Your practice or brand messaging is a lifeline connecting you to your clients. During times of transition or leadership change, how and when you communicate can influence public perception, trust, and loyalty. 


Using clear, confident, and client-centered communications, leaders and teams can smooth potential points of friction and foster not only reassurance but optimism for what’s ahead.

In this guide, we’ll explore how to communicate a leadership change in a way that maintains trust, minimizes uncertainty, and keeps your brand or practice focused forward. 

 

Why messaging matters

Without proper messaging, leadership changes, ownership transfers, and large organizational shifts can trigger a cascade of client questions, such as:

  • Will this affect our relationship?
  • Is the company stable?
  • Will their priorities, values, or services change?

Without upfront, transparent answers about what’s changing, even loyal clients can quickly lose confidence—leading to greater hesitation and attrition. Additionally, if clients learn through a third party rather than the practice or company itself, speculation can override even the most solid reasoning—leaving new leadership with a reputation that needs repair.  

Taking charge of the message right from the start, with a clear and thoughtful approach, preserves existing relationships and lets clients feel informed, appreciated, and included.

 

Forget formalities: Focus on reassurance 

The first announcement of change shouldn’t be a structured letter or corporate lingo, but instead like a caring email or letter from a friend. This means:

  • Writing in a calm, client-first tone
  • Avoiding complex jargon
  • Framing the change from the client’s perspective (i.e., how it impacts them)
  • Acknowledging their concerns, explicitly or implicitly
  • Inviting follow-up and questions

Proactive messaging lets you manage its perception, protect trust, and prevent misunderstanding.

 

Be clear about what’s changing (and what isn’t)

Transparency maintains trust—especially when it comes to caring for someone’s beloved pet. Position critical information upfront and ensure your message contains exactly what clients need to know. This includes:

  • Who’s leaving
  • Who’s assuming the role
  • When the transition takes effect

If key aspects of the business are also changing, they should be concisely outlined here as well.

Follow change-based messaging with an emphasis on continuity and commitment. This includes clear statements on what clients can expect, such as zero disruptions to their pet’s care or continued support from familiar team members and existing services. Clearly stating what won’t be affected by the transition helps anchor clients to the experience and brand they know and trust. 

 

Share context (but not too much)

When something changes, clients want to know why. Providing that “why,” even at a high level, can help pet parents and customers feel more accepting of the change. Alternatively, failing to disclose can spark speculation and raise doubt about the organization’s values or viability.

Appropriate transparency includes a high-level focus. Clients don’t need all the details to justify and accept change. For example, you can note that someone is assuming a new role, retiring from practice, or choosing to focus on another endeavor without elaborating beyond what’s appropriate. Avoid possible points of contention, such as internal politics, industry gossip, and personal details.

 

Reinforce the relationship and accessibility

During a leadership transition, clients want to know who they and their pets can count on. Failing to provide key information and instructions can lead them to seek care or service elsewhere. 

Avoid this costly mistake by emphasizing that key relationships, such as the familiar veterinary care team or management, remain in place and are committed to continued excellence. Include listings of who clients should contact—including names and contact information—and reiterate continued responsiveness and availability. If new leadership is promoted from within (e.g., a senior veterinarian purchasing the practice), noting their oversight during the change process can help convey a sense of stability and continuity. 

 

Write with the client in mind

Introduce new leadership or changes in terms of client impact. Such highlights could include:

  • Experience that relates to client needs — Explain how the new leadership’s background supports consistent care, sound clinical judgment, and the level of service clients expect for their pets.
  • Commitment to communication — Reassure clients that information about this or other changes will be shared in an upfront and transparent manner and that familiar points of contact remain accessible. 
  • Focus on day-to-day experiences — Emphasize that visits, care routines, and how the client and/or pet interact with the practice or brand will remain familiar and well-supported.
  • Mission alignment — Position the change as thoughtful and intentional by tying it to the ongoing commitment to brand or practice values (e.g., compassionate care, ethical decision-making, putting pets and clients first).

These will vary based on the nature and scope of the transition or change. Be careful not to exaggerate claims or make sweeping promises, which can fracture client trust.

3 Messaging mistakes to avoid

Here are three quick insights to help you get the message out without making the change feel more disruptive than necessary.

  • #1: Over-reassuring without substance — Avoid vague promises such as “nothing will change,” without explaining what that actually looks like for clients. 
  • #2: Sending a single announcement on only one platform — Clients need consistent communication as the transition unfolds. Recurring messages that are informative—not spammy—increase awareness and confidence. 
  • #3: Overlooking the departing leadership — Failing to acknowledge the departing leadership’s contributions can feel abrupt or insensitive. A message of respectful appreciation reinforces trust and signals stability during change.

Change is a crossroads: Strong messaging keeps client confidence steady

Leadership transitions can prompt clients to reassess their confidence in your practice, group, or brand. Clear, transparent, and timely messaging reassures them, preserves trust, and encourages them to continue the journey with you.

Need professional help crafting critical messaging for your veterinary business? Let Rumpus Writing and Editing help. Contact us to schedule a meeting or request a quote!