The prescription changes: what they mean for your phones

It's 8:40 on a Tuesday. One receptionist is checking in a nervous spaniel. Another is on the phone to an owner asking why her cat's flea treatment costs more than the online pharmacy she has just looked at. Three more calls are waiting.

That conversation is about to become much more common.

What has changed

In March 2026 the Competition and Markets Authority published its final decision on vet services for household pets. The orders that put it into effect followed in September 2026. Every practice must comply by September 2027, and smaller practices get longer than the large groups.

For prescriptions, the main changes are:

• A cap on written prescription fees: no more than £21 for the first medicine and £12.50 for each additional one in the same consultation, adjusted each year for inflation.
• Telling clients their options: clients must be told that written prescriptions are available and that medicines may be cheaper from an online pharmacy.
• Speed: a written prescription on paper before the client leaves, or by email within 48 hours.
• Own-brand medicines: where a practice sells an own-brand product, clients must be told a clinically equivalent alternative is available elsewhere.
• Published prices: a standard price list on your website and in the practice, including the written prescription fee.

The amended Veterinary Medicines Regulations also require more detail on written prescriptions, and verbal prescriptions must be recorded with the reason and kept for five years.

Why your phones will feel it first

When clients learn they can ask for a written prescription and compare prices, many will pick up the phone. Expect more calls asking:

• "How much is a written prescription?"
• "Can you email me a prescription for the online pharmacy?"
• "Why is it cheaper online?"
• "Is my repeat prescription ready?"

Most of these need a quick, consistent answer, not a vet. Some do need a vet check, because prescription-only medicines still require the animal to be under the vet's care. If every one of these calls lands on the same line as emergencies and bookings, Monday mornings get harder.

What good looks like

Practices that handle this well tend to do four things:

1. Give prescription calls their own route. A simple "press 2 for prescriptions" can send these calls to the person who handles them, or to a message explaining how to request one online.
2. Offer a request form or text link. A short online form for repeat and written prescriptions takes pressure off the phones and creates a record.
3. Use the same words every time. A short script for reception and a matching recorded message keep answers consistent and in line with the new rules.
4. Know how many calls are about prescriptions. Most phone systems can report this if set up properly. You can't plan staffing for calls you can't see.

What this means for your phones

• Check whether your phone menu separates prescriptions from bookings and emergencies.
• Make sure your recorded messages mention online prescription requests.
• Ask your phone supplier for a report on calls by menu option and time of day.
• If your practice system offers online prescription requests, link to it from your website and your phone message.

How does your practice handle this?

I've built a short check for vet practices. The prescriptions section takes about two minutes and shows how your set-up compares.

This article is a plain-English summary, not legal advice. For the detail of the new requirements, check with your professional body.