Designing for diffusion: How can we increase uptake of cancer communication innovations?
Open accessAbstract
Objective The best innovations in cancer communication do not necessarily achieve uptake by researchers, public health and clinical practitioners, and policy makers. This paper describes design activities that can be applied and combined for the purpose of spreading effective cancer communication innovations.Methods A previously developed Push-Pull-Infrastructure Model is used to organize and highlight the types of activities that can be deployed during the design phase of innovations. Scientific literature about the diffusion of innovations, knowledge utilization, marketing, public health, and our experiences in working to spread effective practices, programs, and policies are used for this purpose.Results Attempts to broaden the reach, quicken the uptake, and facilitate the use of cancer communication innovations can apply design activities to increase the likelihood of diffusion. Some simple design activities hold considerable promise for improving dissemination and subsequent diffusion.Conclusion Augmenting current dissemination practices with evidence-based concepts from diffusion science, marketing science, and knowledge utilization hold promise for improving results by eliciting greater market pull.Practice implications Inventors and change agencies seeking to spread cancer communication innovations can experience more success by explicit consideration of design activities that reflect an expanded version of the Push-Pull-Infrastructure Model.
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Dissemination strategies target awareness, attitude, knowledge, and intention to adopt a specific EBI.
“Awareness, attitude, knowledge, and intention to adopt a specific EBI”
From Beyond “implementation strategies”: classifying the full range of strategies used in implementation science and practice (2017) · cites this paper as [26]
Dissemination strategies target levels of intervention and individual.
“Targets levels of intervention and individual”
From Beyond “implementation strategies”: classifying the full range of strategies used in implementation science and practice (2017) · cites this paper as [26]
Outcomes used to assess effectiveness of dissemination strategies are distribution reach to target audience and EBI awareness, knowledge, attitude, and intention to adopt.
“Distribution reach to target audienceEBI awareness, knowledge, attitude, and intention to adopt”
From Beyond “implementation strategies”: classifying the full range of strategies used in implementation science and practice (2017) · cites this paper as [26]
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- Authors
- Dearing, J. W., & Kreuter, M. W.
- Affiliations
- Kaiser Permanente (US)
- Washington University in St. Louis (US)
- Corresponding author
- Dearing, James W.
- Venue
- Patient Education and Counseling
- Publisher
- Elsevier BV
- Published
- 2010-12
- Volume
- 81
- Pages
- S100-S110
- ISSN
- 0738-3991 (ISSN-L)
- PMC
- PMC3000559
- OpenAlex
- W2053916417
- Cited by
- 147
- References
- 77
- Citations by year
- 2026: 6 · 2025: 3 · 2024: 9 · 2023: 8 · 2022: 11 · 2021: 9 · 2020: 8 · 2019: 9 · 2018: 17 · 2017: 11 · 2016: 10 · 2015: 11 · 2014: 10 · 2013: 10 · 2012: 9
- FWCI
- 14.22
- Type
- journal article
- Language
- en
- Open access
- green
- www.ncbi.nlm.nih.gov
- Locations
- Patient Education and Counseling (publishedVersion)
- PubMed (publishedVersion)
- PubMed Central (acceptedVersion)
- Funders
- National Institutes of Health
- National Cancer Institute (CA P50 95815, CA-P20-137219, P20CA137219, P50CA095815)
- National Institute on Minority Health and Health Disparities
- Topics
- Health Sciences › Health Professions › General Health Professions › Health Policy Implementation Science
- Health Sciences › Health Professions › General Health Professions › Patient-Provider Communication in Healthcare
- Social Sciences › Decision Sciences › Management Science and Operations Research › Innovation Diffusion and Forecasting
- Keywords
- cancer communication, diffusion of innovations, dissemination, knowledge application, marketing science, design activity, change agency
- MeSH terms
- Communication, Diffusion of Innovation, Health Services Research, Humans, Models, Theoretical, Neoplasms, Evidence-Based Medicine, Information Dissemination
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