A social marketing approach to implementing evidence-based practice in VHA QUERI: the TIDES depression collaborative care model

Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administr...

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Vydané v:Implementation science : IS Ročník 4; číslo 1; s. 64
Hlavní autori: Luck, Jeff, Hagigi, Fred, Parker, Louise E, Yano, Elizabeth M, Rubenstein, Lisa V, Kirchner, JoAnn E
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: London BioMed Central 28.09.2009
BioMed Central Ltd
BMC
Predmet:
Care and treatment
Depression, Mental
Evidence-based medicine
Family medicine
Health Administration
Health care teams
Health Informatics
Health Policy
Health Promotion and Disease Prevention
Health Services Research
Marketing
Marketing management
Medicine
Medicine & Public Health
Methods
Psychiatric services
Public Health
Research Article
Services
Social aspects
United States
Social Marketing
Veteran Health Administration
Collaborative Care Model
Primary Care Mental Health
Depression Care
ISSN:1748-5908, 1748-5908
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Shrnutí:Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. TIDES social marketing approach The approach relied on a sequential model of behavior change and explicit attention to audience segmentation. Segments included VHA national leadership, Veterans Integrated Service Network (VISN) regional leadership, facility managers, frontline providers, and veterans. TIDES communications, materials and messages targeted each segment, guided by an overall marketing plan. Results Depression collaborative care based on the TIDES model was adopted by VHA as part of the new Primary Care Mental Health Initiative and associated policies. It is currently in use in more than 50 primary care practices across the United States, and continues to spread, suggesting success for its social marketing-based dissemination strategy. Discussion and conclusion Development, execution and evaluation of the TIDES marketing effort shows that social marketing is a promising approach for promoting implementation of evidence-based interventions in integrated healthcare systems.
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ISSN:1748-5908
1748-5908
DOI:10.1186/1748-5908-4-64