A new U.S. study puts numbers behind something many pet owners already feel: it is still very hard to get a basic sense of veterinary costs before making an appointment.

Published May 4 in Frontiers in Veterinary Science, the study reviewed small-animal veterinary clinic websites across eight states: Wyoming, California, Michigan, Illinois, Maine, New York, Florida, and Kentucky. Of 177 clinics identified, 157 had websites. But only three of those websites — 1.91% — listed pricing information for services.

That is a small data point with a big practical message for independent practices. In a market where clients are anxious about cost, plain-spoken transparency can become a local practice’s advantage.

The gap is not just “prices are high”

The study did not sort clinics by ownership, so it should not be read as independent-versus-corporate evidence. It is really about the whole profession’s digital front door.

Most practices in the sample had an online presence. What was missing was the information pet owners often want before they call: typical exam fees, preventive-care ranges, dental-cleaning starting points, spay/neuter ranges, payment options, wellness plans, or discounts.

The researchers also found that only seven of the 157 clinic websites mentioned wellness plans, two mentioned insurance options, 13 listed payment options, and 14 offered discounts such as reduced first-visit fees.

For practice owners, the important takeaway is not that every service can be reduced to a simple menu price. Veterinary medicine is not a tire rotation. A vomiting Labrador, a senior cat dental, or a mass removal can change quickly once a veterinarian examines the patient. But the study focused on routine services — including physical exams, core vaccinations, sterilization procedures, dental services, nail trims, and wellness plans — and found that online cost information for those services was rarely available.

Clients are already making financial tradeoffs

Recent consumer data show why this matters. Rover’s 2026 Cost of Pet Parenthood report found that 83% of pet parents noticed pet-related costs rising over the prior 12 months, and 38% said they could not cover an emergency vet visit without taking on debt. At the same time, more than half said pet food, supplies, and veterinary care would be the last budget category they would cut.

That combination — deep commitment plus financial strain — is exactly where trust is either strengthened or weakened.

PetSmart Charities and Gallup reported a similar tension from the veterinarian side. In a January 2026 release, 94% of veterinarians said client finances sometimes or often limit their ability to provide recommended care. The same study found a perception gap: 81% of veterinarians said they often or always recommend alternative plans when care is declined because of cost, while earlier pet-owner data found 73% of pet parents who declined care for affordability reasons said they were not offered a more financially accessible option.

That does not mean teams are not trying. It means the message often is not landing early enough, clearly enough, or in a way clients remember.

Why this is especially relevant for independents

The AVMA’s 2025 Economic State of the Veterinary Profession report found that most practices represented in its 2024 Veterinary Practice Owners Survey were independently owned, brick-and-mortar practices. For those hospitals, a simple, clearly written pricing page can be a practical place to start.

That can feel like a disadvantage. It can also be an opening.

Independent practices can make cost clarity feel human instead of corporate. A good pricing page does not need to be fancy. It can say:

  • “Our standard wellness exam is $___.”
  • “Core vaccine visits commonly range from $___ to $___ depending on your pet’s needs.”
  • “Dental cleanings require an exam and estimate; most routine cleanings start around $___.”
  • “We provide written estimates before treatment and will talk through options when there is more than one medically reasonable path.”
  • “We accept ___ and can discuss third-party financing before the day of care.”

Even better, include a “last updated” date and a note that prices may change based on exam findings, patient size, medications, lab work, or complications.

The practical takeaway

Independent practices do not need to race to the bottom on price. That is not the point. The opportunity is to compete on clarity.

Start with five things: your exam fee, common preventive-care ranges, dental estimate process, payment options, and how your team handles spectrum-of-care conversations. Put them on the website, train the front desk to use the same language, and revisit the page quarterly.

Pet owners are not asking veterinarians to make medicine simple. They are asking not to feel blindsided. For independent practices, answering that need plainly may be one of the strongest ways to show what local ownership still does best: meet people where they are, tell the truth, and help them make a good decision for the animal in front of them.