As veterinarians, we all strive to provide the highest level of care possible. But the reality is that pet owners face tough choices, often influenced by finances. That’s where the concept of a Spectrum of Care (SOC) comes in: offering a thoughtful range of diagnostic and treatment options—good, better, and best—that align with each unique situation, ensuring appropriate care without unnecessary compromise.
Historically, veterinary medicine followed a straightforward cash-for-services model, much like human dentistry or auto repairs. Pet owners paid out of pocket for the standard of care their companion received. Unfortunately, when money was tight, some pets missed out on treatment or faced euthanasia due to cost.
The first veterinary insurance policy appeared in 1890 in Sweden, mainly for livestock and horses (a fun historical note). Modern pet insurance in North America began with Veterinary Pet Insurance (VPI, now part of Nationwide) in 1982. Financing tools like CareCredit entered the veterinary space after starting in human dentistry in 1987.Even after more than four decades, pet insurance adoption remains modest. Recent data from NAPHIA’s 2025 State of the Industry report shows about 3.9% penetration for dogs and cats combined in the U.S. (around 5.5% for dogs and 2% for cats), with roughly 6.4 million insured pets out of a much larger population. Financing sees broader use—many pet owners turn to options like CareCredit or emerging alternatives such as Cherry when unexpected bills arise.
The Challenge Today
In the mid-2020s, we’re seeing clear signs of strain. Pet owners increasingly decline recommended care due to cost concerns. Phrases like “That’s too expensive” or “I can’t afford it” are common in exam rooms. Fewer clients are seeking veterinary services overall, and rising expenses—for supplies, equipment, and competitive staff compensation—put pressure on practice profitability.
Veterinarians sometimes wonder if fees have hit a wall of price resistance, potentially limiting patients’ access to proper care.
Solution 1: Structuring Around Good, Better, Best
The most practical approach is to present clear tiers in your Patient Care Plan (PCP): good (essential and effective), better (enhanced diagnostics/treatments), and best (gold-standard comprehensive care).
Example: A young student brought in his cat with a painful head abscess and only $125 to spend. The ideal “best” plan—hospitalization, full anesthesia, lancing, drain placement, fluids, antibiotics—would have exceeded $1,000. Instead, we shifted to a solid “good” plan that addressed the core issue within budget. The cat returned a week later for drain removal—alert, eating well, and fully recovered.
This wasn’t our default for every abscess case, but it was the right fit (left side of the SOC) for that client and pet.
Solution 2: Discovering Hidden Resources
Distraught owners in crisis often jump to euthanasia when they can’t immediately see a path forward. Gentle, respectful exploration can change outcomes.
One case involved an older woman whose 3-year-old Pekingese was hit by a car, resulting in a prolapsed eye. She said right away, “I don’t have any money—you’ll have to put him to sleep.” After a quick exam showing the dog was otherwise stable, we proposed a practical plan: X-rays, light sedation, repositioning the eye, and temporary sutures—totaling about $900.When she repeated her concerns, I asked about savings, checking accounts, or credit cards. She mentioned one card “only for emergencies.” My response: “This is an emergency.” She agreed, the procedure went smoothly, and two weeks later she returned for suture removal with a beautiful bouquet of flowers and heartfelt thanks.
In similar situations today, we’d also introduce CareCredit or Cherry right away if needed.
Solution 3: “If This Were My Pet…”
The most genuine recommendation often comes from answering: What would I do if this patient were mine?
Our family Papillon, Daisy, at just 5 years old, developed a rare aggressive anal tumor. Diagnostics confirmed extensive local spread. Aggressive surgery would have been costly and left her with permanent fecal incontinence—an unacceptable quality-of-life hit. We chose compassionate euthanasia for a dog who was otherwise vibrant and healthy.
The decision hinged on what was truly best for her—not the most expensive or technologically advanced option.
Key Takeaways
Meet clients where they are. Present good, better, and best options transparently. Share your personal “if this were my pet” perspective to build trust. Then, guide them toward solutions: pet insurance for ongoing protection and financing tools for immediate needs.
With these in place, practices can maintain fair, sustainable fees while delivering meaningful care—keeping pets healthier, clients satisfied, and teams supported with fair compensation.
Practical Steps to Embrace Spectrum of Care:
- Always start with the full “best” recommendation, then adjust downward collaboratively.
- Craft the PCP as if the pet were your own—this preserves integrity and strengthens bonds.
- Ask open questions: “Let’s explore ways to make this work—do you have a credit card or savings we can tap?”
- Ask every new client: “Who is your pet insurance provider?” to normalize the conversation.
- Promote accessible financing like CareCredit and Cherry.
- Be comfortable offering “good” care when it meets the need—it’s often perfect for the situation.
- Align fees with your community’s median income: not too high to alienate, not too low to undervalue your expertise.
When financial pressures build in practice, taking a clear-eyed look at the root causes can make all the difference.
If you’re a practice owner ready to dig deeper and address profitability challenges head-on, schedule a free 30-minute Discovery Consultation via the link below.
Practice Potential Analysis – Schedule Here
What are your thoughts on Spectrum of Care? Have you had a case where shifting tiers made all the difference? Share in the comments—I’d love to hear your experiences.
