Developing new veterinary services in milk quality: a review of a recent mastitis risk management co-development in...

A new veterinary service to promote ongoing, incremental improvements in the risk management of mastitis and milk quality was developed between 2005 and 2008. This was designed to enhance the relationship between the farmer and advisor, as an extension of the Countdown Downunder programme, Australia's national mastitis and milk quality programme. This service was co-developed between the Countdown Downunder programme team and a core development group of veterinarians involved with trialling the service, and farmers and social researchers. The service, known as Countdown MAX, involved advisory input at the planning stage, a written risk management plan, multiple engagements between the farm team and advisor for tracking and re-planning, and a service fee. Risk management resources (modules) were developed to be employed at the drying-off and calving periods, and during lactation. During the development and implementation phase eight veterinary practices conducted Countdown MAX consultations on 55 farms. Eighty-eight Countdown MAX modules were delivered in total, with 55% of farms completing more than one module but only 38% of modules reviewed successfully. A social research project examined the implementation of the Countdown MAX service in participating veterinary practices during the development phase. Findings of the project were that the successful uptake of a new mastitis service into a veterinary practice was enhanced through uptake by practice owners of the concept, the formation of a written practice plan, adequate communication and explanation of the new service to all staff, logistical support for the service within the practice, and transfer of mastitis expertise within the practice.