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A social marketing model for disseminating research‐based treatments to addictions treatment providers
Author(s) -
Martin G. W.,
Herie M. A.,
Turner B. J.,
Cunningham J. A.
Publication year - 1998
Publication title -
addiction
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.424
H-Index - 193
eISSN - 1360-0443
pISSN - 0965-2140
DOI - 10.1046/j.1360-0443.1998.931117038.x
Subject(s) - operationalization , social marketing , dissemination , intervention (counseling) , agency (philosophy) , psychological intervention , focus group , addiction , referral , session (web analytics) , psychology , test (biology) , medical education , medicine , applied psychology , marketing , nursing , business , sociology , psychiatry , advertising , political science , paleontology , social science , philosophy , epistemology , law , biology
Aims. Researchers must develop effective strategies for disseminating research‐based treatments. This study evaluates the application of a dissemination model based on principles of social marketing and diffusion theory. Design. A case study describes how the model was implemented. A qualitative design was employed to examine rates of adoption and adaptation of an early intervention program by a targeted system of addictions agencies. Setting. The interventions were developed at the Addiction Research Foundation in Toronto and disseminated to Assessment and Referral (A/R) Centres in Ontario, Canada. Participants. Study participants included the managers and a designated therapist for 33 participating A/R centres. Measurements. Managers were asked mainly open‐ended questions concerning whether their agency had made a formal decision to adopt the intervention and whether therapists in their agency were using the early intervention program. "Adoption" was operationalized as offering the complete four‐session intervention to at least one client. Findings. At 12 months after the completion of training workshops, 68% of 34 agencies in the target system had adopted the program while 85% of the agencies were using some components of the intervention with clients. Conclusions. The dissemination model appeared to be effective although its application proved to be time‐consuming and labour‐intensive. The "market analysis", systems focus and field‐test components of the model appeared to contribute to its success.