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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Abstract	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.
AbstractList	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. 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. 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. 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. 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. 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.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.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.TIDES SOCIAL MARKETING APPROACHThe 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.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.RESULTSDepression 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.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.DISCUSSION AND CONCLUSIONDevelopment, 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. 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. Abstract 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.
ArticleNumber	64
Audience	Academic
Author	Rubenstein, Lisa V Hagigi, Fred Kirchner, JoAnn E Yano, Elizabeth M Parker, Louise E Luck, Jeff
AuthorAffiliation	5 South Central Mental Illness Research Education and Clinical Center (MIRECC), Little Rock, AR, USA 4 Center for Mental Healthcare and Outcomes Research, North Little Rock, AR, USA 2 Department of Health Services, UCLA School of Public Health, Los Angeles, CA, USA 1 VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Sepulveda, CA, USA 6 University of Arkansas Medical Sciences (UAMS) Center, Little Rock, AR, USA 3 Department of Medicine, UCLA David Geffen School of Medicine, Los Angeles, CA, USA
AuthorAffiliation_xml	– name: 1 VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Sepulveda, CA, USA – name: 2 Department of Health Services, UCLA School of Public Health, Los Angeles, CA, USA – name: 6 University of Arkansas Medical Sciences (UAMS) Center, Little Rock, AR, USA – name: 4 Center for Mental Healthcare and Outcomes Research, North Little Rock, AR, USA – name: 3 Department of Medicine, UCLA David Geffen School of Medicine, Los Angeles, CA, USA – name: 5 South Central Mental Illness Research Education and Clinical Center (MIRECC), Little Rock, AR, USA
Author_xml	– sequence: 1 givenname: Jeff surname: Luck fullname: Luck, Jeff email: jluck@ucla.edu organization: VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Department of Health Services, UCLA School of Public Health – sequence: 2 givenname: Fred surname: Hagigi fullname: Hagigi, Fred organization: VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Department of Health Services, UCLA School of Public Health – sequence: 3 givenname: Louise E surname: Parker fullname: Parker, Louise E organization: VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Center for Mental Healthcare and Outcomes Research – sequence: 4 givenname: Elizabeth M surname: Yano fullname: Yano, Elizabeth M organization: VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Department of Health Services, UCLA School of Public Health – sequence: 5 givenname: Lisa V surname: Rubenstein fullname: Rubenstein, Lisa V organization: VA Greater Los Angeles HSR&D Center of Excellence, VA Greater Los Angeles Healthcare System, Department of Health Services, UCLA School of Public Health, Department of Medicine, UCLA David Geffen School of Medicine – sequence: 6 givenname: JoAnn E surname: Kirchner fullname: Kirchner, JoAnn E organization: Center for Mental Healthcare and Outcomes Research, South Central Mental Illness Research Education and Clinical Center (MIRECC), University of Arkansas Medical Sciences (UAMS) Center
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Keywords	Social Marketing Veteran Health Administration Collaborative Care Model Primary Care Mental Health Depression Care
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Snippet	Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for... Abstract Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating...
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SubjectTerms	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
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Title	A social marketing approach to implementing evidence-based practice in VHA QUERI: the TIDES depression collaborative care model
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