AAEP session casts social media as core client communication

EquiManagement reported March 13, 2026, that Mike Pownall, DVM, MBA, used a presentation at the 2025 American Association of Equine Practitioners Convention to argue that equine veterinary practices should treat social media as a structured client communication channel, not just a marketing add-on. Pownall’s framework centered on the “four Es” — educate, entertain, engage, and evangelize — with an emphasis on storytelling, video, audience targeting, rapid responses to negative reviews, and paid promotion because organic reach is often limited. The session appears on the AAEP 2025 convention program as “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice.” (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway is less about posting more and more about communicating with intention. AAHA describes social media as an essential tool for finding, educating, and communicating with clients, while AVMA PLIT has warned that careless posting can create legal, reputational, and confidentiality risks. In a misinformation-heavy environment, practices that use social channels consistently, stay aligned with brand values, and keep boundaries around case details and client interactions may be better positioned to build trust with pet parents without creating new exposure. (aaha.org)

What to watch: Expect more veterinary groups to push practices toward formal social media policies, clearer response protocols, and better measurement of whether posts are actually improving client trust, compliance, and retention. (aaha.org)