GOOD MORNING I'M YUKI LAMA, A
PROGRAM OFFICER AT CTRIS AT THE
NIH.
I'M CO-LEADING ALONG WITH DR.
MALIA ILIAS AND I THINK YOU FOR
JOINING US AND EXPRESS GRATITUDE
TO PANELIST, SPEAKERS,
MODERATORS, LOGISTICAL AND I.T.
STAFF AND PLANNING COMMITTEE FOR
YOUR HARD WORK AND EFFORTS
BRINGING THIS WORKSHOP TOGETHER.
I ALSO WANT TO THANK CTRIS
LEADERSHIP, DOCTORS GEORGE
MENSAH, LEWIS, ZHANG AND CLARK.
WE'RE HERE TO DISCUSS CENTERING
COMMUNITIES IN DISSEMINATION
RESEARCH, TAILORS AND
BIDIRECTIONAL COMMUNICATION TO
HELP COMMUNITIES.
AND BEFORE I GO OVER THE
WORKSHOP AGENDA I'D LIKE TO GO
OVER HOUSEKEEPING.
IF YOU WOULD GO TO THE NEXT
SLIDE.
THANK YOU.
THIS PRESENTATION IS BEING
RECORDED.
AND A LINK TO THE VIDEOCAST TO
WATCH THE RECORDING LATER WILL
BE AVAILABLE WITHIN THE WEEK IF
NOT SOONER.
CLOSED CAPTIONING IS AVAILABLE
AT THE BUTTON BELOW.
ON THE TOOL BAR.
AND ALSO ON THE TOOL BAR YOU'LL
SEE A Q&A BUTTON.
PLEASE USE THIS FUNCTION TO
RAISE QUESTIONS TO BE ADDRESSED
BY THE SPEAKER PANELISTS.
WE WANT TO AVOID POSTING
QUESTIONS IN THE CHAT.
REITERATE WE WILL ONLY BE
ADDRESSING QUESTIONS THAT ARE
POSTED IN THE Q&A BOX TO OUR
SPEAKERS AND PANELISTS.
WE WILL UNFORTUNATELY NOT ALLOW
THE AUDIENCE TO UNMUTE DUE TO
TIME CONSTRAINTS AND TO AVOID
POTENTIAL TECHNICAL
DIFFICULTIES.
PLEASE STAY ON MUTE AND OFF
CAMERA THROUGHOUT THE WORKSHOP
NOW TO THE AGENDA, THIS WORKSHOP
WILL HAVE THREE PANELS AS WELL
AS CLOSING SESSION DISCUSSING
FUTURE DIRECTIONs FOR
COMMUNITY ENGAGED DISSEMINATION
RESEARCH, WE HAVE BUILT IN
10-MINUTE BREAKS BEFORE EACH OF
OUR PANEL DISCUSSION.
WE'LL HAVE A 30-MINUTE BREAK FOR
LUNCH.
YOU CAN FIND MORE INFORMATION ON
THE REGISTRATION WEBSITE
INCLUDING AGENDA AND PROGRAM
BOOKLET WHICH INCLUDES SPEAKER,
PANEL, MODERATOR BIOS.
SO WE'RE VERY HONORED TO HAVE
DR. BRUCE Y LEE AND OPENING
REMARKS BY DR. CARA LEWIS,
DEPUTY DIRECTOR FOR CENTER FOR
TRANSLATIONAL RESEARCH AND
IMPLEMENTATION SCIENCE.
THAT BEING SAID, I WILL NOW HAND
IT OVER TO DR. LEWIS FOR HER
OPENING REMARKS.
>> THANK YOU.
I APPRECIATE THE INTRODUCTION.
I AM DELIGHTED TO HELP YOU KICK
OFF THIS CRITICAL
NHLBI-SPONSORED WORKSHOP,
CENTERING COMMUNITIES IN
DISSEMINATION RESEARCH.
SLIDE PLEASE.
I THOUGHT IT WOULD BE IMPORTANT
TO GROUND US ALL IN THE
STRATEGIC GOALS OF NIH, NHLBI,
AND CTRIS.
YOU CAN SEE DISSEMINATION AND
IMPLEMENTATION IS ARTICULATED
WITHIN NIH'S OVERALL STRATEGIC
PLAN.
INDEED NHLBI ALIGNS WITH THE
OVERALL NIH STRATEGIC PLAN.
SO WE CAN SEE IN THIS MIDDLE BOX
NHLBI HAS EXPLICITLY ARTICULATED
EIGHT OBJECTIVES, AND NUMBER 6
IS TO ADVANCE -- TO OPTIMIZE
CLINICAL STUDIES AND IMPROVING
OVERALL EFFICIENCY OF THE
ENTERPRISE.
CTRIS SITS WITHIN AND ACROSS
NHLBI FOR DISSEMINATION
RESEARCH, THE GOAL TO HELP
TRANSLATE DISCOVERIES INTO
HEALTH TO PUT IT SIMPLY.
WE ATTEMPT TO DO SO BY INSPIRING
AND SUPPORTING SCIENTIFIC
STUDIES THAT SURFACE D&I
STRATEGIES TO PROMOTE SUCCESSFUL
INTEGRATION OF EVIDENCE-BASED
INTERVENTIONS WITHIN CLINICAL
AND PUBLIC HEALTH SETTINGS.
YOU SEE DISSEMINATION RESEARCH
MENTIONED WITHIN AND ACROSS THE
STRATEGIC GOALS BUT INTERNAL
PORTFOLIO ANALYSES REVEALED
ACTUALLY A DEARTH OF FUNDED
DISSEMINATION STUDIES THAT
INSPIRED THIS WORKSHOP.
SO LET'S TAKE A LOOK.
SLIDE PLEASE.
IN THE UPPER LEFT CORNER YOU'LL
SEE A BAR CHART THAT SHOWS IN
RED THE TOTAL NUMBER OF
COMPETING AWARDS FOCUSED ON
EITHER OR BOTH DISSEMINATION AND
IMPLEMENTATION WHICH CONTINUES
TO INCREASE OVER THE LAST FIVE
YEARS.
THE BLUE BARS REPRESENT THOSE
THAT ARE SPECIFIC TO
DISSEMINATION RESEARCH WHICH
SHOWS REVERSE PATTERN
INTERESTINGLY.
THIS DATA IS WHAT DRIVES THE
DEPICTION ON THE RIGHT SIDE OF
YOUR SCREEN WHERE WE'VE
CHARACTERIZED IMPLEMENTATION
RESEARCH AS BATMAN, THE MOST
FAMOUS OF THE DUO.
DISSEMINATION RESEARCH ON THE
OTHER HAND IS ROBIN, BATMAN'S
SIDEKICK, WHO DOES NOT RECEIVE
CREDIT DESPITE GROUNDING OUT THE
DUO.
FEATURED ARE RESULTS FROM A
RECENTLY PUBLISHED HIGHLY
RELEVANT NIH-WIDE PORTFOLIO
ANALYSIS OF COMMUNITY AND
PARTNER ENGAGED DISSEMINATION
AND IMPLEMENTATION AWARDS.
WE PUT A MAGNIFYING GLASS ON THE
POOL OF AWARDS FEATURED IN THIS
STUDY, JUST TO HIGHLIGHT
NHLBI-SPECIFIC AWARDS IN THE
BLUE TABLE ON YOUR SCREEN.
SEVEN OF THE COMMUNITY AND
PARTNER ENGAGED AWARDS FOCUS ON
D & I BOTH, TEN ON
IMPLEMENTATION ONLY BUT ZERO ON
DISSEMINATION.
SO TAKEN TOGETHER THIS DATA
SUGGESTS THERE MIGHT BE MISSED
OPPORTUNITIES TO CENTER
COMMUNITIES RESEARCH WE HOPE TO
LEARN FROM YOU ALL TODAY.
WE'RE NOT SEEKING ADVICE OR
RECOMMENDATIONS FOR NEW AREAS OF
FUND WE GO HAVE ADVISORY
COMMITTEES FOR THAT PURPOSE.
WE HOPE TO LEARN FROM YOU TODAY
ABOUT OPPORTUNITIES, GAPS IN
RESEARCH TO INSPIRE
COMMUNITY-CENTERED DISSEMINATION
RESEARCH.
THE WORKSHOP AIMS TO ADDRESS
QUESTIONS SUCH AS HOW DO WE
ENCOURAGE MORE APPLICATIONS
FOCUSED ON DISSEMINATION
RESEARCH, ARE GAPS IN METHODS,
CAPACITY BUILDING, RESOURCES,
FOR EXAMPLE.
HOW CAN WE INFORM GAPS AND
FUTURE DIRECTIONS IN
COMMUNITY-ENGAGED DISSEMINATION
RESEARCH, SO WE MIGHT HAVE
LESSONS LEARNED FROM
DISSEMINATION CAMPAIGNS,
ESPECIALLY DURING THE PANDEMIC.
OR FIND THE NEED FOR
INTERDISCIPLINARY COLLABORATION
ENHANCED FOR DISSEMINATION
RESEARCH.
THERE'S SOME EXAMPLES HERE OF
DIFFERENT DISCIPLINARY GROUPS
THAT MIGHT BE REALLY IMPORTANT
TO BRING TOGETHER, MANY OF YOU
REFLECT THOSE DISCIPLINES AND
ARE HERE TODAY TO JOIN THE
CONVERSATION.
OTHER QUESTIONS WE HOPE TO
ADDRESS INCLUDE HOW CAN WE
LEVERAGE PRACTICE-BASED RESEARCH
NETWORKS SUCH AS CEAL, WHICH
YOU'LL HERE MORE ABOUT TODAY FOR
DISSEMINATION RESEARCH
EXPLICITLY AND DETERMINE WHAT
RESOURCES ARE NEEDED TO MOVE THE
FIELD OF COMMUNITY-ENGAGED
DISSEMINATION FORWARD.
THE GOAL IS TO STRENGTHEN
PORTFOLIO COMMUNITY-ENGAGED
DISSEMINATION RESEARCH CONVENING
COMMUNITY PARTNERS AND
GOVERNMENT OFFICIALS TO DISCUSS
GAPS AND OPPORTUNITIES THAT
EXIST IN DISSEMINATION RESEARCH
TO CENTER COMMUNITIES TO
ADVANCE.
MY FINAL SLIDE IS JUST TO ORIENT
YOU TO THE WHO, WHAT, HOW, AND
WHY.
SO PARTICIPATING TODAY ARE
DIVERSE PANELS INCLUDING
RESEARCHERS, HEALTHCARE
PROVIDERS, COMMUNITY PARTNERS,
GOVERNMENT OFFICIALS.
AND THE WHAT IS FOR THE PURPOSE
OF IDENTIFYING GAPS AND
OPPORTUNITIES USING
PRACTICE-BASED EVIDENCE AND
NETWORKS TO INFORM GAPS AND
COMMUNITY ENGAGED DISSEMINATION
RESEARCH AND RESOURCES TO
STRENGTHEN THIS PORTFOLIO.
HOW IS BY ENGAGING IN FOUR
SEPARATE PANELS SO THE FIRST IS
KNOWING THE AUDIENCE, SECOND IS
FRAMING THE MENTAL, THIRD IS
BIDIRECTIONAL COMMUNICATION,
CLOSING WITH THE FOURTH WHICH
WILL TAKE US THROUGH FUTURE
DIRECTIONS CONVERSATIONS.
ULTIMATELY THE WHY, WE HOPE TO
INSPIRE STRONGER PORTFOLIO OF
COMMUNITY-ENGAGED DISSEMINATION
RESEARCH.
ON THAT NOTE I WOULD LIKE TO
TURN IT OVER TO DR. MALIA ILIAS
TO INTRODUCE OUR KEYNOTE
SPEAKER.
>> THANK YOU SO MUCH, DR. LEWIS.
AND WHAT A GREAT WAY TO KICK OFF
OUR WORKSHOP.
GOOD MORNING, EVERYONE.
I'M MALIA ILIAS, PROGRAM
DIRECTOR IN CENTER FOR
TRANSLATION RESEARCH AND
IMPLEMENTATION SCIENCES, I HAVE
CO-LED THE PLANNING FOR THIS
WORKSHOP WITH DR. LAMA.
DR. LEE IS A ARTIFICIAL
INTELLIGENCE AND DIGITAL HEALTH
EXPERT, PROFESSOR, WRITER,
JOURNALIST.
HE HAS OVER TWO DECADES OF
EXPERIENCE IN INDUSTRY,
ACADEMIA, DEVELOPING
MATHEMATICAL COMPUTATIONAL
MODELS AND A.I. APPROACHES TO
ASSIST A WIDE RANGE OF DECISION
MAKERS IN HEALTH AND PUBLIC
HEALTH.
CURRENTLY, HE'S A PROFESSOR OF
HEALTH POLICY AND MANAGEMENT AT
THE CITY UNIVERSITY OF NEW YORK,
SUNY, GRADUATE SCHOOL OF PUBLIC
HEALTH, EXECUTIVE DIRECTOR OF
THE CENTER FOR ADVANCED
TECHNOLOGY, AND COMMUNICATION
AND HEALTH, OR CATCH, AT SUNY,
WHICH AIMS TO DEVELOP
TECHNOLOGIES AND APPROACHES TO
HELP DECISION MAKING AND
COMMUNICATION IN HEALTH AND
PUBLIC HEALTH.
DR. LEE IS THE EXECUTIVE
DIRECTOR OF PHICOR WHICH HE
FOUNDED IN 2007 AS WELL AS
FOUNDER AND CEO OF COME THY
TAIGSAL MODELS AND TOOLS TO HELP
DECISION MAKING.
DR. LEE HAS WRITTEN EXTENSIVELY,
SENIOR CONTRIBUTOR FOR FORBES,
COVERING A WIDE RANGE OF
HEALTH-RELATED TOPICS.
HE MAINTAINS A BLOG FOR
PSYCHOLOGY TODAY, A FUNNY BONE
TO PICK.
HIS WRITING APPEARED IN OTHER
MEDIA OUTLETS, "NEW YORK
TIMES,"TIME, THE GUARDIAN, STAT,
HUFF MOST AND MI T TECHNOLOGY
REVIEW.
M.D. FROM HARVARD, MBA FROM
STANFORD GRADUATE SCHOOL OF
BUSINESS.
HE COMPLETED RESIDENCY TRAINING
AT UNIVERSITY OF CALIFORNIA SAN
DIEGO.
BEFORE I HAND OVER THE VIRTUAL
MIC TO DR. LEE, I WOULD LIKE TO
NOTE HIS TALK WILL BE FOLLOWED
BY A MODERATED Q&A SESSION, I
WILL BE THE MODERATOR.
I WOULD LIKE TO REMIND EVERYONE
WE WILL ONLY BE ADDRESSING
QUESTIONS THAT ARE POSTED IN THE
Q&A BOX AT THE BOTTOM OF YOUR
SCREEN, TO OUR SPEAKER.
AVOID POSTING QUESTIONS IN THE
CHAT, IT'S HARDER TO LOCATE
THEM.
POST YOUR QUESTIONS IN THE Q&A
BOX AT ANY POINT DURING DR.
LEE'S TALK AND I WILL MAKE SURE
HE GETS TO HEAR THEM AT THE END
OF HIS TALK.
DR. LEE, TAKE IT AWAY.
>> THANK YOU FOR THAT
INTRODUCTION.
I'M HAPPY TO BE INHAVE IT SITED
TO TALK, THIS IS A VERY
IMPORTANT TOPIC, WHY COMMUNITIES
NEED TO BE AT THE CENTER OF
HEALTH DISSEMINATION RESEARCH
AND APPROACHES.
NEXT SLIDE.
COMPANIES ACROSS THE UNITED
STATES SPEND RESOURCES ON
MARKETING AND ADVERTISING,
BUSINESS EQUIVALENT OF
DISSEMINATION.
IF YOU LOOK AT BUSINESS BOOKS
YOU HAVE THESE FIGURES QUOTED
COMPANIES LESS THAN FIVE YEARS
OLD SPEND 25% ON MARKETING, WHEN
TERRIBLED STILL 15 --
ESTABLISHED STILL SPEND 10 TO
15% AND IN SOME CASES HIGHER.
COSTS FROM $10,000 TO OVER $10
MILLION PRODUCT LAUNCH, MANY
TIMES IT WILL FALL ABOVE
$100,000 TO $200,000, AND
AVERAGE CHIEF MARKETING OFFICER
SALARY IS $349,000.
MANY BUSINESSES, MOST BUSINESSES
REALIZE THE IMPORTANCE OF
DISSEMINATION.
IT'S A KEY PART OF THEIR
OPERATIONS.
NEXT SLIDE PLEASE.
SO FOR INSTANCE IF YOU LOOK AT
MOVIE STUDIOS THEY ENGAGE
AUDIENCES HEAVILY WELL BEFORE A
MOVIE IS RELEASED.
SO IF YOU LOOK AT SOMETHING LIKE
AVENGERS END GAME, YOU PROBABLY
SAW TRAILERS LEADING UP TO THAT,
A NUMBER OF PRESS CONFERENCES,
EACH OF THE DIFFERENT ACTORS AND
STARS WITHIN THE MOVIE WOULD
APPEAR, WOULD DO THE TALK SHOW
CIRCUIT, THEY WOULD MAKE
DIFFERENT PRESS APPEARANCES,
FILM FUNNY VIDEOS AND THINGS
LIKE THAT, JUST A TREMENDOUS
NUMBER OF VERY STRATEGIC STEPS
AND APPROACHES LEADING UP TO THE
THEATRICAL RELEASE.
NEXT SLIDE PLEASE.
AND IF YOU LOOK AT PRODUCT
MANUFACTURERS THEY WILL INVEST
HEAVILY IN CONSUMER ENGAGEMENT
WELL BEFORE A PRODUCT REACHES
THE MARKET.
SO APPLE IS PARTICULARLY GOOD AT
THIS.
THEY BASICALLY WHEN THEY HAVE A
PRODUCT LAUNCH, BEFORE THAT THEY
WILL HAVE A LEADUP IN TERMS OF
ADVERTISING, DIFFERENT
APPEARANCES, MANY TIMES WILL
HINT AT SOMETHING COMING DOWN
THE ROAD.
SO THIS HAS BECOME AN EXTENSIVE
OPERATION, WELL BEFORE A PRODUCT
HITS THE MARKET.
NEXT SLIDE.
MANY COMPANIES REALIZE THAT THE
CUSTOMER NEEDS TO BE THE FOCUS
OF EVERYTHING THEY DO.
SO YOU PROBABLY HAVE SEEN THE
QUOTES LIKE CUSTOMER'S ALWAYS
RIGHT, OR THE CUSTOMER SHOULD BE
THE FOCUS, OR WE AS A COMPANY
ARE CUSTOMER CENTRIC.
CUSTOMER COMES UP A LOT.
THAT MAKES SENSE BECAUSE
ULTIMATELY WHEN THEY ARE
DESIGNING THINGS, WHETHER IT'S
PRODUCTS OR SERVICES, WHEN THEY
ARE EXECUTING OR IMPLEMENTING
THESE THINGS, THE SUCCESS OF THE
SERVICES AND PRODUCTS DEPENDS
HEAVILY ON THE CUSTOMER, IF THE
CUSTOMER IS NOT INTERESTED OR
PUSHES BACK OR GETSUP SET ABOUT
A PRODUCT OR SERVICE, PRODUCTS
AND SERVICES WILL NOT BE
SUCCESSFUL.
HEALTH AND PUBLIC HEALTH PROVIDE
SERVICES, PRODUCTS, THE GOAL TO
BENEFIT SOCIETY, BENEFIT THE
PUBLIC, BENEFIT PATIENTS.
BENEFIT EVERYONE OUT THERE.
SO, WHY AREN'T PEOPLE, THE
PUBLIC, PATIENTS, ET CETERA, THE
FOCUS WHEN IT COMES TO UNVEILING
OR ROLLING OUT DIFFERENT
PRODUCTS OR SERVICES?
WELL, THERE ARE MULTIPLE
PROBLEMS.
NEXT SLIDE PLEASE.
SO FIRST IS LACK OF
PRIORITIZATION OF DISSEMINATION
IN HEALTH AND PUBLIC HEALTH.
SO IF YOU THINK ABOUT IT, EVERY
TIME THERE'S A NEW POLICY, EVERY
TIME THERE'S A NEW INTERVENTION,
EVERY TIME THERE'S NEW
SCIENTIFIC INSIGHT, HOW OFTEN DO
YOU HEAR ABOUT IT?
HOW MUCH INFORMATION OR HOW MANY
TYPES OF CAMPAIGNS ARE GENERATED
AROUND THAT?
A BUSINESS WOULDN'T THINK OF
LAUNCHING A PRODUCT OR SERVICE
QUIETLY OR WITHOUT LIKE A LOT OF
HOOPLA OR THINGS SURROUNDING
THAT.
SO, HOW OFTEN DO YOU ACTUALLY
SEE THAT IN HEALTH AND PUBLIC
HEALTH?
NEXT SLIDE.
SECOND PROBLEM ARE TOP-DOWN
APPROACHES, OFTEN USED IN
DISSEMINATION.
SO, BASICALLY YOU'VE GOT
TOP-DOWN APPROACHES WHERE YOU
SAY, OKAY, WE'RE GOING TO MAKE
OUR DECISIONS SORT OF HIGH UP
AND THEN EVERYONE'S GOING TO
HAVE TO ACCEPT THIS OR ACCEPT
THIS CAMPAIGN OR WHAT HAVE YOU.
THAT'S AS OPPOSED TO GRASS ROOTS
CAMPAIGNS WHERE THE
DISSEMINATION INVOLVES COMMUNITY
MEMBERS AND MANY TIMES ACTUALLY
ARE INITIATED BY COMMUNITY
MEMBERS, AND ENCOURAGES THEM TO
HELP PROMOTE AND REACH AS MANY
PEOPLE AS POSSIBLE.
WE'RE TALKING ABOUT THE
DIFFERENCE BETWEEN TOP-DOWN,
WHICH IS LET'S SEND MESSAGES
DOWN AND SAY PEOPLE NEED TO
ACCEPT THIS, OR BOTTOM-UP OR
GRASS ROOTS WHERE YOU'RE REALLY
GENERATING THE INTEREST, THE
KNOWLEDGE, FROM THE COMMUNITY.
NEXT SLIDE PLEASE.
THE THIRD PROBLEM IS USING A
ONE-SIZE-FITS-ALL APPROACH TO
DISSEMINATION.
MANY TIMES YOU'LL SEE THESE
HEALTH OR PUBLIC HEALTH MESSAGES
THAT COME OUT AND SAYS OKAY,
IT'S NOT GOING TO ACCOUNT FOR
THE FACT THAT THE COMMUNITIES
ARE VERY HETEROGENEOUS WITH A
WIDE AMOUNT OF DIVERSITY.
YOU SEE IN MANY SITUATIONS YOU
HAVE DIFFERENT THINGS TAILORED,
DIFFERENT PRODUCTS AND SERVICES
IN BUSINESS TAILORED TO
DIFFERENT CUSTOMERS, BUT THAT
DOESN'T ALWAYS OCCUR WHEN IT
COMES TO HEALTH AND PUBLIC
HEALTH.
NEXT SLIDE PLEASE.
FOURTH, STRATEGIES ARE NOT
ADAPTED TO CHANGES OVER TIME.
AS THIS PICTURE HERE SAYS,
CHANGE IS INEVITABLE, THINGS
EVOLVE.
COMMUNITIES ARE CHANGING, END
USERS ARE CHANGING, SO THINGS
NEED TO BE ADAPTABLE.
NEXT SLIDE PLEASE.
A FIFTH PROBLEM IS DISSEMINATION
STRATEGIES OFTEN DO NOT INCLUDE
AN EMOTIONAL CONNECTION WITH THE
AUDIENCE.
SO, YOU PROBABLY HEARD WHEN
PEOPLE MAKE DECISIONS IT'S A
COMBINATION OF LOGIC AND
RATIONALE, BUT ALSO EMOTIONAL
DECISIONS.
WE'RE ALL, AS HUMAN BEINGS, ALL
INFLUENCED BY CONTEXT THAT
SURROUNDS US, INFLUENCED BY OUR
PERSONAL HISTORIES, WE'RE
INFLUENCED BY HOW WE FEEL.
THE BEST DECISIONS ARE MADE WITH
COMBINATION OF SCIENTIFIC OR
FACTUAL INFORMATION ALONG WITH
WHAT'S YOUR GUT FEELING OR HOW
DO YOU FEEL ABOUT SOMETHING.
SO, THERE ARE MANY SITUATIONS
YOU MIGHT HAVE HAVE HEALTH
INFORMATION THAT CARRIES ACROSS,
AND THEN IT'S NOT REALLY --
DOESN'T QUITE RESONATE.
NEXT SLIDE PLEASE.
A SIXTH PROBLEM IS DISSEMINATION
STRATEGIES CAN MAKE AUDIENCES
FEEL LIKE THEY ARE BEING TOLD OR
COMPELLED TO DO SOMETHING VERSUS
THEM WANTING TO DO IT.
HERE IS A PICTURE THAT SAYS
PURPLE MARKER MISSING, PLEASE
RETURN IT AS SOON AS POSSIBLE,
AND RESPONSIBLE RESPONDED WITH A
PURPLE MARKER, NO!
THAT'S EMPHASIZING WHEN PEOPLE
FEEL LIKE THEY ARE BEING TOLD TO
DO SOMETHING, AND WITHOUT TAKING
INTO ACCOUNT PERSONAL SITUATION
OR PERSONAL INTERESTS, THEY MAY
BE LESS LIKELY TO FOLLOW
SOMETHING.
SO WE ALL KNOW THAT.
WE'VE ALL EXPERIENCED THAT AND
WE'VE ALL EXPERIENCED THAT
EITHER WHEN WE WERE FIVE YEAR
OLDS OR YOU HAVE A FIVE YEAR OLD
YOU'RE TAKING CARE OF, THE LAST
THING YOU WANT TO DO IS SAY
YOU'RE GOING TO DO THIS AND NO
QUESTIONS ASKED.
NEXT SLIDE PLEASE.
PROBLEM 7 IS STRATEGIES AND
PEOPLE DISSEMINATING THE
INFORMATION OFTEN DO NOT REFLECT
THE AUDIENCE.
I WROTE A PIECE FOR "PSYCHOLOGY
TODAY" TALKING ABOUT HOW MANY
TIMES VERY COMMON RELATIONSHIP
PROBLEM IS WHEN YOU FEEL LIKE
THE OTHER PERSON DOES NOT
UNDERSTAND YOU, HAS NOT TAKEN
THE TIME OR EFFORT TO ACTUALLY
GET TO KNOW YOU.
IF YOU THINK ABOUT IT, WITH A
FRIEND, CO-WORKER, SUPERVISOR,
MANY TIMES YOUR INITIAL RESPONSE
IS LIKE THAT PERSON DOESN'T EVEN
KNOW ME, THAT PERSON HAS NOT
TAKEN THE TIME TO ACTUALLY GET
TO KNOW ME AND UNDERSTAND WHERE
I'M COMING FROM.
SO, THIS CAN OFTEN CAUSE
RESENTMENT OR THAT YOU'RE
SAYING, OKAY, I WON'T LISTEN TO
WHAT YOU HAVE TO SAY BECAUSE YOU
DON'T HAVE MY BEST INTERESTS IN
MIND BECAUSE YOU DON'T EVEN KNOW
WHAT I NEED OR WHAT I WANT OR MY
CURRENT SITUATION.
THAT'S BEEN A CONSISTENT PROBLEM
IN PUBLIC HEALTH, EFFORTS TO GET
TO KNOW THE AUDIENCE, GET TO
KNOW THE QUOTE/UNQUOTE END USER,
WHO IS USING THE INFORMATION.
PROBLEM 8, DISSEMINATION IS
REACTIVE RATHER THAN PRO-ACTIVE.
WE'VE SEEN THAT MANY TIMES, THIS
ARTICLE TALKS ABOUT THE CLINICAL
BEER TANNING TREND ON TIKTOK
WHERE PEOPLE ARE POURING BEER
AND RUBBING THEIR BODIES WITH
BEER, GOING OUT TO TAN
THEMSELVES IN THE SUN.
THINK ABOUT IT, YOU'RE POURING
THIS STICKY ALCOHOLIC BEVERAGE
THAT'S PROBABLY GOING TO ENHANCE
THE ULTRAVIOLET RADIATION AND
MAY ATTRACT FLIES AND INSECTS.
MAYBE NOT THE BEST IDEA.
WE SEE THIS OFTEN WITH THESE
SOCIAL MEDIA TRENDS, THINGS COME
OUT AND ET CETERA, AND THEN YOU
SAY DON'T DO THAT, YOU SHOULDN'T
HAVE DONE THAT.
MANY TIMES YOU HAVE TO THINK, IT
MIGHT BE BETTER, HOW DO WE
PREVENT THESE SOCIAL MEDIA
TRENDS FROM COMING OUT.
HOW DO WE BE PRO-ACTIVE RATHER
THAN REACTIVE?
NEXT SLIDE.
PROBLEM 9, STRATEGIES MANY TIMES
LACK SORT OF ACCOUNTING OR
UNDERSTANDING OF COMMUNITY
DYNAMICS AND INFORMATION FLOW.
EXAMPLE HERE, THIS IS NOT A
PUBLIC HEALTH CAMPAIGN BUT
ELEVATOR OUT OF SERVICE, PLEASE
USE THE ELEVATOR.
DOESN'T ACCOUNT FOR THE FACT
THAT, OKAY, IF THERE'S NO
ELEVATOR, HOW ARE YOU GOING TO
USE AN ELEVATOR?
MANY TIMES YOU MIGHT SEE
SITUATIONS WHERE YOU SAY, OKAY,
LET'S DISSEMINATION INFORMATION
ABOUT THIS BUT WHAT ARE GOING TO
BE THE SECONDARY TERTIARY AND
INDIRECT EFFECTS, OR WHAT'S THE
ALTERNATIVE?
YOU CAN'T TELL PEOPLE TO DO
SOMETHING OR NOT TO DO SOMETHING
BUT THEY DON'T HAVE ALTERNATIVE,
WHAT IS THE ALTERNATIVE?
IT'S IMPORTANT TO UNDERSTAND
PEOPLE'S SITUATIONS AND DYNAMICS
THAT ARE OCCURRING WITHIN THAT
COMMUNITY.
NEXT SLIDE PLEASE.
PROBLEM 10, 10 OF 10, CURRENT
STRATEGIES OFTEN DON'T CREATE A
SUSTAINABLE SYSTEM.
SO IF YOU LOOK AT FOR INSTANCE
BUSINESSES, IT'S RARELY ONE AD
CAMPAIGN, IT'S RARELY JUST ONE
TRAILER OR RARELY JUST ONE PRESS
CONFERENCE.
THERE'S A SERIES OF THINGS THAT
THAT ARE DONE FOR A GIVEN
PRODUCT, SERVICE, MOVIE, OR IN
ADDITION THERE ARE LONG-TERM
STRATEGIES WITH DISSEMINATION.
IF YOU LOOK AT, FOR INSTANCE,
WITH THE AVENGERS, YOU'VE GOT
THE AVENGER END GAME MOVIE, AND
THE ENTIRE CINEMATIC UNIVERSE,
FITTING IN WITH SPIDER MAN, HOW
ARE WE GOING TO FIT THIS AND
WHAT'S OUR OVERALL STRATEGY AND
HOW ARE WE GOING TO KEEP
AUDIENCES LINKED TO THE MARVEL
MOVIES IN GENERAL.
A SUSTAINABLE SYSTEM BUILDS
INTEREST.
SIMILARLY YOU HAVE PEOPLE WHO
DON'T JUST SAY I'M JUST GOING TO
GET THIS SMARTPHONE, THERE'S
COMBINATION OF SERVICES AND A
PRODUCT LINE ASSOCIATED WITH
SMARTPHONE, EARBUDS AND ALL
THESE THINGS.
IT'S ABOUT CREATING A
SUSTAINABLE SOLUTION, NOT A
ONE-TIME THING.
YOU HAVE TO TAKE THE LONG-TERM
VIEW AND SAY, YOU KNOW, HOW DO
WE CREATE A SYSTEM WHERE
DISSEMINATION CAN CONTINUE TO
OCCUR, PEOPLE CAN CONTINUE TO
LISTEN TO EACH OTHER.
AND HOW DO YOU DO THAT?
MANY TIMES IN HEALTH AND PUBLIC
HEALTH YOU MIGHT SEE A ONE-TIME
CAMPAIGN, IT MAY OR MAY NOT
WORK, BUT IT'S MORE IMPORTANT TO
SAY, OKAY, HOW DOES THIS
INTEGRATE WITH THE LARGER
STRUCTURE?
NEXT SLIDE PLEASE.
SO THE BOTTOM LINE THERE'S A
NEED TO MAKE COMMUNITY OR
COMMUNITIES, PLURAL, THE CENTER
OF DISSEMINATION HEALTH AND
PUBLIC HEALTH.
COMMUNITIES ARE THE EQUIVALENT
OR THE ANALOGY FOR CUSTOMERS,
BECAUSE YOU'RE TRYING TO GET
HEALTH AND PUBLIC HEALTH
INFORMATION, WHO IS GOING TO
ABSORB THIS, WHO IS GOING TO USE
THIS, IT'S BASICALLY
COMMUNITIES, PEOPLE WITHIN THE
COMMUNITIES, ORGANIZATIONS
WITHIN THE COMMUNITIES AS WELL.
SO, THERE'S A LOT OF EVIDENCE IN
THE PAST THAT SHOWS THAT
COMMUNITIES AREN'T ALWAYS THE
FOCUS.
THEY AREN'T ALWAYS THE FOCUS
WHEN IT COMES TO DISSEMINATION
RE, STRATEGIES, DISSEMINATION
APPROACHES.
NEXT SLIGHT.
IF YOU LOOK AT THE PROBLEMS,
THEY CAN BE ADDRESSED BY MAKING
THE COMMUNITY THE FOCUS.
I MENTION THESE THINGS IN
PREVIOUS SLIDES ABOUT NOT REALLY
UNDERSTANDING THE AUDIENCE, NOT
UNDERSTANDING THE END USERS AND
THOSE THINGS LIKE THAT, THAT CAN
CHANGE WHEN YOU MAKE THE
COMMUNITY THE FOCUS.
SO, HOW DO YOU MAKE THE
COMMUNITY THE FOCUS AND WHAT
PRINCIPLES DO YOU KEEP IN MIND?
ONE IS YOU'VE GOT TO LOOK AT THE
COMMUNITY AS A COMPLEX SYSTEM.
ONE OF THE CHALLENGES IN THE
PAST IS THERE CAN BE A TENDENCY
TO LOOK AT A COMMUNITY AS ONE
BIG HOMOGENOUS BLOCK AND SAY
THEY ARE ALL THE SAME, THEREFORE
WE'LL JUST USE THE SAME STRATEGY
FOR EVERYONE.
THAT'S NOT THE CASE.
THERE'S TREMENDOUS DIVERSITY
ACROSS DOMAINS, SOCIAL AND
DEMOGRAPHIC CHARACTERISTICS BUT
THERE'S ALSO TREMENDOUS
DIVERSITY WHEN IT COMES TO
ECONOMICS, BACKGROUNDS, CONTEXT,
ENVIRONMENT, SURROUNDINGS,
PHILOSOPHIES, BELIEFS, ALL THESE
TYPES OF THINGS.
IT'S A MISTAKE TO BELIEVE
EVERYONE IN A DEMOGRAPHIC GROUP
IS THE SAME.
MANY TIMES THERE'S MORE
DIVERSITY WITHIN A GIVEN
DEMOGRAPHIC GROUP THAN ACROSS
THE ENTIRE POPULATION.
SO WHILE RELATIVELY SPEAKING WE
HAVE TO KEEP THAT -- OR AS MUCH.
WE HAVE TO KEEP THAT IN MIND.
PEOPLE ARE INTERCONNECTED, NOT
JUST PEOPLE BUT TALKING ABOUT
SURROUNDINGS.
YOU HAVE TO UNDERSTAND THESE
THINGS.
