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（ASA）对循证心理治疗（EBP）的利用不足是我们这个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在增加社区提供的EBP供应方面取得了进展，但没有考虑到ASA的父母是否会要求提供服务。本提案的总体目标是支持候选人Sara Becker博士开发一个独立的临床研究项目，专注于应用服务营销领域的策略来增加对EBP的需求。这一长期目标将通过指导研究、教学课程、研讨会、讲习班、实践培训和手稿写作来实现。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业知识；(2)获得领先的治疗传播模式和策略的专家知识；(3)接受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博士和北卡罗来纳大学的Valarie Zeithaml博士共同领导。Anthony Spirito博士是为ASA提供、评估和传播EBP的专家，Valarie Zeithaml博士是服务营销领域的国际先驱。拟定的研究计划包括三个阶段。首先，将对ASA及其父母进行定性研究，以采用完善的概念模型和服务质量的定量测量来评估物质使用服务。其次，对ASA的父母进行一项基于网络的调查，将建立改进测量的心理测量特性，并阐明这一人群的服务偏好。该调查采用多方法、单模抽样策略，整合了市场营销和治疗研究的常用方法。最后，一项基于网络的随机试验将比较定向营销信息与标准临床信息在说服ASA家长寻求EBP方面的有效性。有针对性的营销信息将利用前两个阶段从家长那里收集到的反馈信息来开发，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在前两个阶段中采用的服务质量度量，以及行为意图的两个度量来评估。综上所述，这项工作将建立服务营销理论和方法与ASA传播EBP的相关性。本研究结果有可能通过增加对EBP的需求来促进传播科学的发展，从而提高服务的利用率，改善ASA的健康状况。

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.