By Dr. Ezra Ameis, DVM
In a city where your dog might have their own chef, therapist, and Instagram account, it’s no surprise that veterinary care is evolving to match the lifestyle. One of the fastest-growing trends in the industry? Membership-based veterinary clinics—a model that borrows heavily from human concierge medicine.
Instead of paying per visit, clients pay a monthly fee that typically includes all exam costs and perks like texting with a vet or same-day booking. The appeal is clear: predictable costs, easier access, and a model that feels more like a relationship than a transaction.
The human version of this—direct primary care—has grown rapidly over the past decade. Patients pay a flat monthly fee and get personalized care without insurance red tape. It’s a response to long wait times, rushed appointments, and surprise bills. Veterinary clinics are following suit, especially in urban markets where convenience and tech-enabled care are priorities.
Membership models like those offered by Modern Animal, Bond Vet, and others promise seamless tech, extended hours, and no exam fees. But they also raise questions: What’s really included? Are clients saving money—or just changing how they’re billed?
For some pet owners, access is the real value—being able to text a vet or skip the ER. For others, especially with healthy pets, the numbers may not pencil out. Some clients report difficulty getting appointments at busy membership clinics, as demand sometimes outpaces capacity. To me, the value is I get to do multiple follow ups with patients to make sure we are resolving issues correctly rather than just patching them up at cost.
That’s why at Paw Priority, we’re launching VIPP—Very Important Pet & Person. Our plan isn’t about upselling; it’s about supporting deeper care. I like to follow up, to make sure we’re fully resolving an issue—not just patching it. We will cap our membership numbers to ensure we are not overbooked to our own clientele.
The VIPP plan will include all visits in one year with diagnostics discounts, and a senior-focused VIPP+ tier with x-rays, blood work and semiannual checkups. We’re a local, independent clinic—your pet sees the same doctors and techs every time. I feel strongly I wanted to offer reasonable and transparent options without an upsell. And we’ll always offer our current single-visit transparent pricing, no pressure.
This isn’t a gimmick. It’s a tool to deliver better care in the neighborhood—for pets and their people. Feel free to email us for more info!
Dr. Ezra Ameis is an emergency veterinarian and the owner of Paw Priority in West Hollywood, a clinic providing general practice, urgent care, and acupuncture. To suggest a topic or ask a pet-related question, email hello@pp.vet.