AND THERE ARE SYSTEMS METHODS
LIKE SYSTEMS MAPPING AND
MODELING THAT CAN HELP ELUCIDATE
THESE SYSTEMS.
THESE SYSTEMS ARE DYNAMIC,
CHANGING OVER TIME, SO WE HAVE
TO KEEP IN MIND A GIVEN
COMMUNITY CAN BE VERY DIFFERENT,
LIKE ONE YEAR LATER, TEN YEARS
LATER, EVEN LIKE ONE MONTH LATER
OR A FEW DAYS LATER.
THESE ARE COMPLEX DYNAMIC
ORGANISMS AND WE HAVE TO KEEP IN
MIND THE DEFINITION OF THE TERM
COMMUNITY CAN DIFFER, NOT JUST
TALKING ABOUT A GROUP OF PEOPLE
OR NEIGHBORHOOD, NOW WE'VE ALSO
GOT VIRTUAL COMMUNITIES BROS --
DAWES -- BECAUSE OF SOCIAL
MEDIA.
YOU HAVE TO UNDERSTAND THE FLOW,
WHAT'S THE PURPOSE OF
INFORMATION, PURPOSE OF
INFORMATION IS TO HELP DECISION
MAKING.
SO, YOU REALLY HAVE TO
UNDERSTAND HOW DECISIONS ARE
ACTUALLY MADE.
SO YOU HAVE THESE SYSTEMS, THESE
COMPLEX SYSTEMS CAN DETERMINE
HOW INFORMATION IS SPREAD AND
HOW IT'S ACTUALLY USED.
AND THE SOURCES AND USES OF
INFORMATION CAN BE
HETEROGENEOUS, APOLOGIES FOR THE
TYPO HERE.
YOU NEED TO ENSURE HOW DECISIONS
ARE MADE.
SO WHAT TYPES OF INFORMATION DO
PEOPLE TAKE INTO ACCOUNT WHEN
THEY MAKE A DECISION?
AND IF THAT INFORMATION IS NOT
THERE, IF THERE'S A VOID, THEY
MAKING THE DECISION BASED ON
FAULTY INFORMATION OR THEY
MAY -- OR NO INFORMATION, FOR
THAT MATTER.
AND CONTEXT MATTERS, RIGHT?
SO, YOU KNOW, WHEN THERE'S
INFORMATION THAT'S BEING
DISSEMINATED IT'S GOING TO BE
INTERPRETED IN DIFFERENT WAYS
BASED ON SOMEONE'S PERSONAL
CONTEXT, WHAT SOMEONE
EXPERIENCED IN THE PAST, WHAT
PEOPLE SIMILAR TO THE PERSON
HAVE EXPERIENCED IN THE PAST,
WHAT THEY'VE HEARD IN THE PAST.
YOU HAVE UNDERSTAND THESE
DIFFERENT THINGS AND YOU CAN'T
UNDERSTAND THESE THINGS UNLESS
YOU MAKE COMMUNITIES THE FOCUS,
UNLESS YOU REALLY UNDERSTAND HOW
THEY ARE FEELING, WHAT ARE THEY
THINKING, WHAT ARE THEIR
BACKGROUNDS LIKE.
NEXT SLIDE.
PRINCIPLE NUMBER 3, YOU HAVE TO
USE MORE PRECISION,
DISSEMINATION, COMMUNICATION.
WHEN WE TALK ABOUT PRECISION,
IT'S ABOUT TAILORING THINGS
BETTER TO DIFFERENT GROUPS OF
PEOPLE OR EVEN BETTER DIFFERENT
INDIVIDUALS.
YOU HAVE TO ACCOUNT FOR TRUE
DIVERSITY.
YOU SHOULDN'T CLUMP WITHIN THE
CATEGORY, SAY, OKAY, WE'RE GOING
TO USE DISSEMINATION STRATEGIES
OR DISSEMINATION RESEARCH, ONE
SIDES FITS ALL FOR A PARTICULAR
CATEGORY.
YOU HAVE TO TAILOR MESSAGES TO
DIFFERENT CHARACTERISTICS AND
CIRCUMSTANCES, AND LISTEN,
LISTEN, LISTEN.
SO, ULTIMATELY YOU CAN'T DIVINE
WHAT'S HAPPENING WITHIN A
COMMUNITY AND WHAT'S HAPPENING
WITHIN -- FOR DIFFERENT TYPES OF
INDIVIDUALS UNLESS YOU ACTUALLY
LISTEN TO PEOPLE.
SO, AS I INDICATED EARLIER,
PREVIOUS SLIDES, WHEN YOU FEEL
UNSEEN AND WHEN YOU FEEL
UNHEARD, THAT NOT ONLY MAKES YOU
FEEL LIKE, WELL, WHY SHOULD I
LISTEN, WHY SHOULD I BOTHER, BUT
ALSO WHATEVER STRATEGIES OR
WHATEVER RESEARCH OR WHATEVER
OCCURS IS JUST NOT GOING TO FIT
YOU, NOT GOING TO MATCH YOU.
PEOPLE ARE NOT MIND READERS.
THEY DON'T HAVE ESP, WELL, FOR
THE MOST PART THEY DON'T HAVE
ESP SO YOU HAVE TO ASK PEOPLE
WHAT THEY ACTUALLY NEED.
NEXT SLIDE PLEASE.
YOU HAVE MAKE THE COMMUNITY
CENTRAL TO DISSEMINATION
RESEARCH, STRATEGIES,
APPROACHES, METHODS.
PRINCIPLE 4, YOU HAVE TO PLACE
COMMUNITY MEMBERS IN LEADERSHIP
AND DECISION-MAKING POSITIONS.
IDEAL SITUATION, IT'S A JOINT
VENTURE OR COMMUNITY IS ACTUALLY
DRIVING WHAT'S HAPPENING
BECAUSE, AGAIN, AS I MENTIONED
PREVIOUSLY THE COMMUNITY KNOWS
BEST IN TERMS OF WHAT THEY NEED,
WHAT THEY WANT.
AND COMMUNITY MEMBERS KNOW THEIR
COMMUNITIES THE BEST.
PEOPLE ARE MORE LIKELY TO LISTEN
TO PEOPLE LIKE THEMSELVES.
HOW OFTEN DO YOU SIT THERE AND
SAY, OKAY, YOU SEE SOMEONE
THAT'S SPEAKING AND THAT PERSON
HAS A SIMILAR BACKGROUND TO YOU
OR THAT PERSON'S UNDERGONE
SIMILAR EXPERIENCES TO YOU AND
YOU'RE LIKE, OKAY, THAT PERSON
GETS ME, I'M GOING TO LISTEN
MORE CAREFULLY.
FIRST SOMEONE THAT LOOKS LIKE OR
ACTS LIKE THEY HAVE NO
UNDERSTANDING WHAT YOUR
BACKGROUND IS, YOU'RE LIKE,
WELL, AGAIN, THAT PERSON DOESN'T
KNOW WHAT I HAVE TO DEAL WITH
FROM DAY-TO-DAY STANDPOINT SO
WHY SHOULD I LISTEN?
OUTSIDERS TEND OF THINK THAT A
COMMUNITY IS SIMPLER THAN IT
REALLY IS.
THERE'S THAT BIAS WHERE YOU SIT
THERE AND SAY, YOU KNOW, YOU
TEND TO SAY, OKAY, I AND PEOPLE
IMMEDIATELY AROUND ME ARE
DIVERSE INDIVIDUALS, WE HAVE A
LOT OF DIFFERENT TYPES OF
INTERESTS, BACKGROUNDS, ET
CETERA.
BUT THE FURTHER YOU GET FROM
YOUR CIRCLE, THE MORE HOMOGENOUS
YOU TEND TO THINK PEOPLE ARE.
OH, EVERYONE'S LIKE THIS OR
EVERYONE'S LIKE THAT.
WE HAVE TO REMEMBER THAT PEOPLE
WITHIN THE COMMUNITY BEST
UNDERSTAND -- OFTEN BEST
UNDERSTAND DIVERSITY.
WHEN WE SAY PLACE COMMUNITY
MEMBERS IN LEADERSHIP WE DON'T
JUST MEAN EMPTY TITLED OR HERE
IS A TITLE AND YOU'RE INVOLVED,
NO, THEY HAVE TO BE INVOLVED
FROM START TO FINISH WITH REAL
SUBSTANTIAL ROLES, REAL
SUBSTANTIAL INFLUENCE, ET
CETERA.
NEXT SLIDE PLEASE.
PRINCIPLE NUMBER 5, LEVERAGE
TECHNOLOGY AND A RANGE OF
PLATFORMS.
AS MENTIONED BEFORE, TIMES ARE
CHANGING.
THE WAY DISSEMINATION IS DONE
NOW VERY DIFFERENT FROM WHAT WAS
DONE ON A 50 YEARS OR 40 YEARS
OR EVEN 10 YEARS AGO OR THESE
DAYS A YEAR AGO.
THINGS ARE CONSTANTLY CHANGING.
NOT EVERYONE GETS INFORMATION
FROM THE SAME PLACE.
THERE ISN'T ONE SINGLE ORACLE
THAT EVERYONE LISTENS TO THESE
DAYS.
NOWADAYS, THERE'S LIKE 5,000
CHANNELS, SOMETHING OF THAT
SORT, YOU CAN GET ALMOST
ANYTHING ON NETFLIX, SO MANY
DIFFERENT THINGS ON THE
INTERNET, SOCIAL MEDIA, ALL
THESE TYPES OF THINGS.
IT'S JUST TOO MUCH FOR EVERYONE
TO LOOK AT ALL THE TIME.
THEREFORE PEOPLE CHOOSE, PEOPLE
CHOOSE WHAT THEY ARE GOING TO
LISTEN TO, WHAT THEY ARE GOING
TO ADOPT.
EACH PLATFORM HAS STRENGTHS AND
WEAKNESSES, THERE'S NO PERFECT
PLATFORM.
SO THERE'S THINGS THAT FAVOR
SHORT MESSAGES, CERTAIN THINGS
FAVOR VIDEOS AND AUDIO.
CERTAIN THINGS FAVOR INTERACTION
OR MORE INTERACTIVE.
CERTAIN PLATFORMS THAT FAVOR
LONGER PIECES.
YOU HAVE TO MATCH THE PLATFORM
WITH INFORMATION AND THE
AUDIENCE SO YOU HAVE TO
UNDERSTAND THE PLATFORM AND,
AGAIN, UNDERSTAND THE AUDIENCE
AND HOW DO YOU UNDERSTAND THE
AUDIENCE?
YOU HAVE TO UNDERSTAND THE
COMMUNITY AND THEY HAVE TO BE
CENTRAL.
LANDSCAPE CONTINUES TO RAPIDLY
EVOLVE.
WE HAVE TO KEEP IN MIND
TECHNOLOGY CAN MAKE THINGS GREAT
OR IT CAN HURT THINGS.
TECHNOLOGY IN AND OF ITSELF IS
NEITHER GOOD NOR BAD.
IT'S HOW IT'S ACTUALLY BEING
USED.
SO WE HAVE TO KEEP IN MIND HOW
ARE WE GOING TO ACTUALLY USE
TECHNOLOGY FOR GOOD.
FOR POSITIVE APPROACHES.
FOR POSITIVE CHANGE.
NEXT SLIDE PLEASE.
PRINCIPLE NUMBER 6 IS TAKING A
MORE PRO-ACTIVE APPROACH, MORE
PRO-ACTIVE SYSTEMS APPROACH.
THIS IS AN ARTICLE WE PUBLISHED
IN JOURNAL FOR HEALTH
COMMUNICATIONS, JOURNAL OF
HEALTH COMMUNICATIONS, TALKING
ABOUT THE NEED FOR PRECISION
COMMUNICATIONS IN PUBLIC HEALTH,
ACCOUNTING FOR COMPLEX SYSTEMS.
WHEN WE TALK ABOUT PRECISION,
BETTER TAILORING THINGS TO
DIFFERENT PEOPLE.
ACCOUNTING FOR COMPLEX SYSTEMS
MEANING LOOKING AT THE SYSTEM AS
A WHOLE, HOW INFORMATION WILL
FLOW, WHAT REVERBERATIONS WILL
OCCUR, WHERE ARE PEOPLE COMING
FROM.
IT'S VERY STRATEGIC.
YOU LOOK AT COMPANIES AND THEY
DO THE SAME THING.
THEY DO EXTENSIVE MARKET
RESEARCH.
THEY DO FOCUS GROUPS.
THEY DO SURVEYS, THEY ARE
CONSTANTLY TRYING TO KEEP TRACK
OF WHAT CUSTOMERS ARE DOING OR
INTERESTED IN.
NOWADAYS THEY ARE TRACK WHACK
CUSTOMERS ARE THINKING, USING,
SAYING, DOING, ALL THE TIME.
THAT'S TO HELP REDUCE PRODUCTS
AND SERVICES THAT MATCH WHAT THE
CUSTOMERS NEED AND ALSO
ADVERTISING AND DISSEMINATION,
MARKETING.
YOU REALLY HAVE TO ACCOUNT FOR
THIS COMPLEX SYSTEM IF YOU
REALLY WANT TO HAVE MORE
EFFECTIVE DISSEMINATION AND
DISSEMINATIONS THAT'S MORE
PRECISE, TAILORED TO DIFFERENT
INDIVIDUALS.
PRINCIPLE 7, , YOU HAVE TO MAKE
DISSEMINATION A TRUE PRIORITY.
AS I ALLUDED TO, IN BUSINESS, A
NEW PRODUCT, SERVICE, INSIGHT
THERE'S A DISSEMINATION
STRATEGY.
IT'S CORE TO WHAT COMPANIES DO.
WHEN IT COMES TO HEALTH, PUBLIC
HEALTH, EVERY NEW POLICY HAS A
NEW STRATEGY, CLEARLY NO, HOW
ARE YOU GOING TO GET FEEDBACK
FROM COMMUNITIES?
YOU CAN'T DO THIS WITHOUT REALLY
MAKING THE CUSTOMER, WHEN IT
COMES TO BUSINESSES, OR
COMMUNITIES, WHEN IT COMES TO
HEALTH AND PUBLIC HEALTH, THE
FOCUS.
MORE SERVICES ARE NEEDED FOR
DISSEMINATION.
I MENTIONED AT THE BEGINNING OF
THE TALK HOW MUCH MONEY AND HOW
MUCH TIME AND EFFORT IS SPENT
FOR A GIVEN PRODUCT OR SERVICES,
THAT RARELY OCCURS WHEN IT COMES
TO HEALTH AND PUBLIC HEALTH.
PUBLIC HEALTH DEPARTMENTS, THEIR
BUDGETS ARE STRAPPED.
IF YOU LOOK WHEN IT COMES TO
SCIENTIFIC INSIGHT RARELY DO YOU
HAVE A BUDGET FOR DISSEMINATION
FOR THAT SPECIFICALLY.
SO MORE RESEARCH IS NEEDED.
AND WORKFORCE DEVELOPMENT SHOULD
OCCUR.
IN OTHER WORDS, THERE'S A NEED
FOR NEW PROFESSIONALS WHO MAKE
THIS THEIR FULL-TIME JOB OR
PART-TIME JOB.
PEOPLE WHO UNDERSTAND SCIENCE
AND HEALTH BUT ALSO UNDERSTAND
HOW DISSEMINATION OCCURS.
I MENTIONED MARKETING
PROFESSIONALS, ADVERTISING
PROFESSIONALS, WHY NOT MORE
DISSEMINATION SPECIALISTS?
AND SHE'S SHOULD BE PEOPLE WHO
TRULY UNDERSTAND -- THESE SHOULD
BE PEOPLE WHO TRULY UNDERSTAND.
SOME OF THE BEST ARE ADVERTISING
TO PEOPLE THEY ARE VERY FAMILIAR
WITH.
THEY UNDERSTAND HOW THEY THINK.
SO YOU REALLY NEED TO INCLUDE
PEOPLE FROM COMMUNITIES WHEN IT
COMES TO THIS.
COMMUNITIES SHOULD BE HEAVILY
INVOLVED IN ALL ASPECTS OF
DISSEMINATION.
YOU CAN'T JUST BRING THEM IN AT
THE VERY END AND SAY, OH, DO YOU
LIKE STRATEGY A?
OR A-1, OR A-2, OR MAYBE A OR B,
BUT IT'S LIMITED.
YOU NEED TO ACTUALLY GET THEM
INVOLVED IN THE FIRST PLACE, SO
THE OPTIONS THAT THEY ARE
CONSIDERING ARE ACTUALLY VERY
VIABLE AND EFFECTIVE OPTIONS.
SO, AGAIN, IT'S VERY IMPORTANT
TO MAKE DISSEMINATION A TRUE
PRIORITY.
NEXT SLIDE PLEASE.
REALLY IN SUMMARY, I'VE GONE
THROUGH THE IMPORTANCE OF MAKING
THE END USERS THE FOCUS.
EVERYTHING STEMS FROM END USERS.
THIS IS NOT A NEW CONCEPT
BECAUSE BUSINESSES FOR YEARS
HAVE COMPLETELY UNDERSTOOD THIS.
IF YOU GO TO BUSINESS SCHOOL
CLASSES, MARKETING, ADVERTISING,
PRODUCT DEVELOPMENT, THEY ARE
ALWAYS TALKING ABOUT THE
CUSTOMER, CUSTOMER, CUSTOMER.
MANY TIMES YOU HAVE BUSINESS
MEETINGS, THAT'S WHAT PEOPLE ARE
TALKING ABOUT.
SO THIS IS REALLY ADAPTATION OF
SOMETHING THAT'S BEEN UNDERSTOOD
BY MANY ORGANIZATIONS AND
BUSINESSES FOR MANY YEARS.
THEY MAKE CUSTOMERS THE FOCUS.
SO, THAT HASN'T REALLY OCCURRED
TO ITS FULLEST POTENTIAL WHEN IT
COMES TO HEALTH AND PUBLIC
HEALTH.
SO CURRENT HEALTH AND PUBLIC
HEALTH DISSEMINATION APPROACHES
ARE PLAGUED BY MANY OF THOSE
MAJOR PROBLEMS.
WHEN YOU DO THAT, WHEN YOU
CONTINUE WITH SOLVING OR
ADJUSTING THESE PROBLEMS YOU'LL
HAVE UNEQUAL DISSEMINATION.
YOU MIGHT HAVE SOME PEOPLE THAT
GET IT, LIKE THEY UNDERSTAND,
YOU KNOW, CERTAIN HEALTH ISSUES,
POLICIES, INTERVENTION ALSO
ALREADY.
BUT THEN IN COMMUNITIES WHERE
THAT'S NOT REALLY UNDERSTOOD OR
THEY DON'T UNDERSTAND BACKGROUND
THEY MAY NOT GET THE SAME
BENEFITS FROM DIFFERENT HEALTH
POLICIES, INSIGHTS,
INTERVENTION, AND THAT'S WHEN
YOU HAVE EXISTING INEQUITIES
GETTING WORSE, NOT BEING
ADDRESSED.
DISSEMINATION LEADS TO MORE
FOCUS, TO MAKE IT FRONT AND
CENTER IN MANY CASES, NEED TO
MAKE COMMUNITIES IN TURN FRONT
AND CENTER BECAUSE FRONT AND
CENTER WHEN IT COMES TO
DISSEMINATION, RESEARCH AND
STRATEGIES, AGAIN, IT'S ALL
ABOUT WHO IS GOING TO USE THIS
INFORMATION, WHO IS GOING TO
ACTUALLY USE OR BE AFFECTED BY
THE POLICIES AND INTERVENTIONS.
IT JUST MAKES SENSE.
DISSEMINATION RESEARCH AND
APPROACHES SHOULD FOLLOW THE
SEVEN KEY PRINCIPLES.
AND THOSE KEY PRINCIPLES AS I
MENTIONED REALLY ALL OF THEM THE
COMMUNITY IS THE CENTER, THE
COMMUNITY IS THE FOCUS.
SO, AGAIN, IT MAKES SENSE, AND
NEXT SLIDE, I WANT TO GIVE
CREDIT TO PHICOR TEAM MEMBERS
WHO HELPED CONTRIBUTE TO SLIDES
AND IN GENERAL CONTRIBUTE TO THE
WORK THAT OUR TEAM DOES.
THIS IS A REALLY TRUE TEAM
EFFORT.
SO THANKS TO EVERYONE FOR
CONTRIBUTING TO THAT.
AND WITH THAT, WE CAN MOVE TO
THE NEXT SLIDE, THIS IS WHERE
WE'RE OPENING UP THE QUESTIONS
AND DISCUSSIONS.
BUT I THINK, AGAIN, WE WANT TO
EMPHASIZE THE FACT THIS IS NOT
SOMETHING NEW.
THIS IS SOMETHING THAT MANY
ORGANIZATIONS AND BUSINESSES AND
SECTORS HAVE LONG UNDERSTOOD,
THAT THE END USERS NEEDS TO BE
THE FOCUS, EVERYTHING NEEDS TO
STEM FROM END USERS, SO THE
QUESTION IS WHY AREN'T WE DOING
THAT MORE IN HEALTH AND PUBLIC
HEALTH.
THANK YOU FOR YOUR TIME.
WE'RE TRANSITIONING TO THE
DISCUSSION PHASE.
>> THANK YOU SO MUCH, DR. LEE.
I GOT A PREVIEW OF YOUR SLIDES
SO I KNEW WE WERE IN FOR AN
AMAZING TALK.
BUT THIS WAS FASCINATING, AND
I'M SURE OUR AUDIENCE ENJOYED
IT, THIS WILL BE VIDEOCAST SO
PEOPLE CAN VIEW IT AND HAVE
COLLEAGUES VIEW IT LATER ON.
THANK YOU SO MUCH.
FOLKS, PLEASE PUT YOUR QUESTIONS
IN THE Q&A BOX.
THOSE ARE THE ONLY QUESTIONS
WE'LL BE POSTING TO THE SPEAKER
AND WE ALSO WOULD REQUEST THAT
EVERYBODY -- THIS IS OPEN TO THE
PUBLIC, THIS WORKSHOP, SO WE
HAVE PEOPLE FROM ALL
BACKGROUNDS.
IF YOU'RE PUTTING IN A QUESTION
TRY TO EXPLAIN IT SO THAT THE
QUESTION BECOMES ACCESSIBLE TO
AUDIENCE AS WELL, NOT JUST THE
SPEAKER WHO MIGHT HAVE
APPROPRIATE BACKGROUND BUT NOT
THE ENTIRE AUDIENCE.
AS WE WAIT FOR MORE QUESTIONS,
I'LL GET STARTED.
ONCE OF THE PRINCIPLES WAS
LEVERAGING TECHNOLOGY AND A
RANGE OF PLATFORMS.
SO ARE THERE ANY TANGIBLE IDEAS
YOU HAVE OR YOU'VE SEEN IN YOUR
RESEARCH THAT YOU CAN GIVE TO
DISSEMINATION RESEARCHERS ABOUT
INCORPORATING SOCIAL MEDIA IN
THEIR RESEARCH EFFORTS?
>> UH-HUH, YEAH, SO GREAT
QUESTION.
SOCIAL MEDIA AS WE KNOW IS
CONSTANTLY CHANGING.
BUT IN MANY CASES IT'S CLEAR
THAT SOCIAL MEDIA IS BEING USED
VERY ACTIVELY AND IN SOME CASES
THE FIRST AND FOREMOST METHOD OF
DISSEMINATION FOR DIFFERENT
DEMOGRAPHICS, ET CETERA.
SO FIRST THING TO KEEP IN MIND
THESE DIFFERENT SOCIAL MEDIA
PLATFORMS ARE FAVORED BY
DIFFERENT TYPES OF FOLKS.
SO WE TALK ABOUT TIKTOK,
INSTAGRAM ARE REALLY THE
AUDIO/VISUAL MEDIA AND THEY --
PEOPLE IN THEIR 20s FOR
INSTANCE, MANY TIMES
GRAVITATE -- TEENS AND 20s
GRAVITATE TOWARDS THOSE
PLATFORMS.
IT'S IMPORTANT TO UNDERSTAND
WHAT THE PLATFORMS ARE ACTUALLY
DOING, WHAT THEIR STRENGTHS AND
BENEFITS ARE, AND THEN YOU ALSO
SHOULD TALK TO COMMUNITIES TO
SAY WHAT ARE WE ACTUALLY USING.
DON'T ASSUME JUST BECAUSE FOR
INSTANCE TEENS MAY GRAVITATE TO
TIKTOK IT'S EQUAL ACROSS ALL
COMMUNITIES.
THERE ARE ALSO NICHE SOCIAL
MEDIA PLATFORMS THAT YOU MAY NOT
HEAR ABOUT.
ALSO THINGS LIKE REDDIT AND
OTHER THINGS, BUT THEY ARE NICHE
SOCIAL MEDIA APPS THAT MAYBE A
GIVEN COMMUNITY IS USING BECAUSE
THEY REALIZE THAT SOMETIMES THIS
CAN BE OVERWHELMING AND, OH,
LET'S ALL USE THIS INSTEAD.
NEW KIND OF FANCY PLATFORM.
AND, YOU KNOW, PEOPLE WANT TO
FEEL LIKE, OH, THIS IS SPECIAL
FOR ME, SO I'M JUST GOING TO USE
THIS.
I'VE SEEN SITUATIONS WHERE
DISSEMINATION RESEARCHERS WILL
GO IN AND ASSUME THAT, OH,
YOU'RE PROBABLY USING TWITTER OR
FACEBOOK, ET CETERA.
BUT YOU REALLY HAVE TO FIND OUT
WHAT ARE YOU ACTUALLY USING.
OH, I NEVER HEARD ABOUT THIS
APP.
YOU GO BACK AND DO SOME RESEARCH
ON THE APP AND SAY, OKAY, THIS
IS THE ONE WE'RE USING PLUS YOU
HAVE TO FIGURE OUT HOW THEY ARE
USING IT BECAUSE THERE ARE MANY
WAYS THAT SOMEONE CAN USE
INSTAGRAM, FOR INSTANCE, OR
TWITTER OR WHATEVER IT'S CALLED
THESE DAYS.
SO YOU -- THERE'S MANY THINGS TO
KNOW ABOUT THESE DIFFERENT
PLATFORMS.
>> THANK YOU.
THAT WAS A VERY THOROUGHLY
RESPONSE AND LOTS OF GOOD POINTS
THERE FOR US TO CONSIDER.
WE HAVE ANOTHER QUESTION, WHAT
ARE THE PREREQUISITES BEFORE
CONDUCTING DISSEMINATION, THE
LEVEL OF EVIDENCE NEEDED IN
TERMS OF EFFECTIVENESS OF THE
INTERVENTION, MESSENGER,
CHANNEL, DISSEMINATION STRATEGY,
ET CETERA AND COMPLEX
INTERACTIONS BETWEEN THESE
INGREDIENTS?
IT'S A BIG QUESTION.
>> YEAH, THAT'S A GOOD QUESTION.
I CAN START WITH SOME PITFALLS
TO BE CAREFUL ABOUT.
SO, IF YOU THINK ABOUT IT,
THERE'S DIFFERENT LEVELS OF
EVIDENCE.
THERE'S VERY GENERAL EVIDENCE
AND THERE'S EVIDENCE THAT
BECOMES MORE AND MORE SPECIFIC
TO A GIVEN COMMUNITY.
SO, IF YOU HAVE A GIVEN
COMMUNITY, YOU CAN JUST SAY, OH,
HERE IS GENERAL EVIDENCE THAT
SUGGESTS SOMETHING REALLY WORKS,
IN GENERAL.
OKAY.
BUT ONE OF THE PITFALLS DOES IT
WORK SPECIFICALLY FOR THAT
COMMUNITY?
YOU HAVE TO TAKE IN THE TIME
FACTOR.
LET ME GIVE A VERY EXTREME
EXAMPLE.
SAY YOU DID SOME RESEARCH AND
GOT SOME EVIDENCE THAT SOMETHING
REALLY WORKS IN THE 1930s, AND
YOU'RE LIKE, GREAT, OKAY, WE CAN
DO THAT NOW.
ALL RIGHT.
MOST PEOPLE WOULD SAY, OKAY,
1930s IS NOT GOING TO WORK
NOW.
YOU HAVE TO LOOK AT THE TIME
ELEMENT.
OKAY, HOW LONG HAS IT BEEN SINCE
THAT EVIDENCE WAS ACTUALLY
GENERATED?
IF IT'S BEEN A MONTH AGO OR TWO
MONTHS AGO, OKAY, YEAH, THAT'S
PROBABLY APPLICABLE FROM A
TEMPORAL STANDPOINT ALTHOUGH
THERE ARE THESE BIG EVENTS THAT
CHANGE THINGS SO WE KNOW
COMMUNICATION DISSEMINATION
CHANGED BETWEEN 2019 AND 2020,
YOU HAVE TO TAKE INTO ACCOUNT
WHAT'S ACTUALLY OCCURRED.
SECOND PITFALL IS ASSUMING
THERE'S ALL THIS PAST EVIDENCE
THAT WILL APPLY RIGHT NOW.
SO, WE'RE TALKING ABOUT
SPECIFICITY, WE'RE ALSO TALKING
ABOUT TEMPORAL LAGS IN DISTANCE
LIKE THAT AND WE HAVE TO LOOK
AT, OKAY, IS THAT -- WAS THAT
EVIDENCE DERIVED FROM VERY SMALL
SAMPLE OF THE COMMUNITY OR DOES
IT REALLY INCORPORATE THE ENTIRE
COMMUNITY OR AT LEAST DYNAMICS
OF THE COMMUNITY?
I'VE SEEN THIS HAPPEN MANY TIMES
WHERE PEOPLE SAY, OH, YEAH, WE
WENT AND INTERVIEWED TEN PEOPLE
IN THIS COMMUNITY AND THEY TOLD
US THIS BUT WHICH TEN PEOPLE DID
YOU ACTUALLY INTERVIEW?
WHAT WERE THEY TELLING YOU?
DID YOU STAND OUTSIDE THE COFFEE
SHOP AND GET THOSE FOLKS?
THEY COULD BE A BIASED SAMPLE OR
IF NOT, THEY MAY NOT BE
REPRESENTATIVE OF THE ENTIRE
COMMUNITY OR DYNAMICS, OR PEOPLE
CHANGE OVER TIME.
SO IT'S COMPLEX.
I THINK THE KEY THING TO
REMEMBER IS THESE DIFFERENT
DIMENSIONS WHERE THINGS CAN
CHANGE AND CAN SEPARATE ACTUAL
EVIDENCE FROM REALITY, SO YOU
HAVE TO KEEP THAT IN MIND.
>> THANK YOU, DR. LEE.
SO, SOMEBODY HAS ASKED WHETHER
THEY WILL HAVE ACCESS TO THE
SLIDE DECK.
I WANT TO REMIND EVERYONE THIS
IS BEING VIDEOCAST, SO YOU CAN
VIEW THIS ON VIDEOCAST AND
HAVING A SAYS TO THE SLIDES THAT
WAY.
THE FOLLOW-ON TO THAT QUESTION,
DR. LEE, IS THERE A DOCUMENT
THAT OUTLINES THE PRINCIPLES YOU
PROVIDED TODAY THAT WE MAY
ACCESS, IS THERE A PUBLICATION
YOU CAN POINT TO THAT YOU'VE
BEEN PART OF?
>> ONE OF THE PUBLICATIONS IS
THE ARTICLE IN THE JOURNAL OF
HEALTH COMMUNICATIONS, WHICH I
SHOWED A FEW SLIDES BACK.
SO THAT WAS PUBLISHED THIS YEAR,
I BELIEVE, I THINK WE'RE STILL
IN 2023, ALTHOUGH I ALWAYS HAVE
TO CHECK MY CALENDAR.
BUT I BELIEVE IT WAS PUBLISHED
EARLIER THIS YEAR.
SO THAT'S ONE EXAMPLE.
I'VE ALSO WRITTEN ABOUT
COMMUNICATION, HEALTH
COMMUNICATION, THOSE THINGS IN
PREVIOUS FORBES ARTICLES AND I
ALSO WRITE A LOT ABOUT SORT OF
THE PSYCHOLOGY AND THOSE THINGS
ABOUT COMMUNICATIONS AND A FUNNY
BONE TO PICK, MY BLOG.
THOSE ARE DIFFERENT AREAS YOU
CAN LOOK AT.
>> THANKS SO MUCH, DR. LEE.
THIS IS A QUESTION I THINK
THAT'S LEANING INTO YOUR MBA
BACKGROUND.
YOU MIGHT WANT TO BREAK IT DOWN
FOR THE AUDIENCE AS WELL.
I'LL READ IT AS POSTED.
WHY IS THERE B TO B AND B TO C
AND WHY DON'T SOME TEAM
UNDERSTAND TECH EXPANSE MAKES
ALL B TO B AND HOW CAN B TO B
AND B TO C BOTH USE THE CMS
DATASETS FOR DISSEMINATION THAT
INCLUDES ALTERNATIVE VIEW
REFERENCE BASED ON EVIDENCE.
BREAK IT DOWN FOR OUR AUDIENCE,
DR. LEE.
>> MAYBE IF YOU COULD REPEAT
THESE IN SECTIONS.
>> ABSOLUTELY.
FIRST ONE WAS WHY IS THERE B TO
B AND B TO C AND WHY DON'T SOME
PEOPLE UNDERSTAND THAT TECH
EXPANSE MAKES ALL HEALTH B TO B?
>> OKAY.
SO, JUST TO CLARIFY THE BUSINESS
LINGO, B TO B IS BUSINESS TO
BUSINESS.
WE TALK ABOUT B TO C, IT'S
BUSINESS TO CONSUMER.
SO A BIG PART IS HOW ARE YOU
ACTUALLY DEFINING WHAT'S A
BUSINESS AND WHAT'S A CONSUMER?
AND IN SOME FIELDS, IT CAN BE
VERY CLEAR.
LIKE FOR INSTANCE IF YOU ARE
CREATING A SERVICE THAT IS GOING
TO BE PURELY USED BY BIG
BUSINESSES, SO ONE EXAMPLE IS
SALES FORCE, SALES FORCE IS A B
TO B BUSINESS LARGELY BECAUSE
WHO IS GOING TO PURCHASE THEIR
PRODUCTS AND SERVICES, IT'S
GOING TO BIG BUSINESSES,
ALTHOUGH YOU MIGHT HAVE
INDIVIDUAL CONSUMERS BUT MAINLY
IT'S BIG BUSINESSES.
IF YOU THINK ABOUT IF I'M
SELLING PRODUCE, THAT'S A B TO
C.
THE CONSUMER IS GOING TO BUY
PRODUCE FROM ME.
BUT IT CAN GET VERY HAZY IN MANY
CASES, AND IN MANY CASES YOU
WILL HAVE BUSINESSES DO
COMBINATION OF THOSE.
RIGHT?
FOR INSTANCE, IF YOU HAVE SOME
OF THESE BIG TECH COMPANIES LIKE
MICROSOFT AND THINGS LIKE THAT,
THEY WILL HAVE BUSINESS ACCOUNTS
WHERE THEY ARE GROWING TO SET UP
INFRASTRUCTURE, SOFTWARE
INFRASTRUCTURE OR OPERATING
SYSTEMS FOR BIG BUSINESSES OR
USE DIFFERENT TIMES OF SOFTWARE,
BUT ALSO YOU'LL BY WORD OR
EXCEL, ET CETERA.
WHEN IT COMES TO HEALTH AND
PUBLIC HEALTH, YOU HAVE TO ASK
YOURSELF, YOU KNOW, WHO
BASICALLY QUALIFIES AS A
BUSINESS?
OR AN ORGANIZATION.
AND WHO QUALIFIES AS A CONSUMER.
SO IF YOU'RE TALKING ABOUT LIKE
AN INDIVIDUAL PATIENT, WELL,
TYPICALLY THAT'S CONSIDERED A
CONSUMER.
OR INDIVIDUAL PERSON IN THE
COMMUNITY IS CONSIDERED
CONSUMER.
YOU ALSO HAVE TO THINK, WELL,
THEY ARE ALSO PART OF
ORGANIZATIONS, MANY TIMES
ORGANIZATIONS WILL DO FURTHER
DISSEMINATION.
