Starting with Good Ingredients: Communications Elements of Dissemination Maria Souden, MSI, PhD Academy Health Annual Research Meeting June 25, 2017
You don't have to be a chef or even a particularly good cook to experience proper kitchen alchemy: the moment when ingredients combine to form something more delectable than the sum of their parts. - Erin Morgenstern
Today’s Agenda • Dissemination and communication theory • Essential elements of communication strategy • Translation: Examples from VIReC and VA research
Today’s Agenda • Dissemination and communication theory • Essential elements of communication strategy • Translation: Examples from VIReC and VA research
dis issemin ination [dih ih-sem-uh uh-ney-shuh n] ] n. n.
Dictionary.com To scatter or spread widely , as though sowing seed; promulgate extensively ; broadcast; disperse. AHRQ/NIH The targeted distribution of information and intervention materials to a specific public health or clinical practice audience. The intent is to spread knowledge and the associated evidence-based interventions. PCORI The intentional, active process of identifying target audiences and tailoring communication strategies to increase awareness and understanding of evidence, and to motivate its use in policy, practice, and individual choices.
Dis issemination as communication Planned process Specific audiences Spread of ideas or messages Facilitate research uptake
Theoretical underpinnings of f dis issemination fr frameworks for research • Persuasive communication (McGuire) • Diffusion of innovations (Rogers) • Social marketing (Wiebe) Wilson PM, Petticrew M, Calnan MW, Nazareth I. Disseminating research findings: what should researchers do? A systematic scoping review of conceptual frameworks. Implementation Science. 2010 Nov 22;5(1):91.
Persuasive communication th theory ry Communication Steps of Persuading components Presentation S ource Attention Message Comprehension Channel Yielding Receiver Retention Destination Behavior
Dif iffusion of f in innovations th theory Relative Advantage - better than previous Compatibility - with values, experiences, needs Complexity - difficult to understand and/or use Trialability - tested before commitment Observability - provides tangible results
Social marketing th theory Application of commercial marketing tools and principles to the design, implementation and evaluation of health and social behavior change programs. commercial marketing + behavior change
Today’s Agenda • Dissemination and communication theory • Essential elements of communication strategy • Translation: Examples from VIReC and VA research
Communication Ele lements • Organizational/operational Objectives • Communications-specific • Who needs to know Stakeholders/audience • And to what end • Overarching messages Messaging • Targeted to audience/purpose • Context for audience Vehicles • Reach and targeting
Objectives • Operational: What do you want to accomplish? Attitude change, behavior change, procedural change, policy change • Communication: How can communication support?
Stakeholders/audiences Who needs to know about your work? Beneficiaries: Research participants, patients, clinicians Organizational: clinicians, management Political: Policymakers, funders Science: Your field, others doing similar work, potential collaborators
Messaging • What do you want them to know? • What motivates this audience? • What do they care about, value? • How will we know if our message landed?
Vehicles/media • How do they get their information? • Context- surrounding activity • Fit with workflow • Fit with message
Today’s Agenda • Dissemination and communication theory • Essential elements of communication strategy • Translation: Examples from VIReC and VA research
Translation = preparing your work for a specific audience Question: Who is a non-technical audience? Answer: Anyone who doesn’t do exactly what you do!
Three Examples VIReC Partnered Researcher’s Factbook for Research Notebook Corporate cyberseminar technical brief Data presentations Warehouse (CDW) Domains
Example 1: VIR IReC Factbook for CDW Data • Support effective use of data Objectives • Understand clinical context • PIs, program managers Stakeholders/audience • Analysts, data managers, programmers • This is how these data were collected Messaging • What you need to know to use effectively • Domain-specific chunks Vehicle • PDF can be read online, shared, downloaded
Example 2: Partnered Research presentations • Highlight data use in research Objectives • Share methods, processes, lessons learned • VA researchers, data users, clinicians Stakeholders/audience • Researchers and data users outside the VA • This is what we did and what we found Messaging • What we learned along the way • Real-time or stand-alone Vehicle • Capitalize on visuals
Im Importance of f narrative • Telling “the story” of your research • Relatable • Powerful
Talking about your work is like telling a story...
