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.

As brands battle to win out in the attention economy and grapple with the rise of GenAI, creating content that really resonates is a confounding challenge. FSC’s new white paper unpacks the seismic shifts in today’s content ecosystem, looks at what’s next – and offers a roadmap for businesses ready to lead with creativity, clarity and credibility.

Misinformation and skepticism are holding back progress in the animal pharmaceutical industry. But what if patient success stories, expert interviews, and interactive educational tools could change that? FSC discusses how strategic, editorially-led content can foster trust, engage pet owners, and improve health outcomes for animals everywhere.