IF YOU DO DISSEMINATION FROM,
SAY, A HEALTH DEPARTMENT TO A
SCHOOL, THAT MAY BE CONSIDERED B
TO B OR A HEALTH DEPARTMENT TO,
YOU KNOW, HOSPITAL SYSTEM OR
SCIENTIFIC ORGANIZATION,
HOSPITAL SYSTEM, SO IT'S TRUE.
SO WE DON'T WANT TO BE
COMPLETELY LOCKED INTO B TO B OR
B TO C DESIGNATIONS, IT CAN BE A
COMPLEX THING.
BUT EASY TO SORT.
AT EXTREMES IT'S CLEAR BUT MANY
TIMES MORE HAZY.
AND REPEAT THE SECOND PART OF
THE QUESTION.
>> HOW CAN BUSINESS TO BUSINESS
AND BUSINESS TO CONSUMER BOTH
USE THE CMS DATASETS FOR
DISSEMINATION THAT INCLUDES
ALTERNATE VIEW THAT CAN BE
REFERENCED BASED ON EVIDENCE?
>> HOW CAN YOU USE CMS DATASETS?
CMS DATASETS, WE'VE USED THAT
FOR MODELING WORK, WHEN I USED
TO WORK IN BUSINESS, THOSE WERE
USED FREQUENTLY TO PROVIDE
QUOTE/UNQUOTE INTELLIGENCE TO A
LOT OF DIFFERENT PRODUCT AND
SERVICE PROVIDERS, TALKING ABOUT
FOR INSTANCE HEALTH CARE
SYSTEMS, PHARMACEUTICAL
COMPANIES, MEDICAL DEVICE
COMPANIES FREQUENTLY USING THOSE
THINGS TO UNDERSTAND WHAT THEIR
MARKET IS AND WHERE TO TARGET
PRODUCTS AND SERVICES.
CMS, ALL THE DATASETS
ESSENTIALLY ARE PROVIDING WHERE
ARE PEOPLE SPENDING MONEY IN
TERMS OF SERVICES, VERY
IMPORTANT INFORMATION, YOU CAN
GET THAT FROM GEOGRAPHIC
STANDPOINT.
ONE THING THAT'S MISSING ARE
CIRCUMSTANCES AND CONTEXT.
SO YOU HAVE TO FIND SOME WAY OF
LINKING THOSE TO OTHER TYPES OF
DATASETS TO UNDERSTAND WHAT'S
ACTUALLY -- WHAT COMMUNITIES ARE
THEY ACTUALLY PART OF.
YOU SHOULDN'T RELY SOLELY ON CMS
DATA.
YOU HAVE TO FIND WAYS TO BRIDGE
AND LINK TO OTHER TYPES OF DATA
SO YOU CAN GET THE FULL PICTURE.
OTHERWISE YOU'LL BE IN A SIMILAR
SITUATION SAYING, OKAY, ALL
MALES ARE LIKE THIS, OR ALL
MALES OVER 65 ARE LIKE THIS, OR
ALL PEOPLE OF CERTAIN
DEMOGRAPHIC ARE LIKE THAT, YOU
WANT TO AVOID DOING THAT.
>> ABSOLUTELY.
YOU'RE RIGHT ABOUT DIFFERENT
DIMENSIONS OF DATA.
THERE'S A LOT OF DATA THAT'S
AVAILABLE AT THE COMMUNITY
LEVEL, IN TERMS OF GEOGRAPHY,
DEMOGRAPHICS, SOCIAL
DETERMINANTS OF HEALTH THAT CAN
BE COMBINED WITH CMS DATA TO
PAINT A FULLER PICTURE.
ANOTHER QUESTION.
THANK YOU, THERE'S A LOT OF
QUESTIONS ROLLING IN.
YOU MENTIONED DYNAMIC SYSTEM
MODELS.
ARE THERE OPEN TOOLS THAT USE
MODELS SPECIFICALLY FOR
DISSEMINATION IN HEALTH CARE?
IS INFORMATION USED IN SUCH
MODELS DYNAMIC OR NOT BEING
CAPTURED IN DATA REPOSITORIES?
AND CAN YOU NAME SUCH
REPOSITORIES?
IN THE ERA OF A.I. IT'S
IMPORTANT TO CAPTURE DATA SO
A.I. CAN CONTINUE BEING TRAINED
TO IMPROVE PRECISION OF
PREDICTIVE AND PRESCRIPTIVE
ANALYTICS.
>> SO THIS IS A GOOD QUESTION.
THIS IS ANOTHER AREA WHERE
THERE'S A HUGE GAP.
SO MANY BUSINESSES FOR MANY
YEARS HAVE BEEN USING
COMPUTATIONAL APPROACHES OR
TECHNIQUES TO HELP FACILITATE
THEIR ADVERTISING AND MARKETING.
SO, WE KNOW THAT DIFFERENT TYPES
OF SOCIAL MEDIA PLATFORMS LIKE
FACEBOOK, INSTAGRAM, ET CETERA,
THEY WILL CULL STATISTICS FROM
USERS AND USE A.I. ALGORITHMS TO
HELP PRESENT ADVERTISING AND
INFORMING TO DIFFERENT USERS AND
ALSO SELL THIS INFORMATION TO,
YOU KNOW, OTHER COMPANIES WHICH
WILL DO ANALYTICS AS WELL.
SO, THAT'S BEEN DONE FOR YEARS
BY MANY BUSINESSES.
AND BUT A LOT LESS SO IN HEALTH
AND PUBLIC HEALTH.
SO THEREFORE THAT IS A HUGE GAP.
I CAN POINT TO THINGS THAT
BUSINESSES ARE USING BUT THOSE
ARE NOT OPEN SOURCE, THOSE ARE
PROPRIETARY, THEY DON'T REVEAL
DO YOU HAVE TO PAY THOUSANDS OF
DOLLARS BECAUSE THEY KNOW HOW
VALUABLE IT IS BUT WITH HEALTH
AND PUBLIC HEALTH THERE WAS A
LACK OF OPEN SOURCE AVAILABLE
MODELS AND ALGORITHMS THAT CAN
BE USED TO HELP ASSIST
DISSEMINATION, SO THAT'S A
SIGNIFICANT RESEARCH GAP.
>> ABSOLUTELY.
THANK YOU.
ONE LAST QUESTION, THANK YOU FOR
YOUR TIME.
I KNOW YOU'VE BEEN TALKING FOR A
LONG TIME.
WE WANT TO MAKE USE OF THIS
OPPORTUNITY TO ASK YOU
QUESTIONS.
SO LAST QUESTION I HAVE FOR YOU
TODAY IS IN YOUR WRITING FOR
FORBES AND BLOG IN PSYCHOLOGY
TODAY, FUNNY BONE TO PARTICULAR,
YOU DELVE INTO HEALTH AND OTHER
TOPICS OF INTEREST TO THE PUBLIC
AT LARGE.
WHAT TYPE OF IMPACT ON PUBLIC
HEALTH KNOWLEDGE, ATTITUDES, AND
BEHAVIORS DO YOU FEEL THESE
METHODS OF COMMUNICATING ABOUT
HEALTH AND SCIENCE HAVE AND
SHOULD BE MORE EFFORT?
>> WITH LATTER QUESTION,
ABSOLUTELY.
IT STRUCK ME WHEN I STARTED
WRITING FOR THE GENERAL MEDIA,
HOW QUICKLY I GOT FEEDBACK AND
HOW FAR A LOT OF THIS
INFORMATION FLOWED.
PREVIOUSLY I HAD WORKED IN
DIFFERENT BUSINESS AREAS,
START-UP WORLD, FINANCE, AND
THEN WORKED IN ACADEMIA,
RESEARCH, PUBLISH SCIENTIFIC
PUBLICATIONS.
SO I HAVE PERSPECTIVE TO COMPARE
HOW QUICKLY THINGS MOVE AROUND.
AND HOW QUICKLY INFORMATION GETS
OUT.
AND IT WAS STRIKING HOW YOU'LL
HAVE RANDOM PEOPLE, SOMETIMES
VERY WELL KNOWN PEOPLE REACH OUT
AND CONTACT YOU.
OH, I READ THIS.
EITHER I HAVE FURTHER QUESTIONS
OR, YOU KNOW, I HAVE A STORY OF
INTEREST, IF YOU'RE INTERESTED
IN COVERING OR TALKING ABOUT
THIS.
SO WE CAN'T UNDERESTIMATE HOW
FAR THINGS CAN REACH WHEN IT
COMES TO, YOU KNOW, GENERAL
MEDIA AND THINGS LIKE THAT.
IT'S A BIG PART OF OUR LIVES.
I THINK TO OVERLOOK THAT WHEN IT
COMES TO DISSEMINATION IS
OVERLOOKING A HUGE PART OF
DISSEMINATION, AND IT ALSO
HELPS -- IT CAN BE VERY ACTIVE.
I'M FREQUENTLY GETTING FEEDBACK,
SOMETIMES YOU MISS THE MARK, YOU
WRITE SOMETHING AND SOMEONE WILL
SAY, OH, YOU DIDN'T CONSIDER
THIS, ET CETERA.
SO I CONSIDER IT A VERY ACTIVE
THINK, A LEARNING EXPERIENCE.
YOU CAN'T GO INTO WRITING OR ANY
TYPE OF DISSEMINATION ASSUMING
YOU KNOW EVERYTHING.
IT'S THE WORST THING CAN YOU DO,
JUST SAYING I KNOW EVERYTHING, I
UNDERSTAND EVERYTHING.
YOU HAVE TO SAY THIS IS A
LEARNING PROCESS, THIS IS WHY
I'M GOING TO SHARE IN TERMS OF
MIGHT HAVE UNDERSTANDING OF
THINGS AND IN TERMS OF WHAT I
UNDERSTAND, EVIDENCE TO BE, BUT
YOU HAVE TO BE VERY OPEN TO
LEARN AND EVOLVE AND EVOLVE WHAT
YOU'RE ACTUALLY DOING.
SO THE SHORT ANSWER IS YES,
ABSOLUTELY IMPORTANT.
I FEEL THAT JUST BASED ON
FEEDBACK AND THINGS THAT I'VE
SEEN THAT YOU CAN HAVE A
SIGNIFICANT IMPACT AND SO THAT'S
BEEN A VERY FUN PART OF WRITING
FOR THE GENERAL MEDIA.
>> THANK YOU SO MUCH, DR. LEE.
ONE OF THE POINTS I HEARD FROM
YOUR TALK TODAY, THE WAY YOU
RESPONDED TO QUESTIONS,
IMPORTANCE OF MULTI-DISCIPLINARY
TEAMS WHICH MIGHT PEOPLE WITH
SOCIAL MEDIA EXPERIENCE OR
JOURNALIST WITH ACCESS TO
GENERAL MEDIA PLATFORMS AND
UNDERSTAND WHAT YOU'VE MANAGED
TO DO BECAUSE YOU'VE ENTERED
THAT FORAY AND SEEN WHAT YOUR
EXPERIENCE WAS LIKE.
THAT'S ONE THING I'M TAKING AWAY
FROM.
DR. LEE, THERE'S LOTS OF AMAZING
COMMENTS, AND THANK YOUS FROM
THE CHAT YOU CAN LOOK AT, AT
YOUR LEISURE.
BUT WE'LL LET YOU GO.
GEORGE MENSAH, WOULD YOU LIKE TO
MAKE A COMMENT BEFORE LUNCH
BREAK?
YOU'RE OFF MUTE.
>> NO, I WAS THRILLED.
THIS HAS BEEN FANTASTIC.
SO THANK YOU VERY MUCH.
I'LL LET YOU CONTINUE WITH YOUR
PLAN.
>> GEORGE IS OUR CENTER
DIRECTOR.
WE PLAY FAVORITES ALLOWING HIM
TO UNMUTE.
THANK YOU SO MUCH, DR. LEE.
YOU AND CARA LEWIS HAVE REALLY
KICKED OFF THIS WORKSHOP
AMAZINGLY.
I WANT TO LET OUR AUDIENCE KNOW
WE'LL TAKE A QUICK LUNCH BREAK.
WE'LL JOIN AGAIN AT 12:30 WITH
THE FIRST OF FOUR PANELS, A BUSY
AFTERNOON WITH BREAKS BUILT
BEFORE EACH PANEL TO TAKE CARE
OF YOURSELF.
FIRST PANEL, FIRST ONE, PROMPTLY
AT 12:30 P.M., FOCUSED ON
UNDERSTANDING YOUR AUDIENCE,
EACH PANELS INCLUDES AMAZING
EXPERTS TALKING A LOT ABOUT SOME
THEMES DR. LEE POINTED TO.
GREAT WAY TO START THE MORNING.
I'LL LET EVERYBODY GO AND GET
LUNCH.
THANK YOU AGAIN, DR. LEE AND DR.
LEWIS FOR STARTING US OFF.
THANK YOU.
ALL RIGHT, FOLKS, HOPE
EVERYBODY HAD A CHANCE TO GET
SOME LUNCH AND GET BACK TO OUR
WORK OF THIS AFTERNOON, WHICH AS
I'VE MENTIONED INCLUDES FOUR
PANELS, STARTING WITH THIS FIRST
ONE.
WE'LL BE ENDING AT FIVE WITH OUR
LAST ONE.
A LOT OF WORK SLATED FOR THIS
AFTERNOON BUT HOPING TO GIVE
EVERYBODY 10-MINUTE BREAKS
THROUGHOUT THE DAY TO TAKE CARE
OF YOUR NEEDS AS WELL AS BE ABLE
TO FOLLOW ALONG WITH OUR AGENDA.
WITH THAT, GOOD AFTERNOON.
WE'RE LOOKING FORWARD TO
LAUNCHING INTO THE FIRST PANEL
DISCUSSIONS FOR THE DAY, FOCUSED
ON DISCUSSING THE IMPORTANCE OF
KNOWING AND UNDERSTANDING YOUR
AUDIENCE OR YOUR COMMUNITY IN
THE CONTEXT OF DISSEMINATION
RESEARCH.
THE PANEL WILL BE FOLLOWED BY
MODERATED Q&A, PLEASE POP IN
YOUR QUESTIONS IN THE Q&A BOX AT
ANY TIME DURING THE PANEL
SESSIONS.
I'D LIKE TO REMIND EVERYONE WE
WILL ONLY BE ADDRESSING
QUESTIONS POSTED IN THE Q&A BOX,
SPEAKERS AND PANELISTS, POST
THEM AT ANY POINT IN THE PANEL
SESSION AND WE'LL GET TO THEM.
AVOID POSTING QUESTIONS IN THE
CHAT, IT'S HARD TO LOCATE THEM.
YOU CAN USE THEM FOR COMMENTS.
WE'LL NOT ALLOW THE AUDIENCE TO
UNMUTE DUE TO TIME CONSTRAINTS
AND AVOID POTENTIAL TECHNICAL
DIFFICULTIES.
MOVING TO THE PANEL, FIRST
PANEL, DISSEMINATION IS THE
STRATEGIC COMMUNICATION OF
INFORMATION ABOUT EVIDENCE-BASED
INTERVENTIONS TO SPECIFIC
POPULATIONS, WITH THE GOAL OF
IMPROVING THEIR HEALTH AND
WELL-BEING.
GIVEN SUCCESSFUL HEALTH
COMMUNICATION AND DISSEMINATION
AIMS TO IMPROVE HEALTH OF
INDIVIDUALS AND COMMUNITIES,
APPROPRIATE AND TIMELY COMMUNITY
ENGAGEMENT AND PARTICIPATION ARE
KEY TO THE SUCCESS OF ANY HEALTH
COMMUNICATION OR DISSEMINATION
PROJECT AND CAMPAIGN.
THIS FIRST PANEL WILL EXPLORE
HOW COMMUNITY ENGAGED
DISSEMINATION RESEARCH CAN BE
CENTERED AROUND COMMUNITIES THEY
ARE MEANT TO BENEFIT, WITH A
PANEL OF EXPERTS TO TALK ABOUT
THE IMPORTANCE OF AUDIENCE AND
COMMUNITY-CENTERED PLANNING AND
OUTREACH AND DISSEMINATION
RESEARCH.
I'D LIKE TO INTRODUCE THE PANEL
QUICKLY.
FOR DETAILS LOOK AT THE PROGRAM
BOOKLET.
WE HAVE AMANDA BOYD, CO-DIRECTOR
FOR INSTITUTE FOR RESEARCH AND
EDUCATION TO ADVANCE COMMUNITY
HEALTH AT WASHINGTON STATE
UNIVERSITY.
WE HAVE MYLYNDA MASSART,
ASSISTANT PROFESSOR AT
UNIVERSITY OF PITTSBURGH.
KAREN CALHOUN, COMMUNITY ENGAGED
RESEARCH PROGRAM OFFICER WITH
UNIVERSITY OF MICHIGAN INSTITUTE
FOR CLINICAL AND HEALTH
RESEARCH.
AND DMITRY KHODYAKOV, SENIOR
SCIENTIST AT RAND, CO-DIRECTOR
OF RAND CENTER FOR QUALITATIVE
AND MIXED METHODS, PROFESSOR OF
POLICY ANALYSIS AT PARDEE RAND
GRADUATE SCHOOL.
CHECK OUT THE PROGRAM BOOKLET
FOR MORE DETAILS.
OUR SITE INCLUDES THE AGENDA AS
WELL AS ALL OTHER INFORMATION
THAT YOU WOULD BE LOOKING FOR.
THANK YOU FOR JOINING OUR PANEL
AND WORKSHOP TODAY.
I WOULD LIKE TO START BY ASKING
YOU ALL TO PLEASE INTRODUCE YOUR
WORK BY DISCUSSING WHAT THE TERM
"COMMUNITY" MEANS TO YOU,
COMMUNITIES YOU'VE EXPERIENCED
WORKING WITH AS WELL AS
MEANINGFUL COMMUNITY ENGAGEMENT,
WHAT IT MEANS TO YOU.
I'LL START WITH AMANDA.
HI.
>> HELLO!
HELLO, EVERYONE.
I WANT TO SAY HOW MUCH OF AN
HONOR IT IS TO JOIN THIS
DISCUSSION ON CENTERING
COMMUNITIES AND DISSEMINATION
RESEARCH.
I AM A MEMBER OF THE MAYTEE
NATION, MY WORK FOCUSES ON HOW
SCIENCE AND COMMUNICATION WITH
RURAL AND INDIGENOUS POPULATIONS
WHERE I WORK THROUGHOUT CANADA
AND THE UNITED STATES WITH
INDIGENOUS PEOPLE.
WHEN I THINK OF THE TERM
"COMMUNITY" TO ME IT DEPENDS ON
THE SITUATION.
SOMETIMES COMMUNITY WITH MEAN A
GROUP OF PEOPLE WITHIN A
SPECIFIC GEOGRAPHIC LOCATION.
FOR EXAMPLE, MIGHT MEAN A RURAL
TOWN OR NATIVE RESERVATION AND
MEME WHO LIVE THERE -- PEOPLE
WHO LIVE THERE, MAYBE A HEALTH
OR ENVIRONMENTAL CONCERN WITH
LOCAL RESEARCH IS NEEDED, WHERE
THE MAJORITY OF MY WORK FALLS.
OTHER TIMES WHEN MY WORK FOCUSES
ON COMMUNITY, I'M ALSO MEANING
AN UNDERSERVED POPULATION.
FOR EXAMPLE, OUR INSTITUTE WORKS
WITH URBAN NATIVE POPULATIONS, A
COMMON MISCONCEPTION IS NATIVE
PEOPLE LIVE PRIMARILY ON
RESERVATIONS IN THE U.S.
HOWEVER, 70% OF AMERICAN INDIAN
AND ALASKA NATIVE PEOPLE LIVE IN
URBAN AREAS.
THE QUESTION OF WHAT WE MEAN
WHEN WE SAY COMMUNITY IS A
REALLY IMPORTANT ONE.
THE COMMUNITIES WE WORK WITH IS
REALLY THE ESSENCE OF KNOWING
OUR AUDIENCE.
AND SO MEANINGFUL COMMUNITY
ENGAGEMENT TO ME MEANS BEING AN
ALLY, BUILDING RELATIONSHIPS AND
PARTNERSHIPS, IT MEANS
UNDERSTANDING AND RECOGNIZING
THE STRENGTHS THAT ALL BRING TO
THE TABLE.
IT MEANS RECOGNIZING THEN
OUTSIDE RESEARCHER COMMONLY LIKE
MYSELF DOESN'T AND CAN'T KNOW IT
ALL ABOUT A COMMUNITY.
COMMUNITIES HOLD COMMUNICATION
AND RESEARCH STRENGTHS.
SO ULTIMATELY I BELIEVE
MEANINGFUL COMMUNITY ENGAGEMENT
MEANS WORKING TOGETHER ON A
SPECTRUM OF ACTIVITIES WHICH
COULD INCLUDE UNDERSTANDING
COMMUNITY GOALS AND NEEDS,
RESEARCH DEVELOPMENT,
DISSEMINATION, AND EVALUATION,
SO EFFECTIVELY WORKING WITH
COMMUNITY MEANS UNDERSTANDING
WHO YOUR COMMUNITY IS AND THEIR
STRENGTHS WHICH ULTIMATELY MEANS
KNOWING YOUR AUDIENCE.
>> THAT'S GREAT START.
COULD WE MOVE TO KAREN NEXT?
>> YES, THANKS, AMANDA.
BUILDING ON YOUR DESCRIPTION,
GROUNDING AND CONTEXTUALIZING
THE DEFINITION OF COMMUNITY AND
HOW PEOPLE, WHAT PEOPLE SEE AS
COMMUNITY IS REALLY THE MOST
IMPORTANT THING THAT WE CAN DO.
I'VE DONE A LOT OF FACILITATING
OF LARGE CITY-WIDE AND LARGE
EFFORTS WHERE WE ALWAYS START
THAT WAY.
SO, COMMUNITY IS MY LIFE'S WORK.
IT'S MY LIVELIHOOD.
IT'S WHERE I'VE DEDICATED MY
CONTRIBUTION TO SOCIETY.
YOU KNOW, FOCUSING ON HELPING
PEOPLE TO HELP THEMSELVES.
SO I CREATED A LITTLE
DESCRIPTION OR DEFINITION THAT
PERSONALIZES MY EXPERIENCE AND
PERSPECTIVE ON IT, RECOGNIZING
VALUE OF LIVED EXPERIENCE.
A COMMUNITY IS PEOPLE LIVE,
WORK, PLAY, WORSHIP, AS ACTIVE
PARTNERS WHO CONTRIBUTE TO A
COMMON FRAMEWORK, BELIEVED IN,
DEFINED BY, ADHERED TO BY THE
COMMUNITY.
IN TERMS OF MY EXPERIENCE
PERSONALLY WORKING IN
COMMUNITIES, FAIRLY BROAD, I'M
FROM THE CITY OF DETROIT, SO I'M
GROUNDED IN THAT LOCAL DETROIT
EXPERIENCE OF REALLY KIND OF
BRED INITIALLY THROUGH UNITED
WAY, OUR LOCAL UNITED WAY, BUT I
ALSO HAVE STATEWIDE AND NATIONAL
EXPERIENCE THROUGH OUR WORK AS A
CTSA WITH MICHIGAN CEAL, OTHER
EFFORTS, PROGRESS AND COMMUNITY
HEALTH PARTNERSHIPS, PEER
REVIEWED JOURNAL DEDICATED TO
CDPR AND COMMUNITY HEALTH
PARTNERSHIPS, SOME INTERNATIONAL
EXPOSURE.
SO WHAT MEANINGFUL COMMUNITY --
WHAT IS MEANINGFUL COMMUNITY
ENGAGEMENT?
SIMILAR TO AMANDA'S SHARING OF
HER PERSPECTIVE, IT'S EQUITABLY
FROM A DECISION-MAKING
PERSPECTIVE VERY KEY INVOLVES
ALL PARTNERS AT THE TABLE
IDEALLY FROM CONCEPTION TO
DESIGN, IMPLEMENTATION, REALLY
WHAT'S MOST IMPORTANT TOWARDS
SUSTAINABILITY.
SO PARTNERS, YOU KNOW, ARE
EXTREMELY IMPORTANT FOR
SUSTAINABILITY, ESPECIALLY THOSE
IN THE PRACTICE FIELD TO
TRANSLATE RECOMMENDATIONS AND
RESEARCH FINDINGS INTO PRACTICE
THAT ACTUALLY FITS THE
COMMUNITY.
MEANINGFUL COMMUNITY ENGAGEMENT
INVOLVES PARTNERSHIP AND
COLLABORATIVE APPROACHES AND HOW
WE ADDRESS COMMUNITY TOGETHER,
COMMUNITY ISSUES, AS A TEAM.
SO, YOU KNOW, THERE'S SOME NEW
PERSPECTIVES IN PLAY, THE THIRD
EDITION OF THE PRINCIPLES OF
COMMUNITY ENGAGEMENT INCLUDES A
REFINED DEFINITION FOR
ENGAGEMENT, TRUSTWORTHINESS WAS
ADDED AS A NEW PRINCIPLE OF
COMMUNITY ENGAGEMENT AND NEW
MODEL FROM THE ACADEMY OF
MEDICINE HIGHLIGHTS A FRAMEWORK
TO ENHANCE HEALTH EQUITY
APPROACHES.
AND THEN FINALLY -- THINK THAT'S
THE FIRST QUESTION SO I DON'T
WANT TO ADVANCE OR TEASE.
SO BACK TO YOU.
>> THANK YOU, KAREN.
I WOULD ENCOURAGE PANELISTS, YOU
MENTIONED SOME PUBLICATIONS THAT
YOU HAVE FOR CBPR, KAREN, AND
WORKSHOPS, FEEL FREE TO POST
THEM IN THE CHAT AND OUR
AUDIENCE CAN BENEFIT.
I'LL PUT A LINK TO NATIONAL
ACADEMY OF MEDICINE YOU
REFERENCE TO PROVIDE RESOURCES
TO OUR AUDIENCE.
I'M NOW GOING TO MOVE TO DMITRY.
DO YOU WANT TO GO NEXT?
YOU'RE ON MUTE.
>> AS SOON AS I UNMUTE, YES.
THANK YOU.
SO, I'M PRIMARILY A RESEARCHER
AND METHODOLOGIST.
MY PERSPECTIVE TO COMMUNITY
ENGAGEMENT IS GOING TO BE
SLIGHTLY DIFFERENT BECAUSE I'M
PRIMARILY CONCERNED ABOUT WAYS
TO IMPROVE AND EVALUATE THE WAY
WE WORK WITH COMMUNITIES IN
CLOSE COLLABORATION.
SO THROUGHOUT MY CAREER, I
STARTED AT RAND 15 YEARS AGO, I
CONDUCTED A NUMBER OF COMMUNITY
ENGAGED PROJECTS WHERE COMMUNITY
HAS BEEN DEFINED BY A
COMBINATION OF GEOGRAPHIC
LOCATION, DEMOGRAPHIC
CHARACTERISTICS, AS WELL AS
MEDICAL CONDITIONS.
SO MY VERY FIRST PROJECT AT RAND
WAS WORKING CLOSELY WITH LATINO
AND AFRICAN AMERICAN COMMUNITIES
IN SOUTH L.A., AND THE GOAL WAS
TO TRY TO DEVELOP A PARTNERED
APPROACH FOR RAISING MENTAL
HEALTH AWARENESS AND FACILITATE
HEALTH-SEEKING BEHAVIORS FOR
THOSE WHO MIGHT HAVE DEPRESSION,
AND THEN MY RESEARCH EXPANDED
INTO ONLINE ENGAGEMENT.
SO, FACE TO FACE IN-PERSON, THEN
PIVOTED TO ONLINE ENGAGEMENT,
TIMELY WHEN IT CAME TO COVID.
AT THE SAME TIME I'VE LEARNED
THE PRINCIPLES OF GOOD IN-PERSON
ENGAGEMENT ARE NOT THAT FAR
DIFFERENT FROM HIGH QUALITY AND
REWARDING ONLINE ENGAGEMENT.
HOW DO WE DO ONLINE ENGAGEMENT?
AT RAND WE CREATED EXPERT LENS,
A RAND-DEVELOPED ONLINE PLATFORM
FOR CONDUCTING EXPERT CAMPS.
IF YOU THINK ABOUT ONLINE
SERVICES, IT'S APPROPRIATENESS
METHOD, A PANEL TO CONVENE
CLINICAL EXPERTS TO DETERMINE
HOW CARE SHOULD BE DELIVERED,
WHAT'S APPROPRIATE OR NOT.
ORIGINAL PANELS EXCLUDED
PATIENTS.
THE WAY PANELS WERE RUN WOULD BE
NINE TO TWELVE, MAYBE
FIFTEEN-PERSON POLITICAL PANEL
TO REVIEW THE EVIDENCE, RATE
APPROPRIATENESS AND NECESSITY OF
DIFFERENT CLINICAL TREATMENTS,
DISCUSS THEM, IN-PERSON
MEETINGS, USUALLY IN JANUARY IN
SANTA MONICA WHEN THE WEATHER IS
NICE AND REANSWER ORIGINAL
QUESTIONS.
PATIENTS WERE EXCLUDED.
I THOUGHT CAN WE ENGAGE THEM,
ENGAGE COMMUNITY PARTNERS, WHY
ARE THEY ABSENT?
THIS WOULD AFFECT THEIR LIFE,
HOW CAN WE DO THAT, USE THE
EVIDENCE-BASED APPROACHES TO
EXPAND DEFINITION OF EXPERT.
WHEN I WORKED WITH COMMUNITIES
THERE'S THIS NOTION WE HAVE TO
VALUE EVERYONE'S EXPERTISE, HOW
CAN WE MAKE SURE EVERYONE IS
SITTING AT THE TABLE?
THIS EXPERT LENS ALLOWS YOU TO
ENGAGE ANONYMOUSLY.
ALLOWS YOU TO INDEPENDENTLY
ANSWER QUESTIONS, DISCUSS THE
GROUP RESULTS, ASYNCHRONOUSLY.
YOU DON'T HAVE TO HAVE EVERYONE
IN THE SAME ROOM.
IT'S PARTIALLY ANONYMOUS OR
FULLY ANONYMOUS.
YOU ACTUALLY JUDGE THE QUALITY
AND SUBSTANCE OF THE COMMENTS
RATHER THAN LOOKING AT WHO MADE
THE COMMENT.
AND THEN YOU WILL THEN
INDEPENDENTLY REANSWER THE
QUESTIONS IN LIGHT OF YOUR
FEEDBACK AND DISCUSSION.
SO, A LOT OF MY CURRENT WORK
FOCUSES ON HOW TO MEANINGFULLY
AND SIMULTANEOUSLY ENGAGE BOTH,
CLINICAL EXPERTS, PATIENTS,
COMMUNITY PARTNERS, SO
LAYPEOPLE.
SO, FOR SUCH ENGAGEMENT TO BE
EFFECTIVE WE REALLY NEED TO
ALLOW STAKEHOLDERS TO BE ABLE TO
INDEPENDENTLY EXPLAIN THEIR
PERSPECTIVES, GIVE THEM A WAY TO
LEARN ABOUT WHAT OTHERS THINK,
DISCUSS THE DIFFERENCES AND
SIMILARITIES OPENLY AND
RESPECTFULLY, AND BE ABLE TO
MODIFY THEIR RESPONSES, ONLY THE
EXPOSURE TO THE PERSPECTIVE OF
OTHERS CHANGED THEIR OWN
PERSPECTIVE.
WHAT DOES MEANINGFUL COMMUNITY
ENGAGEMENT MEAN TO ME, IN PERSON
OR ONLINE?
IT'S BIDIRECTIONAL, MUTUALLY
BENEFICIAL.
ACADEMIC AND COMMUNITY PARTNERS
CAN ACTUALLY LEARN FROM EACH
OTHER.
AND BENEFIT FROM THE OUTCOMES OF
SUCH ENGAGEMENT.
SECOND OF ALL, MEANINGFUL
ENGAGEMENT IS FLEXIBLE, NOT SET
IN STONE.
THERE SHOULD BE A PLAN AND THERE
SHOULD BE A WAY TO ACTUALLY
PIVOT BASED ON WHAT YOU LEARN
THROUGHOUT THE ENGAGEMENT AND BY
WORKING TOGETHER.
AND THIRD MEANINGFUL ENGAGEMENT
IS GROUNDED IN TRUST AND KAREN
MENTIONED TRUST AND WE'LL TALK
MORE ABOUT TRUST.
BUT ONE OF THE THINGS THAT I
WANTED TO NOTE NOW IS THAT
THERE'S THIS RESPECT AND
OPENNESS TO CONSIDERING
ALTERNATIVE PERSPECTIVES.
THIS IS VERY IMPORTANT FOR
MEANINGFUL ENGAGEMENT.
YOU DON'T HAVE TO AGREE WITH
THIS OPENNESS TO CONSIDER OTHER
PERSPECTIVES AND DISCUSS THEM IN
THEIR RESPECTFUL WAY IS VERY
IMPORTANT FOR MEANINGFUL
ENGAGEMENT, FROM MY PERSPECTIVE.
>> THANK YOU SO MUCH, DMITRY.
AND AGAIN, LAST BUT NOT LEAST,
MYLYNDA?
>> I WANT TO THANK NHLBI FOR
HOLDING THIS CRITICALLY
IMPORTANT WEBINAR TODAY AND FOR
THE INVITATION TO SIT ON THE
PANEL.
AS A FAMILY MEDICINE PHYSICIAN
AND RESEARCHER AT THE CLINICAL
AND TRANSLATIONAL SCIENCE
INSTITUTE WHERE I LEAD THE
COMMUNITY PARTNERS CORE AND WORK
ON THE "ALL OF US" PROJECT AND
CEAL COMMUNITY ENGAGEMENT
CONSULTATIVE RESOURCE, COMMUNITY
MEANS MANY THINGS, BUT REALLY
ANY GROUP OF FOLKS WITH SHARED
VALUES, LIKE SHARED FAITH,
SHARED IDENTITY, EVEN WORK HAS
COMMUNITIES.
PEOPLE BELONG ACTUALLY TO MANY
COMMUNITIES, NOT JUST ONE
COMMUNITY IN GENERAL.
THAT'S ACTUALLY REALLY IMPORTANT
FOR US TO THINK ABOUT IN THE
WORK THAT WE DO.
IN MY OWN WORK I'VE WORKED WITH
MANY TYPES OF COMMUNITIES
INCLUDING GROWING UP RURAL,
NATIONAL HEALTH SERVICE CORE IN
RURAL IDAHO, IN PITTSBURGH WHEN
I WORK WITH ORTHODOX JEWISH
COMMUNITY, AFRICAN AMERICAN AND
BLACK COMMUNITY, MEDICALLY
UNDERSERVED COMMUNITY.
I THINK TO ME MEANINGFUL
COMMUNITY ENGAGEMENT AND
RESEARCH IS WHERE TRUE
RECIPROCITY EXISTS, AND I TAKE A
QUOTE FROM MY COLLEAGUE DR. LIZ
MILLER AT UNIVERSITY OF
PITTSBURGH THAT IT'S REALLY
ABOUT WORKING WITH THE COMMUNITY
AND NOT ON THE COMMUNITY.
THANK YOU.
>> VERY WELL SAID.
YES, THANK YOU FOR BRINGING UP
THAT QUOTATION BY DR. MILLER,
WHO IS ALSO ONE OF THE P.I.s
IN THE CEAL COMMUNITY ENGAGEMENT
CONSULTATIVE RESOURCE WITH AL
RICHMOND FROM CAMPUS COMMUNITY
PARTNERSHIPS FOR HEALTH.
THANK YOU FOR YOUR INSIGHTS ON
THAT QUESTION.
THE SECOND QUESTION IS GOING TO
DELVE INTO MORE OF THE TOPIC OF
TRUST THAT BOTH KAREN AND DMITRY
ALLUDED TO AND THAT CAME UP IN
THE MORNING.
SO THE SUCCESS OF COMMUNITY
ENGAGED RESEARCH IS BASED ON
BUILDING AND SUSTAINING TRUST
WITH COMMUNITY MEMBERS.
