What Vets Really Want from Pharma Brands

September 16, 2025

Veterinarians aren’t just gatekeepers, they’re brand believers. If you want to earn their trust, start by earning their time.

Veterinarians play a pivotal role in the success of animal health brands. They’re not just the ones writing prescriptions, they’re the trusted experts pet owners rely on to make informed decisions. In that sense, vets aren’t simply a marketing audience, they’re collaborators in the client journey.

And yet, many pharmaceutical campaigns still miss the mark by treating vets as an after thought, or worse, as a hurdle to overcome. At CHM, we’ve seen the difference it makes when brands shift that perspective and start designing campaigns with veterinarians at the center.

Here’s what vets actually value from pharma communications, and how the most effective brands rise to meet those expectations.

1. Be helpful, not overwhelming

Veterinarians are constantly being handed flyers, brochures, and sales materials from every direction. But what they really need is information that makes their day easier, not more marketing noise.

Think about what’s actually useful:

Quick guides they can glance at during a busy day
Simple tools to explain things to pet owners
Short, trustworthy info they don’t have to double-check

If your material feels like it’s selling more than helping, it probably won’t be read.

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2. Make things easy to understand

Veterinarians know science, but that doesn’t mean they have time to read long, complicated materials. What they need are clear, direct messages they can understand quickly, even between appointments.

The best marketing uses:

Clean visuals
Bullet points or infographics
Plain-language explanations

If your message takes too long to figure out, it won’t stick, no matter how good your product is.

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3. Speak to them with respect

Vets have years of education and hands-on experience. They know their patients and their clients better than any brand ever could.

So when marketing sounds too salesy or tries to tell them how to do their job, it backfires.

Instead, treat vets like partners. Offer helpful insights, leave space for their own judgment, and always show that you respect their expertise.

4. Tell a story, not just a stat

The best campaigns don’t just list features they create connection.

Vets want to know:

What makes your product different?
Why does it matter to the animals they care for?
How does it fit into their real-world routines?

A good story, about a problem solved or a patient helped, is often more powerful than a chart or claim. If they can emotionally connect with your brand, they’ll remember it.

5. Be consistent

It takes more than one flyer or sales call to build a relationship. The brands that make an impact are the ones that show up again and again, with value each time.

That could mean:

A friendly follow-up from a sales rep
Posters that actually get used in exam rooms
Digital tools that make clinic work easier

We think of campaigns like a conversation, and the more helpful and consistent you are, the more vets will want to keep talking.

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The Bottom Line

If you want vets to trust your brand, start by stepping into their world. Understand what their day looks like. Respect their time, their expertise, and their commitment to patient care. Don’t just market, support.

When your materials feel helpful instead of sales-driven, when your message is clear and your approach consistent, vets don’t just notice, they remember.

At CHM, we don’t build campaigns at the veterinary community. We build them with it.