Understanding veterinary prices: facts or feelings?

Veterinary fees can be a source of great pain, not just for clients, but also for the clinic teams that are communicating them. It's a common misconception that fees need to be lowered if we wish to make them feel more comfortable to clients, or to make their communication easier for teams; however, because the human mind perceives price in a very subjective way, there is a lot that can be done to help teams communicate them more confidently and to make them feel more comfortable to clients. An understanding of a few behavioural science principles can give veterinary teams the tools that they need to achieve this.