HOW CAN DISSEMINATION RESEARCH
ENGAGE COMMUNITIES FROM THE
START AND SUSTAIN RELATIONSHIPS
OF TRUST, BEYOND THE LIFE OF THE
DISSEMINATION PROJECT.
I WOULD ENCOURAGE YOU TO SHARE
EXAMPLES FROM YOUR OWN WORK IF
YOU CAN AS YOU RESPOND.
WE'LL DO THE SAME THING, GO TO
AMANDA FIRST.
>> THANK YOU.
SO I THINK TRUST IS ONE OF THE
MOST IMPORTANT FACTORS WHEN IT
COMES TO COMMUNITY ENGAGED
RESEARCH.
SO WHEN WE'RE WORKING WITH
COMMUNITIES THIS MEANS BUILDING
RELATIONSHIPS WHICH TAKES TIME
AND EFFORT AND RESOURCES AND
WHEN DONE SUCCESSFULLY I THINK
IT'S OFTEN BEFORE ANY FORMAL
RESEARCH ACTUALLY BEGINS.
SO WHEN WE APPROACH A COMMUNITY
OR ARE BEFORE A TRIBAL RESEARCH
REVIEW PANEL, THERE ARE TWO
QUESTIONS THAT WE'RE LIKELY TO
HEAR FROM A TRIBE OR NATION.
ONE, WHAT ARE YOUR INTENTIONS,
AND, TWO, HOW WILL YOUR RESEARCH
BENEFIT THE COMMUNITY?
IF OUR ANSWERS ARE
UNSATISFACTORY WE WILL UNLIKELY
BE DOING WORK WITH THE
COMMUNITY.
SO HOW DO WE START BUILDING
TRUST WITH COMMUNITIES AND
ENGAGING COMMUNITIES FROM THE
START?
WE BUILD RELATIONSHIPS EARLY.
SO, THIS OFTEN TO ME MEANS
WORKING WITH PEOPLE FROM THE
COMMUNITY TO LEARN ABOUT THEIR
PRIORITIES, WHAT DO THEY
ACTUALLY CARE ABOUT AND WHAT
DISSEMINATION RESEARCH IS TRULY
NEEDED.
IF WE'RE WORKING IN A COMMUNITY,
IN A SPECIFIC LOCATION, I
STRONGLY BELIEVE IN GOING TO
THAT PLACE.
IF WE ARE INVITED.
IT RECOGNIZES WE'RE WILLING TO
SPEND TIME TO SEE AN AREA, TALK
TO THE PEOPLE, LEARN ABOUT
PRIORITIES.
THIS REQUIRES RESOURCES, TIME,
EFFORT, AND MONEY.
BUT ANOTHER WAY TO BUILD TRUST
IS TO ALSO BUILD OR ADVOCATE FOR
CAPACITY WITHIN THE COMMUNITY.
SO CAN YOU WORK WITH RESEARCH
ASSISTANTS WHO ARE COMMUNITY
MEMBERS?
CAN YOU TEACH A CLASS AT A
TRIBAL COLLEGE, TALK TO HIGH
SCHOOL STUDENTS?
UNDERSTAND IT ALSO TAKES TIME
AND RESOURCES FROM THE COMMUNITY
AS WELL.
SO BEING PREPARED TO SHARE
RESOURCES WITH THE COMMUNITY.
SO I THINK ENGAGING WITH
COMMUNITY FROM THE START, YOU
CAN ACCOMPLISH A COUPLE THINGS.
ONE, IT PROVIDES AN
UNDERSTANDING OF WHAT THE
COMMUNITY ACTUALLY CARES ABOUT,
WHAT THE PRIORITIES OF A
COMMUNITIES ARE, WHAT KIND OF
RESEARCH THEY WOULD LIKE DONE.
SO I CAN PROVIDE NUMEROUS
EXAMPLES WHEN A RESEARCHER ARE
FUNDS AND WOULD LIKE TO DO
RESEARCH IN A COMMUNITY.
HOWEVER, IT WASN'T A PRIORITY
THAT STUDY WOULD NOT FLY.
IF PEOPLE UNDERSTAND THE
COMMUNITY AND ENGAGE FROM THE
START, THEN THEY ARE LIKELY A
BETTER IDEA WHAT THE RESEARCH IS
AND WHAT CAN BE DONE AND HOW TO
ACTUALLY DO IT.
IT ALSO PROVIDES AN
UNDERSTANDING OF HOW INVOLVED A
COMMUNITY WANTS OR CAN BE IN THE
DISSEMINATION RESEARCH, THOUGH
WHEN WE TALK ABOUT COMMUNITY
PARTICIPATION, I LIKE TO THINK
OF A SPECTRUM.
SOMETIMES A COMMUNITY WANTS TO
BE INVOLVED IN EVERY ASPECT IS.
SOMETIMES A COMMUNITY DOESN'T
NECESSARILY WANT TO BE INVOLVED
IN EVERY ASPECT OF THE RESEARCH
OR DISSEMINATION, PARTICULARLY
IF THEY MAY NOT HAVE THE
RESOURCES OR TIME OR THERE ARE
OTHER PRIORITIES.
SOMETIMES A COMMUNITY'S ABILITY
TO PARTICIPATE IN RESEARCH
CHANGES THROUGHOUT THE PROCESS.
WE SAW THIS A LOT IN THE EARLY
DAYS OF THE COVID PANDEMIC, WHEN
MANY COMMUNITIES HAD TO SHIFT
PRIORITIES TO WHAT THEY NEEDED
THE MOST.
SO, THINK IN DISSEMINATION
RESEARCH PARTICULARLY WITH
NATIVE COMMUNITIES ENGAGEMENT
HAS TO BEGIN EARLY AND IT STARTS
WITH BUILDING TRUST IN
RELATIONSHIPS.
SO IN THIS WAY WE CAN UNDERSTAND
WHAT PRIORITIES ARE, BUILD
CAPACITY, DO WORK IN A
MEANINGFUL WAY THAT PROMOTES
HEALTH EQUITY.
THANKS.
>> THANK YOU.
THAT WAS A LOT OF GREAT
INFORMATION.
BUT WE'LL MOVE TO KAREN NOW FOR
HER THOUGHTS ABOUT TRUST.
>> THANK YOU.
I WANT TO GO BACK TO MYLYNDA'S
COMMENT ON SHARED PROCESS.
THAT WHEN YOU HAVE MEANINGFUL
COMMUNITY ENGAGEMENT, YOU HAVE A
SHARED DECISION MAKING, YOU
KNOW, GOING ON WITH THE WORK.
SO, I IDEALLY, WITH
DISSEMINATION RESEARCH, IT'S
BEST IF THE PARTNERS ARE PART OF
ALL PHASES OF THE RESEARCH
SPECTRUM FOR MEANINGFUL
ENGAGEMENT BUT WE KNOW THAT
DOESN'T ALWAYS HAPPEN.
BUT WHEN IT DOES, THEN THERE'S A
NATURAL PROGRESSION OF MOVING
INNOVATION THAT OCCURS THROUGH
WHATEVER THIS STUDYING AND
PROPOSING AND DESIGNING IT TAKES
TO IMPLEMENTATION AND
SUSTAINABILITY IN THE COMMUNITY
BECAUSE YOU HAVE THE PARTNERS AT
THE TABLE WHO WILL HAVE SOME ROW
WITH MAKING COMMUNITY
DEVELOPMENT AND COMMUNITY HEALTH
HAPPEN.
IT'S NATURAL AND ORGANIC WHEN
PARTNERS ARE MEANINGFULLY
ENGAGED, THEY CAN ATTEST TO THE
RESEARCH CONDUCT, INTEGRITY, AT
THE TABLE FOR A VERY SPECIFIC
REASON.
AS RESPECTED GATE KEEPERS IN
COMMUNITY HEALTH IT MAKES IT
EASIER FOR THE PROCESS, BUT THAT
DOESN'T ALWAYS HAPPEN SO WHEN
THEY ARE NOT, THEN THESE -- GATE
KEEPERS WHO WERE VALUED IN THE
COMMUNITY ARE BROUGHT TO THE
TABLE, THIS IS A MUCH LONGER
PROCESS BUILDING TRUST AND
RELATIONSHIP WITH THEM TO MOVE
FORWARD WITH BUILDING TRUST AND
ALSO WITH IMPLEMENTING OR
PRESENTING RESEARCH IN
COMMUNITIES.
SO, TRANSPARENCY IS SO KEY, YOU
KNOW, TO ENSURE THAT THERE'S A
THOROUGH UNDERSTANDING AND
THERE'S NO HIDDEN SPOTS WHERE
SOME ASPECT THAT MAY HAVE SOME
ETHICAL ISSUE OR WHATEVER
ARISES.
SO, YOU KNOW, DISSEMINATION OF
RESEARCH, YOU KNOW, IT HAPPENS
EASIER WHEN YOU HAVE -- YOU
INVOLVE TRUSTED INDIVIDUALS AT
THE COMMUNITY THAT REPRESENT THE
COMMUNITY THAT, YOU KNOW, KNOW
ITS CULTURE, PRACTICE AND
VALUES.
AND EARLIER WE WERE PART OF A
TRUST STUDY IN THE CITY OF
FLINT, AFTER THE WATER CRISIS,
AND IDENTIFIED FROM THE
COMMUNITY, VERY PARTICIPATORY,
BUT IDENTIFIED RECOMMENDATIONS
HOW TO REBUILD TRUST.
OBVIOUSLY BECAUSE THE COMMUNITY
WAS, YOU KNOW, LIED TO BASICALLY
THAT THE WATER WAS SAFE.
AND SO, WHAT WE HEARD FROM
STAKEHOLDERS, WE HAD A TOWN HALL
MEETING WHERE WE PRESENTED THE
RESEARCH AND, YOU KNOW,
RECOMMENDATIONS THE COMMUNITY
HAD.
WHAT WE HEARD WAS THAT THEY JUST
WERE SO GRATEFUL THAT WE BROUGHT
THE RESEARCH BACK TO THEM.
YOU KNOW, IN A PUBLIC SETTING,
WHERE THEY COULD HEAR IT AND ADD
THEIR COMMENTS.
AND WE ASKED FOR APPROVAL TO
MOVE FORWARD AT THAT MEETING,
THAT INCLUDED MAYBE TWO TO THREE
HUNDRED PEOPLE.
SO, YOU KNOW, THAT -- BRING IT
BACK WITH THE RIGHT PEOPLE AT
THE TABLE MAKES THE PROCESS, YOU
KNOW, HAPPEN SO MUCH MORE
SMOOTHLY.
THEN I WANTED TO HIGHLIGHT AN
EVENT THAT A JOURNAL I SIT ON,
PROGRESS IN COMMUNITY HEALTH
PARTNERSHIPS, WE HAVE A LEARNING
COMMUNITY EFFORT TO BUILD
COMMUNITY-PATIENT PARTNER
SCHOOLS FOR SCHOLARLY WRITING,
REVIEW, DISSEMINATING COMMUNITY
SCIENCE BROADLY TO IMPACT HEALTH
DISPARITIES LITERATURE.
THE MORE PARTNERS ARE ABLE TO
PUBLIC THEIR WORK, THE MORE THAT
COMMUNITY SCIENCE IS SHARED ON
HOW AS IMPLEMENTERS OF
TRANSLATIONAL SCIENCE AND
RESEARCH THEIR ROLE, YOU KNOW,
THEY DO THIS IN THEIR OWN
PROCESS.
AND WE SHOULD RESPECT AND
RECOGNIZE THAT.
SO WE'RE REALLY TRYING TO BUILD,
YOU KNOW, THE VOLUME OF WRITING
THAT'S PUBLISHED THAT IS
CONSIDERED EVIDENCE BASED.
I'LL PUT THE LINK TO THE CHAT ON
OUR EVENT, I'LL PUT THE FLYER IN
THE CHAT.
THANK YOU.
>> THAT WILL BE GREAT, KAREN.
THANK YOU SO MUCH.
YEAH, WE WANT TO MAKE THIS MORE
INTERACTIVE FOR THE AUDIENCE TO
GET ALL THESE RESOURCES FIRST
HAND FROM ALL OF YOU.
I'LL MOVE TO DMITRY.
>> DON'T CONSIDER MYSELF AN
EXPERT ON DISSEMINATION RESEARCH
BUT I'M HAPPY TO TALK ABOUT
TRUST.
MY DISSERTATION WAS ABOUT TRUST,
ORGANIZATIONS THAT HAVE FLAT
ORGANIZATIONAL STRUCTURE, VERY
EXCITED TALKING ABOUT THE ROLE
OF TRUST IN COMMUNITY ENGAGED
WORK.
BY VIRTUE OF ACTUALLY
EMPHASIZING EQUAL PARTICIPATION
OF ACADEMIC AND COMMUNITY
PARTNERS, COMMUNITY ENGAGED
RESEARCH IS GROUNDED IN TRUST.
BUT AT THE SAME TIME WHAT WE DO
TRY TO DO IS IMPROVE PUBLIC
TRUST IN SCIENCE.
THIS IS REALLY A TRANSFER OF
INTERPERSONAL RELATIONSHIPS,
INTERPERSONAL TRUST ON THE
PROJECT, PARTNER PROJECT TEAM,
TRYING TO KIND OF HAVE --
BUILDING INSTITUTIONAL TRUST IN
SCIENCE.
SEVERAL YEARS AGO I LED AN
NIH-FUNDED PROJECT ON ETHICAL
COMMUNITY ENGAGED RESEARCH.
ONE OF THE FINDINGS WAS
IMPORTANCE OF TREATING TRUST AND
RELATIONSHIP BUILDING AS CORE
COMPONENTS OF ETHICAL CONDUCT OF
COMMUNITY ENGAGED RESEARCH.
TRUST IS BELIEVED TO HELP
IMPROVE QUALITY OF RESEARCH, ITS
IMPACT, HELPS IDENTIFY AND
RECRUIT HARD TO REACH
POPULATIONS, AND MADE RESEARCH
PROCESS MORE EFFICIENT BECAUSE
IF YOU THINK ABOUT IT, IF YOU
HAVE TRUST YOU'RE READY TO
INVEST IN CONTROL MECHANISMS ON
PARTNERED PROJECTS, SO IT'S
PARADOXICAL WITH ADVANTAGES,
EVEN THOUGH IT CAN BE RISKY AND
TAKES TIME TO ACTUALLY BUILD
THAT RELATIONSHIP ON A PROJECT.
SO THOSE OF US WHO WORK WITH
COMMUNITY TENDS TO HAVE A
PREFERENCE TO WORK WITH THE SAME
PARTNERS OVER AND OVER AGAIN
WHICH IS GREAT FOR US BECAUSE WE
CAN TRUST EACH OTHER, BUT IT MAY
NOT BE AS GOOD FOR SCIENCE AND
BUILDING TRUST IN SCIENCE
BECAUSE WE TEND TO WORK WITH THE
SAME PARTNERS OVER AND OVER
AGAIN.
SO OUR ABILITY TO DISSEMINATE,
IF YOU WISH, THAT TRUST IS
LIMITED, IF WE TEND TO WORK WITH
THE SAME PARTNERS OVER AND OVER
AGAIN.
SO IN A PIECE WE PUBLISHED BASED
ON THAT STUDY WE ARGUE TO BUILD
TRUST IN SCIENCE WE NEED TO
CHANGE THE WAY THAT WE CONDUCT
RESEARCH BY WORKING VERY CLOSELY
IN CLOSE PARTNERSHIP WITH
COMMUNITY MEMBERS AS A WAY TO
BUILD INTERPERSONAL TRUST.
TO DEVELOP AND MAINTAIN THAT
INTERPERSONAL TRUST ACADEMIC AND
COMMUNITY PARTNERS MUST BALANCE
THIS SCIENTIFIC RIGOR OF
RESEARCH PROCESS ITSELF, SO
SCIENCE, WITH -- EXCUSE ME --
WITH COMMUNITY RELEVANCE AND
CULTURAL APPROPRIATENESS OF
RESEARCH, MUST INVEST IN
CAPACITY BUILDING AS WELL.
TO EXTEND INTERPERSONAL TRUST WE
BUILD BY WORKING WITH COMMUNITY
PARTNERS INTO TRUST IN SCIENCE,
WE MUST KIND OF EXPAND SLOWLY
THE POOL OF COMMUNITY PARTNERS
THAT WE WORK WITH.
WHAT I LIKE TO DO IS TRUE FOR
ALL TEAMS THAT ARE WORKED ON,
HAVE A MIX OF PEOPLE I WORKED
WITH BEFORE AS WELL AS NEW
PARTNERS.
SO, THAT ALLOWS THE NEW PARTNERS
TO LEARN AND BUILD RESEARCH
CAPACITY, AT THE SAME TIME
ALLOWS ME AS A RESEARCHER TO
ACTUALLY DEVELOP RELATIONSHIPS
WITH NEW COMMUNITY PARTNERS AND
DELIVER THE OUTCOMES OF THE
PROJECT IN A TIMELY FASHION AND
OF SCIENTIFIC RIGOR THAT COULD
BE EXPECTED OF, YOU KNOW, ANY
GOOD HIGH QUALITY SCIENTIFIC
PROJECT.
SO, I WANT TO REEMPHASIZE THE
PROCESS OF BUILDING TRUST ITSELF
IS A LONG-TERM PROCESS, SO
THAT'S WHAT AMANDA AND KAREN
SAID AS WELL.
IT REQUIRES HONESTY ON THE PART
OF COMMUNITY AND ACADEMIC
PARTNERS, INFORMATION SHARING,
EMPATHY, KEEPING OF PROMISES,
TRANSPARENCY, COMMITMENT TO
RELATIONSHIPS, WE'LL MAKE
MISTAKES, THINGS WILL GO WRONG,
PROBLEMS WILL ARISE, BUT IT'S
IMPORTANT TO BE COMMITTED TO THE
RELATIONSHIP SO THAT IT IS
REALLY SHOWING THAT WE'RE IN
THERE FOR A LONG TERM.
THANK YOU.
>> YOU MENTIONED A PUBLICATION
RELATED TO THE ABILITY TO BUILD
TRUST, BEING IMPACTED WHEN WE
RELY ON THE SAME PARTNERS.
IT WOULD BE GREAT IF YOU COULD
POP THAT IN THE CHAT AS WELL.
>> SURE, LET ME SEARCH FOR IT.
>> AND MYLYNDA, I WANT TO
COMMENT ON SOMETHING SO MUCH IS
SO IMPORTANT FOR US TO THINK
ABOUT, BUT ONE MORE THING TO
LAYER ON, WORKING WITH THE SAME
COMMUNITY REPETITIVELY BECAUSE
OF THE DEEP DEVELOPED
RELATIONSHIPS, CAUTIOUS ABOUT
NOT BECOMING GATE KEEPERS.
I SEE THAT HAPPEN OVER AND OVER
AGAIN.
IT'S BECAUSE WE WORKED SO HARD
TO BUILD THAT TRUSTED
RELATIONSHIP, RIGHT?
WE DON'T WANT IT TO GET
JEOPARDIZED BY OTHERS BUT I
DON'T THINK THAT'S OUR ROLE.
WE HAVE TO BE MINDFUL MONITORING
THAT.
WITH RESPECT TO THE QUESTION,
AROUND DISSEMINATION AND TRUST,
I THINK IF WE CAN UNDERSTAND THE
VALUE OF THE INFORMATION IN
ADVANCE THAT WE'RE GETTING
THROUGH RESEARCH PROCESS FOR THE
COMMUNITY, WE CAN REALLY ENSURE
THAT WE'RE CAPTURING THE DATA OR
INFORMATION DURING THE PROCESS
OF RESEARCH IN AN ACCESSIBLE
MANNER FOR THE COMMUNITY SO
DISSEMINATION MEETS THE GOALS
OUTLINED FROM THE ONSET.
AND IF WE CAN ENGAGE IN THIS
MANNER WE'RE TRULY CONTRIBUTING
TO TRUSTWORTHINESS, NOT DOING
RESEARCH BECAUSE WE'VE DECIDED
THIS IS THE NEXT MOST IMPORTANT
RESEARCH QUESTION BUT WE'RE
ADVANCING RESEARCH BECAUSE THE
COMMUNITY HAS TOLD US WHAT THE
NEXT MOST IMPORTANT RESEARCH
QUESTION IS.
AND THEN WE'RE DESIGNING THAT
RESEARCH TO HAVE DATA THAT CAN
BE TRANSFERRED BACK AND UTILIZED
BY THE EXPERTISE WITHIN THE
COMMUNITY TO EFFECT CHANGE,
THROUGH IMPLEMENTATION SCIENCE.
SO, IN OUR OWN WORK WE HAVE USED
HUMAN-CENTERED DESIGN AND
COMMUNITY ENGAGEMENT STUDIOS AS
A MODEL TO REALLY ELEVATE THE
VOICE OF THE COMMUNITY FROM THE
ONSET.
AND I HAVE FOUND THIS JUST TO BE
SO TREMENDOUSLY SUCCESSFUL AS A
COMBINED METHODOLOGY, JUST A
COUPLE EXAMPLES TO SHARE
QUICKLY.
ONE OF MY FAVORITE EXAMPLES WAS
A HUMAN-CENTERED DESIGN
ENGAGEMENT STUDIOD A SPINAL CORD
INJURY CONVENTION FOR THE
NATIONAL NEUROTRAUMA SOCIETY
LISTENING TO PATIENTS AND
CAREGIVERS.
AND CLINICIANS SUCH AS PHYSICAL
THERAPISTS, OCCUPATIONAL
THERAPISTS.
AND ONE OF THE PATIENTS AT OUR
TABLE LOOKED AROUND AT THE
RESEARCHERS AT THE TABLE AND
SAID IF YOU GET A $5 MILLION
GRANT TO SPEND FIVE YEARS
STUDYING SPINAL CORD RESEARCH,
PLEASE DON'T COME BACK AND TELL
ME THAT YOU SPENT THAT MONEY
TRYING TO CORRECT MY SPINAL CORD
INJURY.
INSTEAD, I'D HOPE YOU WOULD
FOCUS ON HOW CAN I LIVE MY LIFE
WITHOUT SPENDING FIVE HOURS A
DAY ON MY BOWEL AND BLADDER
CARE.
EVERY RESEARCHER AT THE TABLE'S
JAW DROPPED BECAUSE THEY
THOUGHT WAS THE GOAL WAS TO FIX
SPINAL CORD INJURY.
INSTEAD THE PATIENT SAID YOU
DON'T NEED TO MIX ME BUT I WANT
MY LIFE TO BECOME MANAGEABLE AND
LIVABLE.
THAT WAS PROFOUND.
IF THEY HAD GONE DOWN A PATHWAY
OF CORRECTING SPINAL CORD
INJURY, THE RESULTS WOULD HAVE
NOT BEEN HELPFUL.
THE SECOND EXAMPLE WAS SOMETHING
THAT HAPPENED THIS LAST YEAR
WHEN WE HAD A SESSION WITH
REPRESENTATIVES OF SEVERAL
TRIBAL NATIONS, AND WE WERE
DISCUSSING THE TOPIC OF
PREFERRED NAMES FOR NATIVE
COMMUNITIES.
AND SOMEONE SHARED SOMETHING
WITH US THAT WAS SO PROFOUND I
DON'T THINK I'LL EVER FORGET IT,
THAT WE HAVE TO BE SO CAREFUL
ABOUT THE OUTCOMES OF THAT WORK
AND OUTCOMES OF THAT DISCUSSION
BECAUSE WE COULD ACCIDENTALLY
JEOPARDIZE EXISTING TREATIES
WITH THE GOVERNMENT BY CHANGING
NAMING CONVENTION.
AND I DON'T THINK THAT'S
SOMETHING ANY OF US WOULD HAVE
EVER THOUGHT OF GOING INTO THAT
MEETING.
WE WERE FOCUSED ON EVOLVING
TERMINOLOGY, HAD NEVER ONCE
THOUGHT ACTUALLY CREATING OR
CHANGING OR EVOLVING THE
TERMINOLOGY ON A NATIONAL
LANGUAGE COULD JEOPARDIZE
EXISTING TREATIES, WHICH ARE
FUNDAMENTAL.
HAVING THAT COMMUNITY-INFORMED
VOICE FROM THE ONSET IS THE SAME
AS EVERYONE ELSE HAS SAID ON
THIS CALL TODAY, BUT THEN USING
THAT TO DEVELOP TRUSTWORTHINESS
AND USING THAT TO DESIGN THE
WORK WE'RE DOING TO MAKE SURE
EVERYTHING -- ALL THE OUTCOMES
ULTIMATELY ARE THERE TO BENEFIT
AND ADVANCE THE COMMUNITY.
>> THANK YOU.
I REALLY LIKE THE USE OF
EXAMPLES TO CLARIFY WHAT YOU'VE
SEEN IN YOUR WORK.
THAT'S EXACTLY WHAT WE TALK
ABOUT FOCUSING ON TOPICS THAT
ARE OF INTEREST TO THE
COMMUNITY, AND YOUR EXAMPLE OF
THE SPINAL CORD INJURY THE FOCUS
SOMETIMES COMES ON WHAT WE THINK
IS IMPORTANT BUT THE IMPORTANCE
FOR THE COMMUNITY OR PATIENTS
LIES SOMEWHERE ELSE AND WE
MIGHT -- EVEN WITH BEST OF
INTENTIONS MIGHT BE FOCUSING ON
SOMETHING THAT WON'T BENEFIT THE
WAY WE THOUGHT IT WAS.
GREAT EXAMPLE.
I HEARD FABULOUS POINTS ALL OF
YOU MADE ABOUT COMMUNITY
CAPACITY BUILDING THAT I THINK
IS EXCEPTIONALLY IMPORTANT AND
THANKS, DMITRY, FOR POPPING THAT
ARTICLE INTO THE CHAT ABOUT
TRUSTING COMMUNITY-ENGAGED
RESEARCH.
I'M GOING TO MOVE TO THE LAST
TARGETED QUESTIONS BEFORE I OPEN
TO THE AUDIENCE.
FOR THE AUDIENCE, PUT IN YOURWAY
QUESTIONS IN THE Q&A BOX AT ANY
POINT, WE HAVE DEDICATED TIME AT
THE END OF THE PANEL.
LAST TARGETED QUESTION TO HAVE
YOU ALL REACT TO, COULD EACH OF
YOU PLEASE DISCUSS THE
IMPORTANCE OF UNDERSTANDING YOUR
AUDIENCE TO DEVELOP CUSTOMIZED
AND INTENTIONAL MESSAGE TO MOVE
FROM A ONE-SIZE-FITS-ALL
DISSEMINATION APPROACH TO ONE
THAT INCORPORATION VALUES AND
PERSPECTIVES OF EACH UNIQUE
COMMUNITY TO PROMOTE HEALTH
EQUITY.
SHARE EXAMPLES FROM EXPERIENCE,
THAT WOULD BE GREAT.
I WANT TO REMIND THE AUDIENCE OF
THE SLIDE THE KEYNOTE SPEAKER
LEFT, THE DOG DOOR THAT WAS NOT
THE RIGHT SIZE, THAT IMAGE
SHOULD BE AT THE BACK OF THE
MIND THINKING ABOUT
ONE-SIZE-FITS-ALL DISSEMINATION
TRAJECTORY, I'D LOVE TO HEAR
FROM PANELISTS ABOUT OUR METHODS
TO MOVE AWAY FROM THAT.
AMANDA?
>> GREAT, THANK YOU.
FISHES, I'M GOING TO SAY YES,
IT'S IMPORTANT TO UNDERSTAND THE
AUDIENCE AND MOVE FROM THE
ONE-SIZE-FITS-ALL APPROACH.
I'M GOING TO FOCUS ON EXAMPLES
FROM OUR WORK TO ILLUSTRATE ON
NEED TO UNDERSTAND AUDIENCE, HOW
WE DO SO.
MY COLLEAGUES AND I WORK WITH
INUITS BALANCING FOODS WITH THE
CONTAMINANTS LIKE MERCURY THAT
MAY BE PRESENT IN THESE FOODS.
THIS IS AN ULTIMATE
COMMUNICATION CHALLENGE BECAUSE
MERCURY IS INVISIBLE, TASTELESS.
YOU CAN'T SMELL IT.
IT'S A RELATIVELY CONTEMPORARY
RISK, MUCH OF THE MERCURY IN
DIETS COMES FROM DISTANT SOURCES
OUTSIDE THE ARCTIC, NOT AN EASY
RISK TO TALK ABOUT.
THERE NEEDS TO BE HEALTH
ADVISORIES BALANCING BENEFITS OF
TRADITIONAL HEALTHY FOODS WITH
POTENTIAL HARMS OF CONTAMINANTS
TO SOME POPULATIONS.
HOWEVER, THERE'S NOT JUST ONE
INUIT POPULATION.
THERE ARE DIFFERENT DIALECTS
THROUGHOUT THE ARCTIC, MESSAGES
MUST BE TRANSLATED BASED ON
DIALECTS, SOMETIMES DIFFERENT
HEALTH ADVISORIES SPECIFIC TO
LOCATION, SOME LOCATIONS IN THE
ARCTIC HEALTH ADVISORIES PROMOTE
A FOOD SOURCE, IN A NEARBY RAGE
ADVISORIES MAY RUN AGAINST THE
SAME FOOD SOURCE.
THERE CAN BE COMMUNICATION
CHALLENGES IN HOUSEHOLDS, AN
ELDER MAY BE COMFORTABLE HEARING
ABOUT AN ADVISORY IN NATIVE
LANGUAGE, YOUTH MAY ONLY SPEAK
AND READ ENGLISH.
WORK BEGINS VERY MUCH IN
UNDERSTANDING OUR AUDIENCE AND
WHAT MESSAGING HAS ALREADY
EXISTED.
THIS IS DONE IN NUMEROUS WAYS.
WE SPEND A LOT OF TIME LEARNING
WHERE PEOPLE GET HEALTH
MESSAGES, WHO THEY TRUST AS
COMMUNICATOR, WHAT THEY KNOW AND
BELIEVE ABOUT A RISK.
SO, I WANTED TO TALK ABOUT
ANOTHER METHOD THAT WE HAVE
LOOKED AT, MOVING FROM THE
ONE-SIZE-FITS-ALL APPROACH TO
CENTER THE COMMUNITY IN THIS
WORK.
SO SOME OF THE MOST EFFECTIVE
COMMUNICATION CAMPAIGNS I'VE
SEEN ARE COMMUNITY DEVELOPED AND
DRIVEN.
SO IN ONE OF OUR STUDIES, I CAN
POST THAT IN THE CHAT AS WELL,
WE EXAMINED PROCESS OF
DEVELOPMENT OF A HEALTH MESSAGE
ABOUT MERCURY IN BELUGA MEETS,
SAW MEMBER OF THE COMMUNITY AND
SPECIALISTS COME TOGETHER.
IT INCLUDED THE LOCAL HEALTH
BOARD, REGIONAL ORGANIZATIONS,
LOCAL HUNTERS AND EDUCATORS, ALL
TO DEVELOP MESSAGING.
THEY REPORTED BENEFITS OF THIS
PROCESS INCLUDING MORE COMMUNITY
BUY-IN AND TRUST OF THE HEALTH
ADVISORIES, BETTER UNDERSTANDING
OF HOW TO DELIVER EFFECTIVE AND
CULTURALLY APPROPRIATE
INFORMATION.
NOW, THIS GROUP HAS ALSO
CHALLENGES INCLUDING IT TOOK A
LOT OF TIME AND RESOURCES TO DO
THIS PARTICIPATORY TYPE OF
APPROACH.
HOWEVER, THEY SAY THROUGH THIS
APPROACH THEY WERE ABLE TO
CREATE TAILORED CULTURALLY
APPROPRIATE MESSAGING.
I THINK CENTERING COMMUNITIES
AND KNOWING YOUR AUDIENCE HELPS
MOVE AWAY FROM ONE-SIZE-FITS-ALL
APPROACH TO CUSTOMIZED MESSAGING
THAT PROMOTES HEALTH EQUITY.
THANKS.
>> GREAT POINT ABOUT, AGAIN, I
THINK DR. LEE ALSO TALKED ABOUT
MULTI-DISCIPLINARY TEAMS, TALK
BECOME THAT AT THE END OF HIS
TALK.
YOU'RE ADDING ANOTHER COMPONENT
THAT PROJECT SPECIFIC, YOU MIGHT
WANT TO ENGAGE SPECIFIC MEMBERS
OF THE COMMUNITY, HUNTERS OR
FARMERS OR FOLKS WE DON'T ALWAYS
CONSIDER AS BEING PART OF THE
RESEARCH TEAM BUT THEY PROBABLY
SHOULD BE WHEN YOU'RE TRYING TO
COME UP WITH CUSTOMIZED
DISSEMINATION STRATEGIES.
EXCELLENT, AMANDA.
I'LL MOVE TO KAREN FOR HER
THOUGHTS.
>> THANK YOU.
SO, FOR CUSTOMIZING, YOU KNOW,
THE APPROACH, IT'S REALLY
IMPORTANT TO IDENTIFYING AND
FINDING THE NICHE THAT WORKS FOR
THE COMMUNITY, THAT COMMUNITY,
TO DRIVE DEVELOPING THE BEST
APPROACH THAT COMPLEMENTS AND
RECOGNIZES THE COMMUNITY'S NORMS
AND HOW THEY FUNCTION AND
PERFORM.
I WANT TO BRING THIS BACK TO A
COMMENT DMITRY MADE ABOUT HOW
IMPORTANT IT IS, HOW WIDE THE
POOL OF PARTNERS ARE AT THE
TABLE FROM VARIOUS PERSPECTIVES,
AND NOT THE SAME PEOPLE.
AND THAT REALLY ENCOURAGES
REPRESENTATIVENESS, WHICH IS A
BASIC TENET OF DELIBERATIVE
DEMOCRACY, WHICH IS VERY KEY IN
FACILITATING THESE TYPE OF
APPROACHES ON DECISION MAKING
AND, YOU KNOW, IMPLEMENTING
EFFORTS IN COMMUNITIES.
SO, YOU KNOW, WHEN YOU HAVE THE
RIGHT PEOPLE AT THE TABLE,
THERE'S, YOU KNOW, A
WILLINGNESS, MORE OF A
WILLINGNESS I THINK TO IRON OUT
YOUR DIFFERENCES, OR, YOU KNOW,
TO THE LEARNING IN TERMS OF
LEARNING FROM THE ACADEMIC OR
RESEARCH INVESTIGATOR FROM THE
COMMUNITY'S PERSPECTIVE HOW TO
MAKE THINGS WORK.
THE MICHIGAN "HEAL" PROGRAM,
DIFFERENT REGIONS AROUND THE
STATE, I CONSIDER MYSELF TO BE A
PRETTY EXPERIENCED FACILITATOR,
COMMUNITY FACILITATOR, CONSIDER
MYSELF A COMMUNITY SCIENTIST AND
PARTNER, DID RECOGNIZE AND
RESPECT MY AFFILIATION WITH THE
UNIVERSITY AS AN EMPLOYER.
OUR PARTNERS, THIS WAS AN AGREED
UPON APPROACH BUT THEY BASICALLY
KIND OF SHUT IT DOWN.
THE STYLE OR THE APPROACH WE
WERE TAKING OF JUST PRESENTING
RESEARCH IN THE COMMUNITY.
THEY NEEDED TO CONNECT TO
WHAT -- THEY BASICALLY SAID SO
WHAT, SO WHAT TO THE RESEARCH.
SO WHAT WORKED FOR THEM WAS
CONNECTING THE APPROACH WITH THE
KEY PRIORITIES, AND THIS WAS
PROBABLY RIGHT AFTER THE
PANDEMIC HAD SETTLED DOWN
SOMEWHAT.
AND SO WE WENT THROUGH A SERIES
OF IDENTIFYING KEY PRIORITIES AS
OUR WORK GROUP TEAM ACROSS FOUR
COMMUNITIES WHICH PRIORITIES
THEY FELT WERE IMPORTANT, AND
JUST BECAME A LIST FROM A
DISCUSSION THAT BASICALLY GOT
WHITTLED DOWN FROM MODELING INTO
KEY AREAS.
