The Patient–Pet Parallel – How to combat category confusion
Pet peeves
This February will see the FDA switching to a new, simpler set of quality rules for medical devices, bringing them in line with international standards. Medical device evidence has long been recognised as inconsistent and poorly standardised, and even the new regulations – which focus on harmonisation rather than increased rigour – could still leave clinicians struggling to evaluate and compare options.
A 2024 study from the Competition and Markets Authority found pet owners face a similar challenge when trying to make sense of treatment choices, pricing structures and provider differences. Two very different worlds, one shared problem: people are being asked to make high‑stakes decisions but lack the information to do so. For those working in Healthcare and Petcare delivery, the barriers to clarity and trust are strikingly similar.
At Gosling, we see the same patterns play out across both sectors: choice overload, unclear comparisons and confused end-users.
On a tight leash
Healthcare and Petcare may operate under different regulatory umbrellas, but both face strict boundaries around what can be claimed, how evidence must be presented, and where promotional lines are drawn.In human health, MedTech communication is shaped by compliance frameworks designed to protect patients. In the veterinary world, advertising standards and professional guidelines place similar constraints on how treatments, diagnostics and services can be described.
The result? When everyone is restricted to tightly controlled claims, there’s no clear differentiation, and marketers must work harder to create something distinctive and relevant that’s still compliant.
Birds of a feather
If every device, clinic or provider appears to offer the same benefits, decision‑makers quickly hit cognitive overload. Clinicians have to navigate expanding portfolios of technologies that often share overlapping features or similar performance data. Pet owners face a growing mix of treatment pathways, pricing tiers and service models that can seem befuddling and interchangeable.
This abundance creates a paradox: more choice, less certainty. Without clear signposting, people default to the familiar, the cheapest, or the quickest option instead of the one that delivers the best outcome.
Let the cat out of the bag
Whether it’s a premium surgical device or a high‑end veterinary service, cost alone rarely tells the full story. In both sectors, stakeholders increasingly expect transparency around what drives the price, what value it delivers, and why it matters to them.
Clinicians want to understand how a technology improves outcomes, reduces complications or supports workflow efficiency. Pet owners want reassurance that a recommended treatment is genuinely beneficial. They’ll often seek clarity on costings too because, without context, fees may seem inflated. Providers should therefore highlight when specialist skills, advanced diagnostics or complex procedures are involved.
By making all of this detail readily clear at the outset, marketers can help decision‑makers feel informed rather than pressured; confident rather than confused.
A horse of a different colour
When information is complex, design becomes a strategic tool that can aid understanding. In both human and animal health, decision‑makers need materials that can help them compare options quickly, understand evidence at a glance, and feel assured they’re making the right call.
Brands and providers can reduce resistance with thoughtful information architecture, intuitive layouts and data visualisations. For clinicians, this might mean structured evidence summaries or graphics that explain the mechanism. For pet owners, it could be simplified treatment comparisons, transparent pricing breakdowns or clear creatives that demystify clinical concepts. Good design doesn’t just make content look better, it makes it easier to absorb - and trust.
Leader of the pack
Whether you’re working in healthcare or Petcare, a design‑led approach can underline value to combat confusion and support selection. With cross‑sector insights that sharpen differentiation and elevate communication, Gosling has the know-how to keep you ahead of the pack. Ready to work with a partner who gets it – and gets it done?
