What veterinarians need to know about communication to optimise their role as advisors on udder health in dairy herds

Abstract

The veterinary practitioner is one of the most important advisors for farmers in the field of udder health. He or she has the tools to improve udder health if farmers are motivated to do so. Many farmers think that udder health is important, but this does not always mean that management of mastitis is up to standard. Many veterinarians are of the opinion that they are unable to convince their clients of the possible profits to be gained from investing in management of mastitis. Something is required to bridge this gap. This article, based on data and experiences from The Netherlands, describes the communication issues that can be considered in order to improve the role of the veterinarian as advisor, to achieve better udder health. The outcome is beneficial for both farmers and veterinarians, the former for reasons of economics, welfare and ease of work; the latter because it creates extra, challenging work. It is concluded that the veterinary practitioner is in an ideal situation to advise and motivate farmers to improve udder health but, to do this, the means of communication need to take account of the different learning styles of farmers. The most important aspects of such communication are found to be a pro-active approach, personalisation of messages, providing a realistic frame of reference for the farmer, and use of the farmer's social environment. Importantly, all persons and organisations in a farmer's social environment should articulate the same message.

Attitudes and perceptions of Dutch veterinarians on their role in the reduction of antimicrobial use in farm animals

“…Financial and practical (time) restrictions or the perceived insufficient return on investment as found in our study, are known important reasons for farmers not to implement preventive measures (Derks et al, 2013;Friedman et al, 2007;Laanen et al, 2014;Wierup, 2000;Leach, 2008;Coyne et al, 2014), which is supported by our findings. However, several authors indicated that receiving more explanation about the importance of preventive measures by the herd veterinarian and showing the cost effectiveness of investments in animal health might help to increase interest of farmers to implement preventive measures (Brennan and Christley, 2012;Lam et al, 2011;Kristensen and Jakobsen. 2011;Laanen et al, 2014).…”

The Role of Communication in Improving Udder Health

“…24,59,60 In addition, study groups on udder health for farmers organized by their veterinarian have been successful in decreasing mastitis. 45,46,61 Although veterinarians' regular advisory contacts play an important role in optimizing farm management, there are also several constraints. 54,56,58,62 These constraints relate to advisory competencies and to the room for addressing mastitis management in a commercial, demand-driven, farmerveterinarian relationship.…”

“…In relation to the efficacy of the various communication strategies, our findings suggest that, in order to reach as much farmers as possible, various strategies need to be deployed. 26,27,45,46 We evaluated 2 strategies 26 that are potentially effective in reaching dairy farmers and changing their behavior using the Elaboration Likelihood Model. 47,48 The effect of the traditional central route, which uses comprehensive, rational, science-based educational tools in, for example, study group settings, is highly dependent on farmers' internal motivation to decrease mastitis.…”

Farmers’ willingness to invest in livestock disease control: the case of voluntary vaccination against bluetongue

“…This finding is in line with previous research showing that the veterinarian is being perceived as a highly trusted and influential referent in herd health management (e.g. Ellis-Iversen et al, 2010;Kristensen and Jakobsen, 2011;Lam et al, 2011;Derks et al, 2013;Fisher, 2013). This suggests that for future BT alike vaccination strategies, the social interactions between veterinarians and farmers might be an appropriate communication channel to use.…”