The dog boom in Hamburg continues and makes the four-legged friends an integral part of everyday life in the big city. But inadequate infrastructure and the declining number of veterinarians make it difficult for pets and their owners to live together. They have ever higher demands on the quality and comfort of the care of their fluffy family members. The “Rex” veterinary practice has recognized this and optimized the practice visit from the ground up by making use of digitalization. The modern local practices are supplemented by a comprehensive digital offering, from online appointment bookings to video calls and app functions. Jonathan Loesing, CEO of Rex, explains how the start-up makes vet visits more efficient and comfortable for pets, their owners and veterinarians – and how the successful concept from Berlin is now also enriching the port city.
Berlin. Pets are becoming increasingly popular in Germany: Since 2010, according to the Central Association of Specialist Zoological Businesses, the number of dogs and cats has doubled to 35 million. Hamburg is no exception. Dogs are particularly popular with Hamburg residents: the number of four-legged friends in the port city has risen to over 100,000 in the past ten years. That's an impressive increase of 162 percent. But the coexistence of humans and animals is becoming increasingly difficult. Pet owners complain about a lack of exercise areas and drinking water supplies for their furry companions, as well as a lack of benches to take a break during walks. Added to this is the shortage of veterinarians, which has become increasingly acute in recent years. In 2021, overrun veterinary practices even had to impose admission freezes. The looming supply shortage has long worried parents of four-legged friends for whom the pet has become a member of the family.
The Berlin veterinary practice Rex recognized the growing needs of pet owners back in 2021 and opened four practices in the capital – and is now finally coming to Hamburg. “Two locations will be opened in Ottensen and Winterhude this year,” reports Jonathan Loesing, CEO and co-founder of Rex. Hamburg's animal lovers expect modern practices with the latest medical standards and contemporary design – combined with the advantages of digitalization. For example, appointments are conveniently booked online, patient data is automatically saved and video calls are offered for debriefing. “The idea arose from the vision of bringing a breath of fresh air into veterinary medicine with an offering that is much more modern, digital and accessible than conventional veterinary practices,” explains Loesing. The concept can thus meet the requirements for convenience and quality of care for four-legged parents. As the first veterinary practice in Germany, Rex offers a uniform service promise that goes beyond city limits. Patient data is stored in a central database and can be accessed in every Rex practice. “We especially want to help commuters and pet owners with busy schedules. They should be able to take the best care of their pets without having to give up their active lifestyle,” says Loesing.
From Ottensen to Winterhude:
Why Hamburg needs Rex so urgently
There are currently 113,301 dogs living in Hamburg – and the number is rising. The boom has already catapulted the port city to number one among German cities with the most dogs per capita in 2022. But living with four-legged friends in the big city is causing increasing dissatisfaction. In addition to the city's inadequate infrastructure, there is the looming shortage of supplies: existing veterinary practices are overcrowded and face the challenge of finding successors. Some are even having to close. “The solution is not to reduce the number of pets, but to make the visit to the practice more efficient,” Loesing recognizes. Together with Julian Lechner, he therefore founded Rex in 2021. The Berlin start-up has already opened four practices since its launch and won the hearts of Berliners. The local veterinary practices meet the latest medical standards – for example, they have in-house laboratories that enable immediate retrieval of test results and minimize waiting times. Separate waiting rooms for dogs and cats, as well as snacks and toys for entertainment, are also intended to optimize the visit experience. The satisfaction is reflected in the above-average positive Google rating. The friendliness of the staff, the ease of booking appointments, the design of the practices and, above all, the high standards of medical treatment are particularly highlighted. This means that going to the vet is a positive experience not only for Hamburg's dogs, but for all animal companions and their owners.
ePa and central database
enable supply across city borders
Hamburgers not only have growing demands on the medical care of their furry family members. They also have high expectations of the digital presence and flexibility of their service providers. “For modern city dwellers, everything is just a click away,” says Loesing. The digital infrastructure of his platform now also enables pet care in just a few steps. “Appointments can be managed online without having to call the practice, invoices are sent by email, vaccination reminders pop up on the smartphone and for minor worries you don't even have to leave the house,” explains the Rex founder and continues: “You can get advice from experts very conveniently via video call from the couch. This is an advantage, especially in the case of acute complaints.” The platform's online presence is rounded off by the contemporary design of the website. Aftercare via video can also be easily arranged at Rex to accommodate busy pet owners. But the real revolution in the industry lies in the introduction of the electronic patient file. Using the Rex app, pet owners can access the progress of their four-legged friends' illnesses from anywhere. The findings are linked to the start-up's central database, so that the practice staff is always up to date – regardless of location. This is a key advantage, especially for commuters. Even within a city, pet owners can choose the practice that is on their route. This is intended to make urban coexistence between people and animals flexible.
Avoid bottlenecks in the long term:
The “Rexies” attract Millennials and Gen Z
While more and more people in Hamburg are fulfilling their dream of having a pet, the profession of veterinarian is no longer a childhood dream. There are fewer and fewer successors for veterinary practices in the port city. They are put off by the time required for the additional organizational tasks. Many therefore prefer part-time jobs to compensate for the mental and physical workload – which, however, increases supply bottlenecks. “In order to meet the growing demand, we are not only optimizing visits to the vet, but also making the profession attractive again,” explains Loesing. The start-up uses the advantages of digitalization to minimize administrative effort and reduce stress. Online appointment scheduling and a central database save time when coordinating appointments and comparing information, which contributes to a calmer working environment. In addition, the veterinarians and TFAs use the latest technologies and continue to train. The educational aspect is particularly important to Loesing and Lechner. In keeping with Berlin's startup culture, employees are offered further training and training budgets. This is a particularly relevant incentive for millennials and Generation Z, for whom the compatibility of family and work is particularly important. The “Rexies”, as the employees call themselves, offer real-time insights behind the scenes via social media platforms such as TikTok. “In this way, we want to optimize the health and satisfaction of animals, practice staff and pet owners,” says Loesing. Animal lovers can be happy that Rex is next coming to North Rhine-Westphalia (North Rhine-Westphalia) pulls.
About Rex
Rex is a start-up founded in Berlin in 2021 by Jonathan Loesing and Julian Lechner. On the one hand, Rex operates its own, modern, technology-supported veterinary practices. On the other hand, Rex also offers a digital platform for pet owners for veterinary appointments, telemedicine and an electronic patient record. Rex focuses on a pleasant customer experience, digitized processes and first-class veterinary care. The company has already raised over five million euros from investors and aims to digitize the veterinary care market and make it more efficient. More information at www.rex.app.