Pet health plans:
A new grad vet’s best friend
I'm a final year vet student at the University of Liverpool with an invested interest in how the business and marketing side of practice can actually make life better for vets, pets and practices alike. Over the past two years, I’ve had the privilege of working with the Practice Made Purrfect team, soaking up their wisdom and quietly collecting tips and tricks for my own new grad journey. Now I’m sharing those insights, the behind-the-scenes stuff I wish every vet student and new grad knew, to make the jump from vet school to your first “big girl job” feel a little less terrifying and a lot more doable.
Hi, I'm Anna!
Starting out as a new-grad vet is equal parts thrilling and overwhelming. On top of learning how to juggle complex cases, navigating tricky consults and proving yourself to colleagues and clients, you’ll also find yourself thrown into the business side of practice life – whether you realise it or not.
And one of the hottest (and often misunderstood) topics in that business world right now? pet health plans (PHPs).
So, what exactly are they, why do they matter, and what do they mean for us as new grads?
What Are Pet Health Plans?
Pet health plans aren’t a new concept – many practices have had their own versions for decades and you’ve probably come across many throughout your endless weeks of EMS.
However, let’s be honest — understanding PHPs are not at the top of a vet student’s priority list when starting placement. I’d hear the phrase tossed around in practice, maybe catch a client mentioning their plan at reception, but it always felt a bit mysterious and, frankly, above my pay grade.
Between cramming Latin parasite names, memorising drug protocols and surviving on-the-spot questioning, PHPs can feel like something for “future me” to worry about.
But here’s the thing: I’ve drunk the PHP Kool-Aid – served bottomless by the health plan evangelist himself: Justin Phillips. And I’m here to convince you to take a sip, too.
So why bring this up now? Because health plans aren’t just quietly bumbling along anymore. They’re everywhere: embraced by both independents and corporates, adored by clients and side-eyed by some vets. Oh, and they’re making headlines thanks to the recent CMA investigation (new grads, here’s the lowdown on why that matters here).
Love them or hate them, health plans are here to stay. And if we understand them properly, they can make life better not just for clients and pets, but for us as vets too.
Why Clients Love Them
Our generation has been brought up on subscriptions – from Netflix to gym memberships to Hinge+.
Paying a manageable monthly fee feels far more palatable than forking out three-figure sums a few times a year.
It’s the norm in every other aspect of our lives, why shouldn’t it include our pet care?
For owners, the benefits are clear: (see Justin’s blog for a deep dive into client benefits)
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Better outcomes for pets: Modern wellness plans include more frequent visits to the vets meaning earlier detection of problems.
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Easier budgeting: Predictable monthly costs replace unpredictable big bills.
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Peace of mind: Owners feel reassured that preventive care is always covered.
Why Practices Love Them
From the practice’s perspective, health plans are a win:
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Increased client loyalty: Clients are bonded to your practice.
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Steady recurring revenue: Supporting sustainability.
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More opportunities to bond with clients: Which means we can catch conditions early.
And as Justin points out, they’re more important than ever in the face of rising costs and growing competition.
Why New Grad Vets Should Care
Now here’s the juicy bit: why any of this actually matters for you.
First off, let’s tackle the scary phrase that is included in many modern health plans: “unlimited consults”.
Sounds like a nightmare, right? Visions of Mrs Smith and her cockapoo rocking up every other day to just “check that spot on his paw” for the 47th time may be coming to mind. Relax.
The data shows that the average client which has access to unlimited vet consults comes in two to three times a year. Of course you’ll get the odd frequent flyer, but most owners don’t actually want to spend all their time at the vets – they just want peace of mind.
So what’s in it for you?
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More consults = more confidence: Routine flea & worm checks or vaccination appointments give you the chance to practice, practice, practice. And as we all know, practice makes… yep, purrfect.
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Relationship building: Seeing clients regularly helps turn you from “that baby-faced new grad” into their vet. That’s when trust starts to stick.
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Boss points: Explain the plan well, sign up a client, and you’re no longer just the newbie – you’re boosting practice revenue, securing client loyalty and showing that you care about long-term pet health. All whilst making your boss beam like a proud parent.
Money Talk (Without the Awkwardness)
If there’s one thing most vets hate, it’s talking about money. Charging £60+ for a quick “rest and TLC” consult feels… cringe-worthy. Health plans that include unlimited consultations take that awkwardness away and saves you from that icky feeling.
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No more selling: Once a client’s on a plan, you don’t need to "sell" a wormer 40+ times a day, which is exhausting for everyone. You’re free to do the consult justice without worrying about the fee.
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Removing cost as a barrier to care: No more charging for re-checks. Clients keep their cash for treatments that directly benefit their pet.
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Everyone leaves feeling like the process was clear and fair: This facilitates a much more positive relationship with your clients, and a better environment for you to thrive in.
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And best of all? You get to deliver the magical words: “there’s nothing to pay today”. Instant warm fuzzies all round 🤗.
Reframing the “Routine” Consult
Yes, the conveyor belt of vacs and flea & wormer checks will eventually feel like Groundhog Day. But here’s the reframe:
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This is your stage. Every “boring” consult is a mini performance where you get to build trust, demonstrate care and remind clients why their pet’s health plan is worth it.
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They’re springboards. How often does a simple vaccine appointment end with the classic “while I’m here…” questions. Suddenly you’re in a real case, flexing your clinical brain and growing your clinical skills.
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Guilt-free follow ups: With unlimited consults, you can focus on the most pressing issue first and book a follow-up for the others – rather than cramming everything into a single 15-minute slot, running late or feeling guilty charging another £65.
Dr Marty Becker said it best: “Clients don’t care how much you know until they know how much you care.”
Health plans give you the stage to show you care – consistently and authentically.
The Business Reality
As a new grad, you’re not expected to pore over spreadsheets, lose sleep about product margins or pull your hair out over CMA rulings. But it’s worth acknowledging that your practice is still a business. It needs to make money to keep the lights on, invest in shiny new toys and pay salaries... yours included.
Health plans aren’t just about dollar signs, though. They’re about giving clients clarity, value, and transparency – three things pet owners are craving more than ever.
So even if you’re not crunching the numbers, you should see PHPs as one of the rare tools that benefit everyone: pets, owners, the practice, and yes – you.
Final Thoughts
So, friend or foe? From where I’m standing as a final year vet student, that’s a redundant question. Health plans aren’t just a friend, they’re one of the most powerful tools we have for building relationships, boosting confidence and creating thriving practices.
When I start looking for my perfect new-grad role, a practice with a strong uptake of wellness plans will be right at the top of my list. Why? Because I know it usually means:
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Bonded clients who value their pets’ care, not tyre kickers.
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A structure that will set me up for success: no awkward selling and the freedom to book follow-ups without guilt.
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A forward-thinking, proactive practice with a healthy bottom line and resources to reinvest into me: CPD, salary, equipment and support.
If pet health plans help every client feel like their pet is a VIP – and they genuinely do – then the question becomes simple: why wouldn’t you want that?
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