THEY FELT THAT EVEN THOUGH THEY
ARE, YOU KNOW, THEY REPRESENT
CONSTITUENCIES THAT THEY SERVE,
THAT WE STILL NEEDED MORE OF A
CONNECTION TO STAKEHOLDERS.
THEY DIDN'T WANT TO MAKE
DECISIONS ON THEIR BEHALF.
SO WE DID A SIMPLE POLL ACROSS
THE FOUR COMMUNITIES, SHARING
THOSE PRIORITIES THAT THE WORK
GROUP RAISED, YOU KNOW, AS KEY
PRIORITIES THEY FELT REPRESENTED
THEIR COMMUNITY, WITH THE
ABILITY TO WRITE IN NEW ITEMS OR
AREAS THAT MAY NOT HAVE BEEN ON
OUR LIST.
AND SO, THAT BECAME OUR WORKING
GUIDE, THE SUMMARY OF THE
COMMUNITY'S PERSPECTIVES ON
IDENTIFIED PRIORITIES FROM
STAKEHOLDERS, NOT NECESSARILY
INVOLVED IN THE PLANNING OR AS A
WORK GROUP TEAM LEADER OF OUR
INITIATIVE TO WORK WITH OUR
RESEARCH TEAMS ON HOW TO PRESENT
THE RESEARCH IN THE COMMUNITY.
THE FORMS WERE PRESENTED ON A
BEHALF OF BOTH OUR MICHIGAN CEAL
TEAM AND THE COMMUNITY PARTNER
WHO REPRESENTED THAT COMMUNITY
AND THEIR ORGANIZATIONS.
SO, IT JUST OPENED UP A
DIFFERENT TYPE OF DISCUSSION AND
I FOUND IT TO BE SUCH AN
IMPORTANT LEARNING PROCESS.
AGAIN, ALTHOUGH I MAY HAVE YEARS
OF EXPERIENCE, IT WAS, YOU KNOW,
IT BROUGHT ME BACK TO THE
IMPORTANCE OF REPRESENTATIVENESS
IN ALL ASPECTS OF THE WORK.
THANK YOU.
>> THANKS, KAREN.
YOU MENTIONED THE MICHIGAN CEAL
WORK YOU'VE DONE.
IF THERE ARE ANY INTERESTING
POSTS OR WEBSITES YOU WANT TO
DRAW OUR AUDIENCE'S ATTENTION
TO, POP THEM IN THE CHAT.
I'M SURE THAT WILL BE
APPRECIATED.
DMITRY, WHAT ARE YOUR THOUGHTS?
>> SO, IN COMMUNITY ENGAGED
RESEARCH, CREATION OF WIN-WIN
SITUATION FOR COMMUNITY AND
ACADEMIC PARTNERS IS ONE OF THE
KEYS TO SUCCESS.
THERE'S ALSO A STRONG EMPHASIS
ON RETURN OF RESULTS TO THOSE
WHO PROVIDED DATA THAT INFORMED
THE RESEARCH.
WE CAN THINK OF THAT AS A
DISSEMINATION.
DISSEMINATION OF RESULTS, RIGHT?
BUT THE ISSUE IS WHAT DO WE --
WHAT IS A RESULT THAT'S WORTH
SHARING?
RESEARCHERS AND COMMUNITY
PARTNERS AND STUDY PARTICIPANTS
MAY HAVE VERY DIFFERENT
PERSPECTIVES OF WHAT'S WORTH
SHARING AND WHAT CONSTITUTES A
RESULT.
SO, THERE'S A GROWING INTEREST
IN FUNDING LARGE SCALE PROJECTS
THAT COLLECT GENETIC, BEHAVIORAL
DATA LUMPED TOGETHER IN A
DATABASE FOR FUTURE UNSPECIFIED
USE.
"ALL OF US" IS ONE EXAMPLE OF
THE TREND OF BIG DATA
REPOSITORIES.
SO SUCCESS OF THESE INITIATIVES
DEPENDS ON THE WILLINGNESS OF
DIVERSE GROUPS PREVIOUSLY
UNDERREPRESENTED IN RESEARCH TO
SHARE DATA FOR UNSPECIFIED
FUTURE USES, AND BE WILLING TO
PROVIDE EVEN MORE DATA FOR
SPECIFIC YET TO BE DETERMINED
YOU'VE PROJECTS.
SO, IT'S REALLY HARD TO RECRUIT
INTO STUDIES LIKE THIS.
AND SO TO FACILITATE RECRUITMENT
AND ENGAGEMENT WITH SUCH STUDIES
RESEARCHERS NEED TO ESSENTIALLY
BUILD VALUE PROPOSITIONS FOR
FUTURE PARTICIPANTS.
THINK ABOUT RETURN OF RESULTS
AND RETURNING VALUE TO
PARTICIPANTS FROM SHARING DATAOR
YET TO BE DETERMINED USES.
WE KNOW DIFFERENT PARTICIPANTS
HAVE DIFFERENT PERSPECTIVES ON
WHAT RESULTS MIGHT BE USEFUL TO
THEM.
IT MIGHT BE HARD FOR RESEARCHERS
TO KNOW THAT AHEAD OF TIME.
FOR EXAMPLE, KNOWING YOUR BLOOD
SUGAR AND YOUR BLOOD PRESSURE
MIGHT BE MUCH MORE USEFUL FOR
SOMEONE WHO HAS NOT HAD THIS
MEASURED IN A LONG TIME, DOESN'T
HAVE A PRIMARY CARE PHYSICIAN.
BUT MAY NOT BE OF ANY USE FOR
SOMEONE WHO GOES TO ANNUAL
CHECKUPS.
SO, AT THE SAME TIME WE AS
RESEARCHERS MUST BE MINDFUL OF
THE FEASIBILITY OF SHARING
DIFFERENT KINDS OF RESULTS TO
PARTICIPANTS.
SHARING FILES, STUDY PAPER IS A
COMMON PRACTICE IN CBPR ARE YOU
WOULD COMMUNITIES EVEN
UNDERSTAND AND DO THEY REALLY
CARE?
SO WE HAVE A CONUNDRUM.
WE WANT TO SHARE EVERYTHING BUT
HOW MANY CONTEXTUALIZATION, HOW
MUCH INTERPRETATION IMPLICATIONS
OF WHAT RESULTS MEAN.
IT'S REALLY HARD TO DO IN THE
LARGE SCALE PROJECT LIKE SAY
"ALL OF US" RESEARCH PROGRAM.
THERE NEEDS TO BE A BALANCE,
POINT OF EQUILIBRIUM BETWEEN
RESULTS TO BE SHARED AND
FEASIBILITY OF SHARING RESULTS.
THAT'S THIS RETURN OF VALUE FROM
THE PROJECT PERSPECTIVE THAT
ACCOUNTS FOR INTEREST OF PEOPLE
WHO SHARE THE DATA AND YOU AS
RESEARCHERS BECAUSE YOU'RE
THINKING ABOUT SIZE AS A WHOLE,
VERSUS THIS PERSON-CENTERED
CARE, WHAT'S USEFUL FOR ME AS A
PARTICIPANTS.
SO THERE SHOULD BE A WAY TO FIND
THAT BALANCE.
TO MOVE AWAY FROM THE
ONE-SIZE-FITS-ALL APPROACH TO
DISSEMINATION REQUIRES THINKING
ABOUT USEFULNESS OF THE
INFORMATION AND FEASIBILITY OF
SHARING INFORMATION WITH
PARTICIPANTS.
SO THE TYPE OF DATA COLLECTED,
ITS LEVEL OF GRANULARITY,
OPTIONS FOR SUPPORTING RESULT
INTERPRETATION SHOULD BE
CAREFULLY CONSIDERED WHEN
DETERMINING WHAT RESULTS SHOULD
BE SHARED WITH PARTICIPANTS AND
HOW.
BECAUSE USEFULNESS AND
FEASIBILITY WILL VARY BY STUDY,
BY PARTICIPANTS' BACKGROUND,
PREFERENCES, HEALTH LITERACY,
ACCESS TO REGULAR HEALTH CARE,
BY TYPE OF RESOURCES AVAILABLE
TO YOU AS RESEARCHERS, IT'S
IMPORTANT TO THINK ABOUT LIKELY
SCENARIOS AND VIABLE OPTIONS
AHEAD OF TIME.
ATTRACTIVENESS MAY AFFECT
WILLINGNESS TO PARTICIPATE IN
THE PROJECT AS PARTICIPANTS, SO
BESIDES THAT THE FORMAT OF OUR
RESULTS ARE SHARED, WHAT
MATERIALS ARE SHARED, SO
UNDERSTANDING THE PREFERENCE
WHAT AND HOW SHOULD BE SHARED,
THROUGHOUT THE PROJECT IS
IMPORTANT AT THE TIME WE
DESIGNED THE STUDY.
ONE OF THE THINGS I WANT TO
MENTION IS ONE-SIZE-FITS-ALL
MEANS DIFFERENT THINGS, AND ONE
IT MEANS WE HAVE TO START
THINKING ABOUT DISSEMINATION
EVEN AT THE DESIGN BECAUSE THAT
AFFECTS HOW WE RECRUIT, CONSENT
TEAM, WHAT WE TELL THEM ABOUT
USE OF DATA, THIS IS REALLY
IMPORTANT TO CONSIDER EARLY ON.
LET ME PAUSE HERE.
>> ALL EXCELLENT POINTS.
YOU RAISED THE POINT HOW A LOT
OF THE DISSEMINATION BOILS DOWN
TO BENCH TO BOOKSHELF, WHEN IT
GOES INTO JOURNALS, HOW
ACCESSIBLE IS IT FOR THE
COMMUNITY, MAKES ME THINK ABOUT
THINGS DR. LEE POINTED OUT ABOUT
LEVERAGING DIFFERENT PLATFORMS,
LIKE HE'S DOING.
GOING INTO THOSE PUBLIC SPACES
WHERE PEOPLE ARE GOING IN TO
FIND YOU -- NUGGETS TO PROCESS
AND USE.
THINKING ABOUT IT EARLIER ON,
LIKE YOU SAID, SO YOU'RE
DESIGNING ACCORDINGLY.
MYLYNDA?
>> I ENJOYED PERSPECTIVE,
ESPECIALLY ON RETURN OF VALUE,
SO IMPORTANT TO THE ENTIRE
TRUSTWORTHINESS OF THE EQUATION.
WE'VE ALL BEEN THINKING ABOUT
SCIENCE OF ENGAGEMENT AND
THERE'S ALL THESE DIFFERENT
FACTORS THAT EVERYONE HAS
BROUGHT UP, THAT IS SO UNIQUE TO
EACH COMMUNITY.
AND HOW DO WE TAKE A METHODICAL
APPROACH TO THAT.
SO OUR TEAM HAS BEEN WORKING AN
ENGAGEMENT APPROACH VERY MUCH TO
A PARALLEL PRECISION MEDICINE,
REFERENCES TO "ALL OF US" HERE.
AND REALLY TRYING TO INCLUDE AN
UNDERSTANDING AND DEFINING OF
THE COMMUNITY, THAT IS OF THE
TOPIC OR THE PRIORITY, UNIQUE
ENVIRONMENTAL CHARACTERISTICS OF
THESE COMMUNITIES DEFINING THE
QUESTION OF VALUE, SO, AGAIN,
THAT RETURN OF VALUE FOR THE
SPECIFIC COMMUNITY.
THEN PUTTING THIS INTO A
FRAMEWORK THAT ASSESSES THE
RIGHT DOSE, RIGHT FREQUENCY,
RIGHT MODE OF DELIVERY AND
COMMUNITY INFORMED AND
ULTIMATELY DISSEMINATION MUST BE
INCLUDED IN THE ENTIRE
EVALUATION AND METHODOLOGY IN
THE SAME WAY FROM THE ONSET OF
COLLABORATION AND
INTENTIONALITY.
SO I THINK -- I FEEL LIKE WE
COULD TAKE ALL THE THINGS SAID
AROUND THE LAST QUESTION TODAY,
AND COMPILE IT INTO A BEST
PRACTICES APPROACH, WE'RE
THINKING ABOUT NOT ONLY
ENGAGING, DEVELOPING
TRUSTWORTHINESS, BUT DESIGNING
DECISION FROM THE ONSET AGAIN
WITH THE COMMUNITY AT THE HEART
AND GOAL OF ALL OF THE WORK THAT
WE DO.
SO THANK YOU.
>> THANKS, MYLYNDA, A GREAT WAY
TO ROUND OUT THE DISCUSSION FOR
THIS PANEL.
AND I WANT TO THANK EVERYBODY
FOR THEIR INSIGHTS.
WE HAVE SIX MINUTES BEFORE WE
END THE PANEL AND GIVE YOU A
BREAK, AND THE AUDIENCE A QUICK
BREAK BEFORE THE SECOND PANEL.
THERE ARE A COUPLE QUESTIONS WE
RECEIVED SO I'LL READ THEM OUT.
HERE THERE'S NO ORDER, SO GO
AHEAD AND UNMUTE, WHOEVER WANTS
TO RESPOND FIRST CAN JUMP IN.
DISSEMINATION RESEARCH IS
TYPICALLY DESCRIBED IN THE SAME
BREATH AS WIDESPREAD DIFFUSION
AND REPLICATION.
CAN PANELISTS COMMENT ON WHETHER
THE DISSEMINATION RESEARCH
PARADIGM IS COMPATIBLE WITH WHAT
OUR KEYNOTE SPEAKER AND CURRENT
PANELISTS DESCRIBED INCLUDING
PRECISION, TAILORED, AND NOT ONE
SIZE FITS ALL?
WHOEVER WANT TO JUMP IN FIRST
CAN GO RIGHT AHEAD.
DO YOU WANT ME TO PICK PEOPLE?
DMITRY, DO YOU WANT TO ANSWER
THAT QUESTION POTENTIALLY?
>> POTENTIALLY.
I DON'T REALLY SEE THEM AS BEING
IN CONFLICT OR CONTRADICTING
EACH OTHER.
I THINK THAT GOES BACK TO THE
CONCEPT OF USEFULNESS OF WHAT
YOU'RE DISSEMINATING, MEANING
HOW YOU'RE DISSEMINATING, WHAT'S
CONSIDERED THE RESULT.
IF RESULT IS A BOOK, THEN, SURE,
MAYBE PUBLISHING A BOOK WOULD
SERVE YOU WELL.
BUT HOW USEFUL THAT IS, SO I
THINK INCORPORATION OF THAT IN
THE DISSEMINATION STRATEGY WOULD
GO A LONG WAY.
BUT, AGAIN, I'M NOT AN EXPERT ON
DISSEMINATION.
SO I'LL LET OTHERS CHIME?
>> MYLYNDA, YOU TALKED ABOUT
PRECISION ENGAGEMENT.
SORRY, KAREN, YOU UNMUTED.
>> I NEEDED TO READ THE
QUESTION, WHICH I DID.
I THINK THEY ARE VERY SIMILAR.
WIDESPREAD-- THERE IS PRECISION
IN SCALING UP, REPLICATION, ALL
OF THAT, YOU KNOW, THEY ARE VERY
COMMON.
SO, YOU KNOW, I THINK IT IS
TOTALLY COMPATIBLE, THE TWO
THAT'S BEING HIGHLIGHTED.
>> DO YOU WANT TO ADD SOMETHING,
AMANDA OR MYLYNDA.
>> I WAS TRYING TO FIND THE
QUESTION TO READ AGAIN.
>> IT'S IN THE Q&A BOX, IT'S ONE
OF THE -- WE HAVE ANOTHER LAST
ONE BUT THIS IS BY ANDY TAN.
>> IDES LIKE TO SAY THAT I
TOO -- I AGREE WITH DMITRY, IT
DEPENDS.
I THINK IT DEPENDS ON THE
SITUATION AND THE NEEDS, RIGHT?
AND SO POTENTIALLY THERE MIGHT
NEED TO BE MORE OF A WIDESPREAD
APPROACH VERSUS A TAILORED ONE
SIZE -- NOT ONE-SIZE-FITS-ALL
APPROACH SO I THINK IT DEPENDS
ON THAT SITUATION AND I WAS
MENTIONING BEFORE, WHO YOUR
COMMUNITY IS SO DEFINING THAT
COMMUNITY.
I THINK ONE OF THE THINGS THAT I
COMMONLY SEE OR IS ONE OF THE
CHALLENGES TO HOW THESE ACTUALLY
PLAY OUT IS WHETHER IT'S A
TOP-DOWN OR BOTTOM-UP OR MORE OF
A COLLABORATIVE APPROACH TO
THINGS.
SOMETIMES I FEEL LIKE WE MIGHT
NOT -- WE MIGHT TO HAVE -- HAVE
TO GIVE UP POWER TO DO THINGS IN
A CULTURALLY EFISKT --
EFFECTIVE WAY.
THERE ARE CHALLENGES BUT BOTH
CAN BE NEEDED AND USEFUL AT
TIMES.
>> I WILL ADD THAT TO ME I THINK
WE NEED TO START THINKING OUT OF
THE BOX AROUND HOW WE DEFINE
DISSEMINATION.
AND START THINKING ABOUT ALL OF
THE DIFFERENT WAYS THAT
DISSEMINATION CAN BE APPLIED
BEYOND WHAT WAS WRITTEN IN THE
QUESTION, RIGHT?
AND ALSO STOP THINKING ABOUT
DISSEMINATION FROM PERSPECTIVE
OF THE ACADEMIC WHERE WE'RE
TRYING TO DISSEMINATE, TO US
THAT MEANS SOMETHING DIFFERENT.
THAT'S WHAT ANDY WAS DEFINING IN
THE QUESTION, WHAT DOES
DISSEMINATION MEAN TO THE
COMMUNITY, THAT DEPENDS WHO THE
COMMUNITY IS THAT WE'RE
DISCUSSING.
ONE OF THE THINGS I WOULD REALLY
LIKE US TO START THINKING ABOUT
IS COMMUNITIES ARE RICH.
THEY ARE DEVELOPED.
THEY HAVE MASSIVE RESOURCES
INTERNALLY.
WHAT THEY DON'T NECESSARILY HAVE
IS THE ACCESS TO THE DATA THAT
WE ARE GENERATING.
SO HOW CAN WE ELEVATE WHAT
RESOURCES ALREADY EXIST, ALREADY
THE NETWORKS THAT ARE AVAILABLE,
ALREADY THE KNOWLEDGE IN THE
COMMUNITY AND EMPOWER THEM WITH
THE DATA AND THEN LET THEM DO
WHAT THEY WANT TO DO.
I THINK THAT'S WHERE I'M
STARTING TO THINK ABOUT
DISSEMINATION, MAYBE THAT'S
D.E.I. TO THE COMMUNITY, D.E.I.
IN MEDICINE OR IN ACADEMIC
SETTING, RIGHT?
BUT I WANT TO SEE US EVOLVE OUR
DEFINITION OF DISSEMINATION AND
REALLY LOOK AT IT FROM THAT
DIFFERENT PERSPECTIVE.
>> I THINK YOUR COMMENT IS
EXACTLY IN LINE WITH THE
QUESTION THAT JULIA POSTED ABOUT
WHOSE DEFINITION OF
DISSEMINATION MATTERS.
WE HAD OTHER GREAT QUESTIONS BUT
UNFORTUNATELY WE'RE AT 1:30.
I WANTED TO THANK SINCERELY ALL
OF OUR GREAT PANELISTS FOR OUR
FIRST PANEL DISCUSSION.
THIS WAS AMAZING.
WE GOT SO MUCH OUT OF IT.
I ENCOURAGE YOU TO STAY ON AND
LISTEN TO THE OTHER PANELISTS
AND WE'LL TAKE A 10-MINUTE
BREAK AND COME BACK AT 1:40 TO
RESUME SECOND PANEL, MESSAGE
DEVELOPMENT MODERATED BY DR.
LAMA.
PLEASE JOIN US BACK AGAIN AT
1:40.
THANK YOU TO THE ESTEEMED
PANELISTS FOR PANEL 1.
>> GREAT, THANK YOU.
GOOD AFTERNOON, EVERYONE.
WELCOME BACK.
I WANT TO THANK PANEL 1 FOR
STARTING THE PANEL OFF WITH AN
EXCELLENT DISCUSSION.
WE'LL TRANSITION TO PANEL 2,
STRATEGIES SUCH AS TAILORING
MESSAGES, WHAT'S BEEN DONE,
WHAT'S MISSING, WHAT'S NEXT.
FOLLOWED BY MODERATED Q&A.
PLEASE FEEL FREE TO ENTER
QUESTIONS IN THE Q&A BOX AT ANY
PINT DURING THE SESSION.
DISSEMINATION IS DEFINED AS
STUDY OF TARGETED DISTRIBUTION
OF INFORMATION AND INTERVENTION
MATERIALS, TO A SPECIFIC PUBLIC
HEALTH CLINICAL PRACTICE
AUDIENCE.
WHAT DOES EFFECTIVE
DISSEMINATION LOOK LIKE WITH
COMMUNITIES?
HOW DO WE INTEGRATE VOICES
AT WHAT STAGE OF CONTENT
DEVELOPMENT, WHAT ABOUT HEALTH
LITERACY REGARDING LANGUAGE AS
PANEL 1 ALLUDED TO WHEN
DEVELOPING AND DISSEMINATING
MESSAGES.
I'M HAPPY TO INTRODUCE THE
PANELISTS WITH A WIDE RANGE, DR.
OLAYINKA SHIYANBOLA FROM
UNIVERSITY OF UNIVERSITY OF
WISCONSIN, DR. JENNIFER LEHMAN
FROM UNC CHAPEL HILL AND DR.
JONATHAN PURTLE FROM NEW YORK
UNIVERSITY.
FEEL FREE TO LEARN MORE DETAILS
ABOUT ANY OF OUR PANELISTS ON
THE REGISTRATION WEBSITE IN THE
PROGRAM BOOKLET.
TO THE PANEL, IT'S AN HONOR TO
SPEAK WITH YOU TODAY.
I'M GOING TO DIVE IN.
IT'S BEEN DISCUSSED HOW
DISSEMINATION RESEARCH NEEDS
MORE ATTENTION AND FOCUS,
PARTICULARLY HOW TO INTEGRATE
KNOWLEDGE AND ASSOCIATED
EVIDENCE-BASED INTERVENTIONS.
I WANT TO START BY ASKING IF YOU
WOULD SHARE WITH US THE
COMMUNITIES YOU WORKED WITH AND
YOUR PERSPECTIVE AND
DISSEMINATION RESEARCH, WHAT IT
MEANS TO YOU.
>> THANK YOU, YUKI.
THANK YOU TO NHLBI FOR INVITING
ME TO BE ON THIS PANEL TODAY.
IT'S WHEN I THINK OF
COMMUNITIES, I THINK OF THE
SPECIFIC PATIENT PARTNERS WHICH
ARE INDIVIDUALS FOR MARGINALIZED
POPULATIONS WHO ESPECIALLY
AFRICAN AMERICANS IN MY CASE,
WHO EXPERIENCE DIABETES, HAVE
THAT LIVED EXPERIENCE OF
ACTUALLY GOING THROUGH HAVING
DIABETES AS A CHRONIC CONDITION
EVERY DAY.
COMMUNITY OF INTEREST IS
IMPORTANT WHEN I DEFINE
COMMUNITY BECAUSE THE POPULATION
THAT HAS ENCOUNTERED AVOIDABLE
AND PRESENTABLE HARM DUE TO THE
DISEASE DISPARITIES RELATED TO
THE DISEASE, NOW ALSO RELATED TO
THE LIVED EXPERIENCE WHICH IS
SPECIFICALLY AFRICAN AMERICANS
WITH DIABETES, THIS IS A
CONDITION THAT'S ALSO AFFECTS
FAMILIES BECAUSE THIS IS A
CONDITION THAT INVOLVES A LOT OF
SELF-MANAGEMENT, WITH
SELF-MANAGEMENT ALSO COMES WITH
THINGS THAT HAVE TO DO WITH
MANAGEMENT OF THE FAMILY YOU'RE
IN.
THAT ALSO ENCOMPASSES FAMILIES
ALSO INCLUDED IN COMMUNITY, AND
THEN ALSO I THINK OF COMMUNITY
PARTNERS AND ORGANIZATIONS I
WORK WITH, WITHOUT COMMUNITY
ORGANIZATIONS WE CAN'T
DISSEMINATE EAVED PRACTICES, WE
DON'T KNOW -- CAN'T DISSEMINATE
EVIDENCE-BASED PRACTICES, WHEN
WE ENGAGE THE COMMUNITY.
COMMUNITY ORGANIZATIONS WORKING
AND SERVING THE COMMUNITIES
IMPROVING THEIR HEALTH AND
IMPROVING THEIR WELL-BEING ALSO
ARE COMMUNITIES, POLICYMAKERS.
WE CAN DEVELOP AS MANY
EVIDENCE-BASED INTERVENTIONS AS
WE CAN, DEVELOP ALL THE RESEARCH
ON EVIDENCE BUT WITHOUT
POLICYMAKERS AND ORGANIZATIONS
THAT CAN HELP YOU WILLS SCALE UP
AND BE INVOLVED IN THINKING
THROUGH THE PROCESS OF
SUSTAINING EVIDENCE-BASED
PRACTICES MODEL AND
INTERVENTIONS, RESEARCH CAN DO
ALL THE WORK BUT WE NEED POLICY
TO HELP US TO SUSTAIN THIS.
WHEN I THINK OF COMMUNITIES, I
THINK OF, AGAIN, THE PATIENTS,
PARTNERS, ORGANIZATIONS, SENIOR
CENTERS, BARBERSHOPS, CHURCHES
WE WORK WITH AND POLICY PEOPLE,
POLICY FOLKS AS WELL.
WHEN I THINK OF DISSEMINATION, I
THINK OF DISSEMINATION AS
HAPPENING AT ALL STAGES OF THE
RESEARCH PROCESS.
AND WHAT COMES TO MIND TO ME IS
DESIGNING FOR DISSEMINATION,
STUDYING FROM THE GROUND UP,
THINKING WHO ARE ALL THE
DIFFERENT STAKEHOLDERS BEFORE,
DESIGNING FROM THE BEGINNING TO
ENSURE THOSE EVIDENCE-BASED
INTERVENTIONS CAN BE ACTUALLY
DESIGNED FOR THE COMMUNITY AND
ALSO DESIGNED FOR
SUSTAINABILITY.
AND SO I THINK ABOUT DESIGNS FOR
DISSEMINATION PROCESS, BRINGING
DIFFERENT STAKEHOLDERS THAT I
MENTIONED, PARTNERS TOGETHER, AT
THE TABLE TO HELP US THINK ABOUT
PROCESSES NEEDED, METRICS, WHAT
IS THIS INTERVENTION GOING TO
LOOK LIKE, THIS IS WHAT
TAILORING MATTERS AND ADAPTATION
TO COMMUNITY OF INTEREST
MATTERS.
AND THEN ALSO I THINK ABOUT
DISSEMINATION IN ALSO THE
METHODS, PROCESSES WE'RE USING,
MATERIALS WE'RE USING, ARE WE
MAKING SURE MATERIALS WILL BE
DISSEMINATED IN PLAIN LANGUAGE,
HAVE WE WORKED WITH THE
COMMUNITY ADVISORY BOARD THAT IN
SOME CASES BROUGHT COMMUNITY
VOICES AT THE TABLE, MATERIALS
INCLUDED IN THE PROGRAM,
THINKING ABOUT HOW DO WE
COMMUNICATE PROGRAM
EXPECTATIONS, HOW DO WE
COMMUNICATE ALL THE DETAILS OF
THE ACTIVITIES THAT ARE ACTUALLY
HAPPENING IN THE PROGRAM, AND
THINK ABOUT THE PROBLEM COMES,
THE REASONS WHY A COMMUNITY
MIGHT NOT WANT TO COMMUNICATE AT
THE PROCESS OF THINKING ABOUT
DESIGN FOR DISSEMINATION, AND
BRINGING RESULTS BACK, ONE OF
THE LAST STAGES OF DISSEMINATION
WHICH IS GETTING RESULTS,
SHARING BACK TO THE COMMUNITY,
CLOSING THAT FEEDBACK LOOP.
>> WONDERFUL.
THANK YOU SO MUCH.
JENNIFER, DO YOU WANT TO JUMP
IN?
>> YES.
GOOD AFTERNOON.
I'M JENNIFER LEHMAN, PROFESSOR
AT THE UNIVERSITY OF NORTH
CAROLINA AT CHAPEL HILL.
TODAY I'M GOING TO TALK ABOUT
RESEARCH WE'RE DOING TO
IMPLEMENT AND SCALE UP WITH
FUNDING FROM WHO FIVE-YEAR
GRANTS FROM THE CDC.
MID-SOUTH IS A LIFE STYLING
COUNSELING INTERVENTION THAT
PROMOTES HEALTHY EATING,
PHYSICAL ACTIVITY WITH ADULTS AT
RISK FOR CARDIOVASCULAR DISEASE
AND/OR DIABETES.
INTERVENTION IS CALLED MED SOUTH
BECAUSE ADAPTS MEDITERRANEAN
DIET FOR SOUTHERN POPULATION.
WHEN I TALK ABOUT ENGAGING
COMMUNITY, AS AN IMPLEMENTATION
SIGN TILLS -- SCIENTIST, THOSE
WHO WILL DELIVER MED SOUTH, I
ENGAGE THE ORGANIZATIONAL
LEADERSHIP TO MAKE THE INITIAL
DECISION TO ADOPT MED SOUTH AND
CHOOSE CONTINUE SUPPORT IS
ESSENTIAL.
I ALSO ENGAGE MID-LEVEL
MANAGERS, IMPROVEMENT
PROFESSIONALS, ADMINISTRATIVE
STAFF WHO WILL IMPLEMENT MED
SOUTH, COMMUNITY EDUCATORS,
NURSES AND OTHERS WHO WILL
DELIVER MED SOUTH.
THE SECOND HALF ASKS WHAT
DISSEMINATION MEANS TO ME.
DISSEMINATION INVOLVES CRAFTING
THE MESSAGE, FORMATS,
DISTRIBUTION CHANNELS THAT WILL
MOST EFFECTIVELY REACH EACH OF
MY INTENDED AUDIENCES AND COMPEL
THEM TO ENGAGE IN THE DESIRED
BEHAVIOR.
SO MY RESEARCH BEHAVIOR
ENCOMPASSES ADOPTING AND
DELIVERING.
I DISSEMINATE WITH GOAL
PERSUADING TO ADOPT AND SUPPORT
ITS SUSTAINMENT.
DISSEMINATION, INCLUDING
PRESENTATIONS AT REGIONAL
MEETINGS, ASKING LEADERS TO
REACH OUT.
IMPLEMENTES, TO IMPLEMENT AND
SUSTAIN.
TO MOTIVATE WE DES DISSEMINATE
AND OF TOOLS TO SUPPORT KEY
STEPS IN IMPLEMENTATION PROCESS.
THOSE WHO DELIVER WE DISSEMINATE
BUILDING CAPACITY TO DELIVER
INTERVENTION, CREATE MATERIALS
TO BE USED TO COMMUNICATE KEY
ELEMENTS OF BEHAVIOR CHANGE TO
PATIENTS OR CLIENTS.
INFORMATION ABOUT WHICH FOODS
ARE HEALTHY, TOOLS TO SET SMALL
GOALS, INFORMATION ABOUT
COMMUNITY RESOURCES.
THANK YOU.
>> THANK YOU SO MUCH.
JONATHAN?
>> HEY, EVERYONE.
THANK YOU FOR INVITING ME.
GREAT TO SEE THIS.
THIS EVENT FOCUSED ON DECISION.
MY WORK IS POLICYMAKERS IN THE
UNITED STATES AND SPECIFICALLY
MOSTLY U.S. STATE LEGISLATORS
WHO I FIND TO BE REALLY
INTERESTING GROUP.
7,300'S STATE ACROSS THE U.S.,
NORMAL PEOPLE WHO GET INTO
POLITICS, WHO RUN THE HARDWARE
STORE, SUPERMARKETS, OR LAWYERS
WHO FIND THEMSELVES MAKING
DECISIONS ABOUT THINGS THEY KNOW
NOTHING ABOUT.
I COMMUNICATE IN WAYS THAT ARE
CLEAR AND COMPELLING, FOCUSED ON
MENTAL HEALTH AND
EVIDENCE-SUPPORTED MENTAL HEALTH
POLICIES.
POLICIES THAT HAVE BEEN STUDIED
IN POLICY EVALUATIONS THROUGH
MULTIPLE RIGOROUS
QUASI-EXPERIMENT DESIGNS WITH A
GOOD SENSE ABOUT CERTAIN
POLICIES IF BROUGHT TO SCALE,
ADOPTED ACROSS 50 STATES, GREAT
FROM POPULATION MENTAL HEALTH
PERSPECTIVE.
MAIN AUDIENCE IS LEGISLATORS.
I WORK WITH RESEARCHERS AND
OTHER TRUSTED MESSENGERS WHO CAN
BE PEOPLE WITH LIVED EXPERIENCE,
WITH MENTAL HEALTH ISSUES,
MEMBERS OF COMMUNITIES, ADVOCACY
ORGANIZATIONS, TO HELP CRAFT
MESSAGES AND PACKAGE RESEARCH
EVIDENCE IN WAYS CLEAR,
COMPELLING, PERSUASIVE.
IN TERMS OF OUTCOMES, WE THINK
ABOUT MICRO PROXIMAL THINGS, HOW
DO WE CRAFT A MESSAGE, EVEN MORE
SPECIFICALLY CRAFT AN E-MAIL
SUBJECT LINE THAT GETS A STATE
LEGISLATOR TO BE LIKELY TO READ
AN E-MAIL WITH EVIDENCE AND
CLICK A LINK TO BE TAKEN TO GET
MORE EVIDENCE CLEAR AND
COMPELLING TO THEM.
ULTIMATE GOAL, CHANGE THEIR
MINDS, ATTITUDES, HAVE THEM BE
SUPPORTIVE OF AND INTRODUCE OR
VOTE IN FAVOR OF
EVIDENCE-SUPPORTED POLICIES
RELATED TO MENTAL HEALTH AND
OTHER BEHAVIORAL HEALTH ISSUES.
WHEN I THINK OF DISSEMINATION
RESEARCH, WHAT IT MEANS TO ME, I
THINK OF EXTENDING THE
SCIENTIFIC APPROACH A LITTLE BIT
FARTHER, IN THE SENSE I'VE
ALWAYS BEEN STRUCK BY IN
RESEARCH POLICY RESEARCH AND
CLINICAL RESEARCH WE'RE
SYSTEMATIC, TAKE A CLINICAL
PRACTICE GUIDELINE, EVERYTHING
IS SYSTEMATIC, WITH SEARCH
CRITERIA, SCREENING CRITERIA,
DATA EXTRACTION, EVERYTHING IS
SYSTEMATIC, WHEN IT COMES TO
GETTING THE WORD OUT ABOUT
GUIDELINES PEOPLE JUST SLAP A
PDF TOGETHER.
POLICY WORK WE THROW A POLICY
BRIEF TOGETHER AND PUT IT OUT
THERE.
FOR ME IT'S A WAY TO BRING
SCIENTIFIC APPROACH FARTHER DOWN
THE RESEARCH TRANSLATION
PIPELINE, TO INFORM HOW WE BEST
COMMUNICATE, IN MY WORK
SPECIFICALLY TO POLICYMAKERS.
>> THANK YOU FOR YOUR COMMENTS,
COVERING A WIDE ARRAY OF
COMMUNITIES.
I HEARD GREAT IMPORTANT POINTS
THINKING ABOUT MULTI-LEVEL
STRATEGIES OR REACHING OUT TO
DIFFERENT AUDIENCES,
INDIVIDUALS, FAMILIES, OR THE
POLICY LEVEL, HAVING
DISSEMINATION ACROSS ALL STAGES
AND IN A STRUCTURED WAY WITH
INTENTIONALITY.
