Integrated Veterinary Care Initiative and your Practice

The Integrated Veterinary Care Initiative from the Canine Massage Guild is a compilation of key educational resources demonstrating how Clinical Canine Massage, a science-based complementary therapy, can give integrative, progressive veterinary practices a significant competitive edge.

The Canine Massage Guild was part of the original Review of Minor Procedures Regime feeding into the RCVS, DEFRA and LANTRA and is represented at industry level so you can be assured that when you recommend clients to us or another Guild member, you can recommend with confidence.

To find out more, please take a look below and don’t hesitate to get in touch if you’d like to discuss this further or to organise a ‘lunch n’ learn’.

“In conjunction with veterinary treatment, canine massage has a wide range of benefits for dogs with both soft tissue and Orthopaedic conditions. It is well known in human medicine that massage helps to reduce pain and stiffness, increases range of movement, increases blood supply and promotes healing and relaxation. This is the same for our canine friends and canine massage is therefore an excellent adjunct to veterinary treatment. Having referred a number of canine patents for massage therapy I have seen first-hand the benefits that it provides. I would not hesitate to recommend this therapy to colleagues in the veterinary community” Anna Blackham, BSc, BVSc, MRCVS

Integrated Veterinary Care Initiative


The Integrated Veterinary Care Initiative (IVCI), a 16 page educational brochure produced by our professional body, the Canine Massage Guild, is a bridge between your practice and Clinical Canine Massage. This comprehensive resource includes information on how Clinical Canine Massage works and reasons to choose it; a patient suitability checklist; detailed information on a range of common soft tissue issues and Orthopaedic Conditions and how utilising canine massage can help recovery; as well as details on our education, ethics and code of conduct.

Accompanying the brochure is a ‘What’s your dog trying to tell you?’ vet and owner consultation aid to inform discussion about the suitability of Clinical Canine Massage therapy for their dog. This sheet details the 5 Principles of Pain, a classification system designed by the Canine Massage Guild for identifying symptoms of musculoskeletal conditions that could be helped by canine massage. It helps owners to make observations regarding changes in gait, posture, activities of daily living, behaviour and performance. You can view a copy of this consultation aid here.

Clinical Canine Massage is a powerful therapy for musculoskeletal pain management whether the patient is a top Athlete or simply a pet. Whatever the issue, from arthritic pain to soft tissue injury, we expect measurable results within 1 – 3 sessions. As a member of the Canine Massage Guild, we have undergone a 2 year, rigorous training programme and commit to a strict code of ethics and conduct as well as ongoing continuing professional development. We understand that it is not simple for you to recommend adjunctive complementary therapy and hope that the IVCI will not only help you to decide if your patient is a suitable candidate for Clinical Canine Massage therapy, but will also give you confidence about our education, professional standards, procedures and code of conduct.

“So far I have seen remarkable results in both soft tissue related rehabilitation and Orthopaedic condition management. I have never before witnessed recovery in such a short time. I truly believe that Clinical Canine Massage should form a part of the pain management that is offered in every veterinary surgery as the significant results consistently speak for themselves.”
Marcelle Cassar, BVSc, MRCVS

Working Together

Working as a multi-modal team with yourself and other complementary therapists, together we can give canine patients the optimum opportunities for effective pain management and rehabilitation. We abide by the Veterinary Surgeons Act 1966 and Exemptions Order 2015 and never work on an animal without veterinary consent. In addition, full treatment records are kept and a written report can be provided for each patient, which aids in good ongoing clinical management and continuity of care for each individual case. And as reassurance for your clients, we aim to provide affordable, ethical treatment for all dogs, and so if their dog doesn’t respond within three therapy sessions, treatment will be discontinued to avoid any unnecessary expense.

“Clinical canine massage delivered from a responsible Guild member is such a fantastic therapy to be able to offer my clients. As a small animal veterinary surgeon, I see a lot of dogs who can benefit from this adjunctive therapy as it not only eases pain, treats muscular strains and fascial adhesions, it can actually locate the origins of muscular pain, which can be difficult within the constraints of general veterinary practice.

Patients receiving this therapy show an improved range of movement and mobility, which in turn makes them so much more comfortable. The therapists always put the patients and their owners at ease. I hear nothing but positive feedback about the treatments. The therapists are extremely knowledgeable and really passionate about the treatment they provide. I wouldn’t hesitate to recommend a Canine Massage Guild member for a wide range of soft tissue injuries.”
Sue Booth, BVetMed, MRCVS

Clinical Research Trials

Winchester University Logo

Sparsholt and Winchester Universities have carried out clinical trials to provide evidence-based research on our Clinical Canine Massage therapy, with particular focus on the Lenton Method®. This specific and unique, registered and trademarked massage therapy incorporates a systematic and scientific method of advanced palpation skills to isolate the muscles and fascia for assessment, and a unique set of direct myofascial release techniques that rehabilitate musculoskeletal injuries and provide chronic pain management for Orthopaedic conditions such as arthritis and hip dysplasia.

The results found that 95% of dogs responded positively to Clinical Canine Massage Therapy as published in the Vet Record by the British Veterinary Association.

What Happens Now?

Sparsholt College

If you’d like to find out more about Clinical Canine Massage and how we can work together, please contact us to request your 16-page Integrated Veterinary Care Initiative brochure and consultation aid which have been produced specifically for veterinarians.