The response offers further evidence concerning the CMA’s potential concerns, and says that voluntary measures relating to transparency of fees and ownership could be introduced before the conclusion of a market investigation.
The BVA has formed a working group to develop guidance on transparency, client choice and the value of veterinary care to support companion animal practices.
British Veterinary Association President Anna Judson, said: “We’re keen to see healthy competition and consumer choice and we recognise that some of the areas identified by the CMA would benefit from further scrutiny.
"We are already taking steps to support vet practices by developing guidance for the profession in relation to transparency of fees, transparency of ownership, prescribing and dispensing of veterinary medicines, and contextualised care.
“However, we are extremely disappointed to see the suggestion in the CMA’s report, as well as in subsequent media reporting, that veterinary professionals might prey on owners’ desire to do the best for their pets by using these circumstances as a “strategy” to promote more sophisticated or expensive treatment.
"Vets enter this high-pressure profession out of genuine care for animals and will always prioritise their health and welfare."
“We also have significant concerns about the suggestion that practices might be mandated to provide information to clients about quality or outcome-related measures.
"We do not see primary concerns about the quality of veterinary treatment and we believe such a requirement would not meaningfully support consumer choice.
"Instead, it would be extremely challenging to deliver and could significantly exacerbate many of the complex issues faced by our members, who are already under significant pressure.
There will be a panel discussion about the CMA investigation at BVA Live this year.
https://bvalive.vetshow.com
COMMENT
There are lots of good points made in this latest response to the CMA, if no more than a nod to the real issue here: which is the often eye-watering cost of modern veterinary care.
But it is hugely disappointing to see the BVA (and others) berating the CMA and the media for suggesting that vets might prey on owners' desire to do the best for their pet, rather than asking WHY people think that, and how can the profession regain trust.
That, surely, is the starting point here: for the profession to stop feeling sorry for itself, and instead think how it can change to meet the needs of its customers and dispel their perception of being taken for a ride.
The CMA investigation is a bit of a red herring: the price of veterinary care is not going to be significantly changed by displaying the prices for a few standard procedures on practice websites, with greater transparency over practice ownership or with slightly cheaper prescriptions, all of which is just tinkering.
The biggest influence on the size of the client's bill is not marketplace competition, it's the vet's recommendation.
Paul Manktelow, Chief Vet at the Blue Cross has already hit the nail square on the head when he called on the profession to practise pragmatic medicine.
The BVA now alludes to this with talk in its response of 'contextualised care' - a concept which allows practitioners to offer pragmatic medicine (aka what people can afford, rather than 'gold standard'), without the judgement that it is inherently associated with.
The benefits of 'contextualised care' are well explained by Ruth Serlin at VDS Training here.
That's great, but will it be enough?
Perhaps not, because whilst someone might be happy to walk out of the car showroom with a Dacia Sandero knowing they cannot afford a Bentley, they may be less happy to accept the Dacia level of care for their beloved pet, when they watched 'Supervet' only the night before.
If that's true, then pragmatic medicine will have to be combined with all sorts of other measures, such as reviewing and reducing the cost of regulation, questioning the value of diagnostics and changing to a less 'referall' (sic) culture.
PS: Whilst you're here, take a moment to see our latest job opportunities for vets.