# Caleb Frankel, VMD

> Caleb Frankel, VMD, is the founder and CEO of Instinct Science, a software company he launched in 2017 after years of experimenting with better workplace tools. A University of Maryland and University of Pennsylvania graduate, he previously led new product development at Brief Media, helped develop the Plumb’s app, and now hosts Instinct’s Pick the Brain Podcast. He is based in Doylestown, Pennsylvania.

- **Role:** Founder & CEO at Instinct Science
- **Organizations:** Instinct Science, Brief Media (subsequently VetMedux), VMD Technology, Veterinary Specialty & Emergency Center
- **Education:** Animal sciences undergraduate degree, University of Maryland, VMD, University of Pennsylvania
- **Known for:** Founded Instinct Science and launched it in 2017., Helped develop the Plumb’s digital application at Brief Media., Led Instinct through its 2024 acquisition of VetMedux.

## Career timeline

- **2004** — Graduated from the University of Maryland’s animal sciences program.
- **2008** — Earned his VMD from the University of Pennsylvania; began an internship at Coral Springs Animal Hospital in Florida.
- **2013** — Launched VMD Technology, a free technology resource for veterinary professionals and students.
- **2015** — Helped develop the Plumb’s digital application, launched in January; joined Brief Media as director of new product development. Met Rick Genzer through a Maryland alumni introduction.
- **2016** — Developed an Instinct prototype with cofounders in his basement.
- **2017** — Instinct Science launched in May.
- **2018** — Instinct chose to operate without an office, according to Frankel’s 2022 interview.
- **2021** — Announced the full Instinct practice-management platform.
- **2022** — Instinct announced a growth-equity investment from Mainsail Partners, closed in the first half of the year.
- **2024** — Instinct acquired VetMedux, previously Brief Media, bringing his former workplace’s products into Instinct.
- **2026** — Instinct acquired ScribbleVet; Frankel became host of Pick the Brain Podcast.

## Achievements

- Founded Instinct Science and launched it in 2017.
- Helped develop the Plumb’s digital application at Brief Media.
- Led Instinct through its 2024 acquisition of VetMedux.
- Instinct reports that its product family serves more than 360,000 veterinary professionals worldwide in 2026.
- Instinct reports a team of more than 200 experts in 2026.

## Latest updates

- **2026-09** — Announced the research preview of Attending by Instinct.
- **2026-04** — Instinct announced Pick the Brain Podcast, hosted by Frankel, on April 2.
- **2026-01** — Instinct acquired ScribbleVet, whose founder Rohan Relan joined its leadership.

## Links

- Website: https://instinct.vet/
- LinkedIn: https://www.linkedin.com/in/drcalebfrankel

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Profile page: https://yespress.io/caleb-frankel
Published by YesPress — https://yespress.io
Last updated: 2026-10-19