Navigating through translational research: a social marketing compass
1School of Exercise Science, Physical & Health Education, University of Victoria, Victoria, British Columbia, Canada. jwharfhi@uvic.ca
Health Marketing Quarterly
|February 25, 2011
Summary
Translating complex health research into practice requires coordinated interventions. A social marketing framework offers a strategic approach to effectively disseminate evidence-based findings to practitioners, improving health outcomes.
Area of Science:
- Health communication
- Knowledge translation
- Behavioral science
Background:
- Chronic health issues involve complex, multifactorial influences (cognitive, behavioral, social, economic, environmental).
- Effective, transferable interventions for these issues are challenging to develop and implement.
- A gap exists in disseminating evidence-informed research to practitioners.
Purpose of the Study:
- To propose a social marketing framework as a strategy for knowledge translation in academic research.
- To illustrate the application of social marketing principles in practice.
Main Methods:
- Conceptual framework development using social marketing principles.
- Case example: Development of an evaluation toolkit to demonstrate strategy application.
Main Results:
- Social marketing provides a structured approach to bridge the science-action gap.
- The evaluation toolkit exemplifies practical application of social marketing for knowledge translation.
Conclusions:
- A social marketing framework can guide researchers in disseminating complex health interventions.
- Applying social marketing strategies enhances the translation of evidence-based research into practice.
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