After-hours emergency calls are where equine vets generate significant revenue—but many practices undersell their expertise and availability. Setting the right emergency pricing structure protects your time, covers higher operational costs, and attracts serious clients who understand the value of rapid response. Here's how to establish pricing that reflects the real cost of running an on-call service.
Why Standard Rates Don't Cover Emergency Work
A routine daytime exam might cost $75–$150, but emergency calls involve staffing costs, fuel expenses, and significant wear on your schedule and equipment. When a horse colics at 2 a.m., you're not just providing a quick assessment—you're pulling a veterinarian away from sleep, potentially turning down other calls, and managing higher liability risk in low-light conditions.
Most equine practices build emergency fees on top of base exam charges rather than replacing them entirely. This layered approach is more transparent and easier for clients to understand than a flat emergency rate.
Typical Emergency Pricing Models
After-hours exam surcharge: $150–$400 on top of your standard exam fee Time-of-day multipliers: 1.5x to 2x your daytime rate for evening/night calls Facility fees: $75–$200 to cover staff callback costs and equipment prep Emergency call minimum: $300–$500 flat fee (ensures minimal compensation even for quick assessments)
The most sustainable approach combines a base emergency surcharge with a minimum call fee. For example: your standard exam ($100) + emergency surcharge ($250) + mileage, with a $400 minimum if the visit takes under 30 minutes.
What Affects Your Pricing
Consider these factors when setting your rates:
- Geographic location: Rural equine practices often charge 10–20% less than suburban clinics due to lower overhead, but may travel further, justifying higher mileage fees.
- Facility type: Mixed-animal practices handling both equine and livestock emergencies can justify higher rates than equine-only clinics due to complexity and equipment needs.
- Veterinarian experience: Associates charge less than senior veterinarians; clearly specify who responds to emergency calls.
- Competition: Research 3–5 nearby equine practices' published rates (many list them online or via phone).
- Call volume tolerance: If you want fewer after-hours calls, price higher ($400+ minimums). If you want steady cash flow, price more competitively ($250–$300 minimums).
Setting Clear Policies
Clients need to understand your emergency structure before they call at midnight. Include this information on your website, in client contracts, and on your voicemail message.
Essential details to communicate:
- Exact emergency hours (e.g., 5 p.m.–7 a.m. weekdays, 24/7 weekends)
- The surcharge amount and what it covers
- Whether the surcharge applies to phone consultations or only in-person visits
- Payment terms (many practices require payment before leaving the farm)
- Cancellation policy (some practices charge 50% of the minimum if a call is cancelled within 15 minutes of arrival)
This transparency prevents disputes and sets realistic expectations. Clients who know a 2 a.m. colic exam will cost $400–$600 can decide whether to call you or transport to an emergency clinic.
Positioning Your Practice for More Leads
Clearly advertising your emergency availability—and the associated fees—actually attracts the right clients: people who value reliability and understand that quality care costs money. When you list your practice on Mercoly, you can specify your emergency hours, pricing structure, and accepted payment methods, making it easier for serious horse owners to find and book you while filtering out price-shopping tire-kickers.
Payment Logistics for Emergency Visits
Define how you'll handle payment in real time. Options include:
- Credit card payment on-site (bring a mobile card reader)
- ACH transfer or check payment within 48 hours
- Standing account with monthly invoicing (for regular clients only)
Many equine practices require a credit card on file before emergency calls, especially if the farm is new. This protects your cash flow and ensures you're not chasing down $500 bills weeks later.
Frequently Asked Questions
Q: Should I charge differently for colic versus other emergencies? Colic typically requires longer assessment and more hands-on work, so many practices charge the same emergency surcharge but allow extra billable time once on-site rather than creating separate colic rates.
Q: Can I charge more if the horse has a chronic condition? You can factor complexity into your time-based charges, but keep the base emergency surcharge consistent for transparency and fairness.
Q: What if a client refuses to pay the emergency fee? Decline the call and refer them to the nearest emergency clinic; enforcing your rates protects your business and prevents future disputes with difficult clients.
List your emergency services, pricing, and availability on Mercoly today to get found by horse owners who are ready to pay for reliable after-hours care.