Overcoming financial barriers to veterinary treatment
YEAR
2017
CLIENT
Vetpay
INDUSTRY
Finance, Animal health
SERVICES
Marketing strategy, email communications, video production, presentation materials
The challenge
For many pet owners, unexpected vet bills create serious anxiety, often limiting their ability to provide optimal care. Veterinary professionals—both vets and nurses—are stuck in a tough spot. They dread discussing money, hate seeing owners struggle, and feel helpless when these financial strains compromise a beloved animal’s treatment. The pressure is real: emotional distress, difficult decisions, and an undercurrent of guilt on both sides of the conversation.
Discovery
By mapping the pet owner journey, Spinifex pinpointed the money conversation as the biggest stumbling block. Pet parents, already anxious about their animal’s health, found discussing costs daunting. Meanwhile, veterinary staff felt uneasy initiating such conversations, leading to confusion, delayed decisions, and even suboptimal care options.
Design
Spinifex crafted a strategic marketing and communication campaign that would integrate financial conversations smoothly into the clinic experience. We designed guidelines, conversational prompts, and visual aids. Crucially, we introduced simple phrasing—“Will you be looking to pay with cash, credit, or VetPay?”—to gently guide the money discussion. The approach kept the focus on delivering optimal care rather than dwelling on costs.
Delivery
Spinifex’s solution included a robust marketing strategy and targeted communications: workshop materials, video testimonials, email campaigns, and training sessions were all developed to ensure that veterinary teams felt fully supported. Armed with these tools, vets and nurses effortlessly introduced financial options, drawing on real-life examples, streamlined messaging, and empathetic communication.
Watch how it all came together:
Results
Pet owners, now at ease with transparent payment options, felt more informed and empowered. Veterinary professionals reclaimed their confidence, focusing on quality treatment rather than uneasy money talks. Today, with VetPay adopted by 90% of Australian vet clinics.