The digital veterinary practice Rex is opening its first location in North Rhine-Westphalia in Cologne city center. With a fully digitalized system, app-based services and a new understanding of veterinary care, the start-up aims to better serve the needs of young, urban pet owners. The model is based on flexibility, transparency and innovative technologies – and thus strikes a chord with an increasingly digitalized generation.
- Vet appointments without a phone call: everything runs via the app
- Electronic patient file including reminder function
- Results from the in-house laboratory often available on the same day
- Relaxed atmosphere thanks to new room concept with separate waiting areas
Veterinary medicine meets zeitgeist: Why Rex relies on Cologne
With more than 360,000 daily commuters, over 100,000 students and a rapidly growing number of pets, Cologne is an ideal location for new, flexible healthcare services. The young target group in particular – whether working media professionals or students – has little time but high expectations of medical care.
Traditional veterinary practices with long waiting times and hard-to-reach appointments hardly fit in with the lifestyle of many Cologne residents. This is exactly where Rex comes in: The practice at Hohenstaufenring 60 aims to integrate modern veterinary medicine into everyday life – efficiently, digitally and without detours.
Particularly exciting:
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AI algorithms for early detection (e.g. via weight or behavioral patterns)
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Digital ePA for pets
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App-based treatment control, vaccination reminder & laboratory evaluation in hours
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Platform synchronized across locations
According to co-founder Jonathan Loesing, the development of the concept began back in 2021 with the aim of making a visit to the vet as straightforward as a hair appointment. All patient management and communication takes place via app. Appointments are booked online, treatment results are displayed directly on the smartphone and the electronic patient file is synchronized across all locations.
Following successful practice openings in Berlin, Hamburg and Munich, Cologne is now the eighth location. Demand is high – not least because pets have long since become part of public and digital life in the cathedral city.
Efficiency through digitalization: app, laboratory, diagnosis
The heart of the Rex concept is its own app. It is not only used to manage appointments, but also serves as an interface for all of the pet’s medical data. Vaccinations, preventive checks or abnormal symptoms are analyzed in real time. With the help of specially developed algorithms, the system detects potential problems at an early stage – such as changes in weight or behavioral patterns. The result is a data-based preventive model that enables vets to act preventively rather than reactively.
Another unique selling point is the in-house laboratory. The results of blood or fecal tests are often available on the same day, which speeds up diagnoses and reduces uncertainty – a real added value, especially for worried first-time pet owners. Follow-up consultations or check-ups can be carried out conveniently via video or chat. This maintains the quality of care, even for commuters or busy people, without exposing the animal or owner to unnecessary stress.
More than medicine: room concept for humans and animals
Rex is rethinking the veterinary practice not only technologically, but also spatially. Instead of sterile tiled walls and hectic waiting rooms, the start-up relies on calming design: separate waiting areas for dogs and cats, natural materials such as wood, relaxing scents and well thought-out acoustics create an atmosphere in which animals and humans can feel equally at ease. The staff are also specifically trained in empathetic communication.
The concept takes into account the changing role of pets in the lives of many young people. For many owners, a dog or cat has long been a member of the family – in some cases even an alternative to having children. According to studies, around 60 percent of millennials see their pet as a substitute for children. This results in new demands for care, prevention and emotional support – aspects that traditional practice models often neglect.
Conclusion: Smart care for smart pet owners
The opening of the Rex practice in Cologne shows how modern technologies and a deep understanding of urban realities can set new standards in veterinary medicine. The combination of app-supported care, direct diagnostics and a stress-free environment appeals to a target group that demands flexibility, efficiency and quality in equal measure.
The digital practice on Hohenstaufenring is now open and appointments can only be booked via the Rex app. The prices are in line with standard market rates, while additional functions such as digital vaccination reminders or remote consultations are partly included in subscription models.
