Lateral suture stabilization is a time-tested treatment for cranial cruciate ligament (CCL) rupture in dogs. Although tibial plateau leveling osteotomy (TPLO) and other osteotomy procedures are considered the gold-standard treatment for most patients, a lateral suture can also produce good results, especially with proper case selection. The lateral suture procedure is a more affordable option for owners and a less complex procedure that may be more accessible to general practitioner surgeons. However, a few critical steps are key to increasing the likelihood of success.

A thorough stifle exploration via arthrotomy or arthroscopy is crucial for the successful treatment of CCL rupture. Most surgeons treating with a lateral suture will opt for a lateral parapatellar approach. The CCL is evaluated first, confirming the diagnosis. In dogs with a complete CCL tear, debridement of the torn ligament will facilitate visualization of other intra-articular structures.

A partially torn CCL presents more of a challenge for meniscal evaluation. Leaving a partially intact CCL in place has been associated with better long-term joint health in dogs receiving TPLO, including improved cartilage scoring on second-look arthroscopy.

 However, a thorough evaluation of the menisci is difficult when performing an arthrotomy in a joint with a partially intact CCL. I prefer to assess the remaining ligament as “competent” or “incompetent.” Competent ligaments have substantial remaining structure, often with at least 50% of the original ligament intact.

A slender instrument such as a ball-end probe or a neuro hook is very useful for palpating the CCL as well as the menisci. Incompetent partial tears have fewer intact fibers, which may be stretched, allowing some cranial drawer movement. I debride incompetent partial tears to better assess the menisci but typically leave competent tears intact, with the assumption that significant meniscal injury is much less likely in those cases.

Meniscal injury is quite common in dogs with CCL rupture. Dogs with meniscal tears tend to be more lame preoperatively and inadequate treatment of these tears will lead to an unsuccessful outcome, even if stifle stability is achieved. Additionally, late meniscal injury is a diagnostic differential for dogs with recurrent or persistent lameness after stifle stabilization surgery.

Knowledge of normal meniscal anatomy and of meniscal injury patterns is critical to successful meniscal treatment. Although thorough assessment and probing of both menisci are warranted, a bucket-handle tear of the caudal horn of the medial meniscus is the most common injury. Proper access to the caudal horn of the medial meniscus is often not possible without either distracting the stifle or cranially displacing the proximal tibia. Here are 3 methods that I use:

Apply a Senn retractor to the infrapatellar fat pad, applying cranial traction on the proximal tibia to “pull it into drawer,” allowing visualization of the caudal joint. This tends to work best in small patients with a large degree of stifle laxity (

. Stifle arthrotomy with Gelpi retracting the patellar ligament, Senn retractor on the infrapatellar fat pad, and probe used to palpate intra-articular structures.

Use a thrust lever instrument to hook the caudal aspect of the proximal tibia while levering against the distal femur. This instrument can be a slender thrust lever (my preference), a mini Hohmann retractor, or a curved hemostat appropriately sized for the patient (

. Stifle arthrotomy with Gelpi retracting the patellar ligament. A thrust lever is inserted in the stifle, with the tip hooked caudal to the tibial plateau and the shaft of the instrument levering against the femoral condyles, causing cranial translation of the tibia.

Use a self-retaining retractor to distract the femur and tibia. This can be a standard Gelpi retractor (my preference) or specialized stifle distractor. Place the tips of the retractor in the fossa of the origin of the CCL proximally and in the cranial intermeniscal ligament distally. Then, open the retractor carefully, distracting the femur and the tibia. Gentle stifle extension will increase the amount of distraction and allow better visualization in some cases. Do not perform forceful extension or flexion of the stifle while the retractor is in place; serious injury could result. This technique is most helpful in medium- to large-breed dogs (

. Stifle arthrotomy with Gelpi retracting the patellar ligament. The larger Gelpi is being used as a stifle retractor, with the proximal tip in the cruciate fossa and the distal tip in the cranial intermeniscal ligament.

