Why First Free Exams Work

Free first exams aren’t merely a discount. They are an investment in your practice’s future.

“From free to faithful” is how PSIvet vendor partner iVET360 describes customer reactions to a first free exam, or FFE. That’s your chance to get to know new customers and let your practice shine.

In its 2024 Veterinary Marketing Benchmark Report, iVET360 makes a case for free first exams:

Let’s address the elephant in the exam room—free first visits. We know what you’re thinking: “Why give away our services?” You’ve invested years and resources into your practice. The idea of offering anything for free can feel like you’re devaluing your expertise and inviting strangers into your practice who will never cross the threshold into client territory. Spoiler alert: They will.

Think of free first exams as your practice’s “try before you buy” strategy. It’s not about devaluation; it’s about removing barriers for hesitant pet owners. Worried about attracting only bargain hunters? Our data tells a different story. These free-exam clients often become loyal supporters, spending more on additional services during that first visit than you might expect. By providing a free first exam, you’re demonstrating a willingness to invest in new relationships.

Here’s how this strategy transforms day-to-day operations: Your CSRs answer the phones, and instead of saying “We don’t offer pricing estimates over the phone because every pet is different,” your team can confidently offer a solution: “While we can’t provide estimates without seeing your pet, we do offer free first exams so we can assess their needs and create a plan that works for you. Would you like to schedule your free visit?” A potential roadblock is now an opportunity to address the client’s primary concern—cost. By embracing this approach, you’re not just filling appointment slots—you’re building a foundation for long-term practice growth and client loyalty.

Free First Exams—Concerns and Realities

We understand that offering free first exams can feel like a leap of faith. It’s natural to question the impact of offering a service for free.

Is offering a free first exam worth it?
Absolutely! We know the initial investment may seem counterintuitive, but trust us, the long-term benefits are truly remarkable. Think of FFEs as an open invitation to build meaningful relationships with potential clients. By removing the cost barrier for that first visit, you’re creating a welcoming environment where pet owners can experience your exceptional care and compassion firsthand without any financial hesitation.

What did the data divulge? Let’s address some of those lingering concerns and see how the data stacks up against common myths and misconceptions:

Myth: Clients will use the offer and then not spend any money.
Reality: We get it; this is a common worry. But the numbers tell a different story. Only a tiny fraction (2%) of FFE clients spend $0. The vast majority go on to become loyal, long-term clients who are invested in their pet’s health and well-being. You’ll find that the percentage of low-spending clients remains consistent whether or not you offer FFEs, so rest assured that you’re not attracting an influx of budget-minded pet owners.

Myth: If they use the FFE, they won’t spend enough in the long run.
Reality: Here’s the exciting part: practices offering FFEs actually see significantly higher new-client revenue in the long run ($266K vs. $182K annually). While FFE clients initially spend less on their first visit, remember they are receiving a valuable service for free. This is about building that crucial initial connection, and the long-term benefits far outweigh any short-term cost.

Myth: Clients won’t come back after the free appointment.
Reality: We’re happy to report that an impressive 80% of FFE clients return within 12 months, compared to the industry average of just 50% to 60%. That’s a testament to the power of FFEs in establishing trust and loyalty. Clients who have a positive experience during their free first exam are far more likely to choose your practice as their pet’s healthcare home.