#143: How to Talk Money Without the Cringe: The Mindset Shift Every Vet Needs. With Dr Bing Zhu

We get into one of the most emotionally charged aspects of veterinary work—talking to clients about money. Dr. Bing Zhu, a specialist in small animal internal medicine at SASH, brings a refreshing, deeply empathetic, and logical perspective to the table. With extensive experience navigating complex cases and large treatment estimates, Bing offers a framework for communicating cost transparently and ethically, without carrying the emotional burden.
Dr. Zhu discusses her evolution from guilt-laden money conversations to clarity and detachment, crediting a pivotal mindset shift taught by a mentor: "It’s not you ordering the tests—it’s the patient who needs them." The episode explores how this reframe can reduce emotional stress, improve client trust, and lead to better outcomes. She also offers insight into setting expectations, handling ambiguity, discussing diagnostics versus empirical treatments, and setting professional boundaries to maintain mental health.
This conversation isn’t just about estimates—it’s a roadmap for aligning clinical responsibility, client communication, and personal wellbeing in veterinary medicine.
What’s your least favourite part of being a vet?
Is it talking about money?
In this episode, we take on one of the most emotionally charged parts of veterinary life: discussing high-cost treatments with clients .
Our guest is Dr. Bing Zhu , a Small Animal Medicine Specialist from SASH, who’s had these conversations more times than she can count, and she shares her hard-earned wisdom on how to approach these conversations with empathy, clarity, and confidence.
Here’s what we unpack:
- The emotional and ethical weight vets carry when finances and medicine collide
- Dr. Zhu’s step-by-step approach to setting expectations and guiding tough decisions
- Why separating your ego from the medical outcome can save your sanity
- The cultural mindset shift the profession needs around money conversations
- How to anchor your boundaries in your core values
Dr. Zhu shares transformative personal stories, communication strategies, and mindset shifts that will help you communicate more clearly, protect your mental health, and better serve your clients and their pets.
Whether you’re still at uni, starting out, or have been in practice for decades, this episode will change the way you handle financial conversations—forever.
Ready to rethink “the money talk”? Hit play now.
Upcoming conferences that I’m excited to attend:
- Vets On Tour snow conferences in Wānaka, NZ (August ’250), and Nozawa Onsen, Japan (Feb ’26)
- ANZCVS Science Week, 24-25 July 2025
- IVECCS 2025 , San Diego, September 4-8
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Episode Topics and Timestamps
01:45 Presenting the Large Estimate: How Does it Make You Feel?
06:04 The Turning Point: It's Not Your Fault
10:46 Practical Advice For Handling High Cost Estimates
31:04 Stop Avoiding Referral Because You Think You're Saving Your Client Money
36:25 Why Competence Makes Talking Money Easier
38:16 The Cultural Shift Vets Should Make
44:55 Setting Boundaries and Work-Life Balance
55:39 Dr Bing's Podcast Recommendations
56:19 The Pass Along Question
How to Talk to Clients About High-Cost Treatments Without Guilt
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- Recognise that the pet needs the tests or treatments, not you. As Dr. Zhu's mentor advised, you are merely the messenger. This shift can significantly reduce feelings of guilt and responsibility for the cost or the fact that the dog even needs tests.
- Reframe your language from "I want to do this to their dog" to "Georgie (the pet) is telling you he needs this" or "Fluffy says he needs this right now". This subtle change in wording helps externalise the decision-making process, making it about the patient's needs rather than your recommendation.
- Understand that it's not your job to judge how owners spend their money or how much they are willing to spend. Some owners might pull money from shares or sell cars for their pet's healthcare, while others with expensive cars might not do an ultrasound. Your role is to facilitate the owner's decision based on the pet's needs.
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- Start with the "endpoint" in mind and work backwards. Explain the potential categories of diseases, their possible outcomes, and why specific tests are necessary to understand the situation.
- Clearly explain the risks of not doing tests or treatments. For example, if an owner skips an ultrasound, they must accept the risk of an underlying condition like cancer going undiagnosed. If they opt for empirical therapy, explain that it might lead to more frustration, potentially higher costs in the long run, or even worsen the patient's condition. But do this without judgement or creating guilt - it's about pursuing the best outcome for your patient in a framework that is practical for your client.
