Good Money Follows Good Medicine: Why Excellence in Care Drives Your Bottom Line
- Tracy, LVT - Owner
- Feb 7
- 6 min read
Good Money Follows Good Medicine: Why Excellence in Care Drives Your Bottom Line
One of the most brilliant veterinarians and businesswomen I ever worked for used to say, “Good money follows good medicine.” It wasn’t just a saying—it was her philosophy, her strategy, and the cornerstone of her success. She refused to nickel and dime her clients or cut corners in care, always insisting that focusing on high-quality medicine and a thorough examination would naturally lead to financial success.
I am forever grateful for her lessons. Watching her lead taught me that prioritizing the patient’s health and delivering exceptional client experiences isn’t just the right thing to do—it’s also one of the smartest business strategies you can adopt in veterinary medicine. Let’s explore how focusing on good medicine and a thorough exam can increase your bottom line.
The Power of a Thorough Exam
The foundation of good medicine starts with the exam room. A thorough exam is your best opportunity to establish trust with your clients, educate them about their pet’s health, and demonstrate your value.
What Does a Thorough Exam Look Like?
Start with Communication: Begin by actively listening to the client’s concerns. Ask open-ended questions about their pet’s history, behavior, and lifestyle. This builds trust and helps you gather crucial details.
Explain as You Go: As you perform the exam, narrate your findings. For example:
“I’m feeling around the abdomen to check for any unusual masses or tenderness.”
“These teeth have a moderate amount of tartar, which can lead to gum disease if not addressed.”
Leave No Stone Unturned: Even if a client came in for one issue, check everything. This is where you might catch early signs of other problems.
Why It Matters
A comprehensive exam not only ensures better patient care but also opens the door to services or treatments the pet might need. For example:
Detecting dental disease leads to a dental cleaning recommendation.
Spotting a lump during a routine check prompts a discussion about cytology or biopsy.
Noting a heart murmur leads to diagnostics like X-rays or an echocardiogram.
These are not upsells—they are medically necessary interventions. A thorough exam aligns with the philosophy of “good money follows good medicine” because it prioritizes what’s best for the patient, naturally driving revenue in the process.
Educating Clients Builds Trust and Compliance
One of the key lessons I learned from that brilliant veterinarian was the importance of educating clients. When clients understand the "why" behind your recommendations, they are far more likely to say yes.
How to Educate Without Overwhelming
Speak Their Language: Avoid using too much medical jargon. Instead of saying, “Your dog has calculus buildup on the mandibular arcade,” say, “Your dog’s back teeth have tartar, which can lead to infection and pain.”
Use Visual Aids: Show them models, charts, or photos. For instance, pictures of dental disease progression can be incredibly impactful.
Frame Recommendations as Preventative Care: Emphasize how early intervention saves money and prevents suffering.
Trust Drives Loyalty
When clients feel informed and confident in your expertise, they’re more likely to approve treatment plans, return for follow-ups, and recommend your practice to others. Trust isn’t just a feel-good concept—it directly impacts your revenue through higher compliance and client retention.
The Danger of Nickel-and-Diming
One of the most important lessons I learned from this brilliant veterinarian was to avoid nickel-and-diming clients. She believed strongly in giving the pickle—going the extra mile to provide an exceptional client experience without charging for every minor service or item.
For example, she’d say, “If it’s something small, like trimming a nail while the pet is under anesthesia or printing out an extra copy of lab results, just do it. Make the client feel taken care of.”
Why is nickel-and-diming harmful?
It Frustrates Clients: When clients feel like they’re being charged for every little thing—like $5 for a syringe they need to use a medication you've prescribed for —it creates resentment. These small fees can overshadow the excellent care you’re providing. Essentially, anything that doesn't require significant time, materials, or additional staff involvement beyond the standard exam or procedure.
It Undermines Trust: Clients may start to wonder if you’re more focused on profits than their pet’s health.
It Cheapens the Client Experience: Instead of feeling valued, clients feel transactional, as if they’re being nickel-and-dimed for everything.
Instead, this veterinarian emphasized bundling services or simply absorbing the cost of small gestures that added value to the client experience. For example:
Including post-operative pain medication in the surgery fee rather than itemizing it.
Offering free nail trims during wellness exams for loyal clients.
Sending clients home with a thoughtful, branded care package after major procedures.
These small acts of generosity don’t just make clients happy—they build loyalty and trust. And when clients trust you, they’re more likely to accept your recommendations for the services that truly matter, like diagnostics, treatment plans, and preventative care.
This does NOT mean that you don’t charge for your time and services.
Nor do you assume that the client “won’t” follow the recommendation for financial reasons. The damages of this are real as well. “Offer the Cadillac”, the best medicine, and then tailor it to what the client can do. Don’t minimized skilled care costs.
Why?
It Costs You in the Long Run: Failure to address issues early can lead to more complicated (and expensive) problems later, potentially eroding client trust.
It Devalues Your Team’s Expertise: Your staff works hard to provide excellent care. Undervaluing their time and expertise can lead to burnout and frustration.
Instead, focus on delivering value through exceptional medicine. When you do what’s best for the patient, clients see the results and are willing to invest in their pet’s care.
Note: To ensure you're always showing your value, make sure things that have been discounted for them, a no-charge recheck exam for example, show up on the invoice with a *discount applied* rather than not input or "zeroed" out. This SHOWS clients the value of what your doctor GAVE them. They also won't assume that this is a "no-charge" item in the future.
Real-Life Example: The Power of Good Medicine
Let me share a story that perfectly illustrates the principle of “good money follows good medicine.”
A client brought their middle-aged Labrador Retriever in for a routine wellness exam. During the exam, the veterinarian noticed subtle signs of discomfort in the dog’s hips and detected a small lump on the chest.
Instead of dismissing these findings or assuming the client wouldn’t want to spend money, the veterinarian took the time to explain:
The lump could be a benign growth or something more serious, and a cytology test would provide clarity.
The hip discomfort could be the beginning stages of arthritis, which, if treated early, could significantly improve the dog’s quality of life.
The client agreed to the cytology, which revealed a low-grade mast cell tumor. Early removal ensured the dog’s long-term health and avoided more aggressive treatments later. The hip issue was addressed with joint supplements and a pain management plan, keeping the dog active and happy.
The client left the practice feeling grateful for the thorough care, and over the next few months, they referred three new clients.
Steps to Align Your Practice with the “Good Money Follows Good Medicine” Philosophy
Invest in Training
Ensure your team is trained to perform thorough exams, communicate effectively with clients, and prioritize patient care.
Focus on Preventative Medicine
Promote wellness exams, dental care, and diagnostics that catch issues early. Educate clients on the benefits of prevention.
Standardize High-Quality Care
Create protocols to ensure every patient receives comprehensive care—regardless of the veterinarian or technician.
Empower Your Team
Encourage your technicians and support staff to share their observations and suggest diagnostics or treatments. Their input often leads to better patient outcomes.
Track Your Success
Monitor compliance rates, patient outcomes, and client retention. Use this data to reinforce the value of good medicine.
Conclusion: Medicine First, Money Follows
The veterinary practice is, first and foremost, a medical profession. But when you prioritize good medicine and great patient care, the financial success of your practice naturally follows. Clients recognize and reward excellence in care, and your team feels proud to work in an environment where doing the right thing is always the priority.
The lessons I learned from that brilliant veterinarian will always stay with me, shaping my approach to veterinary medicine and business. If you’re ready to elevate your practice by focusing on good medicine, let’s work together to create protocols, train your team, and build a culture where excellence drives success.
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