Talking cost with clients: Get the expanded ebook

Published on June 19, 2023
Close up of puppy with veterinarian doing an exam in background

Discover words to use when discussing cost of care with pet owners

Do you and your team members struggle to find the right words to discuss cost of care with clients? It might help to learn that pet owners really do want veterinarians and our teams to have these conversations with them. That’s one of the key findings of the AVMA’s landmark Language of Veterinary Care research initiative.

Now, an expanded version of the AVMA’s Language that Works ebook gives you and your team insight that will help you have these conversations in a way that resonates with clients.

The ebook reflects the findings of two separate phases of research with veterinary clients, and contains new insight into the words and phrases that work best when discussing cost of care with pet owners.

An intentional approach to care + cost

In addition to the practical tips included in the ebook’s first edition—covering why to go to the veterinarian; when to go to the veterinarian; and what you get from the veterinarian—the expanded edition goes into greater detail on talking about cost of care and how to pay for veterinary services.

Here are a few key insights:

  • Pet owners often feel confused about what they’re paying for and why. They may worry that if they don’t complain about the cost of treatment, they’ll end up paying for services their pet doesn’t need.
  • Clients want their veterinary team to help them understand the right treatment options and break down the costs so they know what they’re paying for.
  • “Budget” is not a dirty word.

The expanded ebook is an invaluable tool to help the whole veterinary team communicate better with clients. It's available exclusively to AVMA members, and you can read it online or download it and share with the rest of your team.

Get ebook

Harnessing language to improve patient care: More tools

The expanded ebook is just one of many tools developed out of the Language of Veterinary Care Initiative, which is made possible in part by educational funding from CareCredit and Pets Best Pet Health Insurance.

Other practical resources include two instructional videos showing how a team member’s choice of words can lead to different outcomes, and an interactive training module for the whole team on AVMA Axon®: Talking with clients: Language dos and don’ts.

We’re continuing to add new tools, so stay tuned. Coming soon: a pocket guide to help team members keep these communication tips close at hand for quick reference. Find all of these tools and learn more about the Language of Veterinary Care Initiative at

The Language of Veterinary Care research and tools are made possible in part by educational funding from our partners CareCredit and Pets Best Pet Health Insurance.


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