The Problem

Croft Vets was a long established North East practice with 11 first opinion clinics and a brand new, state of the art 24/7 hospital. Specialising in small domestic animals, they offered the highest standards of care, expertise and facilities.

Internationally respected, they had more, better qualified veterinary professionals than any other practice in the region, with 24/7 access to specialist veterinary surgeons.

They offered longer appointments, convenient opening hours and a greater continuity of care.

However, nobody understood their unique offer – each of the first opinion clinics acted like a local, independent vet, rather than part of a group with their own hospital.

The public wrongly assumed that all vets are created equal. But they’re not and the levels of service, care and qualifications do vary dramatically. And as a result, there was a misconception that the Croft offer was expensive, even though it was of a much higher quality.

National veterinary groups had moved in to the area and were discounting heavily, which was unfortunately reflected in the level of care they offered.

We reviewed each of the first opinion clinics, the offer and the hospital, to fully understand the processes and service. We also reviewed local and national competition, to ensure the difference in experience was tangible. And it was.