The subscription revolution: Why veterinary practices should embrace wellness plans

In an era of subscription services, from Netflix to HelloFresh, many veterinary practices have yet to embrace this powerful business model for pet care. As practices face declining visits and high costs, could subscription-based wellness plans be the solution both practices and pet parents need?

Recent data paints a concerning picture: pet visits are down 2.3%, with the time between visits increasing to 112.3 days—a 48% increase from four years ago. Wellness visits have dropped 2.9%, new puppy and kitten visits are down 9%, and practices are seeing 8.6% fewer new clients, according to a new white paper from Vetsource. While we can’t control the economy, we can control how we deliver services, communicate value, build client loyalty, and make veterinary care accessible.

The subscription model for veterinary care

Simply stated, a wellness plan consists of packaged preventive care services with value-added perks. These packages are discounted and divided into monthly payments. While it’s traditionally thought of as a payment plan for routine wellness care, it is actually another version of a subscription plan. And it’s a powerful and underutilized marketing tool. Just as consumers embrace subscriptions for entertainment, meal kits, and pet supplies, many national veterinary practices are building their businesses on this model.

The benefits are clear: wellness plan subscriptions can provide steady monthly income that smooths out seasonal ups and downs. They can buffer against economic slowdowns and strengthen client loyalty. One study showed that wellness plan members spent 58% more per year and had a 67% increase in visits after purchasing a plan. They are also more compliant with recommended care, including laboratory testing and dental health. But it’s not just about profits.

Consider the spectrum of care

Wellness plans make preventive care accessible to clients forced to weigh pet care against financial resources. Through discounts and payment plans, they enable care that clients might otherwise decline or postpone. The result is a more satisfied and bonded client that becomes part of your practice’s loyal community.

According to Debbie Boone, CVPM, President of 2 Manage Vets Consulting, “wellness plans make it easy for clients to be good pet owners. They change the perception that veterinary medicine is expensive.”

This is achieved by removing the bite of one large bill and spreading it out over several months. Imagine your receptionist telling a client at check out: “you don’t owe anything today. It’s part of your wellness plan.”

So, how can you successfully implement a wellness plan in your practice?

Start with a strong foundation

According to Peter Weinstein, DVM, MBA, president of Simple Solutions for Vets, wellness plan success starts with a strong foundation. This includes well-established mission, vision and values that define your business model and the care you provide. Create standards of care in alignment with the doctor team, especially regarding preventive care protocols.

“The most successful programs are created by the entire team,” Weinstein said. “It must be a collaborative conversation, especially with the frontline people who will ultimately be presenting the wellness plans. This should not be a doctor-driven program. It should be a team-based program.”

Planning the program

Developing and managing a successful wellness plan program demands commitment, time and attention. This unique revenue stream is a business within your business.

Start with deciding how many plans you’ll offer and which services to include. Weinstein recommends starting simply—having too many options makes plans challenging to administer and sell. Next, consider discounts carefully. According to Boone, a common mistake is thinking services must be deeply discounted: “You have to do the math to ensure the plans are profitable for the practice, or you’re better off not doing them at all,” she said.

It also helps to find the right tools. The Partners for Healthy Pets website, an industry collaborative, provides free, high-quality tools and guides to help you start your own program.

Critical decision points

For administration, you have two main options. In-house administration, which is labor intensive, uses your practice management system, a payment provider (like CareCredit, VetBilling, or Scratch Pay), and a dedicated team member. Alternatively, third-party vendors provide an easier lift and can handle everything from plan development to marketing materials and collections. Examples include Covetrus, Idexx, Pet Centric, and Otto, though services vary, so clarify what you need.

Marketing strategy and team training are critical to success.  Boone notes that team training and commitment is where most wellness plans fail. The “Rule of 7” concept tells us a message isn’t truly heard until it’s been seen seven times. Everyone must be involved in wellness plan promotion, from CSRs and nurses to veterinarians. Drive team compliance through goals, incentives, and celebration of wins to cement wellness plans into your practice culture.

As veterinary practices navigate the current economic headwinds, wellness plans offer a practical solution that benefits both practices and pet owners. Through manageable monthly payments, these plans make preventive care more accessible while providing practices with steady revenue and stronger client relationships.

“The bottom line is that in 2025 and going forward, the focus should be on delivering client-centric, team-based health care,” Weinstein said. “And if you can build an easy-button wellness plan that gives your clients the ability to come in more often and afford your care, go for it.”

In other words, in a subscription-driven world, implementing a thoughtfully designed wellness plan program could be the key to ensuring both practice sustainability and optimal pet health.

References and resources

Gilmartin S, Yost B, Zirkle K. (n.d.) Behavior Shift: Implications of todays’ pet owner trends on veterinary medicine in 2025. [whitepaper] Vetsource.

Volk J, Hartmann G. How Wellness Plans Grow Veterinary Practice. Journal of the American Veterinary Medical Association 247, no. 1 (July 1, 2015): 40–41. https://doi.org/10.2460/javma.247.1.40

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