Once the caudal joint is visualized, palpate the caudal meniscotibial ligament with a hook. Normal laxity of this ligament allows slight cranial translation of the caudal horn with traction, but significant translation (more than about 2-3 mm) suggests a meniscal tear, even if it is not immediately evident.

Treatment of a meniscal tear should completely remove the damaged portion of the meniscus but spare all uninjured meniscus. Complete medial meniscectomy is rarely indicated in these cases. Depending on the extent of injury, caudal horn meniscectomy or partial meniscectomy should be performed. Other than the instrument used for stifle distraction or tibial translation, required instruments include a probe (as described above), scalpel (#11, #15, or #64 blade), and mosquito hemostats. Kocher hemostats are preferred, if available, to provide a better grip on the torn meniscus.

Hook the meniscotibial ligament of the torn caudal portion of the meniscus with a probe and transect it. Once this transection is complete, the most axial part of the torn meniscus can be grasped with a hemostat and manipulated. Use the blade to excise the torn meniscus from the intact meniscus abaxially. Use the probe to palpate any remaining caudal meniscotibial ligament. Not uncommonly, multiple meniscal tears are present and must be treated. Once no further meniscal tissue is pulled cranially by traction on the meniscotibial ligament, or if the entire caudal pole of the meniscus has been removed, meniscal resection is complete.

Many variations of the lateral suture procedure exist, but the most common involves the use of monofilament nylon leader line placed around the femoral-fabellar ligament, under the patellar tendon from lateral to medial, through a tibial tunnel from medial to lateral, and then tied or crimped laterally. If monofilament nylon leader line is chosen, be sure to select the appropriate suture size. This monofilament is rated in pounds, and this rating should correlate roughly to the bodyweight of the dog. For example, 40-lb test monofilament is typically selected for a 40-lb dog. Commonly available sizes are 20, 40, 60, 80, and 100 lb. When between sizes, I usually round up to the next heaviest suture. The leader line can be purchased with either a single or double strand with a swaged needle, which allows for easier suture passage. Alternatively, a length of sterile leader line is loaded onto an appropriate-sized cruciate needle.

Leader line can be tied or crimped. Crimps are commercially available for 40-, 80-, and 100-lb suture. When used with a ratcheting tension device, crimps allow greater control over suture tension. Crimped knots are also less likely to allow suture loosening over time and are less bulky.

If crimps are not available or if hand-knotting is elected, strategies for tensioning the knot include using a sliding half-hitch (my preference) or a square knot with an assistant to clamp the first throw to hold tension while the second throw is placed.

Once an intra-articular assessment is complete, lavage the joint and close the joint capsule. The lateral retinacular fascia is not closed at this time and must be dissected free of the joint capsule to allow adequate exposure of the lateral fabella. Typically, a double strand of leader line is passed, either with a length of line loaded through a cruciate needle with equal resultant strands or with a swaged needle with double strands. Place the suture from proximal to distal around the femoral-fabellar ligament, axial to the fabella, and adjacent to the femur. Pass the suture as deeply as possible; tension on the suture should meet strong resistance and move the fabella.

Next, pass the suture from lateral to medial deep to the patellar ligament, in the region of the infrapatellar fat pad. In this region, the suture will not be intra-articular. A bone tunnel is created in the proximal tibia. The position of this bone tunnel is key to the success of the procedure; it should be placed relatively caudally and proximally. Create the bone tunnel with a pin and Jacobs chuck, or a drill bit just large enough to allow passage of 2 strands of suture. Elevate the cranial tibial muscle and retract it caudally. Pass the pin or drill bit from lateral to medial, just cranial to the long digital extensor tendon, and 5 to 10 mm distal to the joint. Cut the needle from the suture and guide the sutures from medial to lateral through the bone tunnel using a large hypodermic needle (16-18 gauge). Tie or crimp each suture so they have similar tension. Proper suture tension should eliminate cranial drawer but still allow normal stifle range of motion. Finally, perform routine closure of retinacular fascia, subcutaneous tissues, and skin.

