Communication in farm animal practice 2. Effecting change

Abstract

Close examination of farmer-vet communication is required to enable vets to provide sustainable and profitable advisory and health management. In the March issue of In Practice (vol 32, pp 114-117), Owen Atkinson considered various theories on farmer-vet relationships and looked at the role of the farm animal vet as a communicator of knowledge. This article discusses what is involved in coaching farmers through the process of change.