How to define the next chapter of veterinary care
A changing landscape
The veterinary sector is facing increased public scrutiny. In the wake of the CMA report, veterinary services have come under growing pressure, with concerns frequently raised around cost, transparency and ethics.
Pet owners are asking more questions than ever before. They want to understand treatment options, pricing structures and decision-making, and they are actively reassessing who they trust with the care of their beloved family member.
A real opportunity for vets
This moment presents a genuine opportunity for veterinary practices, referral centres and other businesses within the sector to seize the narrative.
Demonstrate how you are rooted in your community and focus on showing how you deliver compassionate, tailored care.
Trust drives growth
By proactively promoting your values, expertise and approach, you are not just building awareness – you are earning trust. And trust fuels reputation, recommendation and long-term business growth.
“By embracing a communications plan built around honesty and openness, the profession can not only address the CMA’s concerns but forge a deeper, more resilient bond of trust with pet owners and the wider veterinary community.”
Tom Payne, veterinary PR lead, R&Co Communications
Why PR?
Public relations is proven to increase brand awareness over a sustained period of time. In today’s digital environment, its value goes even further:
Earned media supports brand credibility, not just visibility
AI tools such as ChatGPT and Google AI Overview increasingly use trusted media coverage as source material
PR improves discoverability within search engines, reinforces expertise and helps drive qualified enquiries
Local and regional media coverage helps to increase your visibility for searches like ‘vets near me’
PR is no longer separate from digital marketing – it is a critical part of it.
How it works: Veterinary PR that cuts through
We know veterinary PR
Veterinary PR is a specialist discipline. Journalists covering pets and animal health receive hundreds of pitches each week. Only stories which are timely, relevant and quality focused make the headlines.
We know what works. We understand how to turn clinical expertise into compelling stories which busy journalists want to read – and that pet owners want to share.
Below are examples of veterinary PR campaigns that delivered real world impact.
Anderson Moores — Raising Awareness of Alabama Rot
A nationwide campaign positioning Anderson Moores Veterinary Specialists as leading experts on Alabama Rot. Strategic media outreach and expert commentary delivered extensive national media coverage and huge impact on website traffic.
RESULT: Award-winning campaign which significantly increased public awareness and brand visibility
Northwest Veterinary Specialists — Ben the Boxer
When Ben the boxer swallowed 16 golf balls, his successful treatment became a powerful media story. The campaign showcased advanced clinical expertise alongside compassion and care.
RESULT: National and regional coverage humanising the practice and strengthening brand recognition.
Avonvale Vets — Moses and Hydrotherapy
A creative and engaging story about a feline patient using hydrotherapy to improve mobility and health. An unusual angle that captured widespread attention from local, national and international media.
RESULT: Increased visibility for specialist services and strong online engagement.
Southfields Veterinary Specialists – New referral hospital opening
Tasked with leading the external communications around the opening of one of the largest and most expensive animal hospitals in the UK, we tailored a campaign which captured the imagination of both the veterinary industry and consumer press.
We charted the journey from the Southfields SLT first picking up the keys through to a successful launch event, for which we secured a popular celebrity speaker.
RESULT: More the 60 pieces of media coverage spanning trade, regional, national and broadcast press across an eight-month campaign. Read our case study for more details.
@dailymailanimals Oh lawd he comin’! Moses the cat weighs more than double his recommended weight, but he’s on the path to better health! The lovable orange chonk is engaging in hydrotherapy sessions, and he’s already losong weight and feeling more active! 🐱🧡 🎥 SWNS #cat #catsoftiktok #chonk #animals #cutecats #orangecat ♬ original sound – naddy🩹
Your Story. Told Properly.
Veterinary practices have never had a stronger story to tell. We help you tell it clearly, credibly and consistently – building trust, visibility and long-term value for your business.
Learn more about our veterinary PR and marketing services, or talk to our team to find out how we can get people talking about your business.
