.
- Don’t abandon the plan at the first objection—address concerns confidently.
- Downshift to Better or Good care if financial constraints are legitimate.
- Explore financing solutions respectfully in private, like credit cards or family support.
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