Social media becomes a more strategic client tool in equine practice

EquiManagement highlighted a March 13, 2026, presentation recap from the 2025 American Association of Equine Practitioners Convention in which Mike Pownall, DVM, MBA, outlined how equine veterinary practices can use social media more deliberately for client communication. Pownall’s message was that social channels should support both brand building and specific practice goals, with posts tailored to audience, timing, platform, and purpose. He framed effective content around the “four Es” — educate, entertain, engage, and evangelize — and has previously argued that practices should treat social media as a core communication channel rather than an afterthought. (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway isn’t simply “post more.” It’s that social media can shape trust, client loyalty, and expectations before a veterinarian ever arrives at the barn, while also creating risk if practices blur medical advice, confidentiality, or professional boundaries online. AVMA and other veterinary guidance sources have emphasized that social media can strengthen communication, but only when practices protect client privacy, avoid case-identifying details, and prepare for reputational fallout or misinformation online. (equimanagement.com)

What to watch: Expect more equine and companion animal practices to formalize social media workflows, content strategy, and guardrails as client communication increasingly shifts to digital channels. (equimanagement.com)