01/22/2026
As we are revising and updating our lecture for this evening, we wanted to take a moment to discuss something that has been weighing on us for awhile.
In today's internet world, access to information is readily available. But what isn't clear is the quality of that information. While there are a number of people and groups that post information to be educational for the benefit of knowledge, there are a vast majority that post opinions as information in order to market a product or service that they provide. When you know what to look for in these posts it becomes clearer which category posts fall into. Now, to some degree almost every online post, article, video, etc is an opinion piece by the author. We all present complex material in a story format and thus from our point of view. Certain things are still just hard and true facts, typically things citing numbers like vital parameter ranges for horses. How one interrupts and presents case studies, or even research papers can shift them from quality information into the realm of interruptive opinion, rather quickly. So we would like to caution our followers on believing everything presented to them online.
And we have some prime examples of why this matters.
So our Doctor recently sat down and reviewed some radiographs from an online post with some paraprofessional colleagues... the accompanying story was that the horse was so much better out of shoes and with the heels fully removed. Well, the radiographs presented told a very different story... the first series showed a tight hoof wall lamina zone and what would have been by textbook definitions a club foot with its higher ground palmar angle but no evidence of laminitis. What followed was a series showing development of mechanical laminitis and subsequent return to higher palmar angle before the hoof wall lamina zone started to return to parallel. But because the presenter was able to tell the story, and most individuals lack ability to read and interrupt the radiographs they were able to market a service based on a false narrative. Now, we see this almost everyday with the hoof care posts. But we also see it with the equine dental world, the horse training communities, and even within the veterinary practice posts.
To pick on more than just the hoof care industry, the equine dental community is another one that does a tremendous amount of "marketed" online posts. Our non-veterinarian dental providers like to market themselves as "dentists" and having superior dental knowledge over veterinarians. We have saw some recent posts promoting student graduations, from 2 week courses. A human dentist has a full medical degree with over 8 years of college education, your veterinarian has a minimum of 8 years of college education. A hoof care provider that has attended most horseshoeing schools will have a least 8 weeks of education. Are you catching onto where the marketing side of this exists. While some of these individuals are highly skilled in the technical aspects, they lack the basic anatomy, physiology and pharmacology knowledge that was fundamental to your veterinarian's education.
As for the training realm, that's all opinion. No one method works for every horse. No one tool is always effective. Most of what will be shown is half the story and meant to elicit an emotional response.
And to be fair, we will poke fun at ourselves as well. We post a wide variety of educational material. Some of this material is presented in such a way that it is simply these are the numbers. Some times we present material in a way to encourage our clients to ask about new services. As we have added in house PPID testing, discussing the rates and typical signs of the disease to encourage clients to test is a marketing technique within an educational context. We are a business for our local community after all, but we try to target the majority of our educational posts to non-clients without intent of growing clientele. Now, some practices will use these educational opinion pieces to market certain services and products to gain customers. Frequently, these are promoted as posts highlighting use of certain products that might even be their own brand supplements.
These are marketing techniques disguised as educational posts.
So just a word of caution when scrolling, not everything posted as educational is educational.
For those that scrolled through, tonight Jan 22nd we are hosting 1st client education lecture of 2026 with a topic of what is an emergency. It's free to attend but only offered in person. Open to clients and non clients.