Humanizing your practice digitally

Utilize images, videos, and stories to share behind-the-scenes glimpses of your clinic

Utilize images, videos, and stories to share behind-the-scenes glimpses of your practice and demonstrate your commitment to compassionate care.
Utilize images, videos, and stories to share behind-the-scenes glimpses of your practice and demonstrate your commitment to compassionate care.

As more pet owners turn to the internet to find and research veterinary clinics, your online presence is crucial in creating a positive and lasting impression. Social media platforms offer an excellent opportunity to market your services and showcase your clinic’s unique culture and values.

By humanizing your veterinary practice through social media, you can connect with your clients or potential new hires on a deeper level, foster trust, and ultimately, enhance the overall audience experience.

Define, align, and maintain

It is essential to have a clear understanding of your clinic’s culture and values. These elements not only form the foundation of your practice, but also guide your communications and interactions with clients.

Start by identifying your clinic’s mission, vision, and core values. These may include your commitment to providing exceptional patient care, your dedication to continuing education and professional growth, or your focus on building a supportive and inclusive work environment.

Next, consider the distinct aspects of your clinic’s culture that set you apart from other practices. This could be your team’s passion for working with specific animal species, your clinic’s involvement in local community events, or your focus on sustainable and environmentally friendly practices. By aligning your social media strategy with your clinic’s culture and values, you can create a consistent and authentic online presence that resonates with your target audience and builds trust.

Consistency is key

A consistent visual identity, which includes your logo, color scheme, and typography, helps create a recognizable and memorable online presence.

Ensure your clinic’s visual identity is reflected in your profile pictures, cover images, and content, as this will contribute to a cohesive and professional appearance. Additionally, it is essential to maintain a consistent tone and voice in your social media content that align with your clinic’s culture and values.

Whether your clinic adopts a friendly, conversational tone or a more formal, professional voice, being coherent in your messaging will help clients and followers perceive your practice as reliable and trustworthy.

Developing a content calendar can be a valuable tool for maintaining regular posting and engagement, ensuring your social media presence remains active and aligned with your clinic’s overall goals and objectives. By focusing on consistency in both branding and messaging, you will create a strong, unified image that effectively humanizes your veterinary practice on social media.

Tinker, tailor

To keep your social media presence fresh and engaging, incorporate a diverse mix of content formats that appeal to different audience preferences. This not only helps maintain interest among your followers, it also allows you to showcase your clinic’s culture and values in creative and dynamic ways. Utilize images, videos, and stories to share behind-the-scenes glimpses of your clinic, highlight the expertise of your team, or demonstrate your commitment to compassionate care. Mixing educational, informative, and entertaining content will cater to the diverse needs and interests of your audience, while also humanizing your veterinary practice.

When tailoring content formats to specific social media platforms, consider the unique characteristics and user demographics of each platform. For example, Instagram is image-centric, so focus on sharing visually appealing content, such as photos and videos.

On the other hand, Facebook allows for longer text posts, making it ideal for sharing educational articles, blog posts, or in-depth stories. Twitter is a great way to share links or small bites of info.

By effectively using various content formats and adapting them to each platform, you can create a rich and engaging social media presence that successfully humanizes your veterinary practice and connects with your audience.


Demonstrate empathy and compassion in action, addressing sensitive topics with care and understanding, and offer support and resources for pet owners facing challenges. This approach not only highlights your clinic’s commitment to compassionate care, but also solidifies your reputation as a trusted resource for pet owners.

As you refine and improve your social media efforts, keep in mind the importance of consistency in branding and messaging, as well as measuring the impact of your strategies. By successfully humanizing your veterinary practice on social media, you can forge stronger connections with your clients and followers, ultimately enhancing the overall client experience and supporting the growth of your practice.

Rhonda Bell, CVPM, CCFP, PCM-Digital, CDMP is the founder of Dog Days Consulting, a company specializing in social media and brand management.

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