20.34 Dissemination

The following can be used as a template to create a dissemination plan (replacing the contents in each section), noting who is responsible for specific action items (with deadlines):

1. Purpose and Objectives

  • Define the purpose of your dissemination:

    • To raise awareness, change policy, inform practices, or engage stakeholders.
    • Objective Example: To increase awareness about our research findings among healthcare providers and policymakers.

2. Key Research Findings

  • Identify the specific findings or products that are ready for dissemination:

    • Example: A new decision support tool for healthcare providers.

  • Highlight what makes these findings important or novel:

    • Are the results groundbreaking, contradicting previous evidence, or addressing an urgent need?

3. Target Audience

  • Define your primary and secondary audiences:

    • Primary: Policy-makers, healthcare providers, researchers.
    • Secondary: General public, patients, stakeholders in healthcare.

  • Tailor your message to meet the needs of each group. For example, use simplified messages for the general public, while more technical language may be appropriate for professionals.

4. Key Messages

  • Clarity: Ensure messages are simple and accessible to your audience.
  • Actionability: Communicate the actions the audience can take after engaging with your research.

  • Relevance: Tailor messages to make them relevant and engaging to the audience.

  • Consider using agencies / upworkers to create illustrations or short videos

5. Dissemination Methods and Channels

  • Select appropriate methods based on your audience:

    • Traditional Channels: Journal articles, conference presentations, newsletters.
    • Digital and Interactive Channels: Social media, webinars, podcasts, blogs, infographics.

  • Use a mix of platforms to enhance reach (e.g., social media for quick engagement, detailed reports for in-depth information).

6. Timing and Schedule

  • Plan dissemination activities based on project milestones:

    • Early stages: Focus on raising awareness.
    • Completion: Highlight key findings and impacts.
    • External factors like conferences or national events may influence timing.

7. Partners and Stakeholders

  • Identify and engage key dissemination partners, such as influential opinion leaders, relevant organizations, or networks to help amplify your message.
  • Leverage partnerships with professional groups, accreditation bodies, and media.

8. Evaluation and Feedback

  • Establish measurable indicators to assess the effectiveness of your dissemination activities (e.g., number of downloads, citations, feedback from stakeholders).
  • Regularly collect and integrate feedback to improve future dissemination efforts.

9. Risks and Sensitivities

  • Consider intellectual property concerns, political climates, or cultural factors that could influence the reception of your research.

10. Budget and Resources

  • Outline the resources required for dissemination, including any funding for communication materials or event participation.

Resources and examples