Partnerships, Promotion, and Practice: Effectively Using Marketing and Dissemination to Encourage the Adoption of Evidence–Based Practices in Mental Health

 

Background:  Westat works with the Substance Abuse and Mental Health Services Administration (SAMHSA) Center for Mental Health Services (CMHS) on the Knowledge Application Program (KAP) to promote awareness of effective knowledge transfer processes and learning tools to support the implementation of evidenced-based practices in community mental health settings. The goal of the KAP is to synthesize research results and disseminate findings to the mental health field in ways that impact practice. The KAP approach integrates science-based health communications, social marketing, and knowledge transfer activities into an evidence-based dissemination practice. We analyzed the desired messages, target audiences, challenges, media, product, and communication channels to determine the desired impact. A critical part of the process involved engaging target audiences in dialogues on preferred learning modes, tools, and communication channels.  

Program background:  An integral part of the KAP is marketing and dissemination. The KAP approach employs the use of partnerships with organizations as a strategy in creating effective distribution channels. The marketing and dissemination of SAMHSA’s Evidence-Based Practices KITs is an example of how the KAP model was applied to marketing and dissemination of evidence-based practices into the mental health environment. The goal was to make the audience aware of the availability and capability of the KITs. A two-pronged approach for marketing and dissemination was used: 1) national marketing and dissemination, and 2) targeted marketing and dissemination, complemented by evaluation.

Evaluation Methods and Results:  To promote the products on a wide scale and encourage national dissemination, KAP implemented several activities, such as a promotional kickoff event, national advertising, presentations at national meetings, conference exhibits, and directing mailings. An important factor was to generate interest so that the target audience will request KITs. The targeted marketing put the KITs directly in the hands of the people in the field. The strategies used included identifying and partnering with key organizations and working with SAMHSA’s Health Information Network and Homelessness Resource Center to tap into target audiences distribution channels. In conjunction with marketing efforts, key dissemination approaches were used to assist the target audiences, with obtaining the KITs and implementing practices. These approaches included working with SAMSHA’s internal and external dissemination channels and partner organizations. Success of the marketing and dissemination effects was measured by ordering information and awareness of the products in the field.

Conclusions:  Using the knowledge transfer model as a guide, various strategies were implemented to market and dissemination one of SAMHSA’s flagship products. Partnerships with organizations were utilized to develop distribution channels and to tap into existing communication infrastructures.

Implications for research and/or practice:  Innovative learning tools, developed within an effective knowledge transfer model based on social marketing and health communications principles, are increasing the impact of SAMHSA’s marketing and dissemination efforts. A more critical evaluation of the effectiveness of marketing and dissemination effects will help promote the adoption of evidenced-based practices among providers in the community mental health system.