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Reframing the dissemination challenge: a marketing and distribution perspective
Matthew W Kreuter1, Jay M Bernhardt
1Health Communication Research Laboratory, Institute for Public Health, George Warren Brown School of Social Work, Washington University in St. Louis, 700 Rosedale Ave., Campus Box 1009, St. Louis, MO 63112-1408, USA. mkreuter@gwbmail.wustl.edu
American Journal of Public Health
|October 17, 2009
Summary
Implementing evidence-based public health programs requires marketing and distribution systems. Investing in this infrastructure accelerates the adoption of proven public health solutions.
Area of Science:
- Public Health
- Health Services Research
- Program Implementation Science
Background:
- A significant barrier to the widespread adoption of evidence-based public health programs is the lack of robust marketing and distribution systems.
- Current dissemination strategies are insufficient to bridge the gap between research findings and practical application in public health.
Purpose of the Study:
- To describe the essential functions of a marketing and distribution system for public health programs.
- To evaluate how such systems can enhance existing dissemination strategies and accelerate program implementation.
- To provide recommendations for building the necessary infrastructure for marketing and distribution in public health.
Main Methods:
- Conceptual analysis of marketing and distribution functions in public health.
- Critical evaluation of four dominant dissemination and implementation strategies.
- Development of recommendations for infrastructure development.
Main Results:
- Marketing and distribution systems are crucial for moving public health programs from research to practice.
- Existing dissemination strategies would be significantly improved by integrating marketing and distribution components.
- Six key recommendations are proposed for building the required system infrastructure.
Conclusions:
- The public health community must invest seriously in marketing and distribution infrastructure.
- Without this investment, the slow and infrequent application of proven public health solutions will persist.
- Establishing these systems is essential for effective public health program dissemination and implementation.
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