How to Market Your Veterinary Clinic: A Post CMA Guide

If the latest report from the Competition and Markets Authority has left you wondering what exactly is expected of you, you are not alone.

The truth is the report has been poorly translated across the press and online media and simply outlines what the majority of you are already doing, because the truth is… The report isn’t that radical!

In fact, much of it you’re already doing and have been for years! - You’re just not seeing it as the differentiator it could be. And that’s the real shift! This move toward transparency and consumer empowerment is an invite; an agreed opportunity to finally move the client conversation:

From “how much?” → to “what value am I getting?”

Before we step into today's market and explore ways in which to digitally market your veterinary clinic, post CMA, let’s first take a step back. Nearly 20 years ago in fact. Around 20 years ago, when hits like the Sony AIBO were making waves, tech forecasters predicted robotic companions would become as common as smartphones. No illnesses. No mess. No cost and yet… here we are, still picking up poo. Still worrying. Still caring deeply. Because the value of pet ownership isn't convenience, it’s connection. Because humans are relationship-led:

• With people
• With pets
• And especially with the people they trust to care for their pets

The Reality of Decision-Making

We like to think clients make rational decisions. They don’t. They choose based on:

• Trust
• Perception
• Convenience
• Recommendation

Word of mouth has always been the strongest driver of growth. And now is no different, except that recommendations, trust and the perception of value and convenience are all garnered digitally, via:

• Online product review articles
• App reviews
• Google reviews
• Social media campaigns
• And now AI

According to Google 85% of small businesses say referrals are their top source of new clients. And I’ve seen it for myself - it’s not just a nice number Google plucked out to support its own narrative, clinics using PetsApp are seeing similar patterns.

-That’s not simply marketing. That’s trust at scale.

So, if trust is a strong influencer… Why the CMA intervention? Because from a client’s perspective, right now, the market is overwhelming. Search “vet near me” and you’ll get:

• Dozens maybe even 100’s of local clinics listed for you (some relevant some not)
• Vets in the cloud
• Online retailers
• Influencers
• Conflicting advice from multiple different platforms and articles with your search terms listed within their content

Then layer into that:

• A free human healthcare system
• Rising cost-of-living pressure
• And an entire generation of mid-life “COVID pets”, who (let's face it) were allowed to go a bit rogue for a hot minute!

Result? Confused. Uncertain. Overwhelmed pet owners. And sometimes (if they've stumbled blindly, the wrong way through the algorithm before they go to you) out of pocket too! And that's the thing, most clients don’t understand pricing, they feel uncomfortable asking about it and they can not evaluate clinical quality. So what do they do? Well, they default to what they can see:

• Top layer Google search results
• Your website
• Your reviews - reputation
• How quickly they can resolve their issue and hand their problem off to you.

It's why having an intuitive website that offers quick and easy avenues for communication and appointment booking is essential. Because this is what they will use to infer everything else, in their gapping lack of clinical knowledge. When you’re easy to find and easy to connect with, friction is reduced, before the client even steps through your doors you've already begun to lift their mental load and they in return are starting to feel bonded to your team before they've even sat down in your consultation room. And this is not pet owner centric psychology. All of us when our days are halted with a problem we're not qualified to fix, we want a quick solution and an even quicker handover; whether it's a flat tyre, a bad hair day, or a broken boiler; we want to source the solution easily and get the right person booked to help us carry on problem free as soon as possible.

And that's where the CMA remedies become extremely simplistic...

The Remedies, Simplified

The Competition and Marketing Authority (CMA) is asking for:

• Clear pricing visibility
• Transparency in ownership
• Prescription cost controls
• Encouragement to compare (choice)

But here’s the key point: These changes won’t suddenly make clients behave differently. They will still:

• Rely on perception
• Use reviews
• Feel unsure

That is if you don’t communicate your value. When Value is uncertain, price becomes the only comparison point. No matter the level of incredible care you deliver. For pet owners if it’s not seen, it doesn't happen. You have to make what you do visible to them, in a way they can digest, understand and relate.

And here is where your competitive advantage comes into play. Let’s not beat about the bush, your advantage is not being the cheapest and it won’t be out-doing coverage versus online super food trends from influential Karens or giant supermarket pharmacies. Your care options are not cheap but they are incomparable and second to none levels of care. And maybe for you that’s common sense but pet owners don’t know it if they can’t see it. So, ask yourself how have you and how will you make your grade A care visible?

• Your website :Your digital front door and port of call for first point of contact
• Your Communication:Make your thinking visible, share post op pictures and after care notes
• Your Tools:Integrate an all in one solution that serves your business, team, clients and patients
• Your Reviews:Will drive your online authority and Search engine rankins making you easier to find and more preferential to your competitors

The Shift

Be reassured that these latest remedies are not about:

• Doing more
• Implying you don’t do enough
• Working harder
• Suggesting you’ve had it too easy
• Competing on price
• Trying to claw back a lost industry

It’s about highlighting what you are doing. This CMA spotlight should not be seen as one for interrogation, but an opportunity for showcasing the amazing work you do and outstanding services of that you and your teams deliver every, single day!

If you'd like support with elevating your level of client communication, why not book a call with a member of the PetsApp pack today.