In an innovative approach to veterinary care, co-founders Brendon Laing and Emma Harris have established Novel Vet in Burlington, Ontario, aiming to address the financial barriers faced by pet owners. With over half of Canadian households owning pets and many owners opting to forgo veterinary visits due to escalating costs, Novel Vet seeks to redefine the pet care landscape through a membership-based model that promises affordability and accessibility.
A New Model for Veterinary Care
Brendon Laing, a veterinarian and former president of the Ontario Veterinary Medicine Association, and Emma Harris, an entrepreneur, have united their expertise to tackle the pressing issues within the veterinary field. “One of the big driving forces behind why Emma and I started Novel is, how can we rewrite this narrative?” Laing explained. Their goal is to provide alternative solutions that cater to the needs of clients, particularly in light of recent surveys indicating that many pet owners are bypassing necessary veterinary care due to financial strain.
A Gallup and PetSmart Charities of Canada poll revealed that half of pet owners had skipped vet visits primarily because of prohibitive costs. Laing and Harris’s venture, which celebrated its first anniversary this month, aims to alleviate these concerns through its unique pricing and operational structure.
Transparent Pricing and Membership Benefits
Novel Vet distinguishes itself by publishing prices for common services on its website, allowing clients to know what to expect before visiting. By opting for a membership—priced at £24 per month for one pet or £30 for multiple pets—clients can receive a discount of 20% or more on services, and they are exempt from exam fees, which typically average £150 in Ontario. Harris noted the burden of exam fees, stating, “The exam fee is a major problem in veterinary medicine for both practitioners and clients alike.” This fee often causes pet owners to delay seeking medical attention for their pets, potentially leading to more severe and expensive health issues.
The case of Melissa Shearer, who became Novel’s first client when seeking care for her ailing Rottweiler-Mastiff mix, Loki, illustrates the potential savings. From the outset, Shearer received personalised advice from Laing, and in the months that followed, her experience led her to save nearly £1,700 through discounts and waived exam fees.
Empowering Veterinary Technicians
At Novel Vet, a significant aspect of their operations is the increased involvement of registered veterinary technicians (vet techs) in patient care. Most appointments for minor ailments and wellness checks are managed by vet techs, with veterinarians stepping in for more serious cases. This model not only optimises the clinic’s resources but also allows for lower labour costs while ensuring that vet techs receive competitive salaries—approximately £100,000 per year, which is double the provincial average.
Mandy Sheehan, a vet tech with 17 years of experience, expressed her appreciation for this progressive structure, stating, “It makes me feel very valued and respected.” Her colleague Carley Brooks added that the clinic’s approach, known as the spectrum of care, acknowledges that less conventional treatment options can still yield positive outcomes without straining a client’s finances.
Positive Financial Trajectory and Future Aspirations
The founders report that their financial model has proven successful, achieving cash-flow positivity within just four months of operation. Novel Vet is now expanding with plans for a second location in Ancaster, Ontario, with aspirations for further growth in the coming years.
Harris, inspired by her own experiences with her late Labrador, Bo, has dedicated a fund within the clinic to assist clients facing financial difficulties in his honour. “Every appointment, every recovered patient, and every relieved pet owner is, in a quiet way, part of the story he began,” she reflected.
Why it Matters
As pet ownership continues to rise in Canada, the financial burdens associated with veterinary care remain a significant concern. Novel Vet’s innovative membership model could serve as a blueprint for future veterinary practices, promoting not only affordability and accessibility but also enhancing the roles of veterinary technicians. This approach not only addresses the immediate needs of pet owners but also seeks to reshape the veterinary industry for a more sustainable and compassionate future.