The Wellness Plan Pricing Framework That Converts New Clients and Retains Them
How independent veterinary clinics compete with Banfield and corporate veterinary chains using visible wellness plan pricing.
67%
Would enroll in wellness plan if price was visible
$890
Average annual spend: wellness plan vs. $420 standard
2.8x
Higher client retention with wellness plan
2.1x
Higher referral rate for wellness plan clients
📅 Published April 2026
✎ OneFlatRate Research Team
🕑 12-18 min read
🏭 Veterinary
Affiliate Disclosure: OneFlatRate earns a commission when you sign up for tools through links on this site, at no extra cost to you. You’re accessing these tools through OneFlatRate after reviewing and comparing options. That means you’re approaching providers with a clearer understanding of features, pricing, and fit than a typical first-time visitor, and in some cases may receive additional benefits based on how providers handle informed or referred users. We recommend tools based on fit, not commission rate. Full disclosure →
Section 1
Why Banfield Gets the New Client and You Do Not
Banfield Pet Hospital publishes wellness plan pricing at every PetSmart location, $44.95/month for dogs, $35.95/month for cats. Every independent veterinary clinic competing in the same market is competing against a visible price without one of their own. The pet owner who can find Banfield's price before deciding who to call has a concrete number to evaluate. Your clinic gives them nothing to compare.
The Core Opportunity
67% of pet owners say they would enroll in a wellness plan if the price was visible and easy to find. The practices that publish wellness plan pricing consistently convert new clients at higher rates and retain them at 2.8x the rate of non-plan practices.
✓Wellness plan clients spend $890/year on average vs. $420 for standard clients
✓Wellness plan clients schedule preventive appointments at 2.4x the rate of pay-per-visit clients
✓Wellness plan clients refer new clients at 2.1x the rate of non-plan clients
✓Wellness plan clients stay with your practice 2.8x longer than pay-per-visit clients
Section 2
Wellness Plan Pricing Framework
Plan Type
Rural Market
Mid-Size Market
Metro Market
Key Inclusions
Basic Wellness (annual vaccines + exam)
$199-$269
$269-$349
$349-$449
Core vaccines, annual exam, fecal test
Comprehensive (basic + dental + blood panel)
$349-$449
$449-$579
$579-$749
Basic plus dental cleaning, CBC, chemistry
Senior Pet Plan (enhanced diagnostics)
$449-$579
$579-$729
$729-$949
Comprehensive plus senior bloodwork, urinalysis, BP
Multi-Pet Discount (per additional pet)
$149-$199
$199-$259
$259-$339
10-15% discount on additional pets
The Pricing Formula
Your basic wellness plan should cost the client slightly less than paying for the included services individually. Calculate your retail price for core vaccines plus your annual exam fee. Subtract 10-15%. That is your basic plan price. The discount is real. The retention and treatment revenue recover it within 6 months.
🐾
Recommended Tool
Covetrus Pulse
Practice management built specifically for veterinary clinics. Wellness plan enrollment, billing, and client communication in one platform.
Enter your email to unlock the complete Veterinary Flat Rate Pricing guide.
Pricing benchmarks for your market. Word-for-word scripts. Platform checklist. 30-day implementation plan. All free. Sent the moment you submit.
✓ Free. No credit card. Instant access.
Section 3
The Enrollment Scripts
Front Desk Script, When a New Client Calls to Schedule
"We have a wellness plan that covers [pet name]'s annual vaccines, two exams, and a dental check for $[PRICE] a year, that usually saves clients $80-120 compared to paying visit by visit, and you get priority scheduling. Most of our clients enroll at their first visit. Would you like me to include the wellness plan information in your new client paperwork?"
Post-Visit SMS, 24 Hours After First Visit
"Thank you for bringing [pet name] in today, [Name]. As a reminder, our wellness plan covers their annual vaccines, two exams, and a dental check for $[PRICE]/year, typically saving $80-120. Enrollment here: [LINK]. Offer expires in 7 days."
Research Participant Access
48 Tools Reviewed
You’re approaching providers with a clearer understanding of features, pricing, and fit than a typical first-time visitor. In some cases this may mean additional benefits based on how providers handle informed or referred users.. Vendors see you arriving pre-educated, longer trials and priority setup may be available.
Once people can find your price, make sure someone answers
Letting people know your price drives more inbound calls. 85% of callers who reach voicemail do not call back. AgentOnCall.com reviews every AI answering service and virtual receptionist for independent service businesses, with full pricing, pros/cons, and setup guides.
Wellness plan tiers and pricing in the Services section.
Your website
2
Dedicated Wellness Plans page with tier pricing and enrollment CTA.
Zocdoc for Veterinary
3
Wellness plan pricing in your profile.
Yelp
4
One sentence in bio: "Wellness plans available, no insurance required."
Facebook
5
Monthly wellness plan post with enrollment link.
⭐
Recommended Tool
Podium
Automates review requests after every visit. Wellness plan clients mention the plan in reviews which drives new wellness plan inquiries from pet owners.