Wellness plan penetration

Definition

The share of clients on a monthly plan that prepays routine care across the year.

Why It Matters

It converts a practice from episodic visits into something closer to a subscription, which is why buyers pay more for a book with it: the revenue arrives whether or not a client remembers to come in, and the plan itself brings them in. It also binds the client to the practice instead of to the veterinarian, which is exactly the durability a buyer is paying for. Ask for enrolled clients as a share of active ones and the plan's own churn.