It’s a question I rarely hear out loud—but I suspect it’s on the mind of many Practice Managers.
And fair enough. When you run a veterinary clinic, every new initiative has to make sense: for your clients, your patients, your team, and your business.
I’ve spent over 30 years in Sales and Marketing, and I’m a big believer in critical thinking and a deliberate, thoughtful approach to business. You can’t control the weather (literally), or your competitors, or the economy—but you can control how you serve your clients. That’s where your power lies.
That’s also why I created the Rainbow Box: to give clinics a meaningful, measurable way to make an impact during one of the most difficult moments a pet owner will ever face.
The Rainbow Box isn’t for every clinic
Let me be upfront: the Rainbow Box isn’t for everyone. It’s not meant to be. But it can be a powerful tool in the right setting.
So when is it the right fit?
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If customer retention and lifetime value are important in your business model
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If word-of-mouth and personal recommendations play a major role in client acquisition
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If your clinic sees its responsibility extending beyond the patient—to the person behind the leash
Then yes, client aftercare matters. Deeply.
Let me explain why.
A moment that defines relationships
In any client journey, there are a few make-or-break moments—points that can build unshakable trust or damage it beyond repair. One of the most emotionally charged is the loss of a pet.
When grief hits, clients don’t just feel sad—they can feel abandoned. After years of building a personal connection with your clinic, walking out with an empty leash can make that connection feel suddenly transactional.
Some clients are okay with that. They prefer a no-frills, transactional relationship. For those, a more operational, value-driven model makes sense—and tools like telemedicine bots might be a better investment.
But most clinics I visit describe themselves as compassionate, relationship-focused practices that serve not just pets, but people. And based on the 120 clinics I’ve worked with around Atlanta, this mindset isn’t tied to whether a clinic is independently owned or corporate. In fact, many of our most engaged Rainbow Box partners are corporate clinics.
Where does the Rainbow Box fit?
Almost every clinic I speak with already offers pet aftercare; it's a given to care of the body and offer communal or individual cremation along with various options for the cremains— things, clients select and pay for, as part of the service offerings of the clinic.
But client aftercare? That’s different.
You don’t charge someone for a birthday gift. You just give it. Because it’s part of the relationship. The Rainbow Box is like that: a deeply personal gesture that communicates, “We see you. We’re with you.”
And clients remember it.
They don’t rave about how well you cleaned their puppy’s ears. But they do remember—and talk about—how your clinic showed up when it really mattered.
The impact is lasting
No one forgets receiving an unexpected, heartfelt gift like the Rainbpw Box: that arrives at home, in the quiet and lonely space where grief lives.
Here’s what else it does:
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It strengthens your client relationships
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It creates powerful word-of-mouth
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It supports your team
Yes—your team. Because your staff grieves too. They remember that patient. They know the client. When a Rainbow Box is sent, and the whole team sees that gesture, it creates pride and healing inside the clinic too.
In fact, often the very first Rainbow Box is for a team member. I personally remember the first Rainbow Box that VCA College Park in Atlanta odered was for Yvette, after she lost her Yorkshire Terrier, Remy-Sky.
We believe in supporting staff so much that we offer $9 off for team gifts (use the code "ONE FOR THE TEAM"). That’s how much I pay myself to make one Rainbow Box—because I know how often your staff passes the hat to buy flowers when one of their own is hurting.
A gesture that gives back
If you’ve made it this far, thank you. I hope you see the Rainbow Box not just as a kind gesture—but as a genuine tool for client loyalty, brand trust, and team morale.
Whether you’re running a one-location practice or a large corporate hospital, we’re happy to work with you to tailor a solution that fits your budget and your values.
Because when you invest in meaningful client aftercare, you’re not just doing something good.
You’re doing something unforgettable.