Reframing the Dissemination Challenge: A Marketing and Distribution Perspective
Open accessAbstract
A fundamental obstacle to successful dissemination and implementation of evidence-based public health programs is the near-total absence of systems and infrastructure for marketing and distribution. We describe the functions of a marketing and distribution system, and we explain how it would help move effective public health programs from research to practice. Then we critically evaluate the 4 dominant strategies now used to promote dissemination and implementation, and we explain how each would be enhanced by marketing and distribution systems. Finally, we make 6 recommendations for building the needed system infrastructure and discuss the responsibility within the public health community for implementation of these recommendations. Without serious investment in such infrastructure, application of proven solutions in public health practice will continue to occur slowly and rarely.
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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 [27]
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 [27]
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 [27]
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- Authors
- Kreuter, M. W., & Bernhardt, J. M.
- Affiliations
- Centers for Disease Control and Prevention (US)
- Venue
- American Journal of Public Health
- Publisher
- American Public Health Association
- Published
- 2009-12
- Volume
- 99
- Issue
- 12
- Pages
- 2123-2127
- ISSN
- 0090-0036 (ISSN-L)
- 1541-0048
- PMC
- PMC2775768
- OpenAlex
- W1963637356
- Cited by
- 125
- References
- 36
- Citations by year
- 2025: 5 · 2024: 3 · 2023: 9 · 2022: 6 · 2021: 7 · 2020: 9 · 2019: 5 · 2018: 7 · 2017: 5 · 2016: 7 · 2015: 14 · 2014: 12 · 2013: 7 · 2012: 15
- Type
- journal article
- Language
- en
- Open access
- green
- www.ncbi.nlm.nih.gov
- Locations
- American Journal of Public Health (publishedVersion)
- PubMed Central (publishedVersion)
- PubMed (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- National Cancer Institute (CA P50 95815, P50CA095815)
- National Center for Chronic Disease Prevention and Health Promotion (U48-DP000060, US48 DP000060)
- Topics
- Health Sciences › Health Professions › General Health Professions › Health Policy Implementation Science
- Health Sciences › Health Professions › General Health Professions › Public Health Policies and Education
- Health Sciences › Health Professions › General Health Professions › Health Sciences Research and Education
- Keywords
- dissemination, implementation, research-to-practice translation, public health infrastructure, implementation strategies
- MeSH terms
- Health Promotion, Marketing of Health Services, Public Health, Program Evaluation, Evidence-Based Medicine, Information Dissemination
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