Summary:
Experts in veterinary medicine, dentistry, and optometry share proactive strategies for discussing cost and financing options with patients using empathy to help them move forward with care.
Key Takeaways:
- Address both the fact and fear of cost early to reduce anxiety and build trust.
- Keep clinical discussions separate from financial ones, ensuring consistent, empathetic communication across the team.
- Present all payment and financing options upfront so patients can make informed, empowered decisions about their care.
INSIGHTS FROM THE OUTSIDE
Practice owners in veterinary medicine, dentistry, and optometry share tips for discussing cost and payment options with patients.
By Courtney A. Campbell, DVM, DACVS-SA; Ethan Erwin, DDS; Brianna Rhue, OD, FAAO
Healthcare is personal. Different patients have different reasons for delaying or declining care. When making what is often a major financial investment, people need to be ready, willing, and able. For some non-owners, the biggest barriers to moving forward with hearing aids are cost and affordability. Of the participants in the 2022 MarkeTrak survey who received a hearing aid recommendation from a hearing care professional and declined care1:
- 55% said they were too expensive
- 40% couldn’t afford them
- 31% cited lack of insurance coverage
Discussing cost and payment options is a critical conversation. Here are best practices from independent practice owners in veterinary medicine, dentistry, and optometry.
Dr Campbell, Veterinarian
In veterinary care, one barrier is cost and another is fear of cost. They are not the same thing. Cost is a fact; fear is a perception. Fear comes through uncertainty and not knowing. “Can I afford this?” “How am I going to pay?” So we want to address both the fact and perception as early in the treatment and cost conversation as possible because it’s hard for people to focus on care when they are worried about cost. It’s our goal to do everything we can to provide a way for clients to afford services. That can come through a variety of different financial instruments. Whether it be health savings accounts or options like the CareCredit health and wellness credit card or pet insurance. The key is to be proactive in the discussion and work quickly to put people at ease knowing you have multiple payment options available.
Dr Erwin, Dentist
The clinician (me) doesn’t quote costs. We like to separate the clinical dentistry from the cost and payment aspects of care. I need to do what I do best and train and trust my team to do the rest. I do quote range estimates if asked then I let the patient know, “My admin upfront is an expert at cost, insurance, and making care manageable. Once we have your treatment recommendations, she’ll work with you to help find a way for you to comfortably move forward with care.” Cost is the largest hurdle in my practice so it’s important we’re consistent in what we say and do—every patient, every time. We know it may be difficult for people to pay a large out-of-pocket expense, so we want to be empathetic and solution oriented. My goal is to try to give patients the best experience possible, build their trust, build their confidence, educate them on what’s important, make sure they see the value in the service that I’m going to provide. And when they see the value, we can help them find a way to make it fit into their budget.
Dr Rhue, Optometrist
It’s important to never judge a person’s pocketbook. Many patients don’t want to share their financial details, so they’ll just decline or compromise care because they didn’t ask and you never shared your solutions with them. So, we share all payment options upfront to empower patients to choose what’s best for them and their family. In our toolbox of payment solutions we have credit cards and the CareCredit health and wellness credit card. It’s up to the patient which one works best for them—not us.
Scripts & Tips
Ask patients if they have a health credit card or health savings account.
There are many people who do and may already have a way to pay for their hearing health costs.
Ask permission to discuss the cost and payment solutions.
“Mr. and Mrs. Brown, we’re glad you’ve taken the first step toward hearing health. Based on the level of your hearing loss and your input on your lifestyle, your doctor has a recommendation for you. May I discuss the cost and all the payment solutions we have available to help fit the cost of hearing care into your budget?”
Share cost and payment options.
“The cost for the hearing technology is $2500. We accept credit cards and financing options as well as health credit cards. May I tell you more about these choices so you can make an informed decision?”
Share the estimated monthly payment.
“We offer promotional financing options and a way to pay over time. Your estimated payment could be around $XXX per month with # months promotional financing. Would you like more information?”
Let the patient choose what’s best for their financial situation.
“Which is the best solution for you?”
About the Authors:
Courtney A. Campbell, DVM, DACVS-SA, is a board-certified veterinary surgeon, author, and TV veterinary medical correspondent. He is the founder and board-certified Small Animal Veterinary Surgeon of Stitches Veterinary Surgery in Long Beach, California.
Ethan Erwin, DDS, is a general and cosmetic dentist at Smile Hot Springs in Hot Springs, Arkansas. Dr Erwin is passionate about regular dental treatments in helping his patients’ quality of life.
Brianna Rhue, OD, FAAO, is the owner of West Broward Eyecare Associates, CEO of Dr. Contact Lens, and co-founder of TechifEye with almost 12,000 followers on LinkedIn.
References
1. Carr K, Kihm J. MarkeTrak-Tracking the Pulse of the Hearing Aid Market. Semin Hear. 2022;43(4):277-288. Published 2022 Dec 1. doi:10.1055/s-0042-1758380. Available at: https://www.thieme-connect.com/products/ejournals/html/10.1055/s-0042-1758380
Featured image: Dreamstime
