Equine practices rethink social media as a client tool

Social media is becoming a more explicit part of veterinary client communication strategy, not just a marketing add-on. In coverage from EquiManagement, Mike Pownall, DVM, MBA, told attendees at the 2025 AAEP Convention that equine practices can use social platforms to build loyalty and sharpen brand identity when they post with a defined purpose, the right audience in mind, and a clear sense of what horse-owning clients value and worry about most. (equimanagement.com)

That message lands in a profession already dealing with two competing realities: clients increasingly expect digital access and frequent updates, while veterinarians are also navigating misinformation, review pressure, and blurred lines between education, advice, and protected client information. The AAEP program itself signals how mainstream the topic has become. Its 2025 convention schedule listed Pownall’s session, “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice,” alongside other technology-focused practice sessions, suggesting social communication is now being framed as an operational competency, not a side project. (convention.aaep.org)

In EquiManagement’s summary of the talk, Pownall said practices should think first about the desired outcome of a post, when and where to publish it, and which audience they’re trying to reach. He advised practices to handle negative reviews quickly, humbly, and sincerely, with the larger public audience in mind. He also argued that content should be organized around four functions — educate, entertain, engage, and evangelize — and noted that storytelling, video, and user-generated content tend to perform better in today’s algorithm-driven environment. The article cited August 2025 platform-use figures showing broad reach for YouTube, Facebook, Instagram, and TikTok, while also noting that organic reach without paid support may fall below 10%, making boosted posts part of a realistic marketing budget. (equimanagement.com)

There’s also a longer arc here. Pownall has been speaking on equine practice communication and management for years, including earlier AAEP programming and media coverage on social media strategy. That continuity suggests this isn’t a sudden pivot, but rather an evolution from “should a practice be on social media?” to “how should it use social media in a disciplined, measurable way?” (dvm360.com)

Outside reaction from veterinary organizations reinforces both the opportunity and the limits. AAHA has argued that practices can use coordinated, science-based messaging to get ahead of misinformation and reduce the chance that clients shop around for answers that confirm false beliefs. AVMA-linked risk guidance, meanwhile, warns that social posts can quickly create confidentiality, legal, and reputational exposure if staff share patient details, clinic incidents, or even seemingly casual workplace content without consent and guardrails. AAHA/AVMA telehealth guidance adds that, even though veterinary practices are not subject to HIPAA in the same way as human healthcare entities, client confidentiality is still required under many state practice acts, and digital communication systems should be secure. (aaha.org)

Why it matters: For veterinary professionals, the takeaway is that social media now sits at the intersection of client education, brand management, and misinformation response. A well-run account can reinforce preventive care messaging, explain why recommendations changed, normalize costs and workflows, and keep pet parents connected between visits. In equine practice especially, where client relationships are often long-term and referral-driven, that can support retention and reduce confusion before it reaches the exam room. But the same channels can also amplify complaints, expose confidential information, or unintentionally create medical-advice expectations outside an established veterinarian-client-patient relationship. The practical implication is that practices may need more than a posting calendar: they may need written policies, consent protocols, moderation standards, escalation paths for negative reviews, and clear boundaries on what belongs on social media versus phone, portal, or in-person communication. (equimanagement.com)

What to watch: The next phase will likely be less about whether practices use social media and more about whether they can professionalize it — with defined goals, paid distribution, staff training, and governance that protects trust while making room for faster, more public client communication. As misinformation remains a category-wide concern, practices that combine consistent science-based content with strong privacy and response policies may be better positioned than those treating social media as an ad hoc marketing task. (aaha.org)