Today, most equine veterinarian practices use some form of social media. Be it in the form of announcements, information, education, or entertainment, social platforms can be effective channels of client communication.
How Veterinarians Should Use Social Media
During the 2025 American Association of Equine Practitioners Convention, Mike Pownall, DVM, MBA, explained how veterinarians can use social media to create client loyalty and strengthen brand identity. He recommended thinking about your desired outcome for the communication, the audience you’re trying to reach, the most effective time and platform for posting, and the content of the message. Also, consider what horse owners value and worry about most.
If you come across negative reviews or responses to your practice, he advised responding quickly and being humble and sincere, while considering the large audience viewing your post.
Pownall discussed the main ways to communicate with a social media audience, which he called the four Es: Educate, Entertain, Engage, and Evangelize. Because algorithms change constantly, he suggested putting an emphasis on storytelling. Videos are predominating social platforms, and user-generated content performs better than reposting others’ content.
In August 2025, 84% of adults were viewing content on YouTube, 71% were using Facebook, 50% were active on Instagram, and 37% were watching TikTok. Because these are all essentially advertising platforms, he said that without spending money, you will get less than 10% reach. The cost of boosting your posts should be part of your marketing budget to attract new clients to your practice. Identify and track metrics to make sure your social media communications are worth the time and expense you put into them and are reaching targeted goals, he added.
Final Thoughts
Ideally, said Pownall, the basis of social media client communication should be divided between brand building and specific initiatives designed to meet practice goals. The communications should be targeted to the correct audience to be most effective and engaging. Your messaging must consistently align with your brand identity and always reflect your values. When done properly, the use of social media is a very effective way to communicate with clients, he concluded.
Business coverage from the 2025 AAEP Convention is brought to you by CareCredit.
Related Reading
- The Business of Practice: Creating a Brand Identity
- Business Briefs: Tips for Effective Equine Practice Marketing
- 9 Social Media Tips for Veterinarians
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