Here’s a pause-worthy statistic: 81% of pet owners buy over-the-counter supplements online, despite 72% saying they seek veterinary advice first. This isn't a contradiction. It's a consumer behavior driven by a new kind of pet parent. One that values professional expertise and personal autonomy throughout their pet care journey.
The animal healthcare industry is evolving to meet this demand. Brands like Chewy are enhancing veterinary relationships by delivering expert care while building trust through cost-effectiveness, customer empowerment, and an emphasis on convenience.
The new playbook for modern pet parents
Pet parents today are digitally savvy and comfortable with hybrid care models. They’re increasingly research-driven and autonomous, often arriving at the vet’s office with Google search results and Reddit threads in hand.
But this doesn’t mean veterinary expertise is going by the wayside. Pet parents want to receive professional validation and advice in ways that fit their lifestyle: on their schedule, from their device, and ideally, without a trip to the clinic.
This dynamic has led to the development of new operating models for animal healthcare brands, encouraging them to bridge the gap between professional credibility and consumer convenience. The most successful players aren’t replacing veterinary relationships: they’re complementing them with services that meet pet parents exactly where they are, from the vet’s office to the living room couch.
Pet care on demand is in demand
When we consider moments of uncertainty with pets — the sudden late-night limp, the upset tummy, the mysterious something eaten off the sidewalk — it becomes clear that access to care often needs to be immediate and on-the-go. That’s where brands like Chewy, Amazon, and Walmart+ have begun to reimagine the veterinary appointment experience.
Chewy’s virtual consultation platform, Connect with a Vet, is a great example. With free live chat for instant advice, or $19.99 for video calls (which are free with Chewy’s CarePlus plans), the service gives pet parents fast expert input without the cost, stress, or delay of scheduling a clinic visit.
This virtual model is also a game changer for pet owners in rural areas or regions where access to veterinary care is limited. Instead of making a lengthy, costly trip or waiting days for an appointment, pet parents can get peace of mind and support quickly, all from the comfort of their home.
The model is clearly working. Chewy is now commanding a 50% share of the e-commerce pet care market, and other brands are taking note. Through its partnership with Pawp, a virtual veterinary service, Walmart+ now offers 24/7 telehealth consultations, providing members with free, around-the-clock access to licensed veterinarians. No appointment, drive, or waiting room required.
While these innovations are digital in nature, evolutions can also be seen in more traditional on-site care models. PetSmart, for example, leverages its partnerships with independently owned veterinary clinics within select stores, meaning pet parents can access comprehensive services like wellness exams and urgent care in the same place they pick up treats and toys. These forward leaps in convenience are taking shape internationally, with vet clinics in the UK offering commodious PetCare Plans that bundle annual checkups, parasite prevention, and other perks into a single experience under one fee.
Whether digital or in-store, what sets these models apart is how seamlessly they integrate care into everyday life, making tasks like scheduling, prescription renewals, and routine check-ups feel more surmountable. Pet health brands understand that professional expertise is essential, but delivering it in ways better suited to modern routines matters, too.
Addressing the stress factor
When it comes to accessing prescription medications or specialized care, the traditional clinic model often requires multiple in-person visits, which can create friction for pets and their owners. Research shows that 70% of dogs are reluctant or afraid during routine veterinary visits, while 52% of cat owners avoid regular visits altogether due to the stress it causes their feline friends. Getting down to brass tacks: vet visits can be stressful! And that stress may become a genuine barrier to consistent pet healthcare.
Brands are addressing this reality head-on, especially in the virtual prescription fulfillment space. Chewy's three-step prescription process is seamless and straightforward: pet parents add prescribed medications to their cart, input their vet's information, and Chewy handles the rest. When Chewy users subscribe to AutoShip, medications and supplements arrive on a recurring schedule, ensuring pets never miss a dose. A feature like AutoShip may seem basic, but in the context of pet health and wellness, it serves as a powerful trust-building tool that reduces stress and cognitive load.
It's a function we're already accustomed to as consumers, with Amazon's Subscribe & Save feature being used by 35% of its shoppers since it launched in 2007. While Chewy may be the current market leader for pet care autoship, this could change in the coming years, particularly as Amazon scales its pet healthcare and prescriptions offerings. Though Amazon's service is in its relative infancy, it already provides hands-off solutions similar to Chewy's and will soon launch a virtual veterinary consult service to offer additional peace of mind to pet owners.
The big picture
Looking ahead, the animal healthcare industry will continue to evolve. Digital brands traversing this landscape don't need to become one-stop shops overnight, but they do need to recognize the demand for hybrid experiences that honor professional advice, cost efficiency, personal convenience, and consumer freedom equally. The future requires investment in frictionless, full-funnel strategies — brands that internalize this shift will be able to keep consumers coming back.
As one of the only animal healthcare agencies that blends both B2B and B2C insights, FWD People understands the nuances of this complex ecosystem. By decoding every touchpoint of the modern pet care journey and building successful, behavior-based strategies that reflect the needs of pet owners, we can help you bring a competitive edge.
Get in touch with us today and see where we can take your brand tomorrow.