AAEP session casts social media as core client communication

Social media is being framed less as optional promotion and more as frontline client communication for veterinary practices. In a March 13, 2026, EquiManagement report from the 2025 AAEP Convention, Mike Pownall, DVM, MBA, said equine practices can use social platforms to create client loyalty and strengthen brand identity, provided they are clear about audience, goals, platform choice, timing, and message design. (equimanagement.com)

That message lands at a time when veterinary teams are under pressure to communicate quickly, consistently, and credibly across more channels. AAHA has described social media as an essential tool for finding, educating, and communicating with clients, while related equine practice coverage has noted that smartphones, texting, private messaging, email, and social platforms have all increased expectations for immediate responses from veterinary teams. (aaha.org)

Pownall’s presentation focused on practical execution. According to EquiManagement, he urged practices to define the desired outcome of each post, identify the audience they are trying to reach, choose the right platform and posting time, and build content around what horse owners value and worry about most. He also advised quick, humble, sincere responses to negative reviews. His “four Es” framework — educate, entertain, engage, and evangelize — was paired with a recommendation to lean into storytelling and video, and to favor user-generated content over simple reposting. He also argued that paid boosting should be part of the marketing budget because unpaid reach is often under 10%. The audience data cited in the article align with Pew Research Center’s 2025 survey, which found that 84% of U.S. adults use YouTube, 71% use Facebook, 50% use Instagram, and 37% use TikTok. (equimanagement.com)

The broader industry context supports the opportunity, but also underscores the risk. EquiManagement has previously advised practices to showcase staff, share patient success stories with client permission, and explain issues clients are already paying attention to. At the same time, AVMA PLIT has published cautionary examples showing how social posts can complicate malpractice disputes, expose patient information, and damage employment standing when professionalism slips. AVMA coverage has similarly highlighted reputation management and crisis-response planning as core skills for veterinary teams operating online. (equimanagement.com)

Expert commentary in this space has been consistent: social media can deepen trust, but only if practices use it deliberately. AAHA’s social media guidance says the goal is to help practices make sound judgments and put those insights to work. Caitlin DeWilde, cited by AVMA and Today’s Veterinary Business, has emphasized that social content can strengthen client bonds and reputation, but that teams need clear strategy and guardrails. Taken together, that suggests Pownall’s advice is in line with a wider professional shift toward more disciplined digital communication. (aaha.org)

Why it matters: For veterinary professionals, this story sits at the intersection of communication, practice growth, and misinformation management. Social platforms are where many pet parents now encounter animal health claims, reviews, and peer advice before they ever call a clinic. A practice that uses social media well can preempt confusion with timely education, reinforce standards of care, and humanize the team. But the same channels can quickly amplify complaints, blur VCPR boundaries, or spread inaccurate interpretations if staff post casually or respond defensively. The operational implication is that social media increasingly needs the same discipline as any other client communication workflow: policy, training, escalation paths, consent standards, and metrics. (aaha.org)

What to watch: The next step is likely not just more content, but more structure. Watch for practices and associations to formalize social media playbooks, define who can respond publicly, invest more in video and boosted posts, and connect social performance to measurable outcomes like appointment demand, client retention, and reduced confusion around common medical topics. As veterinary misinformation remains a live issue, the practices that stand out may be the ones that combine reach with restraint. (equimanagement.com)