Stop Sacrificing Care for “Fair“

You think you’re offering a fair deal.

You charge at cost for Max’s hypothyroidism meds instead of marking them up.

This is actually your practice’s weak spot.

I’ve seen it time and time again—practice owners undercharging because anything else makes them feel like a crook.

Here’s the reality: charging at cost is actually undercharging. 

At cost prices don't cover additional expenses such as…

• Storage

• Handling

• Disposal

• Staff time

And at cost definitely doesn’t account for the expertise of you and your staff that’s needed to administer meds and perform diagnostics.

Setting the right markup at a fair price isn’t about overcharging. 

It’s about keeping your practice sustainable and adequately compensating for the knowledge and service you provide.

Even small adjustments to your pricing strategy can make a significant difference in your profitability. 

Follow my guide to incrementally increasing your fees to make these adjustments.

FAQs

Am I undercharging if I sell medications at cost?

Yes. Charging at cost often means you are not accounting for expenses such as storage, handling, inventory management, disposal, staff time, and administrative oversight. A fair markup helps ensure these costs are covered while supporting the long-term sustainability of your practice.

How do I know if my veterinary pricing is too low?

You should regularly review your pricing against your operating costs, local market rates, and profitability goals. If your practice struggles to invest in staff, equipment, technology, or owner compensation despite a busy schedule, your pricing may not accurately reflect the value of your services.

How can I increase fees without upsetting clients?

You can make fee adjustments easier for clients to accept by implementing small, incremental increases rather than large, sudden changes. Consistent communication and a focus on the value of the care you provide can help maintain trust while ensuring your practice remains financially healthy.