Professionals in the animal health space want advice they can trust. The sector’s role in addressing the One Health agenda is growing in both visibility and impact, and animal pharmaceutical companies are ideally positioned to provide access to research and resources. By being a source of trusted, strategic information, animal pharma brands can be practical partners to vets, and advance the cause of protecting not just animals, but people and the planet.

With the high stakes at play for both pet owners and animal health businesses, the issue of trust in the veterinary profession is a hot topic. The UK Government’s Competition and Marketing Authority (CMA) is currently investigating this complex issue against the backdrop of rising prices, concerns about transparency and the high percentage of clinics that are part of large vet groups. But organisations in this space don’t have to choose between scale and intimacy – you can design a brand that feels local, even at national scale.

Our pets mean the world to us. We see them as members of our families, as our companions, sometimes even as our reason to get out of bed in the morning. FSC discusses this growing trend of pet exaltation, and how pet care brands must go beyond traditional offerings to create meaningful connections with their customers and stand out for the right reasons.