Success with lateral suture stabilization is possible with excellent meniscal visualization and treatment, a well-placed tibial bone tunnel, and secure suture knots or crimps. Having a few relatively inexpensive instruments helps the surgeon perform these key steps successfully and efficiently.

Hulse D, Beale B, Kerwin S. Second look arthroscopic findings after tibial plateau leveling osteotomy. 

 2010;39(3):350-354. doi:10.1111/j.1532-950X.2010.00676.x

Anderson CC III, Tomlinson JL, Daly WR, Carson WL, Payne JT, Wagner-Mann CC. Biomechanical evaluation of a crimp clamp system for loop fixation of monofilament nylon leader material used for stabilization of the canine stifle joint. 

 1998;27(6):533-539. doi:10.1111/j.1532-950x.1998.tb00528.x

Jason Syrcle, DVM, DACVS-SA, is associate professor of clinical small animal orthopedic surgery in the Department of Clinical Sciences & Advanced Medicine, and chief of Small Animal Surgery at the Matthew J. Ryan Veterinary Hospital at the University of Pennsylvania School of Veterinary Medicine in Philadelphia.

Articles

Lateral suture stabilization is a viable treatment option for cranial cruciate ligament injury in dogs. Here are key points for increasing success in these cases.

Upping your lateral suture game 

Working up lameness in a horse can be tricky. It is a task best accomplished with full concentration and focus, which is almost never possible. Most of the time we have 2 or 3 lameness workups going at the same time and are taking phone calls while we watch the horses trot. Sometimes that multitasking menu can offer a unique dish.

As fate would have it, we had 4 lameness cases going at the same time when a slow-talking cowboy of about 60 years of age showed up with Fred, his horse that was lame in the right hind leg. Treating Fred wasn’t going to be easy; 2 other veterinarians had already tried and given up, so they sent the horse to us. That’s OK. I love lameness cases, and the harder the better.

My former associate, Emily Berryhill, DVM, DACVIM, and I began the process of working up Fred as we shuffled through now 5 lameness exams simultaneously. As we watched Fred travel, we saw that the horse was very lame in the right hind leg, just as the slow-talking cowboy had said. So, off we went: flexion tests, hoof testers, trot uphill, trot downhill, palpate the leg, palpate the back, etc. It’s the same thing we have done 1000 times and part of the way we work up a lame horse.

Berryhill then began the process of diagnostic blocks: No change with the low plantar digital block, abaxial sesamoid block, fetlock joint block, or low 4-point block. But the horse became much improved with the tibial nerve block. Even the slow-talking cowboy noticed how much better the horse was.

The only problem was that the horse was lame on its right leg. Our technician Shelly had scrubbed the left leg for the tibial block and, being busy and going in 5 different directions, Berryhill just blocked the joint that was scrubbed without even noticing it was the wrong leg.

The cowboy noticed it right off the bat but didn’t say a word. He just figured we knew what we were doing and continued to watch. To make things worse, we didn’t even notice it when we watched the horse trot. All we said was, “There ya go, that blocked fixed him, so we know about where it is now.”

I looked over at the slow-talking cowboy, who now had his hat in his hand and was scratching his head. He did not look relieved that we had pinpointed the area that was causing the pain. Rather, the expression on his face was one of confusion mixed with a touch of disbelief.

“Darndest thing I have ever seen in my life,” he said. “You guys are the smartest people I have ever seen. Who would have thought you could block a nerve on the left hind leg and make the right hind leg get better? I guess that is why you guys are the veterinarians and I’m just a cowboy.”

Good thing he was looking down at the hat in his hand when he said that or he would have seen the same expression on the faces of Berryhill, Shelly, and me. You know the one I’m talking about, when your eyebrows go up so high you no longer have a forehead, your eyes get so big that the white part is visible all the way around your cornea, and your lips form a shape that is almost like you're trying to whistle.

Don’t ask me what happened. You can’t fix right-leg lameness with a left tibial nerve block. But this guy was really impressed.

