Accelerate Your Message with Brief Media: How to Guide Critical Clinical Decision-Making in 2023

December 6, 2022
5 min

Raise your hand if you were in the vet med scene in the early 2000s. Is your hand up? Ours too. If not, welcome to the industry! We’ve got some great insights to get you up to speed. 

We’ve proudly participated in an incredible evolution of the veterinary industry. Spoiler alert: The resources, tools, and processes that guided clinical decision-making in 2002 were completely different from what’s important today.

Clinician’s Brief is excited to celebrate 20 years of commitment to the veterinary industry. In honor of this milestone, we’ve got a bunch of pearls to help you align your product offering with the veterinary professional of today, and we’re also sharing some new announcements to get your creative wheels turning.

Rewind: What’s Changed In 20 Years

Before we dive into the exciting things coming at Brief Media, let’s take a quick look back at where the industry started, how it’s going, and what it means for you.

Pet Ownership

If we thought pet ownership was strong in 2002, we had no idea what was coming! We’ve seen significant growth in pet-owning households, which is driving demand for service.

Staffing Shortages

Unfortunately, demand for pet services is growing at a much faster rate than the number of veterinarians. The industry is slammed and looking for help anywhere they can get it. Breaking through the noise with veterinarians is harder than ever, but fear not, we’ve got the tools to get you in front of them on the right channel, at the right time.

Engagement Changes

Way-back-when, print was the primary way veterinarians were getting the most important clinical information they needed to practice. Today, contrary to popular belief, they have not abandoned print completely, but they have added significant digital consumption to their media lineup. The key takeaway? In the current state of the industry, you can’t just be strong in print or digital—you have to be present everywhere.

Demographic Changes

Holy demographic swing, Batman. Veterinary medicine is now female-dominated. Keep this in mind when you’re messaging your campaigns, and make sure your tone is hitting the mark.

Now that we’ve taken a journey to the past, what do we need to be focused on to succeed as marketers in the veterinary industry…today?

3 Present-Day Pearls

Yes, things are difficult in the industry, but there are things you can do to help (and we’re here to help you excel). Here are some tidbits to consider as you plan your next campaign:

The industry is experiencing unprecedented upheaval. In fact, 52% of veterinarians would not recommend a career in veterinary medicine

How can you help? When you message your next campaign, consider how you can support them and ease the day-to-day pain they are feeling. A little humor and empathy go a long way.

Younger veterinarians are disproportionately impacted by burnout and stress. Why? Many of them experienced veterinary school during COVID and then graduated into an industry that was busier than ever with less mentorship support. 

How can you help? Provide training and ongoing support to take some of the burdens off the clinic. 

Veterinarians are experiencing pet owner communication challenges driven by time constraints, lack of inherent trust, and limited access to resources to support and educate clients.

How can you help? Create ongoing pet owner communication tools to support your customers. This simple step will lead to happier veterinarians, better pet owner compliance, and healthier pets.

Fast Forward: Remaining Relevant in 2023

At Brief Media, we recognize this is a critical moment for our industry, and we’re building on the relationship we’ve developed with our audience over the last two decades to provide support in new and essential ways. 

We Inform.

We’ve always delivered highly credible, peer-reviewed guidance. That’s the cornerstone of our brand, and it’s not going anywhere. What we have adapted is the availability of this information. We’ve expanded our digital footprint and have innovated with products like Plumb’s Pro™ to make sure that when veterinarians need information to make critical decisions for their patients, we’re there.

We Empathize.

Two words: intentional empathy. It’s not enough for brands to say we care; we need to show it. Veterinarians need to be met where they are, on the channels they want to communicate through, and at the times that work for them. We’re curating the information and starting the conversations veterinarians need for support beyond the clinical.

We Empower.

Brief Media is here to empower veterinarians to thrive from their first day in practice through every day that follows. We address the whole veterinarian and their needs as they progress through each stage of their career.

We’re expanding our content to include practice life and pet owner relationship resources to provide a “whole veterinarian” approach to support veterinary professionals during this critical moment.

Brief Media has a ton of exciting new content formats, topics, and delivery methods for 2023. Contact us to learn more about how we can align your brand with the needs of today’s veterinarian.

We’re activating our deep understanding of the behaviors of veterinarians to create a zero-waste marketing system for you. 

Waste Not, Want Not

The foundation of zero-waste marketing is first-party data. We’ve had a membership-based website for over a decade, and it’s given us an unrivaled ability to find and target your perfect audience. Our data is always up-to-date with real-time demographic and behavioral information that can unlock a new world of marketing.

Through our advanced targeting capabilities, we can:

  • Generate higher-quality leads by targeting only the people you want to reach.
  • Drive deeper customer engagement with advanced cross-channel targeting.
  • Build your sales pipeline with unique lead-generation programs.
  • Better message your competitive advantage for the audience you’re targeting.
  • Precisely size market opportunity and demand based on your goals.
  • Deliver real marketing results that grow your business.

Brief Media: Building on a Solid Foundation

We’re excited to launch into the next chapter of our growth as we build upon our solid foundation of clinical authority and excellence.

Brief Media brands are already guiding the most critical clinical decisions from drug protocols and antibiotic policies to pet owner communication and staff retention. We’re in the room when veterinarians are making critical decisions daily—and we’re excited to bring your brand into the conversation.

We have the most robust, up-to-date database. It’s the only gated website in veterinary media, and we’re able to collect 425+ data points per audience member from an audience of more than 200,000 engaged veterinary professionals.

Bottom line? 

Brief Media brands are essential to veterinary practice. 

Clinician’s Brief has been ranked the #1 most essential publication by small animal veterinarians for 14 years, according to the 2020 Essential Practice Study. 

  • Highest Quality: 100% of Brief Media’s audience has been qualified over the past 2 years.
  • Largest Reach: Brief Media has the largest exclusive small animal veterinary audience.
  • Most Data: Brief Media has collected 425+ average lifetime data points per audience member.

Reach out to our team to discuss how we can activate our industry expertise and database to help you accomplish your brand’s goals during this dynamic time in the veterinary industry.