A 2021 industry survey found that 27% of veterinary practices offer pet wellness plans, and 60% of those that do charge a monthly fee. It’s a model that’s working well at Thrive Pet Healthcare, which expects its membership program to reach 100 of its primary care hospitals by Dec. 31, 2022.
The Thrive Plus plan, charging $14.95 a month per dog or cat, promises unlimited free exams, 10% off veterinary services and boarding fees, and unlimited $5 basic nail trims.
Thrive Pet Healthcare’s new chief operating officer, Angela Jaskolski, sees the program as a way to improve access to veterinary care at a price that’s easier on pet owners’ wallets.
“The exam fee can often be a barrier leading to a wait-and-see mentality for clients,” she said. “We want to remove any barrier to providing care at the first sign of illness and encourage regular preventive care.”
The company, which operates 350 primary, acute and specialty hospitals, promotes an easy-to-understand menu of wellness plan amenities — just exams, nail trims and fee discounts.
“Wellness programs have become so complex, with so many variations, we tried to keep our membership as simple as possible, with the greatest benefit,” Jaskolski said.
She volunteered this advice to practices looking for a recurring revenue stream and returning patients:
- “Like any strategy or tactic, running the membership effectively takes people, processes and technology. We work with each hospital to collaborate on the launch, train team members about the program, and ensure the technology required to deliver a great experience is up and running.”
- “Start by deeply understanding your clients, their needs and your hospital’s needs. [A wellness plan] might not be the right offering depending on your clients and the operations of your hospital.”
- “Make sure you have the right team in place to help support the launch and adoption of the program. As they say, strategy without execution is hallucination.”