Integrated Veterinary Care Initiative

Integrated Veterinary Care Initiative (IVCI) to Support Client-Centred Practices

The Canine Massage Guild

Integrated Veterinary Care InitiativeThe Canine Massage Guild, a network of highly skilled professional Clinical Canine Massage therapists, has created its Integrated Veterinary Care Initiative (IVCI) which aims to raise awareness of the sciencebased complementary therapy and build relationships with vets in the treatment of soft tissue injury rehabilitation and chronic pain management.

The IVCI is a resource that demonstrates how clinical canine massage can give integrative, progressive veterinary practices a significant competitive edge and offers vets, vet nurses and Practice Managers the following:

  • A comprehensive and informative 16pp brochure featuring in-depth information about clinical canine massage, its applications and goals, as well as the code, practice and ethics of Guild therapists
  • Vet and pet owner information sheet to aid discussion about the suitability of the therapy for their dog
  • Dedicated online enquiry page for the veterinary community
  • Lunch ‘n’ learn informal talks or more formal presentations by Guild members
  • The facility to verify the training and background of any Canine Massage Guild therapist with whom you choose to work through our online Therapist Register.

As previously announced, the Guild is currently working with both Winchester and Sparsholt Universities to formally research the efficacy of clinical canine massage and produce a suite of evidence from various studies including double blind trials.

Guild founder and creator of the “Lenton Method™”, Natalie Lenton, comments, “We have launched this project to let vets know that canine massage therapy is a highly effective adjunct to helping dogs rehabilitate from soft tissue injuries and for chronic pain management of orthopaedic conditions such as arthritis. The brochure goes into great detail about exactly how clinical canine massage works and which symptoms it aims to address, with results expected within 1-3 sessions. Most importantly, from a vet’s point of view, our therapists never treat dogs without their permission and always communicate back to the vet with a written report. As the brochure explains, our Members undertake the 2 year Clinical Canine Massage Practitioner Programme, externally accredited by LANTRA and are then required to undertake continuing professional development. We believe that this is the Gold standard in canine massage education.”

Many veterinarians have embraced clinical canine massage both for their own dogs and their clients’. Veterinary Surgeon Douglas Paterson, BVM&S MRCVS, says, “After an extremely positive experience taking my own 13 year old crossbred dog for clinical canine massage with a Guild member I have started increasingly referring clients for the treatment. I find massage useful as an adjunctive therapy for arthritis and spondylosis in older animals, and also useful for improving recovery and post-operative morbidity for orthopaedic surgical cases.

Douglas continues, “My personal experience and feedback from clients is positive: this therapy improves mobility and comfort levels and is a very useful add-on to a therapeutic regime which usually includes NSAIDs. As an aside, my wife found the massage appointment to be a very positive bonding experience between owner and dog, giving the owner a benefit from the session as well as the patient.”

Vets can learn more about the IVCI, request materials and further information, and access the Canine Massage Guild Therapist Register at

Integrated Veterinary Care Initiative

About the canine massage guild

Clinical Canine Massage Therapy is unique to members of the Canine Massage Guild and typically sees results in 1-3 sessions based on an ethical client approach model and the unique integrative blend of 4 disciplines of massage alongside the exclusive *Lenton Method™.

For chronic pain management, soft tissue injury rehabilitation, and orthopaedic and neurological condition support, clinical canine massage blends myofascial release, both the direct and indirect approach, sports massage, deep tissue massage and Swedish massage as well as the trademarked myofascial release protocols from the Lenton Method™, a threepronged approach that incorporates advanced palpation skills, BodyMapping (an actual map of the body that is used to determine common areas of muscular injury and issue as well as myofascial pain developed over the course of 10 years) and ‘The 7 Protocols’, a unique set of myofascial release techniques that produce long lasting results.

Clinical therapists are also trained in a further 50 techniques, as well as the assessment of orthopaedic and neurological conditions essential for patient referral back to their consenting vet to ensure paramount client care. Written reports are also provided to the consenting vet and sensible home care plans are provided to the owner.

The initial Clinical Canine Massage Practitioner Programme is delivered by the Canine Massage Therapy Centre Ltd. over a period of 2 years and it is externally accredited by LANTRA. Upon completion and pass of written and practical examinations therapists are able to join the Canine Massage Guild and commit to Continuing Professional Development (25 hour/year minimum). The CMTC provide exclusive CPD for Guild members including manual lymphatic drainage, facilitated stretching, skill reviews, neuromuscular refacilitation, ventral MFR and other clinically appropriate bodywork courses.

Animal welfare, consumer protection, clarity of law and professional standards are the Guild’s core values alongside providing the best service possible to dogs, their owners and vets. The online therapist register includes members from the UK, Ireland, Spain, Italy and Malaysia.

To contact the Canine Massage Guild please visit


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