Why pricing conversations start with trust, not numbers

20/02/2026

At Klivet in Turkiye, Dr. Miguel Angel Diaz Sanchez addressed a persistent business reality in companion animal practice in The Animal Economics exclusive interview: veterinarians must charge for their work, yet many feel uncomfortable asking for payment. His message was clear—pricing becomes easier when it is introduced at the right moment in a well-structured consultation.

He described the veterinary consultation as a sequence of steps that starts with building rapport and identifying the client’s main concerns, followed by the physical exam. Only after the veterinarian explains findings—linking them back to the owner’s concerns—should options be proposed. That is the point, Diaz Sanchez said, when it becomes appropriate to talk about money, because every diagnostic and treatment pathway carries a cost. The essential rule: explain why a recommendation is being made and how it benefits the patient, then communicate costs openly because “someone is going to pay for that.”

On communication, he argued that the biggest obstacle is a mindset inherited from a paternalistic model: “I’m the doctor, I’m the expert.” In today’s clinics, he said, what works better is a partnership approach—where the veterinarian is the medical expert, and the client is the expert in their values, budget, and family context. The shared goal is the pet, and treating the client as a partner (not an opponent) improves both compliance and trust.

He backed this with data he said he has shared with Turkish colleagues: in studies referenced from the American Animal Hospital Association, 93% of clients want veterinarians to explain all options, even if some options are unaffordable. Clients also want to avoid “surprises,” especially around costs and treatment outcomes. Yet, Diaz Sanchez noted that in videotaped consultations, costs entered the conversation in fewer than 30% of cases—creating the conditions for disappointment, complaints, and broken expectations.

For Diaz Sanchez, the downstream impact is not only commercial but human: poor communication drives client churn, frustration, chronic stress, and ultimately burnout, with many—especially younger veterinarians—leaving the profession. In his own career, he said a fast-growing clinic (from 2 to 20 people) exposed his lack of leadership training, pushing him toward coaching and a broader mission: helping veterinarians balance clinical science with communication and leadership so they can enjoy the profession long-term.

You can watch the full exclusive interview on our official YouTube channel.