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，对我们的领域和我国的公共卫生来说是一个严重的问题。先前的治疗传播研究已经在增加社区提供的EBP的供应方面取得了进展，但努力还没有考虑ASA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Sara Becker博士开发一项独立的临床研究计划，重点是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性学习以及教学课程、研讨会、研讨会、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门知识；(2)获得主要治疗传播模式和战略方面的专业知识；(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博士和北卡罗来纳大学的Valarie Zeithaml博士共同领导，前者是为ASA提供、评估和传播EBP的专家，后者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，将与ASA及其家长进行定性研究，以采用成熟的服务质量概念模型和量化衡量标准来评估物质使用服务。其次，对ASA的父母进行的一项基于网络的调查将建立改进后的测量的心理测量学特性，并阐明该人群的服务偏好。这项调查使用了一种多方法、单模式的抽样策略，整合了营销和治疗研究的常见方法。最后，一项基于网络的随机试验将比较有针对性的营销信息与标准临床信息在说服ASA父母寻求EBP方面的有效性。将利用在前两个阶段从父母那里收集的反馈来制定有针对性的营销信息，而标准的临床信息将包括该领域领先科学组织对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衡量标准以及两个行为意图衡量标准进行评估。综上所述，这项工作将确立服务营销理论和方法与ASA的EBP传播的相关性。拟议的研究计划的结果有可能通过增加对EBP的需求来促进传播科学，这反过来可以增加服务利用率并改善ASA的健康结果。

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.