Exploring veterinary knowledge extension methods and perceived barriers among Canadian dairy veterinarians and producers: A qualitative focus group study

ABSTRACT This qualitative study explored veterinarians’ and producers’ perspectives on the role veterinarians play in knowledge transfer and translation (KTT) for dairy producers and the barriers to success of current KTT strategies. Five focus groups were conducted with 20 dairy producers in Ontario, Canada, and 5 focus groups were conducted with 20 bovine veterinarians across Canada. Using applied thematic analysis, 4 main themes were identified: (1) educational role of the veterinarian, (2) progress is a collaborative approach toward success, (3) veterinary strategies for knowledge transfer and translation, and (4) veterinary barriers to knowledge transfer and translation. Participants felt that the veterinary role is shifting from clinical practitioner to farm advisor, with veterinarians valued for the novel information they can provide. Additionally, it was emphasized that veterinarians serve as an unbiased information filter to ensure their clients are able to make practical and informed management decisions. However, the disconnection of communication between producers and veterinarians was reported by both groups to be a barrier to KTT. Earning client respect was vital to the success of the producer-veterinarian relationship, resulting in trust and ultimately leading to effective and engaged knowledge extension. Both sets of participants discussed that producer success was a collaborative effort that required the adoption of progressive best management practices, for which effective KTT is crucial. Both small group and large annual meetings hosted by veterinarians or in collaboration with other on-farm advisors were considered valuable, but identifying ways to individualize KTT will further engage producers and may alleviate advisor fatigue, which was a barrier reported by veterinarians. Additional KTT barriers include a need to strengthen veterinary emotional intelligence and inconsistencies of advice and practices between veterinarians, both of which result in reduced producer trust and reduced uptake of recommendations. Therefore, identifying and implementing solutions to KTT barriers for both producers and veterinarians will optimize the successful and timely adoption of best management practices.