Price transparency in veterinary care: why it matters and what comes next

In early 2025, the Swedish government tasked the Competition Authority (Konkurrensverket) with a comprehensive investigation: to map price transparency within veterinary care and analyse how it affects pricing, cost development, and market competition. For clinics, specialists, and pet owners alike, this marks an important shift in how veterinary services may be priced, communicated, and delivered in the years to come.

Why is price transparency under scrutiny?

Veterinary care in Sweden has evolved rapidly in recent years. While advanced treatments and specialist services have become more widely available, pet owners often struggle to compare prices between clinics and hospitals. This is especially true for acute interventions and standardised treatments, where unclear pricing structures can create confusion, unexpected costs, and barriers to making informed care decisions.

The government has asked Konkurrensverket to:

• Map price transparency across the veterinary market, focusing on companion animals.

• Investigate how transparency (or lack thereof) influences pricing and cost development.

• Analyse the impact on market competition, particularly where low transparency contributes to rising costs or hinders fair competition.

• Propose concrete measures to improve transparency and empower consumers to compare prices effectively between providers.

This includes looking at operative procedures, aftercare, and rehabilitation costs, as well as studying how other EU and EEA countries, plus the UK, manage veterinary price transparency – especially since many of the same large veterinary groups operate across these markets.

How does this affect clinics and specialists?

While the investigation focuses on consumer protection, its implications extend directly to veterinary professionals:

• Clinics may need to publish clearer, standardised pricing for consultations, diagnostics, procedures, and aftercare.

• Specialist hospitals might need to provide upfront pricing structures for referrals and advanced treatments.

• Referring vets could face more questions from owners about total treatment costs, requiring closer collaboration with specialists to deliver transparent care pathways.

• Administrative burden is a concern, and the Competition Authority is instructed to consider this when proposing new measures.

The problem today

Today, many clinics publish limited or “from” prices, making it difficult for pet owners to estimate total costs. Differences in how treatments are packaged, billed, and communicated further complicate comparisons. This lack of transparency impacts:

• Trust - owners feel unsure of what they will pay.

• Efficiency - staff spend time explaining and justifying prices rather than focusing on care.

• Market competition - unclear pricing makes it harder for clinics to differentiate based on value and quality rather than just perception.

How digital platforms can be part of the solution

At Arqena, we believe that price transparency and digitalisation go hand in hand. Referral and consultation platforms can:

• Integrate price information directly into referrals, so referring vets and pet owners know expected costs upfront.

• Standardise service listings and pricing data, enabling clearer comparisons and informed decisions.

• Track and analyse price trends across clinics and specialist partners, supporting better business strategy and fair pricing models.

• Reduce administrative burden by embedding pricing into existing workflows rather than adding separate reporting requirements.
  

Imagine sending a referral where the owner receives not only the clinical recommendation but also a clear estimate of specialist costs, aftercare, and rehabilitation - all structured and documented in one secure place.

Looking ahead

The Competition Authority will deliver its final report by March 1st, 2026, after consulting with veterinary organisations, animal welfare groups, and insurance providers. For clinics and specialists, this is the time to prepare:

• Review current price communication practices.

• Evaluate how digital tools can enhance transparency without adding administrative burden.

• Consider how structured, upfront pricing can strengthen client trust and position your clinic for the future.
  

At Arqena, we’re committed to supporting veterinary professionals in navigating these changes - creating seamless workflows, clear communication, and ultimately, better care for every patient.