In the wake of the Competition and Markets Authority (CMA) investigation, you might be wondering how to explain CMA changes to clients. No doubt your reception team will have already faced questions like “why are your prices so high?”, “can I buy medicines elsewhere?” or “who owns this practice?”
Proactively speaking to clients about the upcoming reforms will go a long way to building trust and preventing any misunderstandings. When clients understand the reasoning behind decisions, their confidence in your service grows, making them much more likely to remain loyal to your practice.
How to explain CMA changes to clients: The “big three” reforms
Among the reforms announced by the CMA, practices will be required to submit practice information and pricing data to the RCVS, provide written estimates and update their signage and marketing materials.
Crucially, there are three major changes that will have a direct impact on clients, which are:
- prescription fee caps – e.g. £21 for the first medicine
- pricing transparency – making your fees easily accessible
- ownership disclosure – clearly stating who owns the practice.
How you communicate these changes can have a significant impact on client retention and trust.
How to communicate change
When talking to your clients about the CMA reforms, it’s important to be clear and concise whilst providing an authentic, valid reason for the changes.
Rising costs: If a client asks about fees, gently explain that your pricing reflects inflation and advancements in clinical care. Reassure your client that their pet’s health and wellbeing remain your top priority and proactively offer written estimates and itemised bills.
Prescriptions: If somebody asks whether they can buy medicines elsewhere, make it clear that you are happy to provide a written prescription, but remind them of the benefits of buying in-house, such as immediate availability, professional guidance and guaranteed authenticity.
Ownership: Understanding whether a practice operates independently or as part of a large corporate group plays a huge part in how owners choose their pet’s care. Be direct and communicate that you are an independently owned practice, focusing heavily on the benefits that come with this.
Upset or angry clients
There will inevitably always be unhappy or frustrated clients no matter how effectively you communicate change. In the event of an angry outburst, it is important to handle the situation with empathy; your client may be worried about their pet’s health or feeling stressed about an unexpected vet bill.
If your client is upset, ensure that you take them to a private space where they can speak without an audience. Actively listen to what they have to say and acknowledge their concerns. While you may be tempted to defend yourself, it’s often better to say something along the lines of “I hear what you’re saying” or “I can see this is upsetting you” and gently guide them towards your complaint’s procedure.
Embracing change
There’s no doubt the upcoming changes will reshape the veterinary landscape but they’re certainly not something to fear. With a little forward planning and proactive communication, you can strengthen the bond between your practice and your clients. Speaking openly about the reforms is also a great way to showcase the unique value independent veterinary practices bring to local communities.
Read more: How to speak to your team about the CMA investigation.
