The Competition and Markets Authority (CMA) has published its final report following its investigation into the UK veterinary services market. The reforms, which will begin to come into force later this year, aim to improve transparency, consistency, and accountability across the sector.
The British Veterinary Receptionist Association (BVRA) supports the overall direction of increased transparency for clients and clearer communication within practice. We also support the proposed modernisation of the Veterinary Surgeons Act (VSA) and the move towards more comprehensive regulation of veterinary services.
Our focus is on what these changes mean in practice, particularly for veterinary reception teams, and how we can support receptionists in delivering them effectively.
What This Means for Reception Teams
Many of these changes will be experienced by clients through conversations at the front desk. Reception teams will play a key role in supporting clients to understand pricing, processes, and available options.
This may include:
- Communicating clear pricing information
- Supporting the client’s understanding of estimates provided by the clinical team
- Handling follow-up questions around costs and treatment pathways
- Explaining itemised bills
- Supporting conversations around prescription fees
- Managing increased client queries
These conversations can be complex, particularly when clients are making decisions about their pet’s care.
Recognising the Impact
We recognise that the CMA investigation and resulting media coverage have, at times, increased pressure on front-line teams.
Reception teams are often the first point of contact for client questions around pricing and treatment options. As these changes are introduced, both the volume and complexity of these conversations are likely to increase.
It is important that teams feel confident, supported, and well-equipped to manage these interactions.
How BVRA Will Support You
BVRA will support reception teams and practices by:
- Developing training and resources aligned to the new requirements
- Clarifying the role of the reception team within the client journey
- Sharing best practice to support consistent, high-quality communication
Working Together as a Profession
These changes represent an important step forward for the sector. The success of these changes will depend on how they are communicated and experienced by clients in practice.
Reception teams are central to that experience.
We would welcome your feedback on how these changes are impacting your role, both positively and negatively.
Further Information
- https://www.gov.uk/government/news/cma-concludes-market-investigation-with-major-reforms-to-veterinary-sector
- https://www.gov.uk/guidance/what-veterinary-businesses-and-vets-need-to-do-following-the-cmas-final-vets-report
BVRA will continue to share guidance and updates as more details become available.