“No wonder none of them other vets could figure it out. Wasn’t a one of them ever did nothing with the left leg. You guys are great.”

What do we do now? If we tell the guy it was an accident, then all those great compliments turn into just the opposite. And how in the heck are we going to explain how the thing got better?

After saying this, the cowboy called someone on the phone and started to walk away in conversation. I heard him start explaining to the person on the phone how we blocked the left leg and the right leg got better. As soon as he was around the corner, we all looked at each other for a long moment with a huge mix of emotions grinding through our brains but not a word spoken. I think it was Berryhill who started giggling first. This led to Shelly and then me and then eventually to the kind of laughter where no noise even comes out.

We must have laughed for 5 solid minutes. The story goes on, but I have run out of space here. What we did to treat Fred is almost as funny as the diagnosis. I guess most of these kinds of stories end with “and the moral of the story is…,” but not this one. We talked the cowboy into leaving the horse for more diagnostics the next day. We finally did figure out why he blocked this way. And we hope that Fred and the slow-talking cowboy will live happily ever after still thinking we are brilliant.

 Editorial Advisory Board, owns Brock Veterinary Clinic in Lamesa, Texas. His latest book is Crowded in the Middle of Nowhere: Tales of Humor and Healing From Rural America.

Mistakes can happen when you try to do too many things at once. But sometimes those mistakes pay off in mysterious ways.

A unique dish on the multitasking menu

When it comes to tackling anxiety and depression and enhancing your overall well-being, shifting your perspective, along with seeking a mental health professional are crucial first steps, according to Quincy Hawley, DVM, a relief veterinarian and 

, an online community that helps veterinary professionals learn how to thrive in veterinary medicine.

“Perspective is the ability to see the advantages and disadvantages, to see opportunity in chaos, and realize life is always happening for you and not to you,” Hawley told dvm360.

In his pursuit to improve his own well-being, Hawley discovered that it wasn’t what was going on at the veterinary hospital that was causing burnout and depression, the real battle was with his mindset and personal attitude.

Understanding how to change his attitude about stressful situations empowered Hawley to not just get through each day but to strive to gain something from each moment.

Watch the video below for more insight on changing your perspective. For courses to help you improve your well-being, go 

Videos

Find out how changing your perspective can aid in combatting the anxiety and depression often associated with the veterinary profession.

The primary building block of well-being 

Lincoln Animal Hospital, an urban small animal clinic, has served a large and diverse community for 18 years. The hospital’s core mission has always been to provide compassionate care and personalized client interaction, attributing to its longtime success.

Four administrators, including the owner, managed the hospital. During the coronavirus disease 19 (COVID-19) pandemic, management observed that clients with sick pets and those concerned about the virus often arrived stressed out. Some were rude, impatient, and even aggressive with team members. In these scenarios, administrators stepped in to calm the waters.Rather than “firing” a client, the goal was to de-escalate the situation. The hospital owner disagreed with firing difficult clients. Confrontations were seen as a failure on the part of the hospital administration, not the client. That was until one shocking client encounter.

A new client had brought his dog to the clinic on several occasions. He generally requested certain doctors to care for his pet, which was not unusual, and the client’s preferences were honored when feasible. Due to COVID-19 protocols and curbside service, clients interacted with technicians more than they did in the past.

After greeting technicians at curbside, this particular client would often request an alternate technician to assist him. Due to the pet’s medical condition, he was seen on somewhat of a regular basis. It was noted that the owner’s request to change technicians in 4 previous visits only occurred when the staff member was of Latinx descent. The hospital director did not think that these requests were coincidental and decided it was time to discuss the situation with the pet owner.

When the client arrived for his next scheduled visit, the hospital director asked to speak with him before the pet was escorted in for medical care. The director tactfully inquired as to why the pet owner requested technician changes only when Latinx staff members were involved. The pet owner replied by saying that he was, “more comfortable with some technicians than others.“ The director then asked if the fact that certain staff members were Latinx was a reason for his requests. The pet owner replied, “You said that not me.”

