The internet has brought major changes to the way that people behave towards and communicate with veterinary professionals (and indeed, each other).
The growth in freely available medical information online has, to some degree, devalued the qualification, because it has made every Tom, Dick or Harry think they an expert in everything.
The change towards communicating more via the (often hastily) written word than speech has also brought many challenges.
The written word, devoid of human expression, is often stark and uncompromising. It leaves everything to the reader's imagination. It polarises. It inflames.
Combine all this with the ability now for anyone to vent their spleen in front of a big audience on Facebook, and you have a recipe for an increasingly unhealthy relationship between owners and their vets, one in which many vets report living with a grumbling fear of being ripped apart online, and as a result practice increasingly defensive medicine.
VETS FOR VETS has been set up so that veterinary surgeons can have a safe place away from other social media to give each other comfort and practical advice when faced with these kinds of difficult situations.
Alasdair Hotston Moore, Clinical Editor of VetSurgeon.org, said: "I'm so pleased we've come up with this group.
"I've seen the effect destructive criticism has on vets, regardless of their age or experience level.
"We can help each other with this problem in several ways. Sometimes simply sharing a problem is enough, but we can also exchange experiences, provide factual information to counter misinformation and gather around to ensure colleagues are not alone."
VetSurgeon.org will also be adding further support to help veterinary surgeons navigate the challenges thrown up by societal changes, including further research into the subject and work to promote greater understanding of vets by the public.
The new group is only open to practising and recently retired veterinary surgeons (many of whom will have seen it all before, and have useful advice to share).
To join the group, visit: https://www.vetsurgeon.org/associations/vets-for-vets/.
PS: Whilst you're here, take a moment to see our latest job opportunities for vets.
Rather than crawl into a hole fight back.A good solicitor experienced in defamation can get a retraction and substantial damages for loss of reputation.Damages payouts have been in the hundreds of thousands of dollars in Australia.It's a booming area of law for a very good reason.