The Pro Plan Veterinary Support Mission is Working for Vets

This content is sponsored by Purina

Every day, veterinarians are faced with challenges that pull them in different directions—caring for patients, managing their clinic, staying up to date on the latest research and new technologies, communicating with clients, and caring for themselves and their colleagues in the veterinary profession. The one thing that veterinarians can count on is change.

Change can have a positive impact on the lives of pets—through the development of innovative diagnostic tools, medications, and ground-breaking dietary therapies—or it can further impact the challenges that veterinarians face.

These challenges can begin even before they enter the workforce, as the cost of veterinary education has risen exponentially, triggering an accompanying burden of student debt. Plus, the global health pandemic that spanned several years also accelerated additional industry changes, from expanding the growth of tele-medicine and online pharmacies to creating new disparities in client access to veterinary care. For clients, pet ownership is currently at an all-time high in the United States, with 66% of households owning a pet.¹ Owners also have unprecedented access to online information about pet health conditions and management, resulting in skepticism of recommended treatments and costs. In addition, the rising cost of living has affected pet owners’ willingness—and sometimes their ability—to pay for veterinary care. While veterinarians have a sense of duty to protect the pets in their community, a strained environment from a shortage of veterinarians, high staff turnover, and clients not able to pay for care has a personal cost—leaving veterinarians feeling depleted.

The bottom line is while there have been advancements in veterinary medicine, technology and communication are improving the lives of pets, but those caring for our pets need support now more than ever to help overcome these obstacles.

Breaking Down Barriers for Veterinarians

Even with all the challenges they face, one vital factor has remained constant: the passion and dedication all veterinarians share for improving the lives of patients and clients. Many companies and organizations that support the veterinary industry have demonstrated their commitment to veterinary professionals in heartfelt, positive ways. From conducting veterinary well-being studies to providing scholarships for student debt relief and from funding psychological support services to finding new and innovative ways to provide continuing education, significant steps are happening to support the veterinary profession. For veterinarians, patients, and clients to continue to thrive, we all must continue to do our part and explore new ways to demonstrate our dedication and gratitude.

Pro Plan Veterinary believes that no veterinarian should face obstacles alone when providing care. That’s why we established the Pro Plan Veterinary Support Mission, an initiative designed to help remove barriers veterinarians often face
in practice. We know the impact veterinarians make on pets and their families is infinite. That’s why Pro Plan Veterinary is helping to remove stress-inducing obstacles and providing resources that foster well-being to help veterinarians focus on what they do best, delivering patient care.

Since launching in 2024, the Pro Plan Veterinary Support Mission surpassed more than $2 million in donations to organizations addressing the biggest obstacles veterinarians encounter. Our goal is to make a difference in the difference veterinarians make by supporting their calling to care.

Our Partners in Removing Barriers to Care

Central to the success of the Pro Plan Veterinary Support Mission are strategic partnerships with industry-leading organizations dedicated to veterinary care with a focus on helping veterinarians thrive both professionally and personally.

The Pro Plan Veterinary Support Mission’s inaugural and continued partner is the American Veterinary Medical Foundation (AVMF) and its Reaching Every Animal with Charitable Healthcare (REACH) Program. REACH was created in 2023 by the AVMF to increase assistance to the most vulnerable communities and to help reduce economic pressures that veterinarians may face during challenging situations. Over 2100 pets have been supported through the REACH program, which helps to offset veterinarians’ costs for time and services when helping pets in need. The program has helped pets like Rihanna, a canine patient who, due to fluid in her chest around her lungs, needed a CT scan and open chest surgery. Payment was going to be a challenge for the owner, but thanks to the availability of the REACH program, the clinic was able to do the surgery, allowing Rihanna to make a full recovery and live her fullest life. Success stories like Rihanna’s and those of countless others are why veterinarians do what they do.

Our goal at Pro Plan Veterinary is to address the challenges within the veterinary industry, enabling veterinarians to prioritize what truly matters— their health and well-being, as well as the health of their patients. This is why the Pro Plan Veterinary Support Mission has partnered with Paisley Paws, a charitable veterinary foundation that provides funds exclusively to their 199 PAWrtner Clinics. The mission at Paisley Paws is to enhance the well- being of pets and veterinary professionals in need of lifesaving, life-enhancing hardship support. The Pro Plan Veterinary Support Mission currently supports 2 of its strategic pillars. The Life-Saving, Life-Enhancing Pillar provides financial support directly to PAWrtner Clinics during times of medical crises for pet owners who are unable to afford veterinary care. The Betterment of Mental Health Fund provides financial aid to veterinary professionals experiencing mental health crises. This support helps cover essential living expenses and medical costs, allowing those in need to take necessary medical leave without the added stress of financial worries.

Pro Plan Veterinary is also dedicated to creating a brighter future and supporting the next generation of veterinarians by providing resources to support veterinary students and young veterinarians when they enter this profession. The Pro Plan Veterinary Support Mission has partnered with Utah State University in sponsoring the Purina Mental Health Services Suite at the university’s new Veterinary Medical Education Building. This facility ensures that veterinary medicine students have access to private spaces where they can seek assistance and speak with professional counselors to promote mental well-being.

In our ongoing commitment to veterinarians, we continue to explore partnerships with organizations in the industry to help address the obstacles veterinarians face.

The Infinite Impact of Veterinarians

The Pro Plan Veterinary Support Mission is a testament to the incredible impact that veterinarians make every single day. By addressing barriers to care and supporting mental health initiatives, we can empower veterinarians to continue their vital work of caring for pets.

Visit www.ProPlanVetSupport.com to learn more about the Pro Plan Veterinary Support Mission and our partners.

Reference

1. Latest pet ownership and spending data from APPA reveals continued strength of national pet industry in the face of economic uncertainty. News release. American Pet Products Association. March 23, 2023. Accessed May 7, 2025. https://americanpetproducts.org/news/latest- pet-ownership-and-spending-data-from-appa-reveals-continued- strength-of-national-pet-industry-in-the-face-of-economic-uncertainty