The hospital director told the client that all of the Lincoln Animal Hospital staff were highly qualified and capable of caring for his pet. He added that if the client continued to select staff members based on race, the clinic would no longer provide medical care to his pet and that he would gladly provide all of the pet’s medical records and recommend 3 veterinary clinics in nearby locations. The owner went on to say, “Because of this you don’t want me to come back? “The director simply said, “yes,” and the pet owner left, reciting a few expletives on his way out. Then the staff promptly compiled the pet’s medical records and veterinary clinic recommendations. This information was then emailed to the pet owner, allowing his pet to continue with uninterrupted medical care.

The medical director spoke to the staff about how this issue was handled, explaining that because their hospital had such a large clientele, they were bound to encounter some racist or prejudice clients. As much as he opposed firing clients—racist behavior was not to be tolerated. Nevertheless, every effort should be made to assist the client in procuring alternative veterinary care. That is the professional and ethical standard that must be maintained, yet some staff members felt their director was far too gracious. We would like to know your thoughts.

Do you agree with the medical director’s decision? How would you have handled the situation? Let us know your thoughts by emailing dvm360news@mmhgroup.com.

In the diverse world of veterinary medicine, the title clinician is pivotal. It implies the need and ability to work interactively with pets and their owners in real-time. An effective veterinary clinician must be professional, analytical, and calm. Pet owners are often understandably stressed, and pets can be challenging when frightened. The medical director’s response to a client’s overt racism met all of these criteria. He made sure there was an avenue available for the pet’s future care. He also acted professionally and did not escalate the situation. I must admit that when veterinarians are confronted with similar scenarios, it is very challenging to exercise restraint. Hopefully, this cautionary dilemma will assist my fellow veterinarians in the future.

Marc Rosenberg, VMD, is director of Voorhees Veterinary Center in Voorhees, New Jersey. Although many of the scenarios Rosenberg describes in his column are based on real-life events, the veterinary practices, doctors, and employees described are fictional.

How should veterinary clinics confront a blatantly racist client?  

The Dilemma:  Time to say goodbye

Pancreatic endocrine neoplasms are uncommon in both dogs and cats. To date, only 8 cases of feline insulinoma have been reported.

 In affected cats, clinical signs include weakness, lethargy, and seizure-like episodes, along with persistent hypoglycemia. Once confirmed, surgical removal is the treatment of choice. However, insulinomas are typically malignant, often multifocal, and frequently already metastasized when discovered. Therefore, careful preoperative localization and screening are necessary to determine the stage of disease and whether a cat is a good candidate for surgery.

Only 1 prior case report describes the use of conventional ultrasound to diagnose insulinoma before surgery in a cat. Conventional ultrasound and CT are effective in detecting insulinomas in dogs but lack sensitivity and specificity. Nuclear scintigraphy has also been evaluated in dogs, but the cost and availability of this diagnostic modality limit its practicality. Contrast-enhanced ultrasonography (CEUS) is a less expensive imaging modality that has also been evaluated in dogs but not in cats. This case report is the first describing the use of CEUS in the diagnosis of feline insulinoma.

A 14-year-old neutered male domestic shorthair cat was presented with a 2-week history of clinical signs compatible with insulinoma. Among other minor abnormalities, lab work revealed severe hypoglycemia, low serum fructosamine, and increased insulin concentration. An insulin-secreting tumor was strongly suspected. The cat was placed on intravenous fluid therapy containing 2.5% dextrose, and potassium chloride and blood glucose monitoring was initiated.

Abdominal ultrasound confirmed a pancreatic mass and suggested the presence of another, smaller pancreatic nodule. Ultrasound-guided fine-needle aspirates were obtained. Cytologic examination revealed clusters of intact cells with indistinct cytoplasmic borders and uniform round nuclei containing prominent nucleoli, supporting the suspicion that the cat had an insulinoma. Some additional staging was performed, including 3-view radiographs of the chest and echocardiography. No abnormalities were detected. Medical management with prednisolone and small, frequent meals were started pending additional workup.

