UVG-newsletter-FEB18-flip

To Charge or Not to Charge
for Revisits?
The issue of discounting the consultation fee for a revisit
(If you are a member of our UVG Facebook Page, then
you would have read the interesting discussion that Clive
initiated about charging for revisits at your clinic.)
A financial cancer has been debilitating the veterinary
industry for many years, that Veterinary professionals feel
the need to charge a client less for a revisit. The interesting
aspect of this mentality is that it seems to only prevail in
this industry. For some unknown reason, there is a belief
that if we see a client again for a similar issue, that we are
expected to charge less than the normal consultation fee.
Let us analyse the motor vehicle industry as an
example.
You book your car in for a routine service and the mechanic
fixes the problem for $150/hr plus parts. When you pick
up your car, they inform you that the brake linings need
replacing and you need to come back in next week for the
replacement. The brake fix costs $150/hr plus parts. While
fixing the brakes however, they notice there has been
some damage to the transmission, requiring another visit
at $150/hr plus parts. As you can see, regardless of the
reason, there is the same pricing structure for every visit.
It is an even more interesting situation when you have
a meeting with your accountant or solicitor. They
understand your circumstances inside and out, however
every time you contact them, whether it is a phone call,
letter, email or query, you are invoiced at the same rate as
the initial meeting. And then there is the locksmith, who
changes your front-door lock after it breaks. The bill comes
to $120 for the call out and $100/hr plus parts. Next week,
the same thing happens with your back-door lock and the
charges do not change.
There isn’t a professional service that includes a
discount for repeat business. The veterinary industry
stands alone with this idea that revisits should be
cheaper. This outlook originates from an absence of
self-worth. From believing that your time and your
knowledge, doesn’t have any value. Your subconscious
says “I didn’t get it right the first time, I don’t deserve to
charge them again” or “they have already spent enough
for a solution.”
Regardless of how many times the client has come in for
a consultation, your work has the same value. Therefore,
you should charge all the revisits at the same hourly rate
as the primary consult. You can always introduce a 3-tiered
Revisit Rate Strategy, like this:
• 0-8-minute revisit: The basics to be rechecked.
Price it in at 1/2 to 3/4 of your primary consult.
• 8-15-minute revisit: Re-explaining findings so that
they can understand and stick to the course of
treatment. Price this one out at the same rate as
your primary consult. It says ‘Revisit’ on the
invoice, but the price is the same as standard.
• 15 minutes plus revisit: The complete re–evaluation
and prolonged explanation. This should be priced
HIGHER than the primary consult rate, because it
is more work, time and effort.
Remember, your mechanic doesn’t discount the brake
linings because he has already done the service.
The quickest way to establish self-belief in the industry is
to enforce the same pricing structure per visit, regardless
of how often it occurs. Until we price as if we are of value,
we will never believe we are of value. Aim to discuss this at
your next team meeting and decide that you will adopt the
Revisit Rate Strategy. Good Luck!