Social media becomes a sharper client communication tool

EquiManagement’s March 13, 2026 coverage of a 2025 AAEP Convention session puts social media back on the veterinary business agenda, this time with a sharper focus on client communication strategy. In the session, Mike Pownall, DVM, MBA, said equine practices should use social platforms to build client loyalty and strengthen brand identity, with communication decisions anchored in the desired outcome, target audience, platform choice, posting time, and message content. (equimanagement.com)

That framing builds on Pownall’s long-running message that social media is no longer optional for veterinary practices. Earlier EquiManagement and dvm360 coverage tied his advice to client retention, referral growth, and practice profitability, while stressing that social channels work best when they are planned, staffed by team members with client-facing judgment, and treated as part of mainstream communication rather than a passing trend. In more recent EquiManagement guidance, Pownall has also pushed practices to evaluate return on investment and use social content to introduce associates, explain services, and meet clients where they already spend time online. (equimanagement.com)

The new article adds a few practical specifics. Pownall grouped effective content into four functions: educate, entertain, engage, and evangelize. He said storytelling matters because platform algorithms keep changing, video now dominates, and user-generated material tends to outperform reposted content. He also argued that practices should split social efforts between broad brand building and narrower campaigns tied to specific goals, then track metrics to determine whether the work is worth the time and cost. EquiManagement reported his view that unpaid posts now reach less than 10% of audiences on major platforms, making boosted posts a legitimate part of the marketing budget. (equimanagement.com)

The audience data behind that advice is directionally supported by Pew Research Center’s latest U.S. survey. Pew reported in late 2025 that 84% of U.S. adults use YouTube, 71% use Facebook, 50% use Instagram, and 37% use TikTok, reinforcing the idea that veterinary teams need platform-specific strategies rather than a one-size-fits-all approach. For equine and companion animal practices alike, the practical takeaway is that broad reach is still possible, but attention is fragmented and increasingly pay-to-play. (pewresearch.org)

Industry guidance suggests the upside is real, but so are the risks. AAHA materials describe social media as a way to strengthen client relationships, loyalty, and trust, and to communicate quickly on topics that matter to pet parents. At the same time, AVMA PLIT warns that social posting can expose veterinarians to malpractice and reputational risk, especially when confidential information is shared without express consent or when online discussions drift into specific medical advice. AVMA has also expanded reputation-management resources for veterinarians facing online attacks, and its more recent checklist advises practices to set community guidelines and moderation policies for social channels. (aaha.org)

Why it matters: For veterinary professionals, the bigger story is that social media is becoming part of clinical communication infrastructure, not just marketing. In a misinformation category story, that distinction matters. A credible, active practice account can help preempt myths, redirect pet parents to appropriate care channels, reinforce VCPR boundaries, and shape the public narrative when complaints surface online. But that only works if practices define who posts, what gets approved, how client consent is documented, when comments are moderated, and which messages belong on social versus phone, portal, or in-person follow-up. Those operational details are what separate trust-building communication from reputational exposure. (aaha.org)

There’s also a staffing and economics angle. Pownall’s recommendation to budget for boosting posts and measure outcomes reflects a broader shift in veterinary practice management: digital communication now consumes real labor and dollars, so leaders have to decide whether social media is being used to educate existing clients, attract new ones, defend the brand, or all three. If the objective is unclear, teams may end up spending scarce staff time on low-yield posting while still leaving misinformation, negative reviews, and after-hours boundary issues unmanaged. That concern has surfaced repeatedly in veterinary guidance and commentary around online professionalism. (equimanagement.com)

What to watch: The next phase will likely be less about whether practices should use social media and more about whether they can professionalize it, with clearer policies, better analytics, paid distribution, and stronger separation between public education and individualized medical advice. (equimanagement.com)