重新审视传播挑战：营销与分销视角
Reframing the dissemination challenge: a marketing and distribution perspective.
作者信息
Kreuter Matthew W, Bernhardt Jay M
机构信息
Health 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.
出版信息
Am J Public Health. 2009 Dec;99(12):2123-7. doi: 10.2105/AJPH.2008.155218. Epub 2009 Oct 15.
Abstract
A fundamental obstacle to successful dissemination and implementation of evidence-based public health programs is the near-total absence of systems and infrastructure for marketing and distribution. We describe the functions of a marketing and distribution system, and we explain how it would help move effective public health programs from research to practice. Then we critically evaluate the 4 dominant strategies now used to promote dissemination and implementation, and we explain how each would be enhanced by marketing and distribution systems. Finally, we make 6 recommendations for building the needed system infrastructure and discuss the responsibility within the public health community for implementation of these recommendations. Without serious investment in such infrastructure, application of proven solutions in public health practice will continue to occur slowly and rarely.
摘要
循证公共卫生项目成功推广与实施的一个根本障碍是几乎完全缺乏营销和推广体系及基础设施。我们描述了营销和推广体系的功能，并解释了它将如何有助于将有效的公共卫生项目从研究转化为实践。然后，我们批判性地评估了目前用于促进推广和实施的4种主要策略，并解释了营销和推广体系将如何增强每种策略。最后，我们就建立所需的体系基础设施提出了6条建议，并讨论了公共卫生界在实施这些建议方面的责任。如果不对这种基础设施进行认真投资，已证实的解决方案在公共卫生实践中的应用将继续缓慢且罕见地发生。
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