To better evaluate the presence of multiple lesions and/or metastatic spread before considering surgery, a CT was recommended but declined by the owner due to the cost. Therefore, CEUS, a less costly alternate imaging modality, was used. The cat was placed under general anesthesia and 2 CEUS studies were performed. Each study used 1.0 ml of a reconstituted microbubble contrast agent. The first study evaluated the liver from 10 seconds before until 3 minutes after contrast administration. Homogeneous contrast uptake by the hepatic parenchyma was observed. The second study was performed 30 minutes later and evaluated the pancreatic parenchyma in the same way. Uniform enhancement of the pancreas was observed, with a rapid increase in its echogenicity, peaking at 30 seconds post-injection and followed by a rapid washout. The previously identified mass presented a lower contrast uptake than the surrounding parenchyma at peak contrast enhancement. In addition, 2 ill-defined smaller nodules were also identified caudal to the larger mass. One of these additional nodules was suspected on conventional ultrasound, while the other wasn’t visible. Multifocal pancreatic disease was considered likely based on the CEUS findings.

The cat was taken to surgery. The larger mass was macroscopically visible, while the smaller ones required gentle palpation of the pancreas to identify. A hemi-pancreatectomy of the left lobe of the pancreas was performed to remove the 3 nodules.

Following surgery, histopathology of the masses revealed a multifocal islet cell carcinoma. Immunohistochemistry was performed and neoplastic cells showed marked positive staining for insulin and negative staining for chromogranin A, glucagon, and somatostatin.

Clinically, the cat’s blood glucose concentration remained elevated for several days following surgery but was normal by discharge. Prednisolone treatment was progressively tapered over a 10-day postoperative period. After that time, further monitoring was declined by the owner, and the cat was reported to be clinically normal.

Six months later, the cat was presented again for vomiting and difficulty defecating. Bloodwork and urinalysis were normal. Abdominal radiographs and ultrasound were performed, revealing severe obstipation and a poorly visualized colon. The owner declined additional diagnostics and elected exploratory laparotomy. A large mass was found at the colorectal junction and resected. Histopathology was consistent with an adenocarcinoma with infiltrated margins. No immunohistochemistry was performed. Because the cat remained normoglycemic, the tumor was thought to be a primary adenocarcinoma and not a metastasis from the prior insulinoma. One month later, the cat was euthanized due to recurring clinical signs of obstipation.

When evaluating pancreatic neoplasms in the cat, CEUS may be a helpful presurgical screening tool and allow detection of lesions not apparent on conventional abdominal ultrasound. Because this is the only case report, further studies are warranted to evaluate this technique.

Miranda Spindel, DVM, MS, serves as the shelter medicine consultant and student advocate for VIN. She initiated and completed the first residency in shelter medicine with a master’s of clinical sciences through Colorado State University in 2007, and then worked as the senior director of shelter medicine at the ASPCA for 10 years. She is a member of the Shelter Medicine Organizing Committee and Residency Committee for Shelter Medicine for the American Board of Veterinary Practitioners. Spindel lives on a small acreage in Colorado with her daughter and dogs, cats, chickens, horses, and donkeys.

Cervone M, Harel M, Ségard-Weisse E, Krafft E. Use of contrast-enhanced ultrasonography for the detection of a feline insulinoma. 

 2019;5(2):2055116919876140. doi:10.1177/2055116919876140

CEUS may be a helpful presurgical screening tool for detecting lesions not apparent on conventional abdominal ultrasound.

Detection of feline insulinoma with contrast-enhanced ultrasonography 

For many veterinary practices, social media is just another box to check. Many teams lack the guidance, structure, and best practices required to market their hospital successfully. The main goal of this article is to help eliminate some of the guesswork by providing you with clear guidelines, benchmarks, and an action plan. But first, let’s talk about “second-degree network.”

