The Animal Health Network is designed to connect state veterinarians with Extension partners and local feed retailers to deliver timely, relevant animal disease-related information to non-commercial livestock and poultry owners. The study reported here explored perceptions of key opinion leaders related to the characteristics of the Network as an innovation. Qualitative interviews conducted with13 stakeholders involved in the implementation of the Network revealed that the relative advantage, complexity, and compatibility of the Network were readily apparent to participants, while trialability and observability were not as pervasive. Findings can assist those attempting to diffuse a concept or idea with similar characteristics.

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