Veterinary Pricing: A Behavioural Psychology Approach

Talk summary

Setting a price for a product or service is one of the most important decisions you can make. But all too often vets treat pricing as a mathematics problem or, worse, an afterthought. Pricing is as much an art as it is a science, one that relies as much on marketing and psychology as it does on classical economics. This is made all the more complex by the advent of digital products and services as part of the veterinary mix. In this webinar, Dr Maciej Kraus will share his >15 years of pricing experience with you, followed by a live Q&A.

During this session you will learn:

  1. Pricing foundations: the art and science of pricing.
  2. Value delivery vs. value extraction: how to monetize your business.
  3. Pricing models overview: which one is best for you?
  4. Building your own pricing: how to build a framework to optimize your pricing every day.
  5. Most common pricing challenges vets face and how to handle them, including easy pricing improvements that can boost your revenue

Speaker bio


Dr Maciej Kraus Ph.D is an experienced pricing personality with over 15 years of experience in the field. He is a guest lecturer at both Stanford Graduate School for Business and London Business School. As a specialist consultant he has conducted over 150 projects across more than 40 countries. He is also the author of “The Naked Mind”, which summarises his experiences and includes a review of the contemporary literature on pricing excellence.

Download the slides here

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