CVS launches Collaborative Care project to strengthen veterinary client engagement and clinical outcomes

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CVS has announced the launch of a new clinical improvement initiative - the Collaborative Care Project - designed to enhance client engagement, support veterinary teams in delivering compassionate, evidence-based care, and improve clinical outcomes across its practices.

The initiative is part of CVS’s ongoing commitment to clinical excellence and team wellbeing, and responds to growing evidence that meaningful client relationships are central to effective veterinary care.

By equipping practice teams with advanced communication tools and frameworks, the Collaborative Care Project aims to foster deeper connections between veterinary teams and pet owners, ultimately improving patient outcomes and team resilience.

The Collaborative Care Project comprises seven structured modules that guide colleagues through the principles and practices of effective client communication. These modules explore how unconditional positive regard and empathetic listening can build trust, support more personalised care, and ease workload pressures.

The programme begins by reviewing what client engagement truly means and why it matters - not just for clinical success, but for team wellbeing. Research shows that the emotional tone of consultations, especially those involving chronic illness or end-of-life decisions, can significantly impact veterinary professionals. By improving the quality of conversations, the project aims to reduce compassion fatigue and foster a stronger sense of purpose.

Drawing on recent research by Brown & Jones (2025), the project then identifies four key drivers of client satisfaction, helping teams understand what matters most to pet owners. It also champions the idea that clients are experts in their own right - intimately familiar with their pet’s routines, behaviours, and needs. These insights are vital in shaping treatment plans that are both clinically sound and contextually appropriate.

Teams will be supported in developing the listening and questioning skills needed to uncover this information, ensuring that care is truly collaborative. A key component of the project is the introduction of Emanuel & Emanuel’s Four Models of the Physician-Patient Relationship, adapted for veterinary practice. This framework helps clinicians tailor their communication style to suit different clients and situations - whether guiding decision-making, offering reassurance, or navigating complex emotional terrain.

The project also encourages teams to adopt a mindset of unconditional positive regard - accepting clients without judgment, regardless of background or behaviour. This approach fosters consistency in care, strengthens the practice-client bond, and reinforces the veterinary team’s role as advocates for both patient and client wellbeing.

To support evidence-based decision-making, the project introduces veterinary teams to clinical metrology tools - validated instruments that measure subjective signs such as pain, mobility, and behaviour. These tools, including the University of Liverpool’s DogMA app and resting respiratory rate observations, bring objectivity to conditions that are difficult to quantify. Metrology empowers pet owners to actively monitor their animal’s wellbeing at home, deepening their involvement and strengthening communication. This collaborative approach supports tailored treatment plans and enhances clinical outcomes.

In addition, the project enables clinicians to explore lifestyle risk assessments, including CVS’s new Lifestyle Parasite Risk Assessment initiative. This framework supports sustainable, risk-based parasite control in companion animals, balancing animal welfare, public health, and environmental sustainability.

Lizzie McLennan Green, Companion Animal UK Veterinary Director and project lead, said:

“Working in the veterinary environment can be emotionally draining. From life-saving interventions to end-of-life care, the profession demands both technical skill and emotional resilience. We recognise that the quality of communication and collaboration in the consultation room directly impacts patient care, team wellbeing, and client satisfaction. Our Collaborative Care Project aims to equip veterinary professionals with the tools and training to build stronger, more empathetic relationships with clients. Meaningful interactions are not only protective against compassion fatigue - they also improve teamwork, reduce medical errors, and foster a sense of fulfilment."

To support practice teams ambitions, CVS has developed a comprehensive suite of resources for veterinary teams and pet owners. These include training programmes for all team members, access to clinical metrology and life stage assessment tools, clinical “how-to” guides and communication tips, a dedicated hub on the CVS Knowledge Hublearning platform, and an online discussion forum for peer collaboration.

CVS Group operates across small animal, farm animal, equine and laboratories, with over 500 veterinary practices and referral centres in the UK and Australia. CVS has invested £122 million in its sites, facilities, equipment and technology since the start of 2023, in addition to providing industry leading training and support, to give the best possible care to animals.