The good news is that technologies and treatments have emerged to create happier, longer lives for companion animals.
The bad news is that technologies and treatments can be costly. Even medications are more expensive, as are medical supplies, in part because of tariffs.
Affording care has become one of the biggest issues facing the veterinary profession.
Affordability was just one of the many topics addressed earlier this year at VMX, a massive conference which introduces close to 30,000 attendees to the latest diagnostic tools, medicines and advances to improve the care of animals, from honeybees and zoo critters to the pets that share our home.
Held annually at the Orange County Convention Center, it’s presented by the North American Veterinary Community, a nonprofit dedicated to enhancing the quality of veterinary care and practice.
“VMX is the launchpad for everything that is going to happen in the animal healthcare industry for 2026 and beyond,” said Dr. Dana Varble, NAVC’s chief veterinary officer.
Veterinary medicine is unique “among other healthcare fields in that our clients have primary financial responsibility for our services,” Varble added.
“When clients have financial limitations, it can be a major source of emotional distress to veterinary professionals,” Varble said. “We always want to provide the best care possible, and it’s hard to see clients grapple with decisions around care and cost.”
The problem of cost can lead to burnout in the profession and is heartbreaking for pet parents who might even be forced to say goodbye to their pets because they cannot afford the cost of needed care.
“I know of animals that are euthanized because people can’t afford treatment,” said Palm Bay veterinarian Dr. Coleen Johnston. “It happens way too often.”
Study: 94% of vets cite clients’ financial challenges in quality of care
A 2025 study by PetSmart Charities and Gallup reveals pet care costs have increased more than 60 percent since 2014, forcing 52 percent of pet owners surveyed to decline recommended care for their pets, primarily because they could not afford it.
PetSmart Charities also surveyed veterinarians about the issue. The results show a profession committed to animal wellbeing but hobbled by financial and emotional pressures. Ninety-four percent of vets cite clients’ financial challenges as a major limiting force to the quality of care they can recommend. “Economic euthanasia,” driven by financial constraints of the pet owner, is among the most painful part of their job.
To address the rising costs of pet care, the market for pet insurance is expanding rapidly.
“Pet insurance can be great for those emergency cases,” said Johnston. “My good friend’s cat got a urinary blockage and the total bill was over $15,000, but insurance paid a bunch of that. They would not have been able to afford all the hospitalization and surgeries without it.”
Johnston added that while pet insurance can make a life-or-death significance, it is not a one-size-fits-all.
“There is often a lot of fine print and excluded things,” she said. “One policy a client of mine had excluded hip dysplasia because her dog was a German shepherd (a breed prone to the issue). Read the fine print about what is included and excluded.”
Choosing whether to insure your pets: Where to start?
Brevard resident Karin Kirst’s two dogs have comparable insurance from two different companies. When shepherd/Malinois mix Koda ran up a $1,737 tab at the vet’s, Kirst was reimbursed for $1,200.
“It was a very easy and quick return,” Kirst said.
She wasn’t as lucky with the insurance covering Jude, her German shepherd.
“Jude’s claim was for a lot less and the insurance required all his records,” Kirst, who’s considering having Jude join Koda’s carrier.
“It was very time consuming because they kept requesting more info. They came through in the end, though.”
Rockledge resident Yvonne Martinez pays $70 a month to insure her 2-year-old German shepherd mix, Ranger.
“I am still trying to determine if it’s worth the price,” she said. “I have been reimbursed for prevention med and certain vaccines. Does it pay for itself? It hasn’t yet, but if my Ranger was ever to be injured, I’m sure it would.”
Like human health insurance, pet insurance has a deductive and co-pay. It also requires owners to pay the vet upfront and then apply for reimbursement, so owners must be able to float the costs until the insurance pays back a part of the costs. Veterinarians provide the medical records, but do not file for the insurance payment. A major reason pet owners purchase pet insurance is to cover major unforeseen medical events.
Pet insurance is generally broken into plans that cover accidents only, accidents and illnesses and wellness coverage. Policies are issued based on the pet’s breed, gender, age, location and chosen coverage and deductible.
How do subscription plans for pet healthcare work?
As pet owners look for ways to budget for their pets’ healthcare, other options gaining traction are subscription health plans for pets. Based on a proactive, preventive care model, subscription health plans require owners pay a predictable, regular monthly fee that covers routine services, including annual exams, vaccinations, and parasite prevention. These plans focus on managing expenses for essential wellness care to keep pets healthy and potentially avoid more costly treatments in the future.
The subscription model resonates with generations that depend on subscription services, from Netflix to Hello Fresh. Why not a pet healthcare subscription? Why not, indeed. Heather Moore, CEO of subscription pet health plan PetCentric Health and among the exhibitors at this year’s VMX, explains.
“Industry experts and market trends show clear growing adoption of subscription care as a preferred way for pet parents to access and afford their pet’s healthcare,” Moore said.
This “tipping point” and anticipated mainstream adoption is fueled by several converging factors, she said.
“Pet parents increasingly expect healthcare to feel as accessible and predictable as other services in their lives,” Moore said.
“Subscription care models transform veterinary medicine from episodic, high-cost visits into an ongoing relationship supported by simple monthly payments. Instead of reacting to unexpected expenses, pet parents gain consistent access to wellness and primary care that supports long-term pet health.”
As veterinary costs rise due to inflation, staffing challenges, and advancing standards of care, subscription models help families plan for a full year of care, making it easier for pet parents to say yes to recommended care without financial stress.
Moore notes that these plans are also beneficial to the vets.
“A significant percentage of veterinarians report discomfort when discussing finances with pet parents,” Moore said. “When financial constraints interfere with medical decision-making, it can lead to moral distress, the emotional strain of knowing the appropriate course of care but feeling unable to recommend or deliver it due to cost concerns.
Moore added that subscription plans shift financial decisions outside the exam room.
“With services paid through a subscription care plan, veterinarians often have increased clinical flexibility and pet parent trust, allowing teams to focus more fully on clinical decision making as opposed to transactional care,” she said.
“Veterinary teams can engage in more open, trust-based conversations with pet parents. This shift reduces emotional fatigue, transactional stress and mitigates the a la carte “up-selling” fatigue between vets and their pet parents as they address clinical needs for pets.”
While still in its infancy in Florida, subscription pet healthcare plans are becoming popular in states such as California and New York, signaling a shift from accident coverage to a holistic, preventative model.
While insurance and subscription plans have gained attention, there is still much room for growth. Approximately 87 million dogs and 73 million cats are part of U.S. households, according to data from the American Veterinary Medical Association, yet the Journal of Consumer Research notes that pet health insurance, which has been growing at a 22-plus-percent annual rate since 2018, currently covers only about five million pets.
“The introduction of veterinary insurance has certainly helped fill a need and promote the growth and acceptance of additional care, but there is still a considerable gap present,” NAVC’s Dr. Varble said.
“Veterinary professionals must have a deep understanding of new technologies and treatments, not only in the context of the medical advantages they provide, but also in terms of the cost involved. When we have the full picture — available treatments, benefits and costs — we can effectively communicate with our clients and create an individualized medical plan that best serves their needs and the needs of their animals, with the resources they have at the time.”
Maria Sonnenberg is a Brevard-based freelance travel and lifestyles writer.
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