Social media moves closer to core client communication in vet care

EquiManagement highlighted a 2025 AAEP Convention session from Mike Pownall, DVM, MBA, on how equine veterinary practices can use social media more deliberately to strengthen client relationships and brand identity. The broader message is that social media isn’t just a marketing add-on anymore; it’s becoming part of client communication strategy, from introducing new veterinarians with short videos to sharing educational case content, outbreak updates, and behind-the-scenes practice stories. Pownall has argued that practices should be intentional about audience, content quality, staffing, and return on investment, rather than handing social media to the nearest available team member and posting without a plan. (convention.aaep.org)

Why it matters: For veterinary professionals, the opportunity is real, but so is the risk. Industry guidance from AVMA, AAHA, and AVMA PLIT emphasizes that social media can build trust and loyalty with pet parents, yet practices also need guardrails around confidentiality, consent, review management, and misinformation. That includes getting permission before posting client or patient content, avoiding case-specific advice that could blur VCPR boundaries, responding to criticism without disclosing confidential information, and steering clear of deceptive tactics like fake reviews or purchased engagement, which the FTC’s consumer reviews rule now squarely targets. (aaha.org)

What to watch: Expect more practices to formalize social media policies, assign trained communicators, and use channels less as advertising alone and more as real-time education and trust management. (aaha.org)