“Does he really need an x-ray? Can’t you just give him some medicine and see how he does?
“Why is this so expensive? You just want to make money while my cat is sick!”
As a veterinarian, you’ve probably heard all of this and more.
Of course, most clients want the best for their pets, and many will understand why you want to perform certain tests like radiographs. However, even the most loving of pet parents may show some hesitation or “sticker shock” when you present the estimate…
Often, this isn’t personal. Many pet owners just aren’t prepared for a sudden expense, even if they want to do the best for their furkids. Here are some tips that may help take the conversation in a more positive direction…
Stay calm during the initial reaction
If an owner’s initial response is similar to the examples listed above, try to ignore the knee-jerk reaction to defend yourself. Get comfortable with allowing a moment of uncomfortable silence.
Often, clients will try to fill the silence themselves and offer more of their thoughts and questions. But even if they don’t do this, a quiet moment may give everyone the chance to take a breath and start over, calmly.
Don’t pile onto an owner’s guilt
Of course, you’ll need to explain why the radiographs are important for your treatment decisions, and what dangers exist for the pet if radiographs are delayed.
However, if a pet owner understands this and is just having trouble affording the x-rays, they’re probably already feeling guilty. This causes them to lash out.
In this case, having empathy during the conversation can really help. Think about your tone of voice, body language, and anything else that may help elicit a productive conversation.
If you make an owner feel understood and accepted, they’re likely to come back to you as soon as they CAN afford the tests, rather than seeking care elsewhere.
Bundle your radiographs when possible
Often, estimates are presented as “a la carte,” with different options presented by cost, line by line.
While this may work well in some situations, the client may try to pick and choose, asking which items can be eliminated in order to decrease the cost of treatment.
Instead, try estimates that list a total cost, with radiographs included. Some situations where this may work well include:
Dental procedures with dental rads.
Senior wellness testing, with bloodwork and screening rads.
A blocked cat, with x-ray views included as part of the treatment plan.
For three-view thoracic radiographs, bundle them together rather than listing the individual “per view” charges separately.
Of course, you can still list each item of the treatment plan, so the client knows the value they are receiving. But, list it as a total cost, rather than an itemized estimate.
Explain the benefits and limitations of radiographs
Many pet owners nowadays, especially Millennials, want to be fully involved in their pet’s care—that’s part of the reason why so many owners seek answers from Dr. Google prior to coming for a vet visit.
Those clients will want to receive answers about their pet’s condition right away—so, let the client know that radiographs will help to provide the answers they’re looking for. And since radiographs are available the same day, they can get answers to their concerns very quickly.
On the flip side, also prepare an owner that a radiograph might show normal results. If the pet is feeling well, then the client gets peace of mind. If the pet is ill, further testing may be required—by preparing the owner for this possibility ahead of time, you can avoid upset reactions as much as possible.
Ask about their biggest concern
Even though you probably already know the biggest concerns and questions clients have about x-rays, it never hurts to ask an owner why they’re hesitant. They may appreciate you listening to them, and it saves you time so you can address their biggest concern.
Some examples you may encounter include:
Finances. In this case, you can suggest third-party financing options, such as Care Credit.
Fear for their pet’s comfort, or having to leave their pet at the hospital. Here, discuss the procedure. If sedation is used, explain how this can minimize pain. Or, if digital radiographs are used, explain how this allows the views to be done fast so the pet can go home sooner.
Show clients the value you offer, even after the x-rays are finished
Be sure to go over the results of the radiographs with your client. Try using a quiet exam room rather than the treatment area, so they won’t be distracted.
Give the client a brief “x-ray orientation,” so they know which end is toward the pet’s head and what is abdomen versus chest, etc. Then, explain your findings.
Whenever possible, bring a normal x-ray for comparison, so clients can really see the difference with an abnormal finding.
If you have digital images, share a copy with the client that they can look at after the visit. Offer to let them record you talking about the findings. That way, when the client goes home and shares the findings with their partner or family, everyone is more likely to understand and be on board with your recommendations.
With a little planning of the whole x-ray experience from the client’s perspective, you can make things easier on them—while at the same time, increasing compliance and getting better care for the pets you see.
Written by: Dr. Tammy Powell, DVM
