Dear Veterinarian, Please Don’t Lower Your Prices.

If you take the time to read nothing else today, my hope is that you will read this.

I recently read an article written to veterinarians encouraging them to lower their prices and see more patients… to make veterinary care more “accessible.”  I literally couldn’t believe what I was reading.

Veterinarians are already working hours that could best be described as inhumane.  I mentored one veterinarian who — despite her love of pets — wasn’t home enough to have one of her own.  She’s not alone.  Many veterinarians are working 60 – 80 hours per week, already. 

And the advice is to see MORE patients, while charging LESS money?

Veterinarians are already leading all other professional groups in suicide and drug and alcohol abuse.

And the advice — coming from our own industry — is to make our days more hectic, for less money… in some attempt to compete with the big veterinary conglomerates infiltrating nearly every market?

First, the advice — while it may be well-meaning — is ill-advised.  It won’t work.   These large veterinary brands have deep pockets.  They can afford to lose money while taking market share and seducing your beloved clients with the promise of cheaper or more convenient care.     I’ve heard it said, “There’s no value in being second cheapest.”  and in this scenario…  it is absolutely true.  If you intend to compete with the big guys on price, you will lose.  

But think about where you are GUARANTEED to win:

The time to start digging deep with your clients, going out of your way to build trust and rapport with them is NOW.  The time to develop and make known YOUR particular brand of veterinary medicine is NOW.

This is where the big brands will have a hard time competing with you.  If you want my help,  start with the videos for each of the “spokes” in the wheel of profitable (and enjoyable) veterinary medicine below… join our Facebook group,  or shoot me an email to tell me how I can better help you.