Because we learned that worldwide the interest in "how to communciate to farmers in order to improve udder health" is increasing we organised the conference. I got a couple of thoughts that made me wonder. Pieter Hemels (owner of a large communication firm, Hemels van der Hart) gave a keynote presentation and he indicated that an important aspect is the question: "what's in it for me". Many of the mastitis programs need the involvement of intermedial people, for instance veterinarians. So we should not only look at the dairy farmers: what's in it for them when they improve udder health, but also to the veterinarians: what's in it for them when they participate in a udder health improvement program. These questions should be asked during the setup of a program. "What's in it" can be very economically oriented: how much more profit do I make, but it can also be on other area's: my work becomes more fun, or I am gaining respect from my fellow veterinarians.
All in all a very interesting topic, which is way too wide to be covered in a simple posting to my Blog. For those interested, the proceedings of the conference are published as book.