Navigating Through Translational Research: A Social Marketing Compass

Abstract

When prominent health issues are chronic, rooted in complex behaviors, and influenced by cognitive, behavioral, social, cultural, economical, and environmental variables, layered and coordinated interventions are needed. Finding solutions that are valid, reliable, and transferable represents a daunting task for researchers. We know that converting science into action is critical for advancing health, but we have failed to appropriately disseminate evidenced-informed research to practitioners. The purpose of this article is to suggest that a social marketing framework can be the compass down this road less traveled in academic research. An experience developing an evaluation toolkit is described as an example of applying social marketing strategies to knowledge translation.

KEYWORDS:

• evaluation
• knowledge exchange
• knowledge translation
• physical activity
• social marketing

Notes

Note. ACI = active communities initiative; AC = active communities; BCRPA = British Columbia Parks and Recreation Association; TRACE = tools and resources for active communities evaluation.