How the CMA Investigation Will Impact the Veterinary Industry: Insights from Poppy Hodge, Zenopa’s Veterinary Recruitment Specialist

As an Animal Health Recruiter at Zenopa Recruitment, I’ve had the privilege of working closely with professionals in the veterinary sector for many years. One of the most important developments currently affecting the industry is the Competition and Markets Authority (CMA)’s investigation into the UK’s veterinary services market. This investigation is set to influence the future of the sector, from pricing and competition to consumer experience.

In this blog, I’ll break down the key elements of the CMA’s investigation and share what it means for veterinary professionals and practices. Plus, I’ll highlight how these changes could shape recruitment opportunities for talented individuals in the animal health sector.

What’s the CMA Investigation All About?

The CMA launched an initial review into the veterinary services market in September 2023 and has since moved forward with a formal market investigation, now underway commencing May 2024. Their primary aim is to ensure that pet owners are getting a fair deal when it comes to veterinary care, with a focus on three main areas:

• Pricing: Are veterinary practices charging excessive fees for their services?
• Consumer Experience: Are pet owners receiving the necessary information to make informed decisions about treatments for their pets?
• Competition: Is the increasing dominance of large corporate groups reducing competition and choice in the market?

As a recruiter who specialises in the Veterinary industry, I’m following these developments closely, as they have the potential to transform the way veterinary services are delivered, priced, and accessed across the UK.

What the CMA is Concerned About

The CMA’s investigation is primarily concerned with the effect that large corporate veterinary groups are having on the overall market. They are specifically looking at:

• High-cost treatments: Corporate groups may be focusing on more expensive treatments, making it more difficult for consumers to access affordable care.
• Monopolistic behaviour: By bundling services within large groups, corporate entities could be inflating prices and potentially lowering the quality of care, limiting choice for pet owners.

These concerns could have a significant impact on how veterinary services are structured and how pricing is managed. For professionals in the industry, this could mean adapting to new pricing structures, offering more transparency, and fostering a culture of trust with clients.

What Has the CMA Done So Far?

The CMA has already taken several important steps to investigate the situation and gather feedback:

• March 2024: They published a report and consultation regarding their concerns and asked for input from industry stakeholders.
• May 2024: The CMA launched a formal market investigation, aiming to gather hard evidence on how the market is functioning and how large corporate groups are affecting the sector.
• Alongside these actions, the CMA has also published tips to help pet owners navigate veterinary services and make informed decisions.

For veterinary professionals, these developments signal a time of increased scrutiny and potential changes to the way veterinary practices operate. Practices will need to be transparent and responsive to these shifts in order to stay competitive and maintain trust with clients.

How Will the CMA Investigation Impact the Veterinary Industry?

The CMA’s investigation could have far-reaching implications for the veterinary sector, both in terms of regulation and market structure. From a recruitment perspective, here’s what I anticipate:

Stricter Pricing and Transparency:

If the CMA investigation leads to new rules around pricing transparency, commercial teams—especially those in sales and account management—will need to adjust how they work. Sales professionals may need to rethink their pricing models, making sure costs for consultations, treatments, and surgeries are clearly broken down. This could also mean adapting negotiation strategies to align with new regulations when dealing with corporate accounts and partnerships.

Marketing and client engagement might also shift, with a bigger focus on communicating value in a way that’s clear, honest, and compliant. At Zenopa, we’re here to help businesses navigate these changes by finding talent that embraces transparency and builds strong, trusted relationships while driving commercial success.

A Shift Towards More Consumer-Friendly Practices:

The CMA is also examining whether pet owners have access to the information they need to make informed decisions about their pets’ care. This could lead to a shift in the way practices handle client communication, with a focus on ensuring that clients understand treatment options, pricing, and outcomes.

For veterinary professionals, this means that the ability to communicate effectively with pet owners will become even more important. The role of practice managers, veterinary nurses, and veterinarians will evolve to include a greater emphasis on client education and transparency; those in Product training roles and Technical specialists will need to place a greater focus on educating stakeholders in practices about their product portfolios.

Preparing Organisations:

If the CMA’s investigation leads to restrictions on large corporate groups, smaller, independent practices could find themselves in a more competitive position. These independent practices might be able to offer more affordable care, with a stronger focus on customer service and personalised treatment.

While there has been growth for corporate groups, the investigation may change this. Therefore, organisations need to recruit business sales professionals who understand the independent market and equip their sales team in preparing for this to focus on the right areas. Marketing teams will also be required to rethink their target market, are they targeting an independent customer base or have they swung too far to corporate?

For those working in independent practices, this could mean exciting opportunities to grow and thrive in a market that’s increasingly focused on choice and value. At Zenopa, we are committed to helping companies find top-tier talent that fits with their culture of high-quality care and trust.

Increased Demand for Skilled Professionals:

With the ongoing changes in the veterinary sector, the demand for highly skilled and adaptable professionals will only increase. The industry will need individuals who can navigate the evolving landscape, deliver outstanding results, and contribute to a culture of excellence.

Whether it’s sales, marketing, technical, customer support or leadership, the recruitment needs of the industry will continue to grow. At Zenopa, we specialise in matching talented professionals with the right opportunities, ensuring that both candidates and practices find a perfect fit.

Next Steps: Preparing for a Changing Industry

The CMA is actively gathering evidence to better understand how the veterinary market is functioning. As this investigation unfolds, it’s likely that we’ll see significant changes in how veterinary practices operate, how they charge for services, and how they communicate with consumers.

For veterinary professionals and practices, this is a time to embrace change and adapt to new market conditions. The need for trustworthy, transparent, and highly skilled professionals will be greater than ever.

At Zenopa Recruitment, we are here to support both veterinary professionals and those transitioning into commercial careers from practice roles as they navigate this evolving landscape. Whether you’re looking for your next opportunity or need expert advice on building a strong team, our team is ready to assist. We understand the challenges facing the veterinary sector, and we are committed to helping you succeed by connecting you with the right people and practices that share your values of excellence, trust, and a culture of growth.

The CMA’s investigation into the veterinary services market is poised to bring about significant changes in the sector. Whether it’s adjusting to new pricing structures, improving the consumer experience, or finding new ways to foster competition, the landscape will look different in the coming months and years.

At Zenopa Recruitment, we understand these shifts and are here to help veterinary professionals and practices adapt, thrive, and excel in the future of veterinary care. If you’re ready to embrace the changes ahead, reach out today!—we’re here to help guide you through this exciting transformation in the veterinary sector.