Services Marketing to Disseminate Evidence-Based Therapy for Youth Substance Use

描述（由申请人提供）：青少年药物滥用者（阿萨）对循证心理治疗（EBP）的利用不足代表了我们领域和我们国家公共卫生的一个重大问题。先前的治疗传播研究已经在增加社区提供的EBP供应方面取得了进展，但尚未考虑阿萨的父母是否会要求提供服务。这项提案的总体目标是支持候选人萨拉·贝克尔博士，在开发一个独立的临床研究计划，重点是应用战略，从服务营销领域，以增加对EBP的需求。这一长期目标将通过指导研究以及教学课程，研讨会，讲习班，实践培训和手稿写作的进行来实现。职业发展活动旨在支持四个培训目标：（1）发展与增加客户需求相关的服务营销理论和方法方面的专门知识;（2）获得关于主要治疗传播模式和战略的专业知识;（3）获得定性分析方面的专门培训;（4）熟练掌握调查方法。培训将在布朗大学酒精和成瘾研究中心的无条件机构支持下完成。一个跨学科的导师团队将由布朗大学的Anthony Spirito博士和北卡罗来纳州大学的Valarie Zeithaml博士共同领导，Anthony Spirito博士是阿萨EBP的交付、评估和传播方面的专家，Valarie Zeithaml博士是服务营销领域的国际先驱。拟议的研究计划包括三个阶段。首先，定性研究与阿萨和他们的父母将进行适应一个完善的概念模型和定量措施的服务质量的物质使用服务的评价。其次，阿萨的父母基于网络的调查将建立完善的措施的心理测量特性，并阐明这一人群的服务偏好。该调查采用多方法、单一模式的抽样策略，整合了营销和治疗研究的常用方法。最后，一项随机的、基于网络的试验将比较有针对性的营销信息与标准临床信息在说服阿萨父母寻求EBP方面的有效性。有针对性的营销信息将使用前两个阶段从父母那里收集的反馈来开发，而标准的临床信息将包括该领域领先的科学组织对EBP的描述。营销信息的有效性将使用前两个阶段采用的服务质量指标以及两个行为意图指标进行评估。两者合计，这项工作将建立相关的服务营销理论和方法的传播EBP阿萨。拟议的研究计划的结果有可能通过增加对EBP的需求来推进传播科学，这反过来又可以提高服务利用率并改善阿萨的健康结果。 公共卫生相关性：以前的努力，传播循证心理治疗（EBP）的青少年药物滥用的重点是增加EBP在社区环境中的供应，而不考虑父母是否会要求提供的服务。目前的建议评估是否从服务营销战略，营销领域的重点是提供和评估的专业服务，可以增加家长的EBP的需求。最后，本提案中使用的方法有可能通过增加EBP的利用率和提高青少年药物滥用者接受治疗的质量来推进传播科学。

DESCRIPTION (provided by applicant): Underutilization of evidence-based psychotherapy (EBP) by adolescent substance abusers (ASA) represents a significant problem for our field and for our nation's public health. Prior treatment dissemination research has made inroads toward increasing the supply of EBP offered in the community, but efforts have not considered whether parents of ASA will demand the services provided. The overall goal of this proposal is to support the candidate, Sara Becker, Ph.D., in developing an independent clinical research program focused on applying strategies from the field of services marketing to increase demand for EBP. This long-term goal will be achieved through conduct of a mentored research study as well as didactic coursework, seminars, workshops, hands-on training, and manuscript writing. Career development activities have been crafted to support four training goals: (1) developing expertise in services marketing theory and methods relevant to increasing client demand; (2) gaining expert knowledge of leading treatment dissemination models and strategies; (3) acquiring specialized training in qualitative analysis; and (4) building proficiency in survey methodology. Training will be accomplished with the unconditional institutional support of the Center for Alcohol and Addiction Studies at Brown University. An interdisciplinary team of mentors will be co-led by Dr. Anthony Spirito of Brown University, an expert in the delivery, evaluation, and dissemination of EBP for ASA, and Dr. Valarie Zeithaml of the University of North Carolina, an international pioneer in the field of services marketing. The proposed research plan contains three phases. First, qualitative research with ASA and their parents will be conducted to adapt a well-established conceptual model and quantitative measure of service quality for the evaluation of substance use services. Second, a web-based survey of parents of ASA will establish the psychometric properties of the refined measure and elucidate the service preferences of this population. The survey uses a multi-method, single-mode sampling strategy that integrates common approaches from both marketing and treatment research. Finally, a randomized, web-based trial will compare the effectiveness of targeted marketing messages versus standard clinical information in persuading parents of ASA to seek EBP. Targeted marketing messages will be developed using the feedback collected from parents in the first two phases, whereas standard clinical information will consist of descriptions of EBP from leading scientific organizations in the field. The effectiveness of the marketing messages will be evaluated using the measure of service quality that was adapted in the first two phases, as well as two measures of behavioral intentions. Taken together, this work will establish the relevance of services marketing theory and methodology to the dissemination of EBP for ASA. Results of the proposed research program have the potential to advance dissemination science by increasing the demand for EBP, which in turn, can increase service utilization and improve the health outcomes of ASA. PUBLIC HEALTH RELEVANCE: Prior efforts to disseminate evidence-based psychotherapy (EBP) for adolescent substance abuse have focused on increasing the supply of EBP in community settings, without considering whether parents will demand the services provided. The current proposal evaluates whether strategies from services marketing, an area of marketing focused on the delivery and evaluation of professional services, can increase parents' demand for EBP. Ultimately, the approach used in this proposal has the potential to advance dissemination science by increasing the utilization of EBP and improving the quality of treatment received by adolescent substance abusers.