Should I Charge for Ultrasound Scans While I’m Still Learning?

“You’re putting time and effort into training, you’re giving your patient and client something valuable — but the voice in your head says, 'Am I really good enough to charge for this?'”

Sound familiar?

If you’ve ever hesitated to charge for an ultrasound because you’re still learning, know that plenty of vets feel exactly the same. That confidence wobble is one of the most common roadblocks I hear from vets. And I’ve been there too.

If that feeling resonates, you’re not alone – I actually wrote a post on what confident vets do differently that dives into how to overcome those exact doubts.

When I first started scanning, I used to think: "The owner pays the same whether I do it or Sarah does it... and Sarah is better. So maybe it should be her." At the time, that felt like humility. But in hindsight? It was self-doubt dressed up as ethics.

This blog post isn’t about picking a fee. It’s about reframing how you see the value you provide right now — even while you’re still learning.

What You’ll Get in This Post

• Why confidence, not competence, often holds vets back
  
  
• The ethical case for charging fairly while you learn
  
  
• Two mindset traps to avoid (and how to reframe them)
  
  
• How pricing shapes perception for both you and your client
  
  
• A script to use with owners (yes, today)
  
  
• A checklist to charge clearly and confidently

I’ve also covered this topic in a video – feel free to watch ‘Veterinary Ultrasound Basics: Should Vets Charge for Ultrasound While Learning?’

The Confidence Gap: Why Charging Feels Awkward

Most of the time, your hesitation around charging has nothing to do with whether the client can afford it. It’s about you.

“I’m not there yet.”
“What if I miss something?”
“Someone else on the team is better than me.”

These thoughts are normal. But they also stop you from recognising the very real value you’re already delivering. You don’t need to have all the answers to:

• Rule out urgent problems
  
  
• Reassure an owner
  
  
• Guide the next clinical step
  
  
  

And if you tell an owner, "We’ll just have a quick look," you accidentally minimise your skill. Instead, try:

“We’ll perform an ultrasound today to rule out urgent problems and guide the next steps.”

That one sentence changes everything. For them and for you.

Confidence builds from action, not waiting — it’s a lesson I’ve learned over and over. (Here’s a great video on boosting your ultrasound confidence, if you’d like to watch!)

The Ethical Case for Charging While You’re Still Learning

Worrying about ethics is normal. It can even sound noble: "I don’t feel it’s fair to charge until I’m really good at this."

But here’s what that really means: That’s often perfectionism in disguise.

In first-opinion practice, you already charge for consultations, spays, or skin cases even though you're still refining those skills. Ultrasound is no different.

So what makes charging ethical? These three pillars:

1. Competence: You follow a structured approach. You’re safe. You contribute useful clinical information. 
   

(If you’re looking to develop a reliable scanning method, our Ultrasound: The Basics course is designed to give you exactly that framework.)

2. Honesty: You don’t fake certainty. If you’re unsure or the case needs referral, you explain that clearly. 
3. Transparency: You tell the owner what you did, what you found, and what it means. The scan is the process; the clarity is the product.

Flip the question: Is it ethical NOT to charge for something that adds value, clarity, and patient safety?

Mindset Traps: Perfectionism and the Fixed Mindset

Two common traps that hold vets back from charging:

Trap 1: Perfectionism

“I’ll charge when I can do every organ perfectly.”

This isn’t high standards. It’s fear in disguise. The bar will always keep moving. Charging becomes part of learning when it’s done with honesty and structure.

Trap 2: Fixed Mindset

“I’ll charge once I’ve mastered this.”

But ultrasound has no finish line. Even specialists encounter new puzzles weekly.

The growth mindset says:

"What I know today has value. I can charge fairly, reflect on what I did, and keep getting better."

That’s how you build confidence. One scan at a time.

Why Price Changes Perception (Yours and Theirs)

Have you ever downloaded a free CPD and never watched it? But when you paid for one, you showed up, took notes, and reflected?

Same content. Different behaviour.

The same thing happens with ultrasound. Your fee shapes how the client sees the scan and how seriously you approach it.

Helpful pricing principles:

• Anchoring: Language sets expectations. "Quick look" sounds optional; "Ultrasound to guide treatment" sounds professional.
  
  
• Information asymmetry: Owners can’t see your training. If you don’t explain, they undervalue it.
  
  
• Fairness framing: Clients want clarity, not the cheapest fee.
  
  
• Reciprocity: Clear explanations create trust. Charging allows that trust to be reciprocated.
  
  

The One-Sentence Script (Use This Today)

“Today’s ultrasound helps us rule out urgent problems and guide the next steps safely. I’ll explain what we found right after, and that’s included in the scan fee of £X.”

Short, calm, confident. It makes the fee part of the package, not an awkward afterthought.

Post-Scan: The 4-Part Explain-Back

Owners often look most confused after the scan. Here’s how to close that gap in 90 seconds:

1. Purpose
   "Today’s scan was to rule out urgent causes of [sign] and guide what we do next."
   
   
2. Findings (2–3 bullets)

• No free fluid
  
  
• Bladder wall thickened; no stones
  
  
• Liver margins sharp
  
  

3. Meaning
   "That means we don’t see an emergency, and we have a likely cause to explore."   
   
   
4. Plan (A/B/C)
   "We’ll start X, send Y, and recheck in 72 hours. If needed, we’ll refer."  
   
   

Pro tip: Copy/paste those four lines into your notes too.

(If you struggle with writing up your scan findings, check out this quick video on note-taking after scans for some tips. You’ll never have to stare at a blank report again!)”

Charge While Learning: Simple Checklist

• State the clinical question (e.g., "rule out urgent causes of vomiting")
  
  
• Say the scan's purpose: "to guide next steps"
  
  
• Explain the plan post-scan (A/B/C)
  
  
• Use the script: "£X includes the scan, my explanation, and your summary"
  
   

Handy Phrases (for Owners)

• "The purpose of today’s ultrasound is to rule out urgent causes of [sign] and guide next steps."
  
  
• "Based on today’s findings, our plan is [A/B/C]."
  
  
• "The scan fee of £X includes your summary and what we discussed."
  
  

FAQ

Is charging okay if there’s no final answer?
Yes. Ultrasound isn’t a crystal ball. The fee covers your structured approach and next-step guidance, not perfection.

Should I discount because I’m still learning?
No need. If expectations were clear and care was appropriate, a discount isn’t needed. Goodwill applies only if service fell short.

What if my colleague is more experienced?
You’re not competing. Clients are paying for safe, competent care. If your colleague needs to take over, that’s a handover — not a step-down.

Takeaway

You don’t need to feel perfect to charge fairly. Confidence builds from action, not waiting. Ethical charging comes from clarity, not certainty.

So next time you hear that inner voice asking, "Am I really good enough?" — remember:

You are. And your scan has value. Charge accordingly.

Next Step

Download the Free FOVU Pricing Structure Guide: Practical ways to set fair ultrasound fees so clients understand the value, and you feel confident charging for it.

Author bio:
Dr. Camilla Edwards (DVM, CertAVP, MRCVS) is a peripatetic veterinary ultrasonographer and founder of FOVU. She helps first-opinion vets build confidence in scanning and reporting so they can deliver better care with less stress.