Designing for T3/T4 Translation: Tips for T1/T2 Researchers

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Eugenia Adams
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1 Designing for T3/T4 Translation: Tips for T1/T2 Researchers Elaine Morrato, DrPH MPH Director, Pragmatic Trials and Dissemination/Implementation Science Program Associate Dean for Public Health Practice, Colorado School of Public Health

2 Theory Rogers Diffusion of Innovations, 5 th edition New York: Free Press (2003) Biomedical Application James W. Dearing, Matthew W. Kreuter (2010) Designing for diffusion: How can we increase uptake of cancer communication innovations? Patient Education and Counseling Dec;81 Suppl:S James W. Dearing, Dawn K. Smith, R. Sam Larson, Carole A. Estabrooks (2013), Designing for Diffusion of a Biomedical Intervention. American Journal of Preventive Medicine 44(1S2): Elaine H. Morrato Social Science Theory as a Framework for Designing and Evaluating Pharmaceutical Risk Mitigation Dissemination and Implementation Strategies in Risk Management Principles for Devices and Pharmaceuticals: Global Perspectives on the Benefit:Risk Assessment of Medicinal Products, Sietsema and Sprafka., eds. Regulatory Affairs Professionals Society (2012)

3 Diffusion of Innovation Theory 1. Innovation. Perceived value. 2. Communication Channels. Mass media vs. interpersonal channels. 3. Time and the Adoption Process. Early vs. late adopters. 4. Social System. Setting and group norms. Rogers (2003)

4 1. Innovation Faster adoption with. Greater perceived relative advantage Compatibility with existing systems & behaviors Lower complexity Trial use Observable behavior

5 Designing for translation: Increase perceived advantage Do you understand the knowledge, attitudes, and priorities of your target adopter? Have you framed why adopt in terms of value to your adopter? especially relative to alternative behaviors? Value Proposition

6 Designing for translation: Increase ease of use Do you understand the habits and practices of your target adopter? Can you reduce complexity and increase the compatibility of the new behavior with existing norms and practices?

7 Designing for translation: Make the behavior easy to try and visible Can you identify opportunities for trial? Can you promote success models? Can you make the new behavior observable in real time?

8 2. Communication Knowledge transfer precedes behavior change (necessary but not sufficient) Mass media channels offer rapid and efficient means of creating awareness & knowledge. Interpersonal communication is more effective in persuading individuals to change behavior. Transfer of ideas occurs faster among individuals with shared professions, education & social status Interaction with change agents increases the likelihood of information exchange and adoption.

9 Designing for translation: Communication strategy Be purposeful in your mix of media. Mix of media (mass & interpersonal, placement) Messenger (perceived credibility) Reach (total number of adopters exposed to a message) Frequency (number of times a message is presented within a given time period)

10 3. Time and the adoption process The adoption process involves several phases: (1) knowledge, (2) persuasion, (3) decision, (4) implementation and (5) confirmation. Individuals in a social system can be categorized based on their relative speed of adoption versus their peers.

11 Early adopters are: More highly interconnected through interpersonal networks Better able to cope with uncertainty Have greater knowledge and seek information more actively More likely to adopt a new behavior based on information from mass communication channels

12 Designing for translation: Target the messaging Can you segment your target audience based on its stage of adoption? And tailor your communication strategies accordingly? Can you identify early adopters and foster active interaction with their later adopting peers? Can you identify later adopters and skeptics and address their objections?

13 4. Social Setting Individuals are more likely to adopt an innovation if more members of their personal network have adopted. Opinion leaders within social systems tend to be early adopters, especially if the system norms favor change. Denser social systems generally reflect a cohesive normative environment and may facilitate diffusion.

14 Designing for translation: Can you identify the social networks and opinion leaders involved in the your area of research? Can you engage local/regional opinion leaders in the dissemination and implementation of your specific risk mitigation behaviors? What ways can you help bridge across naturally occurring social systems e.g., practice networks, healthcare systems, geographies?

15 Case Application: Social networks Missouri CMHC Social Network Analysis Who are the most important people from whom you seek advice or find examples about effective ways of treating and managing your patients with mental disorders? Legend: Legend: Node Color = Participation: Survey Participant (CMHC Prescriber) Nomination Only Node Shape = Location: Missouri CMHC Missouri, but not CMHC Outside of MO Opinion Leaders = Morrato (unpublished data)

16 Diffusion of Innovation Theory provides valuable tips for success when designing for translation. 1. Innovation. Perceived value. 2. Communication Channels. Mass media vs. interpersonal channels. 3. Time and the Adoption Process. Early vs. late adopters. 4. Social System. Setting and group norms. Rogers (2003)

17 Questions? Feel free to contact me at:

The Field of Healthcare Marketing: Implications for Dissemination and Implementation Practice

The Field of Healthcare Marketing: Implications for Dissemination and Implementation Practice Elaine H. Morrato Health Systems, Management & Policy Insights and Innovation in Improving Health CRISP Seminar