( research question) ( investigations and analysis ) (findings & recommendations)
Im Imagery ry for r quick icker comprehensio ion … “Evaluating the Whole Health Approach to Care: A Whole Methods Approach”; Gemmae Fix & Donald Miller, presented 10/18/2016.
“Evaluating the Whole Health Approach to Care: A Whole Methods Approach”; Gemmae Fix & Donald Miller, presented 10/18/2016.
BHIP IP Im Imple lementation Efforts Initiative Implementation Stages Learning Model Clarification: VISN Pilots National BHIP/CCM BHIP Enhancement Collaborative Collaborative Care Project (FY16) Rollout (FY17) (FY13) Model--CCM (FY15) (FY14) Incorporate evidence-based CCM Maintain 1 team per VACO Memo (Aug 2013)- Elements into BHIP Team Practice via facility Form 1 team per facility Transformational Coaching Implementation Resource Development SharePoint, National SharePoint, SharePoint, Calls, National Calls, SharePoint National Calls, Panel Mgmt Tool (v2), Case Studies prep, and Panel Mgmt Workgroups, BHIP Panel Mgmt Tool National Tool (v1), BHIP Simulation, Pulse, (v2), Workgroups, Calls Workgroups Community of Practice, BHIP Simulation National Rollout BHIP- CCM “Partnering with Health Systems Leadership to Develop a Randomized, Controlled Implementation Trial ”, Mark S. Bauer & Kendra Weaver, presented 12/20/2016. 31
What is is LE LEAP? Key Components Online Virtual Coaching (IHI Improvement Coach environment collaborative Professional Training) Develop Sustain, Act Plan Scale Up Form a Project & Act Plan Study Do Team Aim Spread Act Plan Study Do Curriculum Study Do 21 10 1 5 15 Weeks “User -Centered Reporting for Frontline MOVE! Providers: Aiming for Pyramid Analytics and Ending up in Excel” ; Laura Damschroder, Caitlin Kelley, Jenny (Davis) Burns, presented 1/24/2017.
• Empowered to make change High team functioning • • Improved work satisfaction Team learning • Success in achieving your goal • Continue change beyond LEAP Improved Veteran experience and outcomes “User -Centered Reporting for Frontline MOVE! Providers: Aiming for Pyramid Analytics and Ending up in Excel” ; Laura Damschroder, Caitlin Kelley, Jenny (Davis) Burns, presented 1/24/2017.
Example 3: VIR IReC Researcher’s Notebook • Community knowledge sharing Objectives • Share a specific example of how to work with data • VA researchers, data users, clinicians Stakeholders/audience • Data analysts, managers, programmers • What data can be used to do this Messaging • Step-by-step process and SQL code • PDF can be read online, shared, downloaded Vehicle • Short form, close-up specificity
Communication take-aways • Theoretical grounding helps frame communication components • Strategic ingredients = objectives, audience, messaging, and vehicles • Essentiality of translation
Acknowledgements • VIReC communications and disseminations team: Jenifer Stelmack, Stephen Thomas, Chandrea Culbreath, Hira Khan, Cheryl Cohen, Linda Kok, Margaret Gonsoulin. • VIReC center director: Denise Hynes, MPH, PhD, RN • VIReC is funded by the US Department of Veterans Affairs, Veterans Health Administration, Office of Research and Development, Health Services Research and Development Service (SDR98-004, SDR02-237, TRA 01-001, SDR 17-155, FOP 15-054, CYS 05-183). • The views expressed here are those of the author and do not necessarily reflect the position or policy of the Department of Veterans Affairs or the US Government.
• Me: maria.souden@va.gov • VIReC HelpDesk: virec@va.gov • VIReC Internet: www.virec.research. va.gov • Exhibit Hall Booth 313 VIReC Booth 315-317 VA HSR&D/QUERI
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