Physician’s Attitudes
About Pork Changes
CHICAGO, 111. The pork
industry will undertake its most
extensive program ever to
improve physician attitudes and
behavior about pork, resulting
from a pilot project showing that
changes are possible.
In early 1993, the Meat Board’s
Pork Industry Group will launch
DOCC (Doctor Opinion Correc
tion Campaign), consisting of
advertising, telemarketing and
direct mail. The program will
target primary care physicians in
group practices located in metro
politan areas and with patient pro
files that call for dietary
counseling.
“We feel very confident that we
can use pork checkoff dollars
effectively to change physician
attitudes. After a learning curve of
a couple years, we have proven
methods that justify a much larger
effort,” says Pork Industry Group
Chairman Larry Larson, Sargeant,
Minnesota.
DOCC’s training ground was in
Baltimore during early 1992. The
Pork Industry Group used strategi
cally executed advertising, three
waves of direct mail and two
cycles of telemarketing to change
the attitudes of the 1,500 internal
medicine physicians in its Balti
more Physicians Test Pilot
Project.
Comparison of identical pre
and post-survey results showed
that: (1) physician attitudes about
pork can be changed; (2) doctor
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attitude and behavior scores about
pork went from “negative” in the
pre-test to either “neutral” or
“positive” in the post-test; and, (3)
various message delivery mechan
isms are necessary. Telemarketing
had high impact.
Specifically, when the Balti
more physicians were asked to
rate the appropriateness of diffe
rent fresh meats for inclusion in a
heart-healthy diet, pork’s score
jumped 33% in the post-test com
pared to the pre-test. The same
percentage change was achieved
when physicians were asked to
rate their current behavior.
Chicken and fish appear to be
pork’s major protein competitors.
Both received ratings of 8 or 9 for
appropriateness and behavior,
both pre- and post-test. Pork’s rat
ings were about half that high.
“Our positioning strategy going
into the Pilot Project was to show
the comparability of today’s ‘31%
leaner’ pork with chicken. This
message seems quite powerful
with the physician audience,” says
Sharlet Brown, director of com
munications for the Pork Industry
Group.
For 1993, the pork industry will
invest more than SI million to
reach physicians through DOCC,
journal advertising, patient educa
tion material distribution and arti-
cles appearing in physician jour
nals. The program is being con
ducted by the Pork Industry Group
on behalf of the National Pork
Board.
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Shining reindeer line up outside the conservatories at Longwood Gardens, Kennett
Square, during the 1992 holiday display. The display, portrayed In flowers, figures,
and trees, from Dec. 4 through January 4,5 p.m. to 9 p.m. each evening. About 200,000
colored lights and fountains set to music bring winter nights alive, while warm indoor
displays feature colorful poinsettlas and dally musical entertainment. Longwood Is
located on U.S. Route 1 near Kennett Square and is open daily from 10 a.m. to 9 p.m.
during the Christmas display. For further information, call (215) 388-6741.
CREAMERY (Montgomery Penn Stale Cooperative Exten- make your tree hunt easy. By
Co.) There’s something special sion has compiled a directory of using the directory you can be sure
about strolling through a field of choose-and-cut tree farms. The that you are supporting our local
Christmas trees looking for the lists the types of trees growers,
tree of your household’s holiday available at each farm, and To find out where to go in your
dreams. It’s a friendly, no-rush, whether you can get them balled- county to find your choose-and
fresh air time - a welcome break! and-burlapped, fresh cut, or cut cut tree, call your Penn Stale
your own. The directory also lists County Extension office, listed in
whether wreaths, roping, greens, the telephone directory. Ask for
refreshments, or other special , your free copy of the 1992 Choose
events are available on the farm. 2nd Cut Christmas Tree Farm
There is a map and directions to directory.
For prompt delivery contact
your local Mortto Ltaftfotone
dealer or coil Blue Ball, P«,
(800) 233-0205
(717) 354-1370
Choose And Cut Christmas
Tree Directory Available
The Pennsylvania State 4-H
Livestock Judging Team
From Chester County Says
THANKS
To The Following Individuals And Businesses
For Their Support!
Pictured From left to right: Cheryl Falrbalrn, Extension Agent and
coach, Shannon Templln, Thornton; David Howe, DownlngtoWn; Jes
see Holmes, Oxford; Matt Howe, Downlngtown, Don Cairns, 4-H Beef
Leader and coach.
Pennsylvania Friends of 4-H
Pennsylvania Livestock
Association
Pennsylvania Cattlemen’s
Association
Pennsylvania Pork Producers
Council
Pennsylvania Angus
Association
Penn State Stockmen’s Club
Pennsylvania Hereford
Association
Chester County 4-H Board of
Directors
Keystone Farm Credit, ACA,
Avondale
Hamilton Bank, Lancaster
Lan-Chester Pork Producers
Council
Mr. & Mrs. Gerry Williams,
Lancaster Farming, Saturday, December 12, 1992-819
The Graham Company,
Philadelphia
Lancaster Farming, Ephrata
Crebilly Farm, West Chester
Overlook Road Farm,
Downingtown
Lew Ferguson Family, Oxford
Mr. & Mrs. Charles Cairns,
Sadsburyville
Beam Leasing, Elverson
Cameron’s Inc., Oxford
White Oak Ice Co.,
New Holland
Oxford Agway, Oxford
Mr. & hjrs. Robert Cairns,
Parksburg
Hyponex, Nottingham
Elvin H. Sauder, East Earl '
Jim Ford, Honey Brook
Buck Run Farm, Goatesville