Why veterinary teams are rethinking social media as client care

EquiManagement reports that Mike Pownall, DVM, MBA, used a 2025 American Association of Equine Practitioners Convention session to make the case that social media should be treated as a structured client communication tool, not just a promotional add-on. In the March 13, 2026, article, Pownall said equine practices should define the goal, audience, platform, timing, and message for each post, and organize content around what he called the “four Es”: educate, entertain, engage, and evangelize. He also urged practices to respond quickly and humbly to negative reviews, lean into storytelling and video, and budget for paid promotion as organic reach declines. The session itself appears in the official 2025 AAEP convention program as “The Effective Use of Social Media for Client Communication in Equine Veterinary Practice.” (equimanagement.com)

Why it matters: For veterinary professionals, the takeaway is less about marketing than trust management. In a misinformation-heavy environment, social channels are often where pet parents first encounter advice, criticism, and competing narratives about care. Pownall’s framework aligns with broader veterinary guidance from AAHA and AVMA that treats social media as part of reputation management, client education, and relationship-building, while also warning teams to respond carefully, protect privacy, and avoid reactive public disputes. (aaha.org)

What to watch: Expect more practices to formalize social media workflows, especially around review response, educational content, and platform diversification as algorithms and client expectations keep shifting. (aaha.org)