Economic figures in herd health programmes as motivation factors for farmers

In the developing process, a prototype of the advisory tool was tested by 15 veterinarians on 55 farms. After the test period, a selection of farmers were asked to take part in a qualitative evaluation questioning them whether they had implemented the action plans suggested on basis of the advisory tool and making them explain what made them agree or disagree on the results from this new advisory tool. The aim of this process was to evaluate the farmers' receptiveness to advice based on these economic analyses. We found that the analysed advisory tool (the report) can be seen as a valuable help and support for some farmers when deciding whether to implement the action plans. However, certain reservations were recognised. The trustworthiness of the tool depends on whether the veterinarians are able to suggest to the farmer which specific management changes are needed to obtain the estimated effects and what the related expenses might be (costs). Without transparency of expenses, time-limits, work hours and so on, farmers may not be convinced by the tool.