Social media becomes a more strategic client tool for vets

Social media is being reframed less as an optional marketing add-on and more as a core client communication channel for veterinary practices. In a March 13, 2026, EquiManagement report from the 2025 AAEP Convention, Mike Pownall, DVM, MBA, argued that equine practices should use social platforms deliberately to build client loyalty and strengthen brand identity, with each post tied to a defined goal, audience, platform, timing, and message. (equimanagement.com)

That message builds on Pownall’s longer-running work in equine practice management. EquiManagement has been publishing variations of his advice for years, including earlier pieces on Facebook strategy, handling negative social media, and using online channels to create two-way conversations with clients. More recently, the publication reported that McKee-Pownall Equine Services uses short “Meet the Vet” videos to introduce new clinicians before they arrive at a client’s barn, a tactic meant to reduce friction and build familiarity in advance. (equimanagement.com)

In the new article, Pownall outlined what he called the “four Es” of social media communication: educate, entertain, engage, and evangelize. He said practices should emphasize storytelling because platform algorithms shift constantly, video now dominates, and user-generated content tends to outperform reposted material. He also argued that practices should separate brand-building activity from targeted initiatives tied to specific goals, and then track results to see whether the time and spend are justified. (equimanagement.com)

One of the more practical points was financial. According to the EquiManagement report, Pownall cited August 2025 platform usage figures showing broad adult reach across YouTube, Facebook, Instagram, and TikTok, but he also said organic reach is now limited and unpaid content may reach less than 10% of an audience. That aligns with his earlier advice that practices should calculate return on investment, understand what it costs to acquire a new client through digital channels, and avoid assigning social media to whoever happens to be youngest or busiest rather than whoever can represent the practice well. (equimanagement.com)

The caution side of the story is just as important. Pownall advised practices to respond quickly, humbly, and sincerely to negative online feedback, but broader veterinary guidance suggests the stakes can be higher than brand perception alone. AVMA PLIT has published case-based warnings showing how social posts can complicate malpractice disputes, expose patient or client information, or trigger employment consequences when content is unprofessional. The RCVS likewise says social media can be a valuable communication tool, but emphasizes that veterinary professionals remain responsible for professional conduct and confidentiality online. (equimanagement.com)

Why it matters: For veterinary teams, especially those working in misinformation-heavy environments, social media strategy now sits at the intersection of communication, compliance, and client trust. A well-run channel can reinforce accurate health messaging, humanize the practice, and prepare pet parents to understand what good care looks like. A poorly run one can blur personal and professional boundaries, amplify complaints, or spread decontextualized medical content. The operational challenge is that many practices are still uneven in digital adoption: AVMA’s 2025 economic report found 59.9% of practices used client communication software integrated with PIMS, while just 29.2% used telehealth, suggesting digital communication capacity is growing, but not yet universal. (ebusiness.avma.org)

For practice leaders, the implication is straightforward: social media needs the same discipline as any other client-facing system. That means clear brand standards, written consent processes for images and case content, escalation pathways for complaints, and someone accountable for metrics, moderation, and message quality. It also means recognizing that “free” social media often isn’t free anymore, once staff time, boosted posts, outside support, and reputation management are counted. (equimanagement.com)

What to watch: The next phase will likely be less about whether practices should be on social media and more about whether they can connect it to measurable business goals, misinformation response, and safer communication workflows without increasing legal or reputational risk. (equimanagement.com)