The Big Picture on Social Media: Obtaining Client Consent

Suzanne Smither

ArticleLast Updated November 20147 min readPeer Reviewed
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Social media offers many tools for building a sense of community with existing clients and attracting new ones. With clients’ consent, posting patients’ photos on platforms such as Facebook, Twitter, and Pinterest, as well as on the practice’s website or the veterinarian’s blog, can enhance a practice’s image and reputation.

Tom McCauley, co-owner and operational director of TOPS Veterinary Rehabilitation in Grayslake, Illinois, said his practice posts “videos of patient progress and photos to keep our social media subscribers engaged. Sometimes it will be a nice picture of a dog; sometimes an ‘entertaining’ picture—a patient wearing goggles when getting a laser treatment.

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“It is our policy to always get a client’s permission to use any pictures we take,” he added. “If a client asks for a picture to be taken down, we always comply with their request. Our policy also states that we will not identify a client’s last name.”

Experts say practice owners and team members must address legal and ethical concerns to ensure a positive outcome when using social media.

Brenda Tassava, CVPM, CVJ, a veterinary practice consultant, serves on the Technology and Innovation Committee of the Veterinary Hospital Managers Association. In her book Social Media for Veterinary Professionals,1 she recommends taking these issues into account when developing guidelines and protocols to govern the use of patients’ pictures and client information:

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