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Dissemination and Implementation Research in HealthTranslating Science to Practice$
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Ross C. Brownson, Graham A. Colditz, and Enola K. Proctor

Print publication date: 2012

Print ISBN-13: 9780199751877

Published to Oxford Scholarship Online: May 2012

DOI: 10.1093/acprof:oso/9780199751877.001.0001

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Enhancing Dissemination through Marketing and Distribution Systems: A Vision for Public Health

Enhancing Dissemination through Marketing and Distribution Systems: A Vision for Public Health

Chapter:
(p.213) 11 Enhancing Dissemination through Marketing and Distribution Systems: A Vision for Public Health
Source:
Dissemination and Implementation Research in Health
Author(s):

Matthew W. Kreuter

Christopher M. Casey

Jay M. Bernhardt

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199751877.003.0011

The long time lag between discovery of new knowledge and its application in public health and clinical settings is well documented and described in other chapters in this book. Along this evidence-to-practice cycle, there is no shortage of evidence-based approaches and empirically supported programs to enhance the public's health, but there are few systems in place to bring these discoveries to the attention of practitioners and into use in practice settings. In business, the process of taking a product or service from the point of development to the point of use by consumers is carried out by a marketing and distribution system. In previous work, it was argued that marketing and distribution responsibilities are largely unassigned, underemphasized, and/or underfunded for disseminating effective public health programs, and without them widespread adoption of evidence-based approaches is unlikely. This chapter proposes three specific components of a marketing and distribution system for evidence-based public health practices, and describes how the potential benefits of such a system could be evaluated through dissemination research.

Keywords:   marketing, distribution, public health, dissemination research, evidence-based health practice

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