Dissemination of evidence in health care aids in the improvement processes because it encourages the stakeholders to do their part in bettering a process, project, or product. Disseminating evidence consists of distributing the findings of the study to the areas that they belong to begin working on improvements. The Model for Dissemination of Research shows “that dissemination is not a linear process, but one with multiple inputs and feedback loops” (Brownson, et. al, 2018). In each loop there needs to be an effective method of communication where stakeholders and the management can have complete openness about the changes that need to happen and how to achieve them. The model shows that there is an audience who reports back to the source, who sends a message to the audience. The source is the beginning and the end of a cycle of information sharing in the model for dissemination meaning that information needs to be reorganized and reassessed before it goes out again.
Dissemination can take many shapes. Social marketing is one way of dissemination. “Social marketing…uses marketing principles to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole” (Brownson, et. al., 2018). Other forms of dissemination include academic journals and academic conferences. In my opinion, these types of dissemination would be more effective in terms of credibility to the audience. One is most likely to follow advice from a source that has been published and edited and has many other references to back-up the evidence.
Brownson, R. C. , Eyler, A. A. , Harris, J. K. , Moore, J. B. & Tabak, R. G. (2018). Getting the Word Out: New Approaches for Disseminating Public Health Science. Journal of Public Health Management and Practice, 24 (2), 102-111. doi: 10.1097/PHH.0000000000000673.
