User-informed marketing versus standard description to drive demand for evidence-based therapy
A randomized controlled trial
Bibliographic Data
| ID | 8714288 |
|---|---|
| Authors | Sara J Becker (0000-0001-9271-2432, corresponding author), Sarah A Helseth (0000-0002-3497-2241), Tonya Tavares (0000-0002-3463-9764), Daniel D Squires, Melissa A Clark (0000-0001-6104-8639), Valarie A Zeithaml (0000-0003-4693-6069), Anthony Spirito (0000-0003-3859-2083) |
| Year | 2020 |
| Volume | 75 |
| Issue | 8 |
| Pages | 1038-1051 |
| Publication date | 2020-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | American Psychologist (JOURNAL) |
| Journal identifiers | ISSN: 0003-066X • E-ISSN: 1935-990X |
| Publisher | American Psychological Association (PUBLISHER • US) |
| DOI | 10.1037/amp0000635 |
| PMID | 33252943 |
| OpenAlex | W3109934041 |
| Language | EN |
| Citations received | 5 |
Direct-to-consumer (DTC) marketing represents a vital strategy to disseminate evidence-based therapies (EBTs). This 3-phase research program, informed by the marketing mix, developed and evaluated user-informed DTC materials for parents concerned about adolescent substance use (SU). Phases 1 and 2 consisted of qualitative interviews (n = 29 parents) and a quantitative survey (n = 411), respectively, to elicit parents' preferred terms and strategies to disseminate EBT. Building upon prior phases, the current study (Phase 3) developed a user-informed infographic (128 words, 7th-grade level) focused on SU therapy. Parents were randomly assigned to view the user-informed infographic (n = 75) or a standard EBT description (n = 77) from the American Psychological Association (529 words, 12th-grade level). Logistic regressions examined the effect of marketing condition on parent-reported behavioral intentions and actual requests for EBT information, controlling for correlates of parent preferences in Phase 2 (parent education level; adolescent internalizing, externalizing, legal, and SU problems). Counter to hypotheses, condition did not have a main effect on either outcome. However, there was a significant interaction between condition and adolescent SU problems: among parents whose adolescents had SU problems, the user-informed infographic predicted 3.7 times higher odds of requesting EBT information than the standard description. Additionally, parents whose adolescents had legal problems were more likely to request EBT information than parents whose adolescents did not. The infographic was 4 times shorter and written at 5 grade levels lower, thereby providing a highly disseminable alternative. Findings highlight the value of specificity in DTC marketing, while advancing methods to create tailored marketing materials and communicate knowledge about psychological science. (PsycInfo Database Record (c) 2020 APA, all rights reserved)
Confidence interval · Dissemination · Infographic · Logistic regression · Medical education · Odds · Odds ratio · Randomized controlled trial · Statistics · Computer Science · Health Policy Implementation Science · Mathematics · Medicine · Pharmaceutical industry and healthcare · Psychology · Social Media in Health Education · Applied Psychology · Social Psychology · Surgery
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Expanding the reach of psychological science through implementation science
| Unique citing works | 5 |
|---|---|
| Citations per year | 0,83 |
| Citation span | 2020 - 2025 (6) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 5 |