Pricing in Veterinary Medicine

The science behind the pricing of our services

Florence, December 10–12, 2026

It was November 2016 when the Veterinary Business Conference of Florence was born!

Ten years ago our conference was born. On stage were Pere Mercader and Miguel Ángel Díaz, who from that day would become known to everyone as “Pancho.”
That moment marked the beginning of an open, independent, and collaborative way of creating a management conference.

Over the years we have addressed topics such as the economic aspects of veterinary medicine, customer care, the arrival of corporate groups in the market, clinical communication, artificial intelligence, and much more—enriching the discussion with contributions from veterinary colleagues, as well as physicians, pediatricians, psychologists, scientists, and managers.

This year a very hot topic awaits us: pricing strategies, with everything involved in building, understanding, and communicating the prices of our services.
It will not be a simple topic, but we will have internationally renowned speakers by our side. Let’s begin this journey together!

All that’s left is to discover it together from December 10 to 12, 2026!!!

Conference Venue

This year again, the Conference will be held at the Grand Hotel Baglioni, a 4-star hotel located right in the city centre.
Conference participants can benefit from a special discount for stays of 2 or 3 nights, depending on their needs.
Enter the coupon code:

MEET20

when booking, selecting “Rate Access Code / Corporate Code” as the code type, to receive a special rate for your overnight stay.

Other Hotels in the Area:

Our Speakers

ARIEL Baños

Learn more

Economist and founder of fijaciondeprecios.com. An international reference in pricing strategies. Lecturer at prestigious business schools, author of the books “The Secrets of Pricing” and “50 Pricing Lessons from Real Life,” and columnist for the newspaper La Nación (Argentina).

EDUARDO ROSSER

Learn more

Sociologist and specialist in persuasive communication applied to complex professional contexts.
He is the director of persuasion.com, author of three books, and a lecturer at European and Latin American universities and business schools.

Program

Thursday, 12.10

Schedule
13:00-14:00	Registration
14:00-14:40	Introduction – Florence 2026	P. Peppucci and S. Scoccianti
14:40-14:55	SPONSOR 1
14:55-15:35	Pricing Myths That Make You Lose Money	A. Baños
15:35-16:05	Coffee Break
16:05-16:45	Without Guilt or Complexes: How to Sell as a Veterinarian (and Do It Well)	E. Rosser
16:45-17:00	SPONSOR 2
17:00-17:40	Discounts and Promotions: How to Use Them Without Destroying Your Margin	A. Baños

Friday, 12.11

Schedule
09:00-09:40	When the Treatment Is Worth What It Costs: How to Communicate Value Through Price	E. Rosser
09:40-09:55	SPONSOR 3
09:55-10:35	The Keys to Increasing Prices Successfully	A. Baños
10:35-11:00	Coffee Break
11:00-11:40	How to Apply the Right Price to Every Client	A. Baños
11:40-12:30	Spectrum of Care	M. A. Diaz and S. Scoccianti
12:30-13:00	Q&A
13:00-14:00	Buffet Lunch
14:00-14:40	Sell More by Communicating Prices Better	A. Baños
14:40-14:55	SPONSOR 4
14:55-15:35	“But That’s So Expensive!!!” — What to Do When a Client Questions Your Estimate	E. Rosser
15:35-16:05	Coffee Break
16:05-17:30	Podium Presentations

Saturday, 12.12

Schedule
09:00-10:00	The Secrets of Pricing	A. Baños
10:00-10:15	SPONSOR 5
10:15-11:15	Practical Workshop on Price Management	E. Rosser
11:15-11:35	Coffee Break
11:35-12:30	Final Q&A
12:30-13:00	Conference Closing

Buy the Ticket

Event Ticket

€ 350,00

€ 290,00

Offer valid until April 30

Includes:

For further information, please write to:
info@vetfriendlyconsulting.com