AND ADAPTING INTERVENTIONS
WHETHER DIET JENNIFER MENTIONED,
PROVIDING TOOLS OR JONATHAN
MENTIONED CRAFTING A SPECIFIC
E-MAIL SUBJECT LINE.
OLAYINKA, I TALKED ABOUT
SUSTAINABLE, UTMOST IMPORTANCE,
WE WANT TO CONTINUE.
THANK YOU FOR THOSE INSIGHTS.
THAT'S GREAT.
I'M GOING TO FOLLOW UP WITH IN
THE COMMUNITIES THAT YOU HAVE
WORKED IN, HOW DO YOU USE
MESSAGE TAILORING IN
DISSEMINATION OR IMPLEMENTATION
RESEARCH OR TAILORING STRATEGIES
YOU FOUND TO BE EFFECTIVE AND AS
A FOLLOW, HOW DO WE INTEGRATE
COMMUNITY VOICES IN MESSAGE
FRAMING AND DISSEMINATION?
OLAYINKA, START US OFF.
>> I'M GOING TO START WITH THE
LATEST QUESTION, WHICH IS WHEN
AND HOW DO WE INTEGRATE
COMMUNITY VOICES.
AND I WOULD SAY FROM THE VERY
BEGINNING, AND THROUGHOUT THE
LIFE CYCLE OF PROGRAM
DISSEMINATION.
IN THE WORK THAT I DO WHERE I
WORK WITH INDIVIDUALS, BLACK
ADULTS WITH TYPE 2 DIABETES,
STARTING FROM THE GROUND UP WITH
QUALITATIVE METHODS APPROACHES,
DOING SOME INITIAL FOCUS GROUPS,
DOING SOME INITIAL QUALITATIVE
INTERVIEWS, TRYING TO WORK WITH
COMMUNITY ADVISORY BOARDS IN THE
COMMUNITY OF INTEREST.
PARTICULARLY I WOULD LIKE
WORKING WITH COMMUNITY ADVISORY
BOARDS, LEVERAGES COMMUNITIES OF
REPRESENTATIVES OF COMMUNITY
ORGANIZATIONS, DIFFERENT
STAKEHOLDERS, AS A CHURCH, THE
DIRECTOR OF THE COMMUNITY CENTER
ARE INCLUDED, TRYING TO
UNDERSTAND FROM THE VERY
BEGINNING, DOES THE IDEA EVEN
MATTER TO THE COMMUNITY, IS IT
IMPORTANT, OR ARE WE SAYING
DIABETES IS A PROBLEM SO IT
SHOULD MATTER TO YOU.
IT'S AN IMPORTANT PROBLEM BUT
WHAT IS THE RIGHT CHANNEL, WHAT
IS THE RIGHT MESSAGE, AND WHAT
IS THE RIGHT PROBLEM THAT BEST
FITS THIS COMMUNITY?
SO THIS IS WHERE STARTING FROM
THE VERY BEGINNING MATTERS,
PROVIDES AN OPPORTUNITY FOR
CO-DESIGNING, CO-SHARING WITH
COMMUNITY MEMBERS, WHICH AGAIN
EVENTUALLY HAS GOING DOWN THE
LIFE CYCLE, THEN GOING TO
DISSEMINATION, AND THEN TO
SUSTAINABILITY.
IF THE COMMUNITY IS WITH YOU
FROM THE VERY BEGINNING, THEN
THEY HAVE -- YOU BUILD RESOURCES
TO RUN WITH THE PROGRAM AND BE
ABLE TO SUSTAIN THE PROGRAM IN
THE COMMUNITIES.
SO WHEN I THINK OF COMMUNITY
VOICES, IT NEEDS TO HAPPEN AT
THE VERY BEGINNING.
SOMETHING THAT ALSO IS A PROBLEM
WHEN IT COMES TO TAILORING YOU
MENTIONED IS THE TAILORING OF
THE PROCESSES AND METHODS AND
THE MATERIALS THAT WE OF YOU ARE
GOING TO BE USING FOR PROGRAM
DISSEMINATION, LITTLE THINGS
LIKE FLYERS THAT DO YOU WANT TO
DISSEMINATE BY LETTERS, AND
PRESENTING THAT TO THE COMMUNITY
FOR FEEDBACK AND ALSO PRESENTING
TO ACTUAL INDIVIDUALS AND ACTUAL
PATIENT PARTNERS TO ALSO KNOW IF
IT ACTUALLY RESONATES WITH THEM
AND IF THE MESSAGE EVEN MATTERS.
ALSO THINKING ABOUT INTERVENTION
FORMAT.
ONE INTERVENTION FORMAT THAT
WORKS IN THE COMMUNITY,
TECHNOLOGY BASED INTERVENTION
MATTERS TO THE COMMUNITY, ONE
COMMUNITY MAYBE NOT SO.
THE BEST PERSON TO TELL US THAT
IS THE INDIVIDUAL PARTNERS,
COMMUNITY PARTNERS THAT WE WORK
WITH.
SOMETHING WE THOUGHT ABOUT IS
INTERVENTION, IT SHOULD BE A
TWO-HOUR PROGRAM, SIX OR EIGHT
WEEKS, WORKING TO HELP US THINK
WOULD YOU EVEN COME TO A PROGRAM
THAT'S GOING TO LAST TWO HOURS?
OR WOULD YOU RATHER DO IT
VIRTUALLY OR FACE TO FACE?
ALL THE DETAILS IS VERY
IMPORTANT TO SHARE THE FEEDBACK.
ALSO ASK ABOUT TAILORING
STRATEGIES AND DISSEMINATION
STRATEGIES.
TO ME I THINK ABOUT WHAT IS THE
BEST WAY TO TAILOR
EVIDENCE-BASED PROGRAMS
CULTURALLY ADAPTABLE, THAT IS
APPROPRIATE FOR THE COMMUNITY,
AND IT'S ALSO THE RIGHT DELIVERY
BECAUSE SOMETIMES IT'S THE RIGHT
MESSAGE, RIGHT EVIDENCE-BASED
INTERVENTION BUT SOMETIMES NOT
THE APPROPRIATE WAY OF
DELIVERING AND PASSING THAT
INFORMATION.
AND THIS IS WHERE PARTNERS,
INDIVIDUALS AND COMMUNITY
ORGANIZATIONS CAN HELP US WITH.
AND THEN I THINK THE OTHER THING
IS WHEN I THINK OF
DISSEMINATION, ONE OF THE
THINGS, I MENTIONED AT THE
BEGINNING, CLOSING THE FEEDBACK
LOOP, BRINGING RESULTS BACK TO
THE COMMUNITY.
I WORK WITH MARGINALIZED
POPULATIONS, ONE OF THE THINGS
THAT ALWAYS COMES WITH THIS IS
LIKE YOU GET THE DATA, GET THE
RESOURCE, WE NEVER GET WHAT
HAPPENS.
THIS IS WHERE PARTICIPATORY
DISSEMINATION COMES IN, WORKING
WITH COMMUNITY PARTNERS, ONE OF
THE THINGS WE DO IS WE BRING
EVERYBODY BACK AT THE END OF A
PROGRAM AND SAY, HEY, THIS IS
WHAT WE FOUND.
THESE WERE THE RESULTS WE FOUND.
TELL US WHAT SHOULD BE OUR NEXT
STEPS, WHAT DO YOU THINK SHOULD
BE OUR NEXT RESEARCH QUESTIONS
TO ANSWER?
AND SOMETHING WE ALSO DO,
INVOLVING EVEN COMMUNITY
PARTNERS EVEN IN THE WRITING OF
THE PAPERS.
THAT IS SOMETHING WE HAVE DONE
IN OUR WORK, WE SAID, HEY, WRITE
A SCIENTIFIC PAPER WITH US AND
WORKING WITH THEM TO BE ABLE TO
COMMUNICATE THE RIGHT MESSAGE
AND DISSEMINATE THOSE RESULTS
BACK TO THE SCIENTIFIC COMMUNITY
AND ALSO THINK ABOUT
PUBLIC-FACING WAYS,
DISSEMINATING VIA NEWSPAPERS OR
RADIO OR THINKING ABOUT OTHER
ALTERNATIVE FORMS OF
COMMUNICATING THE RESULTS.
AND THEN WHEN YOU MENTIONED
EFFECTIVE STRATEGIES, ONE OF THE
THINGS WE'VE DONE A LOT IN OUR
WORK, DESIGNED THINKING
APPROACHES WHERE WE THINK ABOUT
PUTTING OURSELVES IN THE SHOES
OF THE USER, CAPTURING THE
VOICES OF THE USER, THINKING
ABOUT EMPATHY, THINKING ABOUT
WHAT IS IT LIKE TO LIVE AS A
BLACK INDIVIDUAL WITH TYPE 2
DIABETES, FOR EXAMPLE, SO WE CAN
SEE WHAT THAT LOOKS LIKE TO THEN
INFORM OUR PROGRAMS AND INFORM
OUR HOW EXACTLY WE WANT TO CARRY
OUR PROGRAMS AND INTERVENTIONS.
ONE OF THE MOST EFFECTIVE
STRATEGIES WE'VE USED IS ALL
ABOUT HEALTH LITERACY, THINKING
ABOUT HOW DO WE COMMUNICATE THAT
INFORMATION IN PLAIN LANGUAGE,
HOW DO WE USE APPROPRIATE
READING LEVEL, MAKE SURE THAT WE
ACTUALLY ARE COMMUNICATING IN
CULTURALLY APPROPRIATE MANNERS
TO THE COMMUNITY, THE ULTIMATE
WAY OF BUILDING TRUST IN THE
COMMUNITY.
>> WONDERFUL.
THANK YOU SO MUCH, THERE'S A LOT
TO UNPACK.
I LIKE HOW YOU MENTIONED ABOUT
BRINGING IT BACK TO THE
COMMUNITY MEMBERS ITSELF.
I THINK THAT TIES NICELY WITH
WHAT DR. LEE WAS SAYING EARLIER
ABOUT, YOU KNOW, THESE OTHER
DISCIPLINES AND FIELDS FOCUSED
ON WHETHER IT'S THE CUSTOMER,
THE INDIVIDUAL MIND, SO WE AS
PUBLIC HEALTH PRACTITIONERS,
RESEARCHERS, ALL OF THAT, CAN
ALSO DO THE SAME.
JENNIFER.
>> TO TAILOR DISSEMINATION I
PARTNERS WITH MEMBERS OF EACH
INTENDED AUDIENCE TO CRAFT
MESSAGES THAT WILL COMPEL THEM
TO ADOPT, IMPLEMENT, AND/OR
DELIVER INTERVENTION.
I START BY IDENTIFYING FACTORS
THAT MAY IMPEDE OR SUPPORT THE
DESIRED BEHAVIOR.
I DO SO BY ENGAGING MECHANICS OF
THE INTENDED AUDIENCES TO
UNDERSTAND MOTIVATION,
KNOWLEDGE, SKILLS, RESOURCES,
OTHER SUPPORTS RELATED TO
ADOPTING AND IMPLEMENTING AND
DELIVERING.
THEN BASED ON WHAT I FIND I CAN
BEGIN TO CRAFT MESSAGES TO
ADDRESS GAPS AND BUILD ON
STRENGTHS.
IN ADDITION TO CRAFTING
MESSAGES, I ALSO ENGAGE MEMBERS
OF THE INTENDED AUDIENCES TO
IDENTIFY THE FORMATS AND
COMMUNICATION CHANNELS MOST
LIKELY TO REACH AND PERSUADE
EACH AUDIENCE.
SO, STARTING WITH DECISION
MAKERS, FOR MED SOUTH, THIS
INCLUDES LEADERS OF HEALTH
DEPARTMENTS AND COMMUNITY
CLINICS ACROSS NORTH CAROLINA TO
TAILORED DISSEMINATION FOR THESE
DECISION MAKERS, MED SOUTH TEAM
SOLICITED INPUT THROUGH A
STATEWIDE SURVEY AND ONE ON ONE
PHONE INTERVIEWS AND CREATION OF
ADVISORY BOARD.
AMONG OTHER THINGS WE LEARNED
THAT DECISION MAKERS WERE
CONCERNED ABOUT MED SOUTH
FEASIBILITY, TIME AND STAFF
REQUIRED TO IMPLEMENT AND
DELIVER MED SOUTH, WOULD
POPULATIONS THEY SEARCH BE ABLE
TO ACCESS HEART HEALTHY FOODS,
CRAFTED TO ADDRESS THESE
CONCERNS, TO ADDRESS FEASIBILITY
WE CREATED BRIEF DOCUMENT
OUTLINING WHAT SITES WOULD NEED
TO DO AND BENEFITS THEY WOULD
RECEIVE FOR PARTICIPATING IN MED
SOUTH, DOCUMENT EXPLAINS DIETARY
RECOMMENDATIONS HAVE BEEN
CREATED THROUGH FORMATIVE WORK
TO HIGHLIGHT READILY AVAILABLE
LOW COST INGREDIENTS AND COMMON
FOOD PREFERENCES.
WE ALSO IDENTIFIED TRUSTED
MESSENGERS, WE CREATED BRIEF
VIDEOS OF REPRESENTATIVES FROM
HEALTH DEPARTMENTS AND COMMUNITY
CLINICS TALKING ABOUT THEIR
POSITIVE EXPERIENCES
IMPLEMENTING MED SOUTH AND
PARTNERED WITH LEADERS OF STATES
AND REGIONAL ORGANIZATIONS TO
DELIVER THE MESSAGE TO THEIR
MEMBERS.
WE ALSO TAILORED MATERIALS FOR
IMPLEMENTERS, FOR EACH MED SOUTH
CREATED -- HAD THE SITES CREATE
A TEAM, PROVIDED TEAMS WITH
TRAINING, COACHING, TOOLS TO
SUPPORT IMPLEMENTATION,
RECOGNIZING HOW IMPORTANT
COMMUNICATION IS TO
IMPLEMENTATION, WE DISSEMINATED
FOOLS TO COMMUNICATE WITH
PARTNERS, RECRUIT PARTNERS AND
REPORT.
WE PROVIDED IMPLEMENTATION
TEAMS TO THINK THROUGH A
COMMUNICATION PLAN TO KEEP KEY
PARTNERS ENGAGED.
OUR APPROACH TO TAILORING
DISSEMINATION FOR IMPLEMENTATION
WAS DIFFERENT FOR IMPLEMENTERS.
WE USED A PROCESS OF IT TESTING
AND EVALUATION OVER TIME,
IMPLEMENTED IN PHASES, FOLLOWING
EACH PHASE WE REVISED, EARLY ON
LEARNED SPECIFIC MESSAGES
EFFECTIVE AND RECRUITING
PATIENTS, FOR CLINICS NAMING THE
DOCTOR AND HEALTH ISSUE.
DR. JONES RECOMMENDS MED SOUTH
TO IMPROVE YOUR HIGH BLOOD
PRESSURE, FOR EXAMPLE, TO RETAIN
MESSAGING NEEDED TO BE CLEAR ON
THE TIME COMMITMENT.
AND FOR MOST SETTINGS SESSIONS
WERE ONLY OFFERED DURING THE
WORK WEEK.
AT THE REQUEST OF EARLY ROUND WE
BEGAN CREATING TWO-PAGE REPORTS
ON EACH SITE'S OUTCOMES WHICH
IMPLEMENTERS USED.
WE CREATED PATIENT FACING
MATERIALS, THE MOST IMPORTANT IS
THE HANDBOOK USED WITH
PARTICIPANTS BY THE COUNSELOR,
IN THE OFFICIAL FIVE YEAR STUDY
CONDUCTED EXTENSIVE WORK TO
TAILOR MATERIALS FOR LOW INCOME
RURAL SOUTHERN COMMUNITIES.
>> I HEARD A COUPLE THINGS.
THERE ARE MANY CONSIDERATIONS
FOR TAILORING, WHETHER THAT'S
THE INTERVENTION, THE MESSAGE,
HOW IT'S DELIVERED, READING
LEVEL, HEALTH LITERACY, ALL OF
THAT AND THIS IS AN ITERATIVE
PROCESS.
START WITH INFORMATIVE, SEE WHAT
THE COMMUNITY IS INTERESTED IN,
WHAT'S IMPORTANT TO THEM, AND
FOLLOWING UP, LIKE YOU SAID,
MAKING SURE IT'S SOMETHING THEY
ARE ABLE TO ACCESS AND NOT A
BURDEN TO THEM.
NOW WE'LL MOVE TO JONATHAN TO
HEAR YOUR THOUGHTS.
>> SO MESSAGE TAILORING, DOING
MESSAGE TAILORING FOR STATE
LEGISLATORS WE DO THREE THINGS.
WE TALK TO OUR PRACTICE PARTNERS
WHO ARE, AGAIN, TYPICALLY PEOPLE
IN ADVOCACY ORGANIZATIONS,
ACTIVELY WORKING WITH STATE
LEGISLATORS, THEIR THOUGHTS
ABOUT MESSAGES WE MAY TAILOR FOR
LEGISLATORS THAT MIGHT BE
EFFECTIVE.
WE LOOKED AT LITERATURE, HOW
COMMUNICATION THEORY AND SCIENCE
COMMUNICATION THEORY, USEFUL IN
INFORMING OUR DECISIONS, ALSO AS
JENNIFER WAS SAYING ANOTHER
STAGE THAT'S MORE DESCRIPTIVE
AND EXPLORATORY, GET A TENSE OF
STATE LEGISLATORS' BASELINE
KNOWLEDGE, ATTITUDES, READINESS
AROUND SORTS OF POLICY ISSUES.
WE KNOW WHERE DIFFERENT
POLICYMAKERS ARE AT, TAILORING
BASED ON WHERE THEY ARE AT, AT
BASELINE, AN EXAMPLE OF
TAILORING THAT WE TRIED.
WE TRIED IN AN EXPERIMENTAL
FORMAT.
RANDOMIZED STATE LEGISLATORS.
EVIDENCE HERE WAS ABOUT ADVERSE
CHILDHOOD EXPERIENCES, PROMISING
POLICY APPROACHES TO ADDRESS
ACEs.
CONTROL CONDITION WHERE WE SENT
THEM INFORMATION ABOUT EVIDENCE
SUPPORTED POLICY APPROACHES AND
NATIONAL LEVEL DATA.
THESE ARE STATE LEGISLATORS.
ALL OF THE DATA WERE TAILORED
FOR LEGISLATOR'S STATE.
ALABAMA GOT DATA ABOUT
PREVALENCE AND DATASETS ABOUT
ALABAMA AND POTENTIAL BUDGET FOR
ACEs IN ALABAMA.
STATE-SPECIFIC ECONOMIC
INFORMATION AND STATE-SPECIFIC
PREVALENCE INCIDENCE DATA AND
THEN NON-ENHANCED CONTROL THIS
THIRD ARM WE DIDN'T HAVE THE
ECONOMIC DATA BUT WE HAD THE
STATE TAILORED INCIDENCE AND
PREVALENCE DATA.
SO DO WE RANDOMIZE THE STATES,
SEND MESSAGES, HAVE POSSIBLE
OUTCOMES AROUND E-MAIL VIEWS,
LINK CLICKS, REQUEST FOR
COMPLICATION, AND LOOKING
PROSPECTIVELY WHAT THESE
LEGISLATORS SAY ON SOCIAL MEDIA
ABOUT ADVERSE CHILDHOOD
EXPERIENCES TO SEE DIFFERENCES
ACROSS STUDY ARMS.
OUR HYPOTHESIS WAS TRUE THAT
THIS TAILORING OF MESSAGES
HAVING STATE LEVEL ECONOMIC AND
PREVALENCE DATA WORKED,
INCREASED ENGAGED WITH MESSAGES,
STRATIFIED OUR RESULTS BY
POLITICAL PARTY, WE FOUND IT
ONLY WORKED FOR DEMOCRATS, NO
EFFECT ON REPUBLICANS
WHATSOEVER, WHICH RAISES THE
QUESTION OF SUBSEQUENT
TAILORING, RIGHT?
THINKING ABOUT HOW POLITICAL
PARTY AFFILIATION MAY BE
SOMETHING TO HONE IN WHEN
CRAFTING OR TAILORING MESSAGES.
>> GREAT.
THANK YOU, JONATHAN.
I HEARD SIMILAR SENTIMENT THAT
PARTNERS ARE INCREDIBLY
IMPORTANT ACROSS DIFFERENT
LEVELS, AND FASCINATING ABOUT
YOUR FINDINGS RELATED TO
TAILORED STATE-SPECIFIC DATA AND
WHAT A DIFFERENCE THAT MAKES,
WHETHER THAT'S BUDGET RELATED OR
INTERVENTION OR I GUESS
INCIDENCE OR PREVALENCE RELATED.
AND AS WELL AS POLITICAL
AFFILIATIONS, WHICH IS
INCREDIBLY IMPORTANT AS WELL.
SO, I WANT TO THANK YOU AGAIN
FOR SHARING ABOUT WHAT'S BEEN
DONE IN COMMUNITIES AND WHAT'S
WORKED.
I'LL TURN TO WHAT YOU SEE AS
ACTIONABLE NEXT STEPS.
WHAT ARE AREAS FOR IMPROVEMENT,
METHODS OR RESOURCES, EXISTING
KNOWLEDGE GAPS THAT WE CAN START
TO ADDRESS.
AND WHAT DO YOU SEE AS NEXT
STEPS IN THE SHORT AND LONG TERM
FOR CENTERING COMMUNITIES AND
DISSEMINATION RESEARCH.
>> IT STARTS FROM WHAT YOU SAID,
HOW DO WE CENTER COMMUNITIES IN
DOING DISSEMINATION.
I THINK IT STARTS WITH THE
FUNDING TO ACTUALLY DO RESEARCH
TO BE ABLE TO UNDERSTAND HOW DO
WE CENTER COMMUNITIES FROM THE
GROUND UP, WHAT ARE THE BEST
COMMUNICATION MODALITIES THAT
ARE THE BEST WAY TO BE ABLE TO
COMMUNICATE EVIDENCE-BASED
INTERVENTIONS, HOW DO WE
INCORPORATE STRATEGIES TO BUILD
TRUST WITH COMMUNITIES AND THOSE
RESOURCES, WE NEED THE FUNDING
FOR RESEARCHERS TO BE ABLE TO
COLLABORATE AND WORK TOGETHER
WITH PARTNERS AND ORGANIZATIONS
AND POLICYMAKERS TO ACTUALLY
KNOW THE ANSWERS TO THESE
RESEARCH QUESTIONS.
WHEN I THINK ALSO, I THINK ABOUT
HOW DO WE ADDRESS SCIENCE
COMMUNICATION TO THE PUBLIC,
THERE'S NOT A LOT OF FUNDS AND A
LOT OF RESEARCH THAT HAS THOUGHT
ABOUT WHAT ARE THE BEST WAYS.
AND I THINK ABOUT THE BEGINNING
OF THE COVID PANDEMIC AND HOW
THERE WAS A LOT OF
MISINFORMATION, DISINFORMATION,
AND ALL OF A SUDDEN, WHOA,
SCIENCE COMMUNICATION TO THE
PUBLIC ACTUALLY MATTERS.
SO THINKING ABOUT IT AND DOING
IT IN A WAY THAT'S CREDIBLE,
THAT IS PERSUASIVE AND
ACTIONABLE TO WELL INFORM HEALTH
DECISION MAKERS FOR INDIVIDUALS
AND THE COMMUNITIES AS WELL.
WHEN I THINK OF KNOWLEDGE GAPS,
I THINK ABOUT THERE'S SO MANY
EVIDENCE-BASED INTERVENTIONS
THAT HAVE BEEN DEVELOPED, WE
NEED MORE UNDERSTANDING OF WHAT
ARE THE BEST WAYS TO TAILOR,
WHAT ARE THE BEST WAYS TO ADAPT,
AND ALSO HOW DO WE GET
EVIDENCE-BASED INTERVENTIONS TO
BE ACCEPTED BY COMMUNITIES OF
INTEREST?
I THINK THERE'S A LOT OF
RESEARCH, A LOT OF
IMPLEMENTATION STRATEGY THAT
HAPPENED, HOW DO WE THINK ABOUT
OUR REFRAMING PERCEPTION AND
FRAMING HOW WE COMMUNICATE ABOUT
EVIDENCE-BASED INTERVENTIONS,
WITH COMMUNITIES.
WHEN I THINK OF SHORT TERM AND
LONG TERM, ONE OF THE THINGS I
THINK ABOUT IS WE NEED TO STUDY
HEALTH EQUITY INTO THEORETICAL
FRAMEWORK, A LOT OF
DISSEMINATION, A LOT OF
IMPLEMENTATION FRAMEWORK, A LOT
OF THE THEORIES THERE THAT ARE
AVAILABLE TO HELP PUBLIC HEALTH
POLICIES, DISSEMINATING
EVIDENCE-BASED MODELS BUT VERY
FEW THOUGHT HOW TO INFUSE HEALTH
EQUITY INTO PROCESSES AND
PATHWAYS THAT WE THINK ABOUT AS
RESEARCHERS, SO THINKING WE NEED
TO START INCLUDING HEALTH EQUITY
INTO THESE MODELS.
AND THEN OTHER THINGS TO THINK
ABOUT, NOVEL COLLABORATIONS.
NOVEL COLLABORATIONS BETWEEN
INDIVIDUALS AND HEALTH
COMMUNICATION AND SCIENCE
COMMUNICATION, PUBLIC HEALTH
POLICIES, COMMUNITY ENGAGEMENT
WORK.
AND EVEN SOCIAL MARKETING.
I THINK ABOUT SOCIAL MARKETING,
SOCIAL NETWORKING, BRINGING ALL
THE INDIVIDUALS TOGETHER, ON THE
TABLE TO SORT OF THINK ABOUT HOW
TO HAVE BEST PRACTICES FOR
CONDUCTING DISSEMINATION
RESEARCH.
WHEN I THINK OF LONG-TERM I
THINK OF SYSTEMS BECAUSE THAT
TAKES A LITTLE BIT OF TIME FOR
US TO GET THERE, A LOT OF
SYSTEMIC ISSUES BUT HOW DO WE
GET INSTITUTIONS, PUBLIC HEALTH
INSTITUTIONS, EVEN PRIVATE
SECTORS TO THINK ABOUT
SUPPORTING ASSETS TO CREDIBLE
INFORMATION, USING PLAIN
LANGUAGE, HEALTH LITERACY
PRINCIPLES AND PRACTICES,
THINKING ABOUT HOW ORGANIZATIONS
CAN THINK ABOUT HOW THEY CAN
MEET THE NEEDS OF THEIR
COMMUNITIES BEYOND LET'S JUST
PROVIDE RESEARCH AND PROVIDE THE
SCIENCE, BUT WHAT IS THE BEST
WAY TO ACTUALLY COMMUNICATE
THAT, PLAIN LANGUAGE, VERY
CULTURALLY RESPONSIVE,
ELIMINATING LANGUAGE BARRIERS AS
WELL.
>> GREAT.
THANK YOU SO MUCH.
AGREE WITH YOUR LAST POINTS OF
REALLY THINKING BEYOND JUST
SHARING THE FINDINGS, WHETHER
IT'S AT A JOURNAL ARTICLE,
REALLY COMMUNICATING BACK TO THE
COMMUNITY, THE SIGNIFICANCE.
THINKING AGAIN ABOUT HOW DO WE
GET THE RESOURCES WE NEED, WHAT
ARE THE FUNDING, OR
COLLABORATING WITH OTHER
DISCIPLINES, IMPORTANCE OF
COMMUNICATION WITHIN
DISSEMINATION, SO THOSE ARE ALL
GREAT POINTS.
JENNIFER, DO YOU WANT TO GO
NEXT?
>> YES, I WANT TO THANK OLAYINKA
FOR THE IMPORTANT POINTS,
PARTICULARLY MY FOCUS ON WE NEED
MORE FUNDING FOR DECISION OF
WHAT WE KNOW WORKS, MORE WIDELY,
ALSO THE COLLABORATION WITH
SYSTEMS.
SO, I THINK WE NEED TO DEVELOP
THE STRATEGIES TO SUSTAIN AND
SCALE UP TO DISSEMINATION AFTER
THE RESEARCH FUNDING ENDS.
A NUMBER OF ORGANIZATIONS ARE
PACKAGING INTERVENTION MATERIALS
AND POSTING THEM ON WEBSITES.
EXAMPLE IS THE NATIONAL CANCER
INSTITUTE'S EVIDENCE-BASED
CANCER CONTROL AND PREVENTION
WEBSITE WHICH DISSEMINATE OVER
200 PACKAGED INTERVENTIONS.
DISSEMINATING PACKAGED
INTERVENTIONS IS AN IMPORTANT
FIRST STEP BUT NOT SUFFICIENT TO
GAIN WIDESPREAD ADOPTION AND
HIGH QUALITY IMPLEMENTATION.
IN ADDITION TO DISSEMINATING WE
NEED TO PROVIDE POTENTIAL
ADOPTERS WITH INFORMATION ON HOW
INTERVENTIONS WILL ADDRESS THEIR
SPECIFIC NEEDS WHICH REALLY
ALIGNS WITH SOME OF WHAT
JONATHAN SAID, AND ON POTENTIAL
FUNDING STREAMS THEY MIGHT TAP
TO REIMBURSE FOR INTERVENTION
DELIVERY AND BUILD IMPLEMENTERS'
CAPACITY TO ADAPT PACKAGED
INTERVENTIONS TO THE NEEDS OF
THEIR POPULATIONS AND SETTINGS,
AND WE NEED TO PLAN FOR UPDATING
PACKAGED INTERVENTIONS SO THEY
STAY CURRENT WITH CHANGES AND
CLINICAL GUIDELINES.
I BELIEVE ONE OF THE MOST
PROMISING APPROACHES TO
SUSTAINING DISSEMINATION IS
IDENTIFY AND PARTNER WITH
ESTABLISHED SUPPORT SYSTEM.
SUPPORT SYSTEMS ALSO ARE
REFERRED TO AS INTERMEDIATE
ORGANIZATIONS, EXAMPLES INCLUDE
STATE HEALTH DEPARTMENTS,
NON-PROFIT ORGANIZATIONS, AREA
HEALTH EDUCATION CENTERS, AND
LARGE HEALTH CARE DELIVERY
SYSTEMS, AMONG OTHERS.
THESE ORGANIZATIONS HAVE
POTENTIAL TO PROVIDE PATHS
NEEDED TO SUSTAIN DISSEMINATION
LONG TERM AND THIS CAPACITY
INCLUDES STABLE FUNDING
RESOURCES AND EXISTING
RELATIONSHIP WITH DELIVERY
SETTINGS.
RESEARCHERS MIGHT ENGAGE SUPPORT
SYSTEMS EARLY IN THE DEVELOPMENT
TESTING AND/OR IMPLEMENTATION OF
INTERVENTION, ENGAGEMENT MIGHT
RANGE FROM INCLUDING SUPPORT
SYSTEM REPRESENTATIVES ON
ADVISORY BOARDS TO A FULLY
PARTICIPATORY COLLABORATION, AS
EXAMPLE I WORKED ON A STUDY THAT
COLLABORATED WITH NURSE FAMILY
PARTNERSHIP TO DESIGN
INTERVENTION AND ALSO STRATEGIES
TO EMBED INTERVENTION, 'EM
OF -- IMPLEMENTATION, AT THE END
IT WAS BUILD INTO THE
NURSE-FAMILY PARTNERSHIP.
MORE THE MED SOUTH STUDY WE
IDENTIFIED POTENTIAL SUPPORT
SYSTEM, ENGAGED REPRESENTATIVES
EARLY ON ON OUR ADVISORY BOARD,
PROVIDED VALUABLE INPUT AND
SUPPORT BUT WERE NOT ABLE TO
ASSUME RESPONSIBILITY FOR
DISSEMINATION LONG TERM AND A
LARGE PART BECAUSE OF THE COVID
PANDEMIC DIVERTED THEIR
RESOURCES.
AS ALTERNATIVE WORKING WITH
PREVENTION RESEARCH CENTER TO
SERVE AS SUPPORT SYSTEM WITH
THE GOAL OF MED SOUTH, PACKAGED
INTERVENTION MATERIALS, INTO
FORMATS, POSTED ON THE CENTER
WEBSITE, ALSO POSTED ONLINE
TRAININGS, AND WE ARE CURRENTLY
PARTNERING WITH A MARKETING FIRM
TO DO FORMATIVE WORK TO
UNDERSTAND WHAT MESSAGES WILL
MOTIVATE POTENTIAL ADOPTERS AND
BASED ON WHAT WE LEARNED WE'RE
GOING TO DEVELOP A MARKETING
PLAN.
WE'RE JUST STARTING THIS EFFORT
AND WE'LL LET YOU KNOW WHAT WE
LEARN BUT I THINK MUCH MORE
RESEARCH LIKE THIS NEEDS TO BE
DONE SO THE WORK WE WE DO IS
BUILD INTO LONG-TERM SYSTEMS.
>> WE LOOK FORWARD TO HEARING
WHAT YOU LEARN AS WELL.
IF THERE'S ANY RESOURCES OR
WEBSITES OR PAPERS THAT YOU
THINK WOULD BE HELPFUL TO
FURTHER ORIENT OUR AUDIENCE FEEL
FREE TO ENTER IT IN THE CHAT.
THAT GOES FOR ALL THE PANELISTS.
YOU MENTIONED KEY POINTS ABOUT
BUILDING CAPACITY AND
INFRASTRUCTURE TO MAKE SURE WE
HAVE THE SUSTAINABILITY WE NEED
AND KEEPING CURRENT WITH THE
CHANGES IN SCIENCE OR GUIDELINES
AS WELL AS JUST LESSONS LEARNED
FROM THE PANDEMIC OF HOW TO BE
STRATEGIC AND PIVOT DURING THE
TIME.
YOU MENTIONED ALSO MAKING THINGS
ACCESSIBLE, PUTTING TRAINING
VIDEOS ONLINE, AND WORKING WITH
MARKETING AND OF INDIVIDUALS TO
THINK OF CREATIVE WAYS TO GET
THIS WORK OUT THERE.
I REALLY APPRECIATE YOU
MENTIONING THAT.
JONATHAN, DO YOU WANT TO GO
AHEAD?
>> YES.
SO, A FEW THINGS.
IN TERMS OF NEXT STEPS AND AREAS
FOR METHODS AND JUST GAPS THAT
NEED TO BE ADDRESSED,
SPECIFICALLY THINKING ABOUT
POLICYMAKERS, YOU KNOW WHOSE JOB
IT IS TO DISSEMINATE EVIDENCE,
WHOSE ROLE IS THAT, UNSPECIFIED
AND UNREWARDED, RIGHT?
SO ACADEMIA THAT'S NOT OUR
INCENTIVE SYSTEM.
IT'S GREAT IF YOU DO IT BUT IT'S
NOT PART OF APPOINTMENT
PROMOTION AND TENURE GUIDELINES.
THERE ARE ADVOCACY ORGANIZATIONS
OUT THERE WHO DO THIS SORT OF
STUFF BUT IT'S A TINY FRACTION
OF WHAT THEY DO.
WE NEED TO THINK ABOUT HOW TO
SUPPORT AND GROW THE WORKFORCE
WHO DOES DISSEMINATION,
SPECIFICALLY AROUND TWO
POLICYMAKERS, DISSEMINATING
EVIDENCE AND HOW ARE THEY
SUPPORTED AND WHY.
I THINK THAT'S A BIG PART OF IT.
I THINK, AGAIN, THINKING ABOUT
LEGISLATORS SPECIFICALLY,
POPULATION I WORK WITH, STATE
LEGISLATORS AND TO SOME DEGREE
LOCAL OFFICIALS, THERE'S
OPPORTUNITY TO USE DATA FROM
SOCIAL MEDIA TO INFORM CRAFTING
BETTER MESSAGES.
MORE AND MORE ARE ON SOCIAL
MEDIA SAYING EVERYTHING THAT
CROSSES THEIR MIND, ANNOYING BUT
A GREAT DATA SOURCE, WE CAN
QUERY TO GET EVENTS HOW ISSUES
ARE BEING FRAMED AND CRAFT THE
MOST COMPELLING MESSAGE ABOUT
EVIDENCE.
