There are nearly 90 million pet dogs in the United States. As dogs age, chronic disease becomes increasingly common. About 1 in 4 dogs will develop cancer in their lifetime, and the risk rises to about 1 in 2 for dogs over age 10. Older dogs also commonly face heart disease, kidney disease, diabetes, arthritis, and orthopedic injuries such as cranial cruciate ligament tears.
Best Friends Fur Ever (BFFE), a leading dog daycare, boarding, and spa resort in the Baltimore region, is capitalizing on this growing need. This year, it launched what it believes is the nation’s first program specifically focused on aging dogs, post-surgical recovery, and dogs requiring ongoing adherence to care plans.
At the center of that offering is Assisted Canine Care Plus (ACC+), a structured, non-medical recovery program designed to extend care beyond veterinary discharge. The company is planning expansion and aims to open freestanding clinics to support this emerging category. We spoke with Mary Steinebrunner, President of Best Friends Fur Ever, to learn more. Prior to joining BFFE, Steinebrunner was Vice President of Strategic Planning and Operations in the U.S. Manufacturing Division at Dunlop Protective Footwear.
Tell us about Assisted Canine Care Plus (ACC+) and why you launched it?
We launched ACC+ after identifying a clear gap in the pet care market. When a dog undergoes surgery, manages a chronic condition, or requires closer monitoring, there is often a disconnect between what the veterinarian prescribes and what pet parents can realistically manage at home. ACC+ is designed to close that gap by providing structured, non-medical follow up care based on veterinary instructions, including medication schedules and activity restrictions. We operate 24 hours a day, 365 days a year, ensuring that care plans are executed consistently without interruption. Our goal is to support recovery while making the process more manageable for pet parents. We are not replacing veterinary care; we are making it more effective outside the clinic.
How big is this market opportunity?
It is large and still underdeveloped. Millions of dogs are managing age related conditions, chronic illness, or recovering from procedures. At the same time, expectations around pet care are rising. What stands out is how early this category still is. Awareness is limited, but once experienced, the value becomes immediately clear.
What problem are you solving for pet owners?
The biggest challenge is what happens after discharge. Pet parents leave with detailed care plans that often include frequent medications, monitoring, and strict activity limitations. That level of consistency can be difficult to maintain. ACC+ provides a structured solution during that critical recovery window.
What types of cases are you seeing so far?
We are seeing a wide range, from complex surgical recovery, including neurological procedures, to more common cases such as ACL injuries, spay and neuter recovery, and post dental care. We are also supporting ongoing needs such as diabetes management, eye conditions, and senior care. The common factor is the need for consistency and monitoring.
Is there anything like this in the market today?
Not in a structured or scalable way. There is veterinary care on one end and traditional boarding on the other, but very little in between. ACC+ defines that middle space. We provide a controlled environment with trained staff and defined protocols, focused on executing the care plan consistently.
How does ACC+ support veterinarians after discharge?
ACC+ extends the veterinarian’s care plan beyond the clinic. Many outcomes depend on consistency after discharge, including medication timing, activity restriction, and monitoring. Those are the areas where gaps often occur at home. We provide an environment where those instructions are followed closely, supporting better compliance and recovery outcomes.
How do you ensure alignment with veterinary instructions?
We follow the discharge plan provided by the veterinarian. Our team is trained to execute structured care routines and document observations. If there are any concerns, we communicate with the pet parent and, when appropriate, the veterinary team to ensure continuity.
Does ACC+ replace follow up veterinary care?
No. We are not a medical provider. Veterinary oversight, diagnostics, and treatment decisions remain with the veterinarian. Our role is to support the day to day execution of the prescribed care plan between visits.
Who is your target customer?
It is broader than many expect. At the core, it includes pet parents managing recovery, chronic conditions, or preventative care. We see working professionals, frequent travelers, and highly engaged pet owners who want a higher level of support and consistency.
You mentioned changing expectations. How is the modern pet owner different?
Pet owners today are more informed and more engaged. They expect higher levels of care, communication, and transparency. That is driving demand for more specialized services and a more comprehensive approach to pet wellness.
How does ACC+ fit into your broader business strategy?
It is part of a broader shift toward a more complete care model. We are building a continuum that includes social daycare, individualized care through our Play My Way program, senior support, and recovery-focused services. The goal is to support dogs and their owners across the full lifecycle.
Do you see opportunities to expand the concept?
Yes. We are planning expansion into additional locations and see long term potential to scale as awareness grows. The demand is there, and the category is still developing.
You came from manufacturing. What has surprised you most about this industry?
The pace of change. The industry is shifting toward a more integrated, outcomes driven model, with growing expectations to support pet parents across the full lifecycle. That creates an opportunity to build services that are more structured, more consistent, and better aligned with how people care for their pets today.
Full feature in citybiz: https://www.citybiz.co/article/835765/qa-with-mary-steinebrunner-president-of-best-friends-fur-ever/