Helping Pet Owners Prepare for Veterinary Specialty Care

Understanding the cost and value of specialty care — as well as the payment options available — can help pet owners feel more confident and prepared to make the best decisions for their pets.¹

According to the Veterinary Specialty Care: A Synchrony Lifetime of Care Study, referring veterinarians and their teams can play a critical role in bridging knowledge gaps and empowering pet owners through proactive communication and education about veterinary specialty care.¹ This article explores how referring veterinary practices can better support pet owners and pets to foster a smooth specialty care experience.

Why Care Conversations Matter More Than Ever

When it comes to specialty care, 72% of pet owners surveyed say they’re equally concerned about both their pet’s outcome and the cost of treatment. Amid the tension between their heart and their wallet, some try to find their own answers about payment and cost of care. With nearly two-thirds of surveyed pet owners seeking advanced care without a referral and only half attempting to learn about available payment options before their visit, these pet owners are carrying not only the emotional weight of their pet’s illness or injury but also confusion around costs, payment options and next steps.¹

Identifying Areas for Improved Vet Client Communication

So what is and isn’t being said to pet owners about specialty care? Here’s a by-the-numbers look at common knowledge gaps:¹

• What to expect. While nearly two-thirds of surveyed pet owners are given a reason for their pet’s referral by their primary veterinarian, only 36% are told what to expect at their visit. Fewer (30%) receive detailed information about the specialty hospital itself.
• Payment options. Nearly 70% of specialty care clinics surveyed provide payment option information only after the pet’s initial assessment. Others wait until the client asks or the pet’s costs reach a certain point.
• Cost estimate. According to the specialty providers surveyed, only 25% of clients have a realistic expectation of specialty care costs. However, more than 1 in 4 specialty providers don’t share any payment or cost of care information on their websites.

Despite hesitation by specialty care hospitals to share cost and payment information, 70% of surveyed pet owners want to be informed upfront and made aware of their pet’s options, even when they cannot afford the recommended treatment.¹ This desire for increased awareness, knowledge and inclusion can create an opportunity for greater collaboration, education and trust.

5 Strategies for Successful Specialty Care Conversations

According to the veterinary specialty care study, 85% of pet owners felt more informed about specialty care after a discussion with their primary veterinarian.¹ Here are five ways referring veterinary practices can empower and equip pet owners for their pet’s specialty care.

1. Start the conversation early

Educating clients about connected care — the relationship between primary veterinarians, veterinary emergency and specialty care providers, and pets and their owners — before their pet needs it, and emphasizing the collaboration between veterinarians and specialists can improve how clients perceive referrals.²

Introducing specialty care early encourages clients to see it as an extension of their trusted veterinary team, rather than a handoff to someone new. According to Amanda L. Donnelly, D.V.M., M.B.A., “Specialists and referring veterinarians who emphasize their partnership with each other can help bring peace of mind to pet owners.”

2. Offer a spectrum of care

Providing a spectrum of care involves more than recognizing a client’s concerns about cost. In the words of Kate Boatright, D.V.M., it is a “continuum of care in which we work collaboratively with clients … select[ing] appropriate treatment options that prioritize the patient’s quality of life within the client’s limitations (financial, emotional and so on).”

Incorporating a spectrum of care into primary practice helps build trust and normalize client choice, both important aspects of discussing specialty care. When clients are accustomed to receiving and weighing treatment choices based on their circumstances, referral can seem more like a natural next step, or at the very least an option, in their pet’s care.

3. Normalize cost of care conversations

With half of surveyed pet owners reporting they’d feel stressed by a veterinary bill under $1,000, avoiding cost-of-care discussions doesn’t protect clients; it leaves them unprepared.^¹ Peter Weinstein, D.V.M., M.B.A., says that, as concerns about rising veterinary costs grow, it’s “more important than ever to engage [clients] in upfront, transparent financial discussions.”

Providing clients with ballpark estimates for recommended services, or at the very least the cost of a specialist exam or consultation, before their referral can replace uncertainty with understanding.³ Further, explaining how specialty care will improve the pet’s life can enhance the perception of value.² “We need to clearly communicate the importance of a medical service and how it will positively impact the well-being of the patient,” says Dr. Weinstein. “[We need to] share the cost transparently, whether it’s the highest level of care or an acceptable alternative.”

4. Build trust by setting expectations

Clients who know what to expect are empowered to act as partners in their pet’s care and may be more likely to seek a referral and follow recommendations. Walking them through the referral experience — including practical details like expected wait times, potential costs, whether their pet will see a resident or a specialist and what the visit will look like (drop-off, stay-with or hospitalization) — can ease uncertainty and reduce stress.³

Reassuring clients that their primary veterinarian will remain closely involved by coordinating with specialists, staying informed and helping guide next steps is also key.³ This continuity of care helps build trust and reinforces that the pet owner isn’t navigating the process alone.

5. Talk about payment options

According to the veterinary specialty care study, more pet owners sought information about how to pay for care (50%) than about the actual cost itself (38%).¹ Proactively discussing available payment options — before they’re urgently needed — can help clients feel more prepared for the financial realities of emergency or specialty care.

“When we offer multiple options for payment, we’re practicing spectrum of care,” says Dr. Weinstein. “Working within our clients’ limitations and providing financial solutions can allow them to choose treatment over euthanasia.”

Referring practices can better support their clients by learning which payment options are accepted by their trusted specialty and emergency partners, and educating clients about them in advance. Ideally, by offering the same payment methods in their own clinic, practices can increase client familiarity, ease transitions during emergencies and help ensure a smoother referral experience.

Specialty Care Deserves Special Consideration

Specialty care plays a vital role in advancing pet health, but its impact can be limited when clients don’t fully understand the costs, benefits or value. By offering proactive education, discussing payment options early and providing ongoing support, referring veterinarians can help bridge these gaps. Together, veterinary teams can create a more connected, transparent care experience — one grounded in trust and centered on the well-being of both pets and their people.

Learn More: Get a deeper dive into the insights of these featured veterinarians in our special issue on embracing the spectrum of care in veterinary medicine in Clinician's Brief.

A Veterinary Financing Solution for Your Clinic

Looking for a way to help your clients manage the cost of care that is needed for their pets? Consider accepting the CareCredit health and pet care credit card. CareCredit is a flexible financing solution that allows cardholders to pay for veterinary services over time, while you get paid within two business days.

When you accept CareCredit, you will receive a custom link that allows clients to see if they prequalify with no impact to their credit score. Those who apply, if approved, can take advantage of special financing on qualifying purchases.* The entire process is mobile-friendly, leaving you free to focus on providing the care pets need.

Learn more about the CareCredit credit card as a veterinary financing solution or start the provider enrollment process by filling out this form.

Author Bio

Jaime Bast, R.V.T., has more than a decade of experience as a registered veterinary technician. She uses her expertise and passion for canine nutrition, behavior and training — as well as her love for the academic challenge of medicine — to write content that educates and informs.

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