Proof of practice: Beth Green's media products are a lifeline for today's veterinarians – tulsapeople.com

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Updated: October 31, 2022 @ 4:16 am
Beth Green is the CEO of Brief Media, which serves 206,000 global users with its flagship products Clinician’s Brief and the award-winning Plumb’s Veterinary Drugs. Early next year the company, which employs about 65 people in Tulsa and across the country, will debut new branding strategies to address staffing shortages and veterinary industry challenges many practitioners are facing.

Beth Green is the CEO of Brief Media, which serves 206,000 global users with its flagship products Clinician’s Brief and the award-winning Plumb’s Veterinary Drugs. Early next year the company, which employs about 65 people in Tulsa and across the country, will debut new branding strategies to address staffing shortages and veterinary industry challenges many practitioners are facing.
Growing up on a farm in Indiana raising purebred cattle, Beth Green never expected to one day call Oklahoma home.
She followed her husband to Tulsa in 1992 and later established a nationally recognized media firm that publishes the gold standard in veterinary practitioner journals and handbooks.
Green’s company, Brief Media, is celebrating its 20th anniversary this month. The firm serves 206,000 global users with its flagship products: Clinician’s Brief, the official practice journal of the World Small Veterinary Association, and the award-winning Plumb’s Veterinary Drugs.
An animal science graduate of Purdue University, Green’s first job in the nutrition division at Continental Grain introduced her to the marketing field. Later, while employed in the veterinary division at MediMedia Pharma Solutions, she discovered veterinary publishing.
After 11 years with MediMedia, Green opted to slow down her career for a while to spend more time with her two children, but she still needed a creative outlet. She enrolled in Oklahoma City University’s international MBA program and through one of her classes, created the concept for a new industry publication for veterinarians. She wondered, what if instead of lengthy review
journal articles, they could benefit from more digestible pieces of content?
“The veterinary industry was becoming more specialized and sophisticated, and practitioners didn’t have the time to stay up to date,” Green says. “I never thought of myself as an entrepreneur, but my husband was an entrepreneur, and (he said) ‘You can do this.’ I pitched the idea to an association for a sponsor, and they gave me the thumbs up.”
Since launching in 2002, Clinician’s Brief remains committed to helping veterinarians care for animals and share their expertise with pet owners. Green’s vision as CEO led to a strong relationship with the World Small Animal
Veterinary Association, and her Clinician’s Brief can be found these days in just about any veterinary clinic, including one she came across while visiting a small village in Bali a few years ago.
“I was just going to pop in and tell them who I am and what I do, and they were using all our products,” she says. “To really see that impact worldwide has been amazing.”
In 2014, Green expanded Brief Media with a publication veterinarians could easily access every day; she partnered with Donald C. Plumb, PharmaD, to create a digital version of his legendary Plumb’s Veterinary Drugs guide. Green acquired the rights to Plumb’s handbook in 2018 and has since increased subscriptions eight-fold.
This new venture with the Plumb’s publication occurred at a pivotal time in her life. After losing her husband, Eric Green, to cancer in 2013, Green moved forward with a clearer goal for Brief Media products. Plumb’s Veterinary Drug
Handbook was used by 94% of veterinarians when the digital version debuted in 2015. As print advertising began to dwindle, she steered her company in a new direction to adapt with modern tools.
“Clinician’s Brief is becoming top of the funnel because we don’t require veterinarians to pay for it,” she says. “As long as they’re a vet, they get it for free. A majority of people who connect with us connect digitally, and then they subscribe to our Plumb’s product. This year, we elevated and created a new digital product called Plumb’s Pro that not only includes drug information but also everything for case management­­ — how to diagnose, treat and then communicate to a pet owner.”
Green married Tulsan Jeff Allen in 2021.
She says Brief Media’s strategies continue to evolve, with most of the revenue for 2023 expected from subscription products used by veterinarians.
“The world of media has completely changed. If you go back maybe five years, the No. 1 revenue source for us was print advertising,” she says. “This year, it might be 14% of our revenue.”
Brief Media has received certification as a Great Place to Work for the past three consecutive years and has been named one of the 100 Best Small Workplaces by Fortune for the past two years. The company employs about 65 people, including many women who appreciate Brief Media’s flexible, parent-friendly schedule with a remote option. Brief Media closed its physical office in 2020 and moved to a coworking space in the downtown area. About 40 employees are based in Tulsa, and others are located from coast to coast.
“It was very important to me when I started my own company to have a culture that helped people develop not just their skills as professionals but also as people,” Green says. “It’s fitting for the veterinary industry. Veterinarians are very selfless people, and the level of talent in this industry is incredible. They would give you the shirt off their back. I love working with veterinarians.”
Green’s passionate about involvement with the England-based organization Mission Rabies that vaccinates dogs in other countries to save lives. New teams of veterinarians will take on their largest vaccination drive to date in Cambodia in 2023.
“Between 50,000 and 100,000 people die of rabies every year in Africa and India alone, and most are children,” she says. “Mission Rabies learned that if it could vaccinate at least 70% of the dog population in these communities, they could reduce human mortality by 95% within five years.”
Thanks to Green’s keen business sense, compassionate leadership skills and genuine heart for helping veterinarians, Brief Media is an essential resource. Green and her team plan to debut some new branding strategies in early 2023 to better collate and coordinate the tools her company has built for practitioners facing staffing shortages and other industry challenges.
“Clinician’s Brief was more clinical but now we’re completely reimagining it,” she says. “Our mission is to guide the most critical decisions made every day in practice in veterinary medicine.”
Gail Ellis is a communications specialist in Tulsa and enjoys telling stories about the people, places and history of America’s magic city.
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