PHILADELPHIA, PA — Heart + Paw has introduced a new preventive healthcare program for dogs and cats that shifts wellness planning from standardized packages to veterinarian-directed care plans tailored to individual pets, a move aimed at differentiating the veterinary provider in a competitive pet healthcare market.
The veterinary care organization announced the launch of Heart + Paw Care Plans, which allow veterinarians to customize annual preventive care recommendations based on a pet’s age, medical history, and lifestyle rather than relying on fixed wellness packages.
The initiative reflects growing demand for personalized healthcare services in the pet care industry, where providers are increasingly seeking ways to improve client retention and encourage preventive care.
“At Heart + Paw, we believe preventive care should be personalized, transparent, and designed to support healthier pets, not bundled around unnecessary services,” Chief Veterinary Officer Dr. Mary Peacock said.
According to the company, each veterinary center will offer six baseline plans covering puppies, kittens, adult pets, and senior pets. Veterinarians can then modify those plans by adding or removing services based on individual patient needs.
Heart + Paw Care Plans include interest-free monthly payment options, no enrollment or annual fees, unlimited technician visits, 24/7 teletriage support, and a 10% discount on dental services, including extractions.
The company partnered with Nest to develop the technology platform supporting the program.
“True personalization in preventive care is something the industry talks about far more than it delivers,” Nest Chief Executive Officer Ishani Gujral said. “Pet parents get a plan built around their pet’s unique needs, and veterinarians keep the autonomy to practice the medicine they know is right.”
Heart + Paw Chief Executive Officer Dave Lasus said the program was designed to align plan offerings with medically recommended care rather than predetermined service bundles.
“Too often, wellness plans are structured around fixed packages that may include services a pet doesn’t need,” Lasus said. “We want every service included to be used because it supports a healthier pet, not because it increases margins.”
The company said the new plans are intended to improve preventive care adoption while giving pet owners more predictable healthcare costs through monthly payments.
Heart + Paw operates veterinary centers across multiple states and has focused its growth strategy on integrating veterinary care, grooming, daycare, boarding, and retail services under a single brand.
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