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Phase VI—Dissemination

The relationship of translation, implementation, and dissemination is quite fluid and highly iterative, which is not necessarily captured in the linear graphic (Greenhalgh, 2005). However, for heuristic purposes, it is helpful to disentangle these activities and order them to understand them more fully. As such, following a phase in which the implementation potential of an intervention is demonstrated, a systematic plan for disseminating the intervention widely can be advanced (Phase VI). A dissemination phase (discussed more fully in Chapter 21) involves moving beyond simply publishing results to advancing a systematic strategy for reaching out to targeted practice settings to encourage adoption of an intervention on a wide scale. Similar to a marketing plan, clear “value propositions” need to be created that articulate the benefits of an intervention to different stakeholders such as administrators, practitioners, and individuals themselves or end beneficiaries of an intervention. Other aspects of a dissemination plan include ways to scale up activities such as training staff/interventionists in delivering the intervention, identifying communication channels, and a licensure structure for naming rights and use of the intervention.

 
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