- Frame choices as a consequential, rather than arbitrary options. This empowers owners to make an informed choice while understanding the potential consequences.
- Have frank, upfront conversations about potential costs and outcomes before embarking on a journey. For high-cost procedures, openly discuss survival rates and long-term prognosis. This initial in-depth conversation sets realistic expectations and allows owners to decide if they want to take on the potential down sides.
- Do not present equal options if they are not truly equal medically. This can make the process seem arbitrary to clients, like "picking things at a shop". Instead, explain the rationale behind your recommended diagnostic pathway and then the potential repercussions of alternative routes.
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- Confidence comes with competence. When you are clear and confident about what a patient needs, clients are more likely to trust your recommendations. This confidence is built by continuous learning and preparing for consultations.
- Consider early referral if a case is beyond your knowledge, equipment, or time capacity. While some vets may delay referral due to ego or a desire to save clients money, this can ironically lead to more money being spent on inappropriate or ineffective treatments. Specialists can often better direct owner finances by providing a logical pathway.
- Value your time and charge for it. Vets often spend significant unpaid time thinking, researching, and communicating with owners about results, unlike human doctors who bill for follow-up appointments. Charging for this intellectual work, perhaps through longer, dedicated consults, helps acknowledge the value of your expertise.
- Recognise that your value lies in your thinking and service, not just products or procedures. Your ability to perform a complex procedure quickly is a result of years of training and experience, which clients are paying for.
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- In countries like Australia, where there isn't a Medicare system for pets or widespread pet insurance like in the US or UK, the cost of veterinary care can be a significant shock to owners. Acknowledge this reality by saying, "I know it's really sad that we don't have Medicare for pets".
- Be aware that complaints often arise from unexpected additional costs or from having spent a lot of money without resolving the initial issue, underscoring the importance of transparent and comprehensive initial discussions.
The Case for Earlier Referrals: Saving Clients Money and Stress
- Preventing Wasted Expenditure on Ineffective Treatments:
- Veterinarians frequently observe situations where clients have spent significant money on repeated, inappropriate, or ineffective treatments at a local primary care level before being referred.
- Dr. Zhu notes that when owners eventually come to her with very limited finances, it is often because their money has already been spent on "the wrong thing".
- Directing Finances Logically and Efficiently:
- Specialists can often better direct an owner's finances by providing a logical and structured diagnostic and treatment plan.
- Instead of performing tests that may not lead to an actionable outcome (e.g., an ultrasound for kidney disease if the owner cannot afford subsequent surgical interventions), a specialist can guide owners to invest their finances in treating the treatable diseases. This upfront, often hour-long conversation, allows owners to make informed decisions about where to best allocate their resources.
- In the US, the culture of early referral means that primary care practitioners might refer a pet with newly diagnosed diabetes or kidney value elevations to a specialist to develop a plan, which helps optimise the owner's financial outlay.
- Reducing Client Stress and Frustration from Unresolved Issues:
- A significant source of client complaints, particularly concerning money, stems from unexpected additional costs or having spent substantial amounts without resolving the original issue.
- Early, comprehensive discussions—which can sometimes take 40 minutes or even an hour—about potential costs, risks, and prognosis are crucial. This allows owners to make a decision upfront about whether they want to take the "gamble" on a high-cost treatment pathway. These kind of lengthy discussions are often not an option in non-specialist clinics due to time constraints.
- Overcoming Barriers to Early Referral:
- Veterinarians may delay referral due to factors like ego (desire to solve the problem themselves), a misconception of "saving" the client money, or simply not having the time or expertise to manage complex cases effectively.
- Ironically, this delay often leads to more money being spent on 'fumbling around' without a clear resolution.
- Dr. Zhu advocates for vets to recognise when a case is "beyond my knowledge or the time that I have available to me" and refer to a specialist who knows what "properly done looks like" and has the capacity to deliver it.
- To facilitate this, some primary care practices are beginning to book longer, paid consults (e.g., 30-40 minutes) specifically for discussing complex medical plans, or they refer patients to specialists for this initial in-depth discussion. This acknowledges the value of the vet's time and expertise in guiding these difficult decisions.