Veterinary medical decisions often involve ethically challenging aspects that go beyond purely technical questions. In human medicine, different models and methods of clinical ethics support services (CESS) have been established in order to help healthcare professionals, patients, family members, and other stakeholders to handle these ethical challenges and to improve patient care. So far, only few attempts at implementing CESS in veterinary medicine have been published. The aim of this article is to elaborate on the potential of moral case deliberation (MCD) and CESS in general in a small animal hospital. The first part of this article presents an observational study that was conducted to identify requirements for such a service based on problems veterinarians faced with regards to decision-making processes and cases. The second part of this paper shows how CESS in general can assist in addressing these challenges and why MCD is a particularly promising candidate for a CESS in a small animal hospital.