A SOCIAL MARKETING MODEL FOR DISSEMINATING RESEARCH-BASED TREATMENTS TO ADDICTIONS TREATMENT PROVIDERS

Aims. Researchers must develop effective strategies for disseminating research-based treatments. This study evaluates the application of a d issemination model based on principles of social marketing and diffusi on theory. Design. A case study describes how the model was implemente d. A qualitative design was employed to examine rates of adoption and adaptation of an early intervention program by a targeted system of ad dictions agencies. Setting. The interventions were developed at the Ad diction Research Foundation in Toronto and disseminated to Assessment and Referral (A/R) Centres in Ontario, Canada. Participants. Study par ticipants included the managers and a designated therapist for 33 part icipating A/R centres. Measurements. Managers were asked mainly open-e nded questions concerning whether their agency had made a formal decis ion to adopt the intervention and whether therapists in their agency w ere using the early intervention program. ''Adoption'' was operatianal ized as offering the complete four-session intervention to at least on e client. Findings. At 12 months after the completion of training work shops, 68% of 34 agencies in the target system had adapted the program while 85% of the agencies were using some components of the intervent ion with clients. Conclusions. The dissemination model appeared to be effective although its application proved to be time-consuming and lab our-intensive. The ''market analysis'', systems focus and field-test c omponents of the model appeared to contribute to its success.