Social media moves deeper into equine client communication

EquiManagement reported on a 2025 AAEP Convention session in which Mike Pownall, DVM, MBA, outlined how equine veterinary practices can use social media to strengthen client loyalty and sharpen brand identity. The session, “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice,” appeared on the AAEP 2025 program for December 9, 2025, in Denver, with Pownall listed as presenter. EquiManagement published its coverage, “Social Media Use for Client Communication,” on March 13, 2026, adding to a growing body of veterinary management guidance that treats social media as a core communication channel, not just a marketing add-on. (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway is less about posting more and more about communicating with purpose. Industry guidance from AAHA and AAEP shows that digital channels now sit alongside email, phone, and in-person conversations in maintaining trust, reinforcing recommendations, and supporting an existing veterinary-client-patient relationship. That matters in a misinformation-heavy environment, where practices are increasingly expected to answer client questions online, protect their reputation, and keep boundaries clear around telehealth and medical advice. (aaha.org)

What to watch: Expect more practices to formalize social media workflows, content policies, and response protocols as client communication and reputation management continue to merge. (aaha.org)