Communications Elements of Dissemination Maria Souden, MSI, PhD - - PowerPoint PPT Presentation

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

• 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

Today’s Agenda

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 components

Source

Message Channel Receiver Destination Steps of Persuading Presentation Attention Comprehension Yielding Retention 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

• f 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
• Communications-specific

Objectives

• Who needs to know
• And to what end

Stakeholders/audience

• Overarching messages
• Targeted to audience/purpose

Messaging

• Context for audience
• Reach and targeting

Vehicles

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 Factbook for Corporate Data Warehouse (CDW) Domains Partnered Research cyberseminar presentations Researcher’s Notebook technical brief

Example 1: VIR IReC Factbook for CDW Data

• Support effective use of data
• Understand clinical context

Objectives

• PIs, program managers
• Analysts, data managers, programmers

Stakeholders/audience

• This is how these data were collected
• What you need to know to use effectively

Messaging

• Domain-specific chunks
• PDF can be read online, shared, downloaded

Vehicle

Example 2: Partnered Research presentations

• Highlight data use in research
• Share methods, processes, lessons learned

Objectives

• VA researchers, data users, clinicians
• Researchers and data users outside the VA

Stakeholders/audience

• This is what we did and what we found
• What we learned along the way

Messaging

• Real-time or stand-alone
• Capitalize on visuals

Vehicle

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.

VISN Pilots (FY13) Learning Collaborative (FY14) Model Clarification: Collaborative Care Model--CCM (FY15) BHIP Enhancement Project (FY16)

National BHIP/CCM Rollout (FY17)

BHIP IP Im Imple lementation Efforts

31

SharePoint, National Calls, Panel Mgmt Tool (v1), BHIP Workgroups SharePoint and National Calls SharePoint, National Calls, Case Studies prep, Panel Mgmt Tool (v2), Workgroups, BHIP Simulation

VACO Memo (Aug 2013)- Form 1 team per facility

Maintain 1 team per facility Incorporate evidence-based CCM Elements into BHIP Team Practice via Transformational Coaching

SharePoint, National Calls, Panel Mgmt Tool (v2), Workgroups, BHIP Simulation, Pulse, Community of Practice, National Rollout BHIP- CCM

Implementation Resource Development Initiative Implementation Stages “Partnering with Health Systems Leadership to Develop a Randomized, Controlled Implementation Trial”, Mark S. Bauer & Kendra Weaver, presented 12/20/2016.

What is is LE LEAP?

Key Components Curriculum

Weeks 1 21 10 5 15 Form a Team Develop Project Aim Virtual collaborative Coaching

(IHI Improvement Coach Professional Training)

Online environment Sustain, Scale Up & Spread

Plan Do Study Act

Plan Do Study Act

Plan Do

Study

Act “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.

• High team functioning
• Team learning
• Success in achieving your goal
• Continue change beyond LEAP

Empowered to make change

• Improved work satisfaction

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
• Share a specific example of how to work

with data Objectives

• VA researchers, data users, clinicians
• Data analysts, managers, programmers

Stakeholders/audience

• What data can be used to do this
• Step-by-step process and SQL code

Messaging

• PDF can be read online, shared, downloaded
• Short form, close-up specificity

Vehicle

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