A new veterinary clinic in Burlington, Ontario, called Novel, is challenging traditional pet care models by offering transparent pricing, a membership program, and a greater role for veterinary technicians. The goal is to address rising costs and improve access to care for pet owners.

Addressing Systemic Issues in Pet Care

Brendon Laing and Emma Harris, a veterinarian and entrepreneur respectively, founded Novel based on shared concerns about systemic issues within the pet care industry. They believe these issues create financial burdens for both pet owners and veterinary professionals.

The Rising Cost of Veterinary Care

The rising cost of pet care is a significant issue for Canadian households. Over half of Canadian households own pets, and a recent survey by Gallup and PetSmart Charities of Canada revealed that half of pet owners were foregoing veterinary care primarily because of the expense.

Transparent Pricing and Membership Options

Novel addresses these concerns through two key strategies: transparent pricing and a restructured team dynamic. The clinic publishes prices for common services on its website. They also offer a membership program, ranging from $24-$30 monthly, providing discounts of 20% or more, along with waived exam fees.

Restructuring the Veterinary Team

Emma Harris highlighted the problematic nature of exam fees, currently averaging $150 in Ontario, which can lead owners to delay care. Novel utilizes veterinary technicians to handle most routine appointments and wellness checks, reserving veterinarian involvement for more complex cases.

This approach mirrors the structure of dental care, where hygienists manage the majority of appointments. It also addresses the high demand and cost associated with veterinarians, allowing Novel to offer competitive salaries to its vet techs – around $100,000 annually, double the provincial average.

Positive Client Experiences

Novel’s first client, Melissa Shearer, experienced firsthand the benefits of this new approach. Following a cancer diagnosis for her dog Loki, she saved nearly $1,700 through discounts and the elimination of exam fees.

Membership Value

While the membership model isn’t universally cost-effective for consistently healthy pets, Ms. Harris notes that it typically pays for itself by the second appointment and remains optional, with approximately 30% of clients choosing not to subscribe.

A New Approach to Veterinary Medicine

The clinic’s design, resembling a library, reflects its name – evoking both innovation and a fresh start. Ms. Shearer has since brought her new dog, Tāne, to Novel, continuing to benefit from the care provided by registered veterinary technicians.

This emphasis on utilizing vet techs, considered the nurses of the animal world, is central to Novel’s philosophy. The expanded role for vet techs, offering higher salaries and increased responsibility, is proving popular with staff, like Mandy Sheehan, a 17-year veteran of veterinary medicine, who feels valued and respected. Novel also acknowledges the importance of considering treatment options that, while not always the most advanced, can still deliver positive outcomes at a lower cost.