As a specialist veterinary PR agency, the past few years have been challenging to watch. The ongoing CMA investigation and its report has cast a long shadow over the profession, resulting in relentless negative press that has often failed to distinguish between the corporate groups and the independent practices on the high street.
As a firm that lives and breathes veterinary communications, we’ve felt the frustration of our clients. You have dedicated your lives to animal care, yet found your profession’s reputation being chipped away at in the national headlines – not because of clinical failings but because of market structure and prescription pricing models.
However, with the CMA’s publication of its final remedy plans this week, we are finally entering a new phase. The uncertainty of what might happen is giving way to the certainty of “what we must do.” And in that space, there is a massive opportunity to rebuild trust.
The final CMA reforms: What changed?
As reported in industry bible Vet Times (read the full story here), the final proposals show the CMA has listened to some industry feedback. The prescription price cap has been raised from the proposed £16 to £21 for primary products, with a lower cap for secondary medicines.
But the core of the remedy remains significant. The CMA is doubling down on that key word – transparency. We’re looking at mandatory disclosures on ownership, clearer pricing and stricter management of out-of-hours contracts, all of which many practices have already got the wheels in motion on.
Martin Coleman, the inquiry group chairperson, said these measures are designed to “enhance trust in the profession”.
And that’s the key phrase right there. The regulatory goal is no longer just about price control, it is about reputation rehabilitation.
The reputational damage done
Let’s be honest, the last two years have been a reputational minefield for the veterinary industry. Whether a corporate-owned practice or an independent, the blanket coverage of the CMA investigation has created a baseline of consumer scepticism, with many mainstream media publications digging for ‘dirt’ and clickbait headlines largely focusing on ‘outrageous’ costs.
We’ve seen it happen across other sectors – when a regulator investigates, the nuance gets lost.
The public hears “vets are overcharging,” not “the CMA is reviewing competition laws.” This narrative, repeated over months and years, has left a mark.
Practices are now dealing with clients who arrive armed with pre-conceived notions about pricing and ownership structures that may not even apply to them.
How we help: Turning compliance into credibility with PR
This is where R&Co Communications steps in. We understand the way you communicate now will define your practice’s reputation for the next decade. Whether you are an independent single site or a large corporate group, we are here to help you navigate this new landscape following the review.
We don’t just look at this as a compliance exercise, we see it as a communications strategy.
Here is how we support our veterinary PR and marketing clients:
- Narrative rebuilding
We help you craft a consumer-focused story which moves beyond the CMA headlines. We focus on what makes your practice unique: your team, your clinical standards, and your history in the community. We work to remind your clients why they trusted you in the first place, separating your local reputation from the national noise. - Proactive transparency
The CMA wants transparency. We help you turn that from a regulatory burden into a competitive advantage. Whether it’s through clearer website content, client newsletters explaining your fee structures or social media posts introducing your ownership model, we ensure you are leading the conversation, rather than reacting to it. - Crisis comms support
For practices which feel their reputation has already been damaged by association with the negative press, we offer a helping hand. We audit your current online presence, identify the areas of vulnerability and implement a recovery plan. We help you regain control of your digital footprint so that when a client searches for your practice, they see the truth of your care, not the headlines of the investigation.
Read our latest resources on how to prepare for and handle a PR crisis or social media storm in the veterinary industry.
The future is bright for veterinary PR
The final CMA report and its remedies won’t be implemented fully until 2027 for some elements but the time to prepare is now. We believe by embracing these changes with a smart communications strategy, veterinary practices can emerge stronger, with more loyal clients than ever before.
At R&Co Communications, we are proud to stand with a veterinary profession we have been immersed in for decades. We know the dedication, skill and compassion that goes into your work. Let us help you ensure the public sees that, too.
If you want to get ahead of the curve, let’s have a conversation.
It all starts with a chat. Contact us today.
