Why social media is becoming a client communication tool

A new EquiManagement report from Amy L. Grice, VMD, MBA, spotlights a familiar tool in a more strategic light: social media as client communication infrastructure for equine veterinary practice. The article centers on Mike Pownall, DVM, MBA, who told attendees at the 2025 AAEP Convention that practices can use social platforms to create client loyalty and sharpen brand identity, signaling how digital communication has moved from optional marketing tactic to core business function in veterinary medicine. (convention.aaep.org)

That framing builds on years of discussion inside the profession. Pownall has been speaking on social media and practice management for veterinarians for years, and EquiManagement previously reported his advice that practices should measure return on investment, use video to introduce veterinarians, and avoid assigning social media by default to the youngest team member. In other words, the current message is less about “being online” and more about using digital channels deliberately to support trust, familiarity, and client retention. (equimanagement.com)

The broader industry context supports that shift. AAHA’s social media guidance says these platforms are now essential for finding, educating, and communicating with clients, and its newer workshop programming explicitly links social media strategy with misinformation response, team protocols, and legal protection. That is a notable evolution: veterinary organizations are no longer treating social media as a branding exercise alone, but as part of how practices defend medical recommendations and manage public-facing conversations. (aaha.org)

At the same time, the profession’s caution flags are well established. AVMA has published resources on cyberbullying and reputation management for veterinarians, while liability-focused guidance from AVMA PLIT warns that social media missteps can spill into malpractice claims, confidentiality problems, and reputational harm. Other veterinary professional guidance similarly emphasizes that teams should avoid sharing identifying case details and should assume anything posted online could reach clients, colleagues, or regulators. (avma.org)

Industry commentary suggests the tension is now less about whether practices should participate and more about how. AAHA programming for veterinary teams emphasizes empathetic responses to client questions shaped by “Dr. Google” and misinformation, while its coverage of veterinary social media trends notes that correcting misinformation can be worthwhile, but poorly judged participation can backfire quickly. That aligns with Pownall’s long-running emphasis on strategy: the value of social media depends on having clear goals, approval processes, and an understanding of what kind of client relationship a practice is trying to build. (aaha.org)

Why it matters: For veterinary professionals, this story lands in the misinformation category for a reason. Social channels are often where pet parents first encounter inaccurate health claims, unrealistic treatment expectations, or distorted accounts of veterinary interactions. A practice that already has a credible, recognizable, and active presence is better positioned to answer questions early, reinforce standards of care, and humanize its team before trust erodes. In equine medicine, where relationships are often long-term and highly personal, that can translate into smoother onboarding, better acceptance of recommendations, and fewer communication gaps when care gets complicated. (aaha.org)

The operational takeaway is that social media should be governed like any other client-facing system. That means written policies, clear boundaries on who posts and who responds, consent and confidentiality safeguards, and a plan for reviews, complaints, and misinformation flare-ups. It also means recognizing that social media content can support continuity of care by setting expectations, introducing clinicians, and pointing pet parents toward credible educational material, not by replacing individualized medical advice. (blog.avmaplit.com)

What to watch: Watch for more conference programming, association guidance, and consultant advice that ties social media directly to client communication workflows, misinformation management, and practice policy, especially as veterinary teams look for scalable ways to build trust without adding more friction to already strained client interactions. (aaha.org)