THIS IS WHAT MARKETING AND
ADVERTISING COMPANIES DO ALL THE
TIME.
THE BIG NEXT STEP LOOKING TO
WHAT THEY DO TO SELL PRODUCTS,
BORROW A PAGE FROM THEIR BOOK,
ADAPT IT AND USE THEIR METHODS
AND DATA AND USE TECHNOLOGY, FOR
PUBLIC GOOD, TO INCREASE THE
UPTAKE OF RESEARCH EVIDENCE
AMONG VARIOUS DECISION MAKERS.
I THINK PARTNERING WITH
MARKETING AS JENNIFER SAID IS A
GREAT IDEA, AS RESEARCHERS CAN
BRING IN THEORY, FRAMEWORK,
PRACTICES, INTEGRATE INTO OUR
WORK AND LEARN A LOT.
>> YEAH, ABSOLUTELY.
THANK YOU SO MUCH.
THE COLLABORATION PIECE CANNOT
BE OVERSTATED, WHAT CAN WE LEARN
FROM OTHER FIELDS THAT WE CAN
APPLY WITH DISSEMINATION EFFORTS
HERE, AND I THINK I HEARD THAT
THERE NEEDS TO BE A LITTLE BIT
MORE OF AN INTENTION DETERMINING
WHOSE RESPONSIBILITY IT IS,
WHAT IS THE PROCESS AND HOW DO
WE MAKE SURE THIS IS
DISSEMINATED EFFECTIVELY AND
PROPERLY.
FOOD FOR THOUGHT.
I LIKE OF IDEA OF USING SOCIAL
MEDIA LEVERAGING PLATFORMS OR
TECHNOLOGY TO GET MESSAGES
ACROSS AND SEE IF THAT HELPS
WITH DISSEMINATION EFFORTS.
SO, I WANT TO OPEN THIS UP NOW
TO THE OVERALL AUDIENCE TO SEE
IF YOU HAVE ANY QUESTIONS.
PLEASE FEEL FREE TO USE THE Q&A
FUNCTION TO SUBMIT ANY
QUESTIONS.
AND PANELISTS, FEEL FREE TO JUMP
IN, IN ANY ORDER.
BUILDING OFF OF OUR DISCUSSION
RIGHT NOW ABOUT TECHNOLOGY, AND
USING TECHNOLOGY FOR
DISSEMINATION EFFORTS HOW DO YOU
SEE TECHNOLOGY HELPING WITH
MESSAGE FRAMING AND CONTENT
DEVELOPMENT, PERHAPS FOR
TAILORING DISSEMINATION
MATERIALS OR IMPROVEMENT, ET
CETERA.
ON THE FLIP SIDE, CAN TECHNOLOGY
ALSO HARM EFFORTS GIVEN I THINK
SOMEBODY MENTIONED
MISINFORMATION AND THAT
TECHNOLOGY CAN BE HARMFUL AND
COMPLICATE THINGS, PEOPLE ARE
EXPOSED TO FASTHOODS ONLINE. --
FALSEHOODS ONLINE.
>> I WOULD WANT TO FOLLOW UP ON
SOMETHING JONATHAN JUST SAID,
THAT -- AND THAT'S HOW CAN WE
TAKE ADVANTAGE OF THE
INFORMATION THAT'S AVAILABLE FOR
ALL THESE TECHNOLOGIES TO BETTER
UNDERSTAND THE PUBLIC'S REACTION
SO WE CAN BETTER FRAME.
SO WE DO A LOT OF -- YOU KNOW,
IT COSTS MONEY TO COLLECT DATA.
ALSO COSTS MONEY TO ANALYZE
DATA.
WE HAVE SIGNS FROM
DEIMPLEMENTATION OF BLOOD
GLUCOSE PUBLISHED IN THE "NEW
YORK TIMES," SO MANY USERS'
COMMENTS, A LOT WERE OUTRAGE AT
THE SUGGESTION WE WOULD
RECOMMEND DEIMPLEMENTING BECAUSE
IT'S SUCH AN INGRAINED
RECOMMENDATION.
AND SO WE ANALYZED THOSE TO LOOK
AT WHAT ARE THE DIFFERENT --
WHAT'S THE NATURE OF THESE
CONCERNS THAT PEOPLE HAVE ABOUT
DEIMPLEMENTING AND HOW CAN WE
INCORPORATE THAT INTO OUR
MESSAGING TO COUNTER THOSE?
THAT'S JUST ONE THOUGHT OF USING
TECHNOLOGY.
>> THANK YOU.
JONATHAN OR YINKA, DO YOU WANT
TO CHIME IN?
>> ONE OF THE THINGS WHEN I
THINK OF TECHNOLOGY IT ALLOWS
THE MESSAGE TO GO FAR.
BECAUSE SOMETIMES, YES, GRASS
ROOTS WORKING WITH COMMUNITY
PARTNERS ON THE GROUND IS
IMPORTANT BUT SOMETIMES WHEN YOU
WANT TO BE ABLE TO SPREAD OUT
AND AND GET YOUR INFORMATION
FARTHER TECHNOLOGY HELPS, THE
IDEA OF SOCIAL MEDIA LIKE WE
TALKED ABOUT MIGHT HELP.
ONE OF THE THINGS I WANT TO
MENTION, IS FINDING FROM YOU THE
COMMUNITY, TODAY'S TOPIC IS
ABOUT CENTERING COMMUNITIES,
WHAT TYPE OF TECHNOLOGY MODALITY
MATTERS?
WE WANTED TO WORK WITH PEER
MENTORS AND PEER SUPPORTERS,
WE'LL GET ALL THE PEER MENTORS,
GET TOGETHER ON THIS APP AND
COMMUNICATE WITH PEER PARTNERS
WHO BOTH HAVE DIABETES, BLACK
ADULTS.
ONE OF THE THINGS WE HEARD WAS
IT WASN'T AS SUCCESSFUL BECAUSE
THEY SAID I WANT FACE-TO-FACE
COMMUNICATION, TALKING TO
SOMEBODY LIVING IN MY COMMUNITY,
UNDERSTAND COMMUNITY DYNAMICS,
COULD GIVE ME ACCESS TO
RESOURCES IN THE COMMUNITY THAT
I LIVE.
WE NEEDED TO PIVOT, WE STILL
WANT TO INCORPORATE TECHNOLOGY
BUT HAD TO KEEP IT SIMPLE.
LIKE AS SIMPLE AS TEXT
MESSAGING, AS SIMPLE AS GETTING
ON THE PHONE.
SO IT'S IMPORTANT TO THINK ABOUT
WHILE TECHNOLOGY IS A GREAT WAY
TO BE ABLE TO DISSEMINATE FAR,
WHAT MATTERS TO THE COMMUNITY,
WHAT MODALITY IS THE BEST WAY TO
COMMUNICATE THAT INFORMATION AND
FRAME THE MESSAGE AS WELL.
THE LAST THING, WEARING THE HAT
OF HEALTH LITERACY, THINKING
ABOUT WHILE TECHNOLOGY MATTERS,
TECHNOLOGY HAS TO BE ACCESSIBLE,
TO BE ABLE TO LEAD TO ACTION.
AND SO THINKING ABOUT DO THE
INDIVIDUALS AND THESE
COMMUNITIES HAVE THE DIGITAL
LITERACY SKILLS TO NAVIGATE THE
PATIENT PORTAL, AND A NAVIGATE
WHEN WE'RE DISSEMINATING
PRACTICES ON EVIDENCE-BASED
MODELS.
THAT TO ME CENTERS THE COMMUNITY
AT THE VERY HEARTBEAT WHEN WE
THINK ABOUT USING TECHNOLOGY.
>> THOSE ARE GREAT POINTS.
I THINK IT GOES BACK TO
CENTERING COMMUNITY NEEDS, AND
DIGITAL LITERACY, DIGITAL LIVED,
IF YOU THINK ABOUT COMMUNITIES
IN RURAL POPULATIONS WHO MAY NOT
HAVE ACCESS TO BROADBAND, BUT,
YOU KNOW, WHAT ARE THOSE
CONSIDERATIONS, WHEN DESIGNING
INTERVENTIONS, IF THEY DON'T
HAVE ACCESS TO THAT TECHNOLOGY.
I THINK THAT'S A GREAT POINT.
JONATHAN, DO YOU WANT TO ADD
ANYTHING?
>> YEAH, I MEAN, I THINK AS I
SAID, AGAIN WITH STATE
LEGISLATURORS FOCUS AUDIENCE,
USING SOCIAL MEDIA TO CRAFT
BETTER MESSAGES.
THERE'S UNINTENDED CONSEQUENCES
OF SOCIAL MEDIA IN GENERAL,
FALSEHOODS, MISINFORMATION,
DYSINFORMATION, HISTORICALLY
DISSEMINATION HAS BEEN ABOUT
COMMUNICATING ABOUT RESEARCH
EVIDENCE AND LESS FOCUSED ON
KIND OF CORRECTING MYTHS AND
FALSEHOODS.
AGAIN, LOOKING TO THE FIELD OF
SCIENCE COMMUNICATION AND
COMMUNICATION SCIENCE, RELATED
FIELDS, YOU KNOW, WE CAN LEARN A
LOT THINKING ABOUT HOW AT THE
BARE MINIMUM OUR MESSAGES DON'T
STOKE THE FIRE AND MAKE THINGS
WORSE FOR SOME.
IN COMMUNICATION SCIENCE WE KNOW
ABOUT BACKLASH EFFECT, SOME
BELIEVE A FALSEHOOD STRONGLY,
THE MORE YOU PRESENT EVIDENCE
IT'S NOT TRUE, THE STRONGER THEY
BELIEVE WHAT THEY ALREADY
BELIEVED.
WE NEED TO BE CAREFUL NOT TO DO
THAT AND THINK MORE ABOUT HOW WE
CAN COMBAT MISINFORMATION.
IN COMMUNICATION SCIENCE A LOT
OF FOLKS ARE DOING RESEARCH,
STUDYING THAT STUFF.
WE CAN BRING THOSE LEARNINGS
INTO IMPLEMENTATION SCIENCE AND
DISSEMINATION RESEARCH.
>> YOU MENTIONED NEGATIVE OR
UNINTENDED CONSEQUENCES OF THE
RESEARCH OR FINDINGS AND HOW
THAT MIGHT PLAY OUT.
THAT'S IMPORTANT TO CONSIDER AS
WELL.
I WANT TO PULL UP A QUESTION IN
THE CHAT ABOUT HOW DO WE
DETERMINE IF SOMETHING IS
EFFECTIVE OR WHAT DOES SUCCESS
LOOK LIKE WHEN TAILORING
INTERVENTIONS OR DISSEMINATION.
ANYONE CAN JUMP IN.
>> FOR ME, DID I GET THE DESIRED
BEHAVIOR OR DID I CHANGE THE
FACTORS THAT CONTRIBUTED TO THAT
BEHAVIOR.
I WANT THEM TO ADOPT OR
IMPLEMENT OR I WANT THEM TO
DELIVER WITH FIDELITY, AND
FACTORS THAT CONTRIBUTE TO THAT
ARE, YOU KNOW, DO THEY HAVE THE
RIGHT KNOWLEDGE, ARE THEY
MOTIVATED, DO THEY FEEL LIKE
THEY HAVE THE CAPABILITY TO DO
THAT WORK.
SO THAT'S HOW I MEASURE
COMMUNICATION IN MY -- THE WORK
THAT I DO.
>> BUILDING THAT CAPACITY AND
SEEING IF YOU'RE SEEING THE
INTENDED OUTCOMES OF INTEREST.
DO OTHER PANELISTS WANT TO JUMP
IN?
>> YEAH, I MEAN OF COURSE THE
ULTIMATE OUTCOMES ARE CHANGES IN
KNOWLEDGE, ATTITUDES, BEHAVIOR,
INTENTIONS, IN THE POLICYMAKING
PROCESS.
THOSE ARE HARDER TO MEASURE.
AND ARE MORE DISTAL AND HARDER
TO MOVE THE NEEDLE ON.
WE LOVE OUTCOMES LIKE VIEWING AN
E-MAIL, CLICKING A LINK, WHAT
SUCCESS LOOKS LIKE AND WHERE IS
THE LINE IN THE SAND BETWEEN
SUCCESSFUL AND NON-SUCCESSFUL,
THERE'S NO ANSWER THERE.
IT'S ALWAYS CONTEXT SPECIFIC.
A KEY CONSIDERATION IS THE
AMOUNT OF RESOURCES TO PUT IN TO
CREATE YOUR TAILORED MESSAGE,
RIGHT?
JUST CHANGING WORDS IN A SUBJECT
LINE TO FRAME AN ISSUE
DIFFERENTLY, A MATTER OF
SECONDS, RIGHT?
A LITTLE BUMP IN E-MAIL
ENGAGEMENT WOULD BE WORTH IT,
RIGHT?
WHEN WE'RE ANALYZING DATASETS,
CREATING STATE LEVEL ESTIMATES
OR STATE LEVEL BUDGET IMIMPACT
ESTIMATES THERE'S MORE
BEHIND-THE-SCENES EFFORT, A LOT
OF TIME.
THE QUESTION, WE PUT 40 HOURS
INTO TAILORING, WHAT IS WORTH IT
TO BE WORTH IT?
NO RIGHT ANSWER BUT HOW MUCH
TIME DO WE PUT IN AND WHAT DO WE
GET OUT OF IT?
>> YEAH, ABSOLUTELY.
THOUGHTS ABOUT THINKING ABOUT
HOW MUCH RESOURCE WENT INTO
THERE, ARE THERE EASY
LOW-HANGING STRATEGIES TO
INCREASE DISSEMINATION.
YINKA, ANYTHING TO ADD?
>> FOR THE COMMUNITIES I WORK
WITH, CLINICAL OUTCOMES MATTER
BECAUSE OF THE DISPARITIES THAT
ARE RELATED TO THE DISEASE THAT
I WORK WITH, WHICH IS
INDIVIDUALS WITH DIABETES.
SO FOR ME, SEEING THE MOVEMENT
OF THE NEEDLE WHEN IT COMES TO
CLINICAL OUTCOMES MAKES A
DIFFERENCE BECAUSE THEN IF WE'RE
SEEING MOVEMENT, THAT'S SUCCESS
IN HELPING US TO FINALLY STOP
REDUCING STROKES, FOR EXAMPLE,
FROM HAPPENING WITH THE
COMMUNITY.
THEN ALSO WE DO SOMETHING IN OUR
WORK WHICH WE CALL DISSEMINATION
DINNERS, WHEN WE BRING THE
COMMUNITY BACK, ALL THE
PARTNERS, HEARING TESTIMONIALS
WHERE WE BRING PARTNERS BACK,
BRING PARTICIPANTS AND SHARE
RESULTS, TO ME THAT'S SUCCESS,
WHICH IS WE BUILD TRUST WITH THE
COMMUNITY USING APPROPRIATE
PATHWAYS, MESSAGE AND DELIVERY
OF METHODS FROM THE GROUND UP,
AND THEN WE DO THOSE PROGRAMS
AND WE SHARE AND ALLOW MEMBERS
TO BE ABLE TO WORK WITH US AND
COLLABORATE AND THEY TELL US
TESTIMONIALS, THAT TO ME IS ALSO
SUCCESS, ARE WE TAKING THE STEP,
TRUST BUILDING COMMUNITIES.
>> WONDERFUL.
NOT JUST CLINICAL OUTCOMES WHICH
ARE ABSOLUTELY IMPORTANT TO
ADDRESS EXISTING HEALTH
DISPARITIES AND ADVANCE HEALTH
EQUITY BUT ALSO THINKING ABOUT
BUILDING THAT RAPPORT, TRUST
WITHIN THAT COMMUNITY AND
BUILDING THOSE RELATIONSHIPS AND
STRENGTHENING OVERALL, I DON'T
KNOW IF IT'S BECAUSE I'M HUNGRY
BUT THE IDEA OF DISSEMINATION
DINNERS SOUNDS AMAZING, BRINGING
TOGETHER COMMUNITY MEMBERS,
OTHER PARTNERS LIKE RESEARCHERS,
PEOPLE FROM ACADEMIC
INSTITUTIONS, TO CREATE THOSE
RELATIONSHIPS AND CONNECT ONE
ANOTHER.
SO THAT'S WONDERFUL.
WE TALKED A LITTLE BIT ABOUT
SUCCESS, HOW WE'RE DEFINING IT,
BUT I'M CURIOUS ABOUT ANY
LESSONS LEARNED, PERHAPS FROM
COVID-19 PANDEMIC OR OTHERWISE
ARE THERE LESSON LEARNED,
ASPECTS THAT WEREN'T SUCCESSFUL?
ANYONE FEEL FREE TO JUMP IN.
>> ONE I CAN THINK OF NOW, I'LL
JUMP RIGHT IN, IS WHEN WE THINK
ABOUT DISSEMINATION IS
RECRUITMENT.
RECRUITMENT IS ALWAYS A BIG
ISSUE WHEN IT COMES TO ENGAGING
COMMUNITIES.
AND ONE OF THE THINGS WE LEARNED
IS SOME OF OUR WORK IS THE WAY
TO RECRUITING WHAT COMMUNITY IS
NOT EXACTLY THE SAME WAY TO
RECRUITING ANOTHER COMMUNITY.
THAT WAS ONE OF THE THINGS.
WHEN I THINK OF COMMUNITY NOW
I'M THINKING GEOGRAPHICAL
REGION.
BLACK AFRICAN AMERICAN ADULTS,
JUST GEOGRAPHICAL REGIONS, HOW
THERE ARE DIFFERENCES, AND WE
LEARNED AND THANKFULLY WE'RE
ABLE TO GET FEEDBACK ON TIME TO
KNOW HOW TO MOVE FORWARD BUT
EVEN RECRUITMENT STRATEGIES ARE
NOT THE SAME WITHIN GEOGRAPHICAL
REGION EVEN THOUGH IT'S THE SAME
COMMUNITY WHICH I THINK IS
GETTING TO THIS IDEA OF EVERY
COMMUNITY IS DIFFERENT.
AND AS RESEARCHERS, INDIVIDUALS
DISSEMINATING INTERVENTIONS, WE
NEED TO TALK TO THE LOCAL FOLKS,
TALK TO TRUSTED MESSENGERS, SO
THAT WE DON'T START HAVING
ISSUES WHERE THEN YOU'RE NOT AS
SUCCESSFUL AS YOU THINK YOU
WOULD BE.
>> YEAH, THAT'S WONDERFUL.
SORRY, JENNIFER?
>> THAT'S ALL RIGHT.
TRUSTED MESSENGERS, I DON'T
THINK THAT CAN BE SAID ENOUGH
TIMES.
I HAD A STUDENT SAY, WHAT IF
RELATIONSHIPS ARE EVERYTHING?
AND I THINK RELATIONSHIPS ARE
ALMOST EVERYTHING IN THIS WORK.
AND SO THE CHALLENGE FOR MY
WORK, WE NEED TO ENGAGE THE
SETTINGS WHO THEN NEED TO ENGAGE
THEIR STAFF WHO THEN NEED TO
ENGAGE THEIR POPULATION, SO YOU
HAVE NETWORK OF RELATIONSHIPS
AND SO THE CHALLENGE FOR US IS
EITHER OURSELVES DEVELOPING
RELATIONSHIPS WITH SETTING WE
WANT TO ADOPT WHICH WHEN YOU'RE
GOING FOR SCALEUP IS HARD, OR
FINDING THE NETWORK OF PEOPLE
THAT ALREADY HAVE THE
RELATIONSHIPS AND ENGAGING
THOSE, BUILDING RELATIONSHIPS SO
JUST THAT IS A TIME INTENSIVE
AND CHALLENGING PROCESS TO BUILD
OFF RELATIONSHIPS, BUT I THINK
FOR TRUST IT'S CRITICAL, FOR
GETTING FOLKS TO COME ON BOARD
IT'S CRITICAL.
>> ONE MORE THING ABOUT THE
RELATIONSHIP PIECE.
IT'S HUGE.
IN LITERATURE EVIDENCE USE AND
POLICY MAKING, HOW YOU
INFLUENCE, IT'S RELATIONSHIPS AT
THE END OF THE DAY.
CRAFTING THE BEST MESSAGE EVER
IS ONLY GOING TO MOVE THE NEEDLE
A BIT.
IT'S GOING TO BE ABOUT
RELATIONSHIPS.
IN OUR WORK WE THINK ABOUT, IN
OUR EXPERIMENTAL WORK, CRAFTING
MESSAGES TO CHANGE KNOWLEDGE,
ATTITUDES, ULTIMATELY BEHAVIORS,
THINGS LIKE THAT, ALSO THINK OF
MESSAGES AS ENGAGEMENT STRATEGY,
RIGHT?
THE GOAL COULD ALSO BE TO HAVE A
CONVERSATION, HOW DO YOU CRAFT A
MESSAGE THAT GETS A STATE
LEGISLATOR TO HAVE A MEETING
WITH YOU, ONE ON ONE, START TO
FOLLOW THROUGH THE RELATIONSHIP
AND FROM THAT RELATIONSHIP YOU
GET YOUR OUTCOMES, WAY DOWN THE
LINE THROUGH SOME BYZANTINE
PROCESS.
YEAH, HAVING A CONVERSATION CAN
BE A GREAT OUTCOME OF SUCCESSFUL
MESSAGE TO BUILD THAT
RELATIONSHIP.
>> YEAH, ABSOLUTELY.
THANK YOU ALL.
I THINK THE KEY TAKEAWAY IS THAT
RELATIONSHIPS MATTER.
IN ORDER TO GET BUY-IN IN THE
COMMUNITY WE OURSELVES HAVE TO
INVEST OUR TIME AND RESOURCES TO
GET TO KNOW THE NEEDS OF THE
COMMUNITY AND THINKING ABOUT
RECRUITMENT, USING TRUSTED
MESSENGERS, AND ALSO REALIZING
THAT SIMILAR DEMOGRAPHICS MIGHT
REQUIRE DIFFERENT STRATEGIES,
JUST BECAUSE YOU'RE PART OF ONE
GROUP DOESN'T MEAN IT'S GOING TO
TRANSLATE IN DIFFERENT AUDIENCES
AND SUCH.
SO, I WANT TO WRAP UP BECAUSE
WE'RE ALMOST AT TIME.
I WANT TO THANK THE PANELISTS SO
VERY MUCH, FOR YOUR INSIGHT ON
CENTERING COMMUNITIES WITHIN THE
CONTEXT OF DISRESEARCH AND
HEARING ABOUT THE TAILORING
STRATEGIES YOU'VE USED, WHAT
HASN'T WORKED, WHAT HAS, WHAT
ARE SOME ACTIONABLE NEXT STEPS
AND TO THINK YOU ALL, THE
ATTENDEES FOR AN ENGAGING
DISCUSSION.
MOVING ALONG WE WILL NOW TAKE A
10 MINUTE BREAK, AND WHEN WE
RETURN -- WHY DON'T WE MAKE IT
12 MINUTES.
WE RETURN AT 2:50, WE'LL START
THE NEXT PANEL MODERATED BY DR.
WILSON FREDERICK.
THANK YOU SO MUCH TO OUR
PANELISTS AND WE WILL SEE YOU IN
A BIT.
GOOD AFTERNOON, EVERYONE.
MY NAME IS SHONDELL
WILSON-FREDERICK, CHIEF
ENGAGEMENT OFFICER, NHLBI.
AS A BASIC SCIENTIST, I'M
PASSIONATE ABOUT TRANSLATING
DATA AND SCIENCE FOR POLICY, AND
ENGAGING THE COMMUNITY TO
IMPROVE HEALTH FOR ALL PEOPLE.
TODAY I'M ABSOLUTELY THRILLED TO
MODERATE THIS PANEL THAT
CONSISTS OF FOUR DYNAMIC HEALTH
COMMUNICATION EXPERTS WHO
REPRESENT VARIOUS PERSPECTIVES
PERTINENT TO HEALTH EQUALLY.
WE WANT YOU TO WALK AWAY WITH A
DEEPER UNDERSTANDING OF
IMPORTANCE OF BIDIRECTIONAL
CONVERSATION IN COMMUNICATION
AND DISSEMINATION RESEARCH.
WE DESIGNED THIS PANEL TO BE AN
INTERACTIVE CONVERSATION
CENTERED AROUND THREE QUESTIONS,
WE'RE COUNTING ON THE AUDIENCE
TO INTERACT WITH THE PANELISTS
SO DROP YOUR QUESTIONS IN THE
Q&A, NOT THE CHAT, BUT THE Q&A
THROUGHOUT THE SESSION.
WE HAVE DESIGNATED 15 MINUTES AT
THE END OF THE SESSION FOR
PANELISTS TO RESPOND TO YOUR
QUESTIONS.
WE THANK YOU FOR JOINING US
TODAY, AND IT IS NOW MY PLEASURE
TO WELCOME OUR SPEAKERS.
DR. JOY CHAVEZ MAPAYE FROM
UNIVERSITY OF ALASKA IN
ANCHORAGE, DR. ANDY TAN OF THE
ANENBERG SCHOOL FOR
COMMUNICATION, DR. SEEMA YASMIN
FROM STANFORD UNIVERSITY, AND
STACY ROBISON FROM COMMUNICATE
HEALTH.
TO LEARN MORE LOOK AT THE
PROGRAM BOOKLET AND THE LINK HAS
BEEN DROPPED IN THE CHAT FOR
EASE OF ACCESS.
LET'S BEGIN WITH THE FIRST
QUESTION.
WHAT ARE SOME BEST PRACTICES FOR
EVALUATING COMMUNICATION AND
DISSEMINATION CAMPAIGNS?
JOY, WOULD YOU LIKE TO GET US
STARTED?
>> ABSOLUTELY.
THANK YOU FOR YOUR TIME TODAY.
I THINK SOCIAL LISTENING AND
RESPONSE CAN HELP, AT THE
BEGINNING OF THE PANDEMIC THE
ALASKA TEAM MONITORED PUBLIC
FACING FACEBOOK PAGES TO CLARIFY
MISCONCEPTIONS IN REAL TIME,
EMPLOYED EDUCATION RESPONSE TO
EDUCATE IN A DIFFERENT WAY ON
FACEBOOK THREADS.
IN MARKETING AND COMMUNICATIONS
THIS IS STANDARD PRACTICE.
IN HEALTH COMMUNICATION IT
WASN'T.
INFORMATION RESPONSE TEAM IS
MEDICAL DOCTORS, NURSE, GRADUATE
STUDENTS, THOSE WITH HEALTH CARE
AND MEDICAL BACKGROUNDS, PEOPLE
WHO WERE TRUSTED SOURCES AND
COULD PROVIDE ACCURATE
INFORMATION.
IN COLLABORATION WITH THE
STUDENTS, THE TEAM WOULD DIVE
INTO THE COMMENTS AND PROVIDE
HEALTH INFORMATION ALONG WITH
HELPFUL LINKS TO RESEARCH AND
LATEST UPDATES.
THE TEAM WOULD RESPOND IN REAL
TIME DURING FACEBOOK LIVE PRESS
CONFERENCES AS YOU RECALL AT THE
BEGINNING OF THE PANDEMIC ALMOST
ALL PRESS CONFERENCES ESPECIALLY
IN MUNICIPALITY IN THE STATE
WERE LIVE STREAMED ON FACEBOOK.
SO THE TEAM WOULD DIVE INTO
THOSE LIVESTREAM COMMENTS AND
ENGAGE IN REAL TIME.
FOR EVALUATION, THE TEAM
PARTNERED WITH COMPUTER SCIENCE
STUDENTS AND FACULTY TO MEASURE
MISINFORMATION VOLUME AND
SENTIMENT ALONG WITH POTENTIAL,
EARLY RESEARCH SHOWS PROMISE.
DR. SEAN BUTLER IS WITH THE UA
DEPARTMENT OF COMPUTER SCIENCE,
MODELING EFFECTIVENESS OF TEAM
EFFORTS BY EVALUATING CHANGING
SENTIMENT OF THE REPLIES AFTER A
MEMBER OF THE TEAM RESPONDS TO
MISINFORMATION WITH ACCURATE
INFORMATION.
DR. BUTLER FOUND THOSE RESULTS
CONVERSATIONS INDICATED POSITIVE
CHANGE IN SENTIMENT.
DR. BUTLER AND TEAM ALSO
DEVELOPED A WAY TO USE MACHINE
LEARNING TO ASSIST WITH
AUTOMATICALLY IDENTIFYING
COVID-19 MISINFORMATION, THROUGH
NATURAL LANGUAGE PROCESSING
ANALYSIS.
AND BASICALLY SHE'S HOPING THAT
WE CAN USE MACHINE LEARNING
LATER ON TO BE ABLE TO PRE-BUNK
SOME MISINFORMATION.
EFFORTS ON SMOKING INITIATIVES
SHOW FUNDS FOR EVALUATION AND
NOT JUST THE CAMPAIGN OR
IMPLEMENTATION CAN MAKE A
DIFFERENCE IN UNDERSTANDING
CHANGING NEEDS AND IMPROVING
POLICY AFTER IMPLEMENTATION.
CAMPAIGN CAN MAKE UNIVERSITY OF
ALASKA TOBACCO FREE SUCCESSFUL
IN 2014, BY 2016 ALL CAMPUSES
WERE TOBACCO FREE.
WE'VE CONDUCTED YEARLY SURVEYS
TO EVALUATE THE PROGRAM AND TO
ASSESS EFFECTIVENESS.
PART IS WE SEE SOME TRENDS
RELATED TO E-CIGARETTES, BUT
THOSE CONTINUING EVALUATION
EFFORTS CONTINUE TO BE
IMPORTANT.
THANK YOU.
>> THANK YOU, JOY.
NEXT WE'LL GO TO ANDY.
SAME QUESTION PLEASE.
>> THANK YOU FOR INVITING ME TO
THIS PANEL.
SO, MY REMARKS HAVE TO DO WITH
BEGINNING WITH THE END IN MIND,
TO HAVE CLEAR OBJECTIVES WITH A
LOOK TO EVALUATE AS PART OF YOUR
COMMUNICATION OR DISSEMINATION
CAMPAIGN.
RELATED TO THIS IS FOR THE TEAM
TO ANSWER THE CENTRAL QUESTION
IN TERMS OF WHAT IS THE THEORY
OF THE CAMPAIGN, EVERY CAMPAIGN
HAS A SET OF GOALS, AND
UNDERLYING THEORIES THAT EXPLAIN
EITHER EXPLICITLY OR IMPLICITLY
HOW THE CAMPAIGN WILL WORK TO
CHANGE A PARTICULAR HEALTH
BEHAVIOR.
IN OTHER WORDS, IF YOUR CAMPAIGN
IS SUCCESSFUL, WHAT DO YOU
EXPECT WILL BE CHANGED AND
THROUGH WHAT PATHWAYS.
FOR INSTANCE, ARE WE INTERESTED
IN EVALUATING WHAT IS THE REACH
OF THE EXPOSURE OF YOUR
CAMPAIGN, ARE THEY BEING SEEN BY
YOUR INTENDED AUDIENCE OR NOT?
IF NOT THIS TELLS US WE NEED TO
REALLY THINK ABOUT DIVERTING
RESOURCES IN REAL TIME TO
INCREASE THE REACH.
AND WHAT ARE PEOPLE'S REACTIONS
TO THE CAMPAIGN THAT ARE
ANTICIPATED?
ARE THERE UNINTENDED
CONSEQUENCES TO AVOID IN FUTURE
MESSAGING?
DO PEOPLE FIND IT ACTIONABLE, DO
MESSAGES INFLUENCE DECISIONS TO
CHANGE BEHAVIORS AS INTENDED.
AN EXAMPLE FROM THE WORK I'M
DOING WITH CEAL TO HELP
ILLUSTRATE THIS PEOPLE OF
BIDIRECTIONAL COMMUNICATION, WE
HAD A STUDY WE WANTED TO
EVALUATE COVID-19 PEDIATRIC AS
WELL AS BOOSTER VACCINE
MESSAGES, ALREADY BEING
DISSEMINATEDDED BY OUR CEAL TEAM
AS WELL AS OTHER CEAL TEAMS
ACROSS THE COUNTRY AND WANTED TO
ASSESS WHETHER THEY ARE BEING
VIEWED AS MORE -- ENCOURAGING
PEOPLE TO HELP THEM MAKE
DECISIONS ABOUT GETTING THEIR
CHILDREN VACCINATED OR TO GET
BOOSTED THEMSELVES.
SO WE INVITED PHILADELPHIA-BASED
VACCINE AMBASSADORS WHO WE HAVE
PARTNERED WITH OVER THE PAST
THREE YEARS, CEAL COALITION
PARTNER ORGANIZATION
REPRESENTATIVES AND RESIDENTS
WHO HAVE PARTICIPATED IN
LONGITUDINAL SURVEYS AS PART OF
PHILLY CEAL, OBTAINED RANKINGS
OF MESSAGES FROM 199 RATERS OVER
8 WEEKS.
WE WANTED TO ALSO HAVE THEM IF
THEY WERE PUTTING ON THEIR
THINKING CAP, AS CAMPAIGN
DESIGNERS, WHAT ADDITIONAL
MESSAGES THEY WOULD CONTRIBUTE
ON THESE TWO TOPICS, AS MESSAGES
ARE CONTRIBUTED BY OUR
PARTICIPANTS WE WOULD EDIT
SLIGHTLY AND ADD THEM TO THE
POOL OF MESSAGES TO BE RATED BY
SUBSEQUENT RATERS.
WE USED ALL IDEAS WIKI SURVEY
PLATFORM TO COLLECT COMPARISONS
OF THESE MESSAGES TWO AT A TIME
AND OBTAIN 30,000 PAIRWISE
RATINGS, ALLOWING US TO COLLECT
MESSAGES WE HAD NOT THOUGHT OF
AKIN TO CROWDSOURCING AND FOUND
MULTIPLE MESSAGES CONTRIBUTED BY
THE RATERS OUTPERFORMED ORIGINAL
SEED MESSAGES WE INCLUDED USED
BY CEAL, OUR CEAL TEAMS AND
OTHER CEAL TEAMS, DEMONSTRATING
THE VALUE OF ALLOWING PEOPLE TO
CONTRIBUTE NEW QUESTIONS WHILE
IN THE MIDST OF COMPLETING AN
EVALUATION, A POWERFUL TOOL FOR
US MOVING FORWARD.
AND AFTER WE COLLECTED TOP
RANKED MESSAGES, OUR TEAM HAS
USED THESE TO HELP US DESIGN
ADDITIONAL ROUNDS OF HEALTH
MESSAGING THAT HAVE NOW BEEN
DISSEMINATED THROUGH PHILLY CEAL
SOCIAL MEDIA POSTS OVER THE
SUMMER AND RECENTLY CREATED
VIDEOS USING THESE MESSAGES AND
ASKED OUR VACCINE AMBASSADORS
WHO ARE PARENTS THEMSELVES TO BE
THE SPOKESPERSONS FOR THESE
VIDEOS AND WE HAVE DISSEMINATED
TO COINCIDE WITH RECENT RELEASE
CALLED THE CDC RECOMMENDED COVID
UPDATED VACCINES, TO COINCIDE IN
PHILADELPHIA THIS PAST WEEK.
I'LL PAUSE, HAPPY TO SHARE MORE
ABOUT OUR APPROACH AND
ADDITIONAL REMARKS.
THANKS YOU.
>> THANK YOU, ANDY.
SEEMA?
>> THANK YOU.
I LOVE THIS QUESTION.
ONE, BECAUSE IT GETS US TALKING
ABOUT THINGS HAPPENS, THINGS ARE
WORKING, BEING TESTED.
I DO HAVE A COUPLE BEST
PRACTICES TO SHARE, OF COURSE.
