I received the following emails targeting equine veterinarians with various messages last week. You must be “cognitively diligent” to read the subtle messages and misdirection, confusion, and sometimes utter nonsense within their messages.  Everyone has an agenda. As veterinarians or horse owners, it is up to us to read between the lines, question what is being said, and discover if the information is good, relevant, or, most importantly, what parts they are leaving out. Lying by omission is still covering the truth. Marketing is so good at this that the government forced certain industries to rapidly read all the negative side effects of medicines, alcohol, and smoking, finally banning from commercial airwaves smoking.  However, when it comes to marketing to professionals, there is an understanding that what is being said is well understood. We are humans, though, susceptible to misdirection like everyone.  As horse owners, we need to embrace the concept of Medicine 3.0, the prevention of disease, rather than Medicine 2.0, the fixing of problems. What some call “Whack-A-Mole Medicine.” _________________________________ TheHorsesAdvocate.com is a website to learn about horses, horse barns and farms. There is a membership side of the website where horse owners can attend live meetings to ask questions and get a deeper understanding of things they have learned on the site. Membership helps support this message, helping to spread it to everyone worldwide working with horses. HorsemanshipDentistry.com is a website that discusses how and why I perform equine dentistry without immobilization or the automatic use of drugs. I only accept new clients in Florida. TheEquinePractice.com/appointment HorsemanshipDentistrySchool.com is a website for those interested in learning how to perform equine dentistry without drugs on 97% of horses. There are eight spots a year for interested students PLUS, there is a separate online course for those wanting to learn how to do this but can never get to South Florida for hands-on training. Show support for The Horse's Advocate by wearing a hat or shirt or drinking from a cup, all with the official logo. Go to this link for our swag (https://the-horses-advocate.creator-spring.com/). Please give a thumbs up or 5-star review and share these everywhere. I know horse owners worldwide listen, and the horses need every one of you in "Helping Horses Thrive In A Human World."