Understanding the “second-degree network”

Many of your clients likely follow you on social media—and you should always strive to encourage them to do so. Build these relationships by posting regularly and engaging, sharing laughs, and educating them on how to best care for their pets. While engaging with your immediate network of followers is crucial, an often overlooked source of value is the “second-degree network.” Here’s how it works.

Your clients have particular traits that make them well suited for your practice. In general, people are drawn to like-minded individuals. That means the friends of your clients are likely to be a rich source of potential well-fitting clients. The real marketing goal for veterinary practices should be to attract 

of clients. Attracting more “A-listers” reduces financial and emotional stress, and helps your team and your practice thrive.

That’s why it’s so important to generate consistent engagement on your social handles. When your clients engage with your posts, your content will begin to show up in their friends’ feeds (your “second-degree network”). By incorporating this strategy, practices can attract substantial amounts of new clients, who, most importantly, are 

Successful social media marketing requires planning, refinement, and diligence. Start by picking themes for each month of the calendar year. Be strategic as these posts are great opportunities to raise awareness about important clinical and nonclinical topics.

Here are a few themes you can incorporate into your monthly social media calendar:

Once you have identified the theme for each month, start planning your posts ahead of time. Pick 2 days out of the week to post about this theme, and stick to those days so your followers eventually expect these posts to come (such as Monday and Friday). You’ll want to create about 8 posts each month on the selected theme. One great strategy is writing a blog post on the topic then highlighting key points in social media posts throughout the month.

Make sure to also use branded imagery (You can easily do this through Canva to make people stop and take notice.) Make at least 1 or 2 of these posts in video format, as these tend to drive the most engagement.

: Use a social management tool like Hootsuite to plan your posts ahead of time and automatically distribute them across your social media platforms.

By filling out your calendar for the year, you’ll begin to teach your community about the most important animal health topics. This will solidify your brand as the trusted expert on anything pet-related and will help pet owners better understand the value of your services.

Another key component to increasing your following and engagement is understanding and implementing the “bucket” concept. “Buckets” are the main categories of content that you should be generating. When you clearly understand what to look for, how to look for it, and the mechanics of putting it together, it becomes much easier to grow an effective social media presence. 

We are all naturally captivated by personal stories. Incredible stories play out in your practice all the time—ones of you saving an animal or otherwise making a difference in someone’s life. Start documenting these stories—then write a paragraph or 2 about them. Additionally, include a picture to capture the most emotionally compelling aspect of the story (it could be a dog or cat after they have successfully reunited with their family). Then ask for permission to share the post on your social media pages. Your clients (and their second-degree network) are especially attracted to stories that showcase the power of the human-animal bond. Best practice is to post compelling stories on your social media once to twice a week.

Once a week, post behind-the-scenes content on social media, allowing your audience to witness a part of your practice that they don’t usually get to see. It could be training staff on a new procedure or technique, a birthday celebration, a sneak peek at all the TLC the dogs and cats receive during a curbside visit or any number of events that occur that pet owners aren’t privy to. Your clients want to feel connected to you (that’s why they follow you on social media), and offering them intimate and surprising ways to do that will help grow your bond and, subsequently, your business.

It’s crucial to show the connections between your practice and the community. There are several great ways to approach this. One would be to highlight another local business your team members love. This is a great strategy because it shows the “human” element of your business. Oftentimes these businesses will return the favor by highlighting your practice. You can also promote events or work that you are doing with local groups, rescues, or other initiatives and organizations in the community. 

Once a week, post about another business or share what your practice is doing to uplift and unify the community, revealing to your followers a deeper purpose behind the work that you do. Incorporating this strategy will not only help build trust and loyalty among your clients, but will help your practice go from surviving to thriving.

Robert Sanchez is the founder and CEO of Digital Empathy, an award-winning web design and marketing firm for veterinary practices. He frequently lectures at national conferences, leads a team of wonderful employees, sits on the board of VetPartners, and shares his home with two very spoiled dogs—Cole and Lula.

Digital Empathy’s CEO Robert Sanchez offers useful social media strategies for attracting the right clients to your veterinary practice.