How veterinary clinics can prepare for online scandals

Veterinary practices are getting a fresh reminder that online reputation risk doesn't start and end with client reviews. In a recent Veterinary Viewfinder episode, Dr. Ernie Ward and Beckie Mossor, RVT, discussed how an employee's personal social media post can quickly become a clinic-wide crisis when online audiences move faster than facts. That concern lines up with new reporting from EquiManagement, which highlighted 2025 AAEP Convention guidance from online reputation consultants Tim Scerba and Michelle Sinning: practices should document posts with screenshots, assess urgency, respond only through official channels, and move conversations offline as quickly as possible. The American Veterinary Medical Association also maintains a Reputation Management Toolkit with response templates and a social media response flowchart for clinics facing criticism or harassment. (equimanagement.com)

Why it matters: For veterinary professionals, the operational risk is bigger than bad publicity. AVMA has reported that cyberbullying in veterinary medicine often follows disputes over care, fees, diagnosis, or treatment, and that attacks can escalate to workplace tension, stress, and threats directed at staff or family members. The practical takeaway is that clinics need a crisis plan before something happens, including clear social media policies, designated spokespeople, internal escalation steps, documentation protocols, and staff support when a controversy is tied to an employee's off-duty conduct or a misunderstood case. (avma.org)

What to watch: Expect more practices, especially those already under staffing and burnout pressure, to formalize reputation-response playbooks and staff conduct policies as online pile-ons become a more routine business risk. (equimanagement.com)