Why social media is becoming core to veterinary client communication

EquiManagement reports that at the 2025 American Association of Equine Practitioners Convention, Mike Pownall, DVM, MBA, outlined how equine veterinary practices can use social media more deliberately to build client loyalty and sharpen brand identity, rather than treating it as a side task or ad hoc marketing channel. The article says Pownall recommends splitting social media efforts between broader brand-building and specific initiatives tied to practice goals. That message builds on his long-running work in equine practice management and digital communication, including earlier AAEP and industry presentations on social media, telemedicine, and client communication. (equimanagement.com)

Why it matters: For veterinary professionals, this lands in a broader misinformation and reputation-management environment where social channels are often the first place pet parents look for advice, reassurance, or a place to air frustration. Industry guidance from AVMA and AAHA has increasingly framed social media as both an opportunity and a risk: practices can strengthen trust and reinforce care recommendations online, but they also need guardrails around privacy, moderation, online reviews, and the limits of medical advice outside an established veterinarian-client-patient relationship. (avma.org)

What to watch: Expect more practices to formalize social media policies, content plans, and response protocols as client communication, misinformation management, and online reputation become more tightly linked. (avma.org)