Veterinary clinics brace for the fallout of online scandals

Veterinary leaders are putting a sharper focus on online reputation risk as personal conduct, staff social media activity, and client outrage increasingly spill into clinic operations. In a July 2025 Veterinary Viewfinder episode, Dr. Ernie Ward and Beckie Mossor, RVT, argued that practices need response plans before a staff member’s off-duty behavior or viral post triggers angry calls, review attacks, or broader reputational damage. In equine practice, the issue also surfaced at the 2025 AAEP Convention, which included a session on “Managing Your Online Reputation in Equine Practice,” signaling that this has moved from a marketing concern to a practice-management and workforce issue. (drernieward.com)

Why it matters: For veterinary professionals, an online scandal can quickly become an operational, legal, and wellbeing problem, not just a PR headache. AVMA says its reputation-management resources are designed to help teams respond to cyberbullying, media inquiries, and negative reviews, and it advises clinics not to argue point-by-point online or disclose confidential information when criticism escalates. Equine practice coverage has also tied public shaming to clinical risk, documentation pressure, and mental health strain, underscoring why clinics need clear social media policies, internal escalation plans, and legal counsel lined up before a crisis hits. (avma.org)

What to watch: Expect more practices to formalize social media, crisis communication, and staff-support protocols as online reputation management becomes a standard part of veterinary leadership. (avma.org)