BUT I WANT TO START BY SHARING
ONE THING THAT I REALLY WANT TO
SEE, I WANT US TO PUSH FOR, THE
COMPLETE PARADIGM SHIFT IN HOW
WE APPROACH COMMUNICATIONS AND
THINK ABOUT DISSEMINATION
RESEARCH, FOR THOSE OF US WHO
ARE TRAINED AS PHYSICIANS, WE
LEARN AND PRACTICE
EVIDENCE-BASED MEDICINE AND YET
WE DON'T PRACTICE OR TALK ENOUGH
ABOUT EVIDENCE-BASED
COMMUNICATION, AND FOR THOSE WHO
ARE TRAINED AS EPIDEMIOLOGISTS,
I DON'T THINK WE WOULD EVER
DREAM ABOUT DESIGNING LET ALONE
IMPLEMENTING INTERVENTION FOR
WHICH WE HAVEN'T DESIGNED AN
EVALUATION, ESPECIALLY FOR THOSE
LIKE MYSELF TRAINED, WE'RE USED
TO DOING QUICK AND DIRTY
CALCULATIONS, CASE CONTROL
STUDIES, AS A CRISIS IS
UNRAVELING IN FRONT OF US.
AND YET WE DON'T DO THAT KIND OF
TESTING WHEN IT COMES TO
MESSAGING WHICH CAN BE THE THING
THAT BRINGS TOGETHER OR
COMPLETELY HELPS FALL APART AN
ACTUAL PUBLIC HEALTH RESPONSE.
I WANT TO SEE US BUILDING
EVALUATION INTO COMMUNICATION
CAMPAIGN, TREATING COMMUNICATION
AS WE WOULD ANY OTHER PUBLIC
HEALTH INTERVENTION.
SO, WITH THAT DREAM GOAL OF MINE
IN MIND I'VE BEEN EXCITED TO
LEARN ABOUT WHAT'S BEEN
HAPPENING IN SOUTH AFRICA,
ESPECIALLY DURING THE LAST THREE
YEARS, DURING THE COVID
PANDEMIC.
WE HAD A VERY BOOTS ON THE
GROUND ANALYSIS AND DATA
GATHERING OF WHAT SENTIMENTS
WERE CIRCULATING BOTH ONLINE AND
OFFLINE.
AND FOR THOSE THINKING OH MY
GOSH, PUBLIC HEALTH WORKERS,
PEOPLE IN STATE AND LOCAL HEALTH
DEPARTMENTS ALREADY SO SPREAD
THIN DURING THE CRISIS, I
COMPLETELY GET THAT THAT USED TO
BE ME.
AT THE PROVINCIAL LEVEL
DISSEMINATED WEEKLY OR
FORTNIGHTLY SURVEYS THAT THE
PUBLIC-BASING EPIs PUT OUT
THERE AND THEY ASKED QUESTIONS
THAT THEY BUILD ON EVERY WEEK
AND THE QUESTION WERE TARGETED
TO WHAT THEY ARE ALREADY SEEING
HAPPEN IN THAT PROVINCE.
SAY, FOR EXAMPLE, IT WAS IN A
PREDOMINANTLY MUSLIM AREA,
PERHAPS HADN'T BEEN HIGH UPTAKE
OF VACCINE THEY WOULD ASK ABOUT
THAT DURING THE WEEKLY SURVEY
AND WHAT THEY LEARNED FROM
COMMUNITY MEMBERS THERE WAS
FEAR ABOUT PORK-RELATED PRODUCTS
IN THE VACCINE.
THEY WERE ABLE TO TARGET AND
TAILOR THEIR MESSAGING AROUND
VACCINE UPTAKE, FOR EXAMPLE,
MAKING SURE IT WAS HITTING
WHATEVER CONCERNS WERE IN THAT
PROVINCE WHICH MIGHT BE DISTINCT
FROM ANTI-VACCINE SENTIMENTS
CIRCULATING IN A DIFFERENT
PROVINCE.
WHEN I'VE BEEN TEACHING AND
WRITING ABOUT THIS I THINK MY
EPI COLLEAGUES WHO DON'T WORK IN
COMS SO MUCH SEE THIS AS MORE
ANECDOTAL, AS UNSCIENTIFIC BUT
WHAT YOU'RE ABLE TO DO WHEN
YOU'RE DISSEMINATING A SURVEY
AND GATHERING DATA EVERY WEEK,
BUILDING A PICTURE, WEEK ON
WEEK, ABLE TO ITERATE, PUT OUR
QUESTIONS ONE WEEK THAT BUILD ON
THE RESPONSES THAT YOU GATHERED
AND YOU ANALYZED THE WEEK PRIOR,
THAT CAN BE REALLY HELPFUL IN
BUILDING THAT BIDIRECTIONAL
COMMUNICATION SYSTEM BETWEEN
HEALTH DEPARTMENTS, BETWEEN
SCIENTIFIC INSTITUTIONS, AND THE
PUBLICS WE'RE SUPPOSED TO BE
WORKING FOR.
EXCITINGLY, WE'RE ALSO SEEING
THIS HAPPEN NOW IN THE U.S.
SOME OF YOU MAY HAVE HEARD ABOUT
WASHINGTON UNIVERSITY IN
ST. LOUIS'S "I HEARD ST. LOUIS"
PROGRAM USING TEXT MESSAGING TO
TEXT OUT WEEKLY SURVEY TO A FEW
MINUTE PAID PARTICIPANTS, ASKING
QUESTIONS ABOUT PUBLIC HEALTH
CONCERNS, WHAT PEOPLE ARE
SEEING, HEARING, BELIEVING,
UNDERSTANDING.
AND THAT'S BEEN HELPING THEM
CREATE A DATABASE OF RAPID
RESPONSES TO BE USED BY TRUSTED
MESSENGERS.
SO THANKS FOR KICKING OFF WITH
THAT QUESTION.
FOR THOSE WHO ARE OBSERVING AND
ENGAGING, SHARE EXAMPLES, I'D
LOVE TO LEARN MORE ABOUT WHAT
YOU'RE SEEING.
>> THANK YOU FOR THAT RESPONSE.
STACY, WE HAVE 8 1/2 MINUTES
LEFT FOR THIS SESSION.
YOU CAN FEEL FREE TO EXPOUND
HOWEVER YOU LIKE.
>> I WILL FILL THOSE UP.
NO, THINK THAT'S THE CHALLENGE
OF GOING LAST, ALSO BECAUSE A
LOT OF POINTS HAVE BEEN MADE.
I'LL SAY ONE OF THE BIGGEST
CHALLENGES HERE IS THAT, YOU
KNOW:CHRONOLOGICALLY, THAT COMES
LAST.
WE WORK ON A LOT OF
GOVERNMENT-FUNDED, PRIVATELY
FUNDED PUBLIC HEALTH CAMPAIGNS,
WE SPEND ALL OF OUR RESOURCES ON
FORMATIVE RESEARCH, MESSAGE
DEVELOPMENT, THEN YOU GET THE
REALLY GREAT CREATIVE PIECE
WHICH EVERYBODY LOVES, AND OFTEN
DISSEMINATION IS A PLAN WE WRITE
AND HAND OFF AND THEN ALL OF THE
RESOURCES FOR THE CAMPAIGN AS
FAR AS WE'RE CONCERNED WILL
SPENT.
IN FACT WE KNOW THAT THE
DISSEMINATION PIECE IS THE MOST
IMPORTANT, IT NEEDS TO COME
FIRST, THE PLANNING FOR
DISSEMINATION NEEDS TO COME
FIRST, AND SO I THINK IT'S
REALLY EASY TO GET OFF ON THE
WRONG FOOT, LIKE, YOU KNOW, ANDY
WAS SAYING, I THINK THAT IF WE
DON'T INCLUDE THAT COMMUNICATION
SCIENCE PIECE EARLY IN
INTERVENTION DESIGN, WE'VE
MISSED THE BOAT.
AND I SEE THIS HAPPEN A LOT OF
THE TIME.
IF WE DON'T ESTABLISH THOSE
COMMUNICATION GOALS AND THINK
THROUGH HOW THIS IS GOING TO
PLAY OUT, WE'RE NOT GOING TO BE
ABLE TO DO EFFECTIVE EVALUATION.
I THINK OFTENTIMES A CAMPAIGN
MIGHT BE ABOUT INCREASING
AWARENESS, BUT MAYBE OUR FUNDER
OR CLIENT IS INTERESTED IN
MEASURING BEHAVIOR CHANGE OR
VICE VICE VERSA, THOSE DON'T
LINE UP, THAT'S INHERENTLY THE
CHALLENGE OF THIS WORK.
IT'S NOT ALWAYS A STRAIGHT LINE
THROUGH ALL OF THIS, BUT IT'S
OUR JOB TO KIND OF CHART THAT
LINE AS BEST WE CAN FROM THE
GET-GO.
I'LL SAY THAT THERE'S ALSO, YOU
KNOW, AN EQUITY COMPONENT HERE
AS WELL BECAUSE THERE ARE
DIFFERENT MEASURES OF SUCCESS.
SO, WE ARE EVALUATING WHAT
WORKS FOR WHO, IN WHAT CONTEXT?
FOLKS IN THE LAST PANEL
MENTIONED THIS QUITE A BIT BUT
ALSO WHO SHOULD BE INVOLVED IN
SELECTING THE EVALUATION
MEASURES OR EVEN COLLECTING THE
DATA.
ARE THERE OPPORTUNITIES TO BUILD
COMMUNITY CAPACITY IN
EVALUATIONS?
WE WANT TO BE ASKING ALL THOSE
QUESTIONS AGAIN AT THE VERY
BEGINNING.
WHICH IS OFTEN WHEN THEY ARE NOT
ASKED.
SO I THINK THAT'S ONE OF THE
BIGGEST THINGS
>> I REALLY APPRECIATED ALL OF
YOUR RESPONSES TO THAT QUESTION.
AND CIRCLING BACK IN PARTICULAR
ON A COMMENT THAT SEEMA MADE I
HEARD, I WANT TO SHARE NIH IS
LEVERAGING THE I HURT MODEL TO
TEST THE FEASIBILITY OF IT, IN
THREE LOCATIONS, WE HAVE THREE
CEAL TEAMS THAT ARE PART OF OUR
HEALTH KNOWLEDGE AND MONITORING
RESPONSE SYSTEM PILOT, AND WE'RE
TESTING THE MODEL IN COLORADO,
TEXAS, AND THE DMV REGION, STAY
TUNED TO HEAR WHAT MAY COME FROM
THAT WORK.
AND THEN CIRCLING BACK SOMETHING
STACY SAID, I APPRECIATE YOU
MENTIONING INCORPORATING
DISSEMINATION EARLY IN THE
PROCESS.
I'VE BEEN PART OF PROJECTS, OF
COURSE NOT AT NIH OR NHLBI,
WHERE WE DON'T THINK ABOUT
EVALUATION AT THE BEGINNING.
WE START HAVING CONVERSATIONS
TOWARDS THE END OF THE RESEARCH
PROJECT, AND BY THEN IT'S REALLY
DIFFICULT TO RECOGNIZE WHAT YOU
MAY NEED TO HAVE AN EFFECTIVE
EVALUATION WHEN YOU'RE NEARING
THE COMPLETION OF THE PROJECT.
AND SO THEN BRINGING
DISSEMINATION INTO THAT
CONVERSATION AS WELL EARLY ON, I
REALLY APPRECIATED THE COMMENTS
YOU MADE THERE.
ANDY, GREAT WORK THAT YOU'RE
INVOLVED IN, IN PHILADELPHIA
CEAL.
ONE OF OUR LOCAL REGION 3 CEAL
TEAMS, RIGHT UP I-95, AND JOY
PREFERRED THE COMMENTS ABOUT
NATURAL LANGUAGE PROCESSING AND
MACHINE LEARNING DEBUNKING
INACCURATE HEALTH INFORMATION
THAT WAS SO PERVASIVE DURING THE
COVID PANDEMIC.
SO WE ARE AHEAD OF SCHEDULE ON
OUR PANEL.
AND SO FOR OUR NEXT QUESTION, I
WELCOME THE PANELISTS TO LAB
RATE -- ELABORATE FURTHER.
WE CAN ALSO HAVE MORE TIME FOR
Q&A AT THE END BUT I'M SURE THE
AUDIENCE, IF THEY HUNG OUT WITH
US THIS LONG, THEY CAME TO HEAR
YOU ALL SPEAK.
AND SO FOR QUESTION NUMBER 2,
JOY AND SEEMA, GIVEN YOUR
EXPERTISE IN JOURNALISM AND
STRATEGIC COMMUNICATION, I AM
INTERESTED IN YOUR THOUGHTS
AROUND THIS QUESTION.
BASED ON YOUR EXPERIENCE, HOW
HAS THE MEDIA AND/OR NEW
INFORMATION TECHNOLOGIES
SUPPORTED DISSEMINATING
COMMUNITY-ENGAGED RESEARCH
FINDINGS?
>> SO JUST TO GIVE A LITTLE BIT
MORE ABOUT MY BACKGROUND, I'M
TRAINED AS A JOURNALIST, FOR
MORE THAN A DECADE.
I USED TO BE THE HEALTH AND
MEDICAL REPORTER FOR OUR NBC
AFFILIATE IN ANCHORAGE, ALASKA.
MY BACKGROUND IS PUBLIC
RELATIONS, MARKETING AND
BRANDING.
I WAS USING THAT DURING THE
PANDEMIC, LATE MARCH, EARLY
APRIL 2020, THE BEGINNING OF THE
PANDEMIC.
THE MUNICIPALITY ANCHORAGE
HEALTH INFORMATION DIRECTOR
ASKED A MEDICAL DOCTOR
EPIDEMIOLOGIST AND FORMER
DIRECTOR OF CDC ARCTIC PLAN TO
HELP INFORM MUNICIPALITY ABOUT
COVID MITIGATION AND RESPONSE.
OUR TEAM CONDUCTED SURVEYS VIA
PHONE, TEXT MESSAGE, E-MAIL, AS
WELL AS NEEDS ASSESSMENT FOR THE
MUNICIPALITY, ALL THE WAY UNTIL
APRIL 2021.
AS PART OF OUR EFFORTS TO
COMMUNICATE RESEARCH FINDINGS
DR. JENNIFER MEYER AND I WERE
PART OF THE COVID -- MUNICIPAL
COVID INTEGRATED COMMUNICATIONS
TEAM WHICH INCLUDED EMERGENCY
OPERATION CENTER, AND OFFICIALS
FROM THE STATE OF ALASKA AS WELL
AS SEVERAL MARKETING AGENCIES.
AND REALLY THOSE RESEARCH
FINDINGS HELPED US TO INFORM
MESSAGING, OUTREACH, STRATEGY,
HELPING PUT TOGETHER PRESS
CONFERENCE, IN THE FRONT LINE OF
CRISIS COMMUNICATION.
HAVING THAT INTEGRATION OF THE
RESEARCH COMPONENT AND PUTTING
THAT TOGETHER WITH THE
INTEGRATED COMMUNICATIONS TEAM
REALLY HELPED WITH OUR EFFORTS
TO BE ABLE TO DISSEMINATE
MESSAGES AND THAT RESEARCH AND
THAT FEEDBACK FROM THE COMMUNITY
AND THOSE REAL NEEDS IN REAL
TIME.
AND SO WE FOUND THAT TO BE VERY
HELPFUL, TO BE ABLE TO HAVE THE
RESEARCH OUT RIGHT AWAY WHERE WE
CAN USE IT AND UTILIZE THE DATA.
AND TO BE ABLE TO INFORM
AUDIENCES AND MAKE STRATEGIC
DECISIONS, AND I'LL PAUSE THERE.
>> JOY, I DIDN'T KNOW ABOUT THE
NBC CONNECTION.
I KNEW YOU WERE A JOURNAL ITS.
WHEN I WAS A REPORTER IN DALLAS,
I WAS A MEDICAL ANALYST FOR THE
NBC STATION FOR DALLAS/FORT
WORTH.
I LOVE THAT CONNECTION.
WITH THIS QUESTION, SHONDELLE, I
SHOULD HAVE ASKED WHAT WE MEAN
BY NEW INFORMATION TECHNOLOGY,
NOWADAYS NEW MEANS THE LAST
THREE MONTHS BECAUSE OF HOW
QUICKLY THINGS ARE BEING
DEVELOPED.
I'M GOING TO SOUND REALLY
ANCIENT HERE BUT IT'S A GOOD
REMINDER OF HOW JUST TO USE
EXISTING TECHNOLOGY.
EARLY IN COVID, RIGHT WHEN DR.
WALENSKY CAME ON AS CDC
DIRECTOR, I DON'T REMEMBER
EXACTLY WHEN, I HELPED ORGANIZE
A LISTENING EXERCISE, LISTENING
SESSION FOR THE WHITE HOUSE WITH
DR. WALENSKY, SURGEON GENERAL,
OTHER LEADERS IN THE
ADMINISTRATION, REALLY TO GET
THEM TO BE QUIET AND GET THEM TO
LISTEN TO COMMUNITY LEADERS AND
TRIBAL LEADERS FROM 50 STATES
AND HALF A DOZEN OR A DOZEN
TRIBAL COMMUNITIES.
THE INTELLIGENCE IS THERE,
RIGHT?
THERE ARE PEOPLE WHO HAVE BEEN
ORGANIZING AROUND HIV, OR LGBTQ
YOUTH HOMELESSNESS, IN
PARTICULAR COMMUNITIES WHO ARE
ON THE FRONT LINES WHO ARE
HEARING WHAT'S HAPPENING ABOUT
COVID.
WE DIDN'T HAVE A VACCINE THEN
BUT ALREADY THERE WAS SO MUCH
VACCINE HESITANCY AND SENTIMENTS
WE WERE HEARING.
IN TERMS OF TECHNOLOGY, TRYING
TO ORGANIZE THAT KIND OF
LISTENING SESSION QUICKLY AND
REACHING OUT TO THOSE COMMUNITY
LEADERS WHO IT
WASN'T TRUE.
I'M GOING TO PUT THAT OUT THERE.
>> NOT TO PUT ANDY OR STACY ON
THE SPOT IF YOU WANT TO CHIME
IN?
>> SURE, THERE'S A BIT OF TIME.
I'D LIKE TO CHIME IN BY SHARING
MY REMARKS IN TERMS OF
TECHNOLOGY OR MEDIA THAT
LEVERAGE ON THE CONCEPT OF STORY
TELLING AND MULTIMEDIA OR
DIGITAL TOOLS, INFOGRAPHICS,
VIDEOS, ANIMATIONS, TESTIMONIALS
THAT WOULD BE ENGAGING, AND ALSO
HELPFUL IN TERMS OF SIMPLIFYING
EVIDENCE-BASED HEALTH
RECOMMENDATIONS FOR AUDIENCES.
WANTED TO MENTION ABOUT STORY
TELLING, ABILITY TO ADDRESS
UTILITY OR POWER OF EMOTIONS IN
RESEARCH DECISION.
WE USED APPEALS IN TERMS OF
HEALTH MESSAGING, MUCH LESS
RESEARCH INTENSIVE WHEN
DISSEMINATING EVIDENCE-BASED
HEALTH INFORMATION, MIGHT
INCLUDE POSITIVE EMOTIONS, USE
OF JOY, USE OF ELEMENTS OF FUN
TIED WITH OUR HEALTH MESSAGING,
COMPARED WITH WHAT ARE
FREQUENTLY UTILIZED IN THE FORM
OF PHARMACEUTICAL
DIRECT-TO-CONSUMER ADVERTISING
WITH A LOT MORE POSITIVE
EMOTIONS TO INFLUENCE HEALTH
DECISION MAKING.
IN KEEPING WITH AGAIN TRYING TO
ILLUSTRATE THIS BIDIRECTIONAL
THEME FOR THIS PANEL, ONE RECENT
EXAMPLE FROM OUR WORK AT THE
ANENBERG SCHOOL, WE RECEIVED A
SMALL GRANT FOR A STUDY TO
EVALUATE COMMUNITY-BASED
EDUCATION REALITY POSTERS TO
PROMOTE PEDIATRIC INFLUENZA
VACCINATIONS IN THE PHILADELPHIA
AREA.
AND FOR THIS PROJECT OUR GOAL
WAS TO ASSESS FEASIBILITY AND
ACCEPTABILITY OF THESE POSTERS
THAT COME TO LIFE WHEN YOU USE
YOUR PHONE TO SCAN A QR CODE
ASSOCIATED WITH IT.
THE CONTENT, THE ACTORS WHO THEY
REPRESENT AND THE SCRIPT, THOSE
WERE EVALUATED ALONGSIDE WITH
PARENTS WHO SERVED AS VACCINE
AMBASSADORS WITH PHILLY CEAL AND
CONTRIBUTED TO THE WAY THAT WE
CONSTRUCTED THE NARRATIVE, THE
KINDS OF HUMOROUS CONTENT THAT'S
INCLUDED, THE TONE OF THE
MESSAGING THAT'S INSIDE, AND
TIMES OF ACTORS INCLUDED, SHOULD
IT BE ONE PARENT, BOTH PARENTS
WITH A CHILD, THEY CONTRIBUTED
TO ALL OF THOSE NITTY-GRITTY
DETAILS IN HELPING US TO CREATE
THESE POSTERS AND WE'RE IN THE
PROCESS OF PLACING THEM IN
NEIGHBORHOODS INCLUDING
LIBRARIES, CHILDCARE CENTERS AND
CONDUCTING INTERVIEWS TO ASSESS
THE ACCEPTABILITY AS WELL AS
FEASIBILITY OF USING THIS
APPROACH IN PHILADELPHIA.
>> STACY, I DON'T KNOW IF YOU
WANTED TO SAY ANYTHING.
>> WELL, I'LL JUST JUMP IN TO
SAY TOO THAT I THINK ONE OF THE
CHALLENGES WITH SORT OF NEWER
MEDIA, WE'RE SORT OF AT THIS
INTERESTING SPACE WITH NO FORMS
OF MEDIA AND COMMUNICATION,
SHORT FORM VIDEOS FOR EXAMPLE, A
LOT OF FOLKS GETTING HEALTH
INFORMATION ON TIKTOK, ON
YouTube, AND WE'RE JUST
STARTING TO UNDERSTAND THIS
ENVIRONMENT.
SOME IS A.I. GENERATED.
THERE'S SO MANY LAYERS TO THIS
SORT OF PIECE.
AT THE SAME TIME, WE HAVE THIS
PERSISTENT KIND OF CHALLENGE
WITH GAPS IN HEALTH LITERACY,
GAPS IN MEDIA LITERACY, WHICH
SOME HAS TO DO WITH HOW WE ARE
JUST PASSIVELY CONSUMING
INFORMATION ONLINE WHICH THAT IS
REAL INFORMATION, OVERLOAD IS
REAL COMING OUT OF COVID.
BUT EVEN BEFORE THAT WE'RE IN
DECISION FATIGUE.
WE ARE IN INFORMATION OVERLOAD.
IT'S THIS PERFECT CONFLUENCE OF
EVENTS THAT I THINK WE DON'T
UNDERSTAND TOTALLY YET HOW TO
HARNESS NEW TECHNOLOGY, ALSO
NAVIGATE WITHIN SOME OF THOSE
CHALLENGES.
SO THAT'S MORE OF A QUESTION FOR
FUTURE RESEARCH I THINK.
>> I THINK THAT'S A REALLY
IMPORTANT CONSIDERATION, STACY.
I THINK WHAT WE FOUND WAS THE
REAL NEED FOR MEDIA LITERACY AND
HAVING THAT EARLY ON.
IT WASN'T ENOUGH TO GO INTO THE
FACEBOOK THREADS TO COMMENT,
RIGHT?
IT WAS BETTER TO LET PEOPLE
KNOW, HEY, WHAT YOU'RE LOOKING
AT ISN'T REALLY, OR IT'S NOT
TRUE.
IF WE ALREADY PROVIDE THAT, THAT
INOCULATION EARLY ON, RELATED TO
THIS MISINFORMATION, THEN, YOU
KNOW, WE ALREADY HELP OUT BEFORE
THEY EVEN ENCOUNTER THAT PIECE
OF INFORMATION.
THERE WAS A REAL NEED FOR MEDIA
LITERACY EFFORTS, WE
INCORPORATED THAT INTO
COMPREHENSIVE MISINFORMATION
RESPONSE PROJECT WHICH INCLUDED
MORE COMMUNITY ENGAGEMENT AND
WORK ON MEDIA LITERACY, GOING
INTO SCHOOLS AND DISCUSSING
MISINFORMATION AND HOW TO ASSESS
INFORMATION.
>> THANK YOU, EVERYONE.
JOY, IF YOU GET A CHANCE, DROP A
LINK TO THAT PROJECT INTO THE
CHAT.
I THINK OUR AUDIENCE WOULD
APPRECIATE HAVING THAT
INFORMATION HANDY.
THAT GOES FOR ALL OF YOU.
IF THE WORK THAT YOU'RE DOING,
ANDY, WITH PHILLY CEAL, SEEMA'S
WORK YOU'VE DONE, AND STACY,
FEEL FREE TO DROP THAT
INFORMATION IN THE CHAT.
THIS IS A GENERAL REMINDER TO
THE AUDIENCE TO ADD YOUR
QUESTIONS TO THE Q&A.
MOVING TO THE NEXT QUESTION, DUE
TO EXTENSIVE WORK THAT ANDY AND
STACY, YOU'VE DONE WITH
COMMUNITIES AROUND THE
DISSEMINATION FEED BACK AND
FOLLOW-UP, LOVE TO HEAR YOUR
THOUGHTS ON THIS QUESTION.
WHAT ARE STRATEGIES FOR
OBTAINING ITERATIVE AND
RESPONSIVE FEEDBACK FROM
COMMUNITY PARTNERS TO ENHANCE
DISSEMINATION CENTERED ON
COMMUNITY PREFERENCE.
THE SECOND PART, HOW ARE
PARTNERS' FEEDBACK INTEGRATED
INTO THE SUBSEQUENT
DISSEMINATION?
AND THE FINAL PART IS, HOW HAVE
THESE STRATEGIES BEEN EVALUATED,
IF ANY?
>> JOY, DO YOU WANT TO GO FIRST?
>> I BELIEVE FOR THIS ONE, I WAS
TALKING ABOUT THE WORK RELATED
TO OUR ECHO TEAMS.
SO WHAT HAPPENED WAS ALASKA
YOUTH COORDINATING TO GATHER
FEEDBACK FROM ACROSS THE STATE.
THE FEEDBACK FROM THE
COMMUNITIES ALLOWED FOR TAILORED
MESSAGING AND RESPONSE, WE HAVE
VILLAGES AND CITY HUBS,
ANCHORAGE, JUNEAU, FAIRBANKS.
WE WORKED WITH DR. DREW CAMERON
FROM YALE UNIVERSITY TO ENGAGE
WITH FAIRBANKS FIRE DEPARTMENT
AND FIRST RESPONDERS IN
NEIGHBORING COMMUNITIES TO HELP
BETTER UNDERSTAND RESEARCH,
BETTER DESIGNED RESEARCH,
COMMUNICATE TO VACCINE HESITANT
COMMUNITIES.
OUR RESEARCH TEAM CONDUCTED
FOCUS GROUPS TO DESIGN MESSAGING
AND WORK WITH COMMUNITY PARTNERS
TO REACH SPECIFIC COMMUNITIES,
ONE EXAMPLE IS SPANISH LANGUAGE
PROGRAM PRODUCED WITH TELEMUNDO
ALASKA DISCUSSING MYTHS AND
MISINFORMATION.
WHAT WE REALLY TRIED TO DO IS WE
TRIED TO INCORPORATE FEEDBACK
HOWEVER IT WOULD COME.
ONE EXAMPLE IS WE WERE TRYING TO
REACH OUT TO MORE CONSERVATIVE
COMMUNITIES AND WE ALREADY
CONDUCTED FOCUS GROUPS, BUT IT
WASN'T REALLY UNTIL THE MESSAGE
WENT VIRAL DID WE RECEIVE THE
FEEDBACK WE WERE LOOKING FOR
WHICH WERE IN THOSE CONSERVATIVE
COMMUNITIES RELATED TO VACCINE
MESSAGING.
AND SO IT'S IMPORTANT THAT WHEN
YOU'RE DOING MESSAGING, TRYING
TO FIND DIFFERENT PLATFORMS THAT
PEOPLE ARE ACTUALLY ACCESSING,
IS IMPORTANT IN ORDER TO OBTAIN
THAT REALTIME FEEDBACK.
AND SO THAT'S JUST ONE
CONTRIBUTION THAT WE HAD AS PART
OF OUR TEAM EFFORTS.
WE'VE ALSO LAUNCHED OTHER
PROJECTS AS WELL INCLUDING OUR
INTERVENTION RELATED TO
COLORECTAL CANCER SCREENING,
FILIPINO AMERICANS IN ALASKA,
CREATING TRUST IN COMMUNITIES,
BEING PART OF THE COMMUNITIES
THEMSELVES.
WHEN WE ENGAGED IN THOSE EFFORTS
TO BOOST COLORECTAL CANCER
SCREENING RATES IN ALASKA, WE
WORKED WITH A LOT OF COMMUNITY
PARTNERS, FILIPINO AMERICAN
ORGANIZATIONS, AND ESTABLISHED
THAT TRUST EARLY ON BY
PROVIDING -- CREATING THESE
RELATIONSHIPS THROUGH FILIPINO
AMERICAN HISTORY MONTH EVENTS
AND OTHER COMMUNITY AND
CONNECTING WITH OTHER COMMUNITY
ORGANIZATIONS TO BE ABLE TO
ESTABLISH THAT TRUST AND TO BE
ABLE TO COME TO THE COMMUNITY
AND ASK FOR THAT FEEDBACK
RELATED TO RESEARCH AND
INTERVENTIONS THAT COULD BENEFIT
COMMUNITIES.
THANK YOU.
MY APOLOGIES, I BELIEVE IT WAS
SOMEBODY ELSE WHO WAS TO GO
FIRST FOR THAT SPECIFIC
QUESTION, AND I WAS TRYING TO
PUT SOMETHING IN THE CHAT.
THANK YOU, ANDY.
>> NO WORRIES.
SO, FOR MY PART, I THINK I WILL
TRY TO CONTRIBUTE TWO MAIN TEAMS
THAT WILL ADDRESS ONE OR MORE OF
THESE QUESTIONS OR SUBQUESTIONS.
THE FIRST MAIN TEAM OR STRATEGY
HAS TO DO WITH EARLY ENGAGEMENT
WITH PARTNERS OR AGENCIES WHO
HAVE RESPONSIBILITY FOR
DISSEMINATION TO INITIATE
COLLABORATION, OBTAIN INPUTS
FROM PARTNERS AT THE OUTSET OF
EVIDENCE GENERATION,
INTERVENTION DESIGN OR DURING
THE PLANNING PHASE FOR
DISSEMINATION.
ONE EXAMPLE IS FROM MY CURRENT
WORK WITH PROJECT SMART, SOCIAL
MEDIA MESSAGES TO REDUCE
E-CIGARETTE USE AMONG GENDER AND
MINORITY TEAMS, I'M THE
PRINCIPAL INVESTIGATOR FOR THIS
FIVE-YEAR PROJECT FUNDED BY
NIDA.
THIS EXAMPLE IS RELEVANT TO WHAT
AN EARLIER PANELIST HAD STATED
IN THE PREVIOUS PANEL, USING
DESIGN FOR DISSEMINATION.
WE HAD CONDUCTED A SUPPLEMENTAL
STUDY RECENTLY THAT'S AIMED AT
GAINING INSIGHTS OF
REPRESENTATIVES FROM LOCAL,
STATE, AS WELL AS NATIONAL LEVEL
ORGANIZATIONS, AND TO USE --
INTENT TO USE THESE INSIGHTS TO
INFORM OUR DECISIONS ABOUT OUR
SOCIAL MEDIA ANTI-VAPING MESSAGE
DESIGNS FOR THE MAIN STUDY.
THESE INDIVIDUALS ARE PURPOSELY
INVITED BECAUSE EITHER THEIR
GROUPS OR ORGANIZATIONS HAVE
IMPLEMENTED YOUTH-FACING
ANTI-VAPING CAMPAIGNS BUT HAVE
NOT DONE SO SPECIFICALLY AMONG
LGBTQ YOUTH, OR THEY MAY BE
PROVIDING DIRECT HEALTH
EDUCATION AND OTHER YOUTH
SERVICES TO LGBTQ YOUTH BUT HAVE
NOT TOUCHED ON VAPING AS PART OF
THEIR PROGRAMS.
AND THE SUPPLEMENTAL STUDIES
DESIGNED AS I MENTIONED TO
COINCIDE WITH OUR PARENT PROJECT
FOR THIS GRANT SO WE CAN LEARN
ABOUT THESE ORGANIZATIONS,
FACILITATORS, BARRIERS IN OUR
SOCIAL MEDIA DESIGN AND TESTING
PROCESS, AS OUR PROJECT
PROGRESSES, ONE ILLUSTRATION
THAT WE'RE BUILDING IN RIGHT
FROM THE GET-GO.
A SECOND EXAMPLE, SECOND CONCEPT
I'D LIKE TO HIGHLIGHT HERE IN MY
REMARKS HAS TO DO WITH ENGAGING
PARTNERS AND INTENDED MEMBERS OF
THE INTENDED AUDIENCE DURING THE
PROCESS OF CO-CREATING RESOURCES
OR DISSEMINATION MATERIALS.
BY THIS I MEAN COLLABORATING
WITH COMMUNITY PARTNERS,
INDIVIDUALS FROM THE INTENDED
AUDIENCE TO CREATE MATERIALS,
MESSAGING, TO ENSURE THEY ARE
CULTURALLY APPROPRIATE AND
SENSITIVE, EASY TO UNDERSTAND,
AND THAT THESE MESSAGES WILL
RESONATE WITH THE COMMUNITY.
AND THIS CONCEPT WAS ALSO
BROUGHT UP EARLIER BY ANOTHER
PANELIST WHO HAD DESCRIBED HER
USE OF HUMAN-CENTERED DESIGN
WORKSHOPS, CO-DESIGN APPROACHES,
AND, AGAIN, LET ME ILLUSTRATE
WITH ANOTHER EXAMPLE FROM
PROJECT SMART.
THE ANTI-VAPING STUDY AMONG
LGBTQ YOUTH.
DURING THE FORMATIVE RESEARCH
PROCESS OF THIS PROJECT WE
CONDUCTED A SERIES OF MIXED
METHODS EVALUATION INCLUDING
SURVEY, FOCUS GROUPS, INTERVIEWS
WITH LGBTQ YOUTH, AS WELL AS
QUANTITATIVE STUDY, UTILIZING
DISCRETE CHOICE EXPERIMENT TO
ASSESS PERCEIVED MESSAGE
EFFECTIVENESS OF A RANGE OF
IMAGES, AS WELL AS SOCIAL MEDIA
CAPTIONS, DRAFT VERSIONS OF
THOSE SOCIAL MEDIA MESSAGE.
WE PARTNERS WITH YOUTH WHO ARE
MEMBERS OF FOUR YOUTH
ORGANIZATIONS, SELF-IDENTIFY AS
LGBTQ+ AND THEY SERVE AS OUR
ADVISORS.
TO PROVIDE THEIR INPUTS ON OUR
STUDY MATERIALS, VERSIONS OF
ANTI-VAPING, SOCIAL MEDIA AS
WELL AS HELPING PROVIDE
INTERPRETATIONS FROM THEIR
PERSPECTIVES OF OUR PRELIMINARY
FORMATIVE RESEARCH FINDINGS.
WE'RE USING INPUTS AGAIN TO
REFINE OUR MESSAGING, AND WE
USE -- SHARED THESE FINDINGS AND
ADVISER INPUTS WITH WHO YOUTH
MEDIA INTERNS THAT WE WORKED
WITH OVER THE SUMMER, IN
PARTNERSHIP WITH WHYY, THE LOCAL
NPR AFFILIATE, AND THEY WERE
SKILLED IN PHOTOGRAPHY AND VIDEO
EDITING, CREATING SOCIAL MEDIA
MESSAGES AND THEY HELPED US
CREATE A SERIES OF SEXUAL
MINORITY YOUTH TAILORED AND
CONTROL MESSAGES FOR OUR NEXT
PHASE OF OUR PROJECT WHICH IS
RANDOMIZED CONTROLLED EXPERIMENT
THAT WILL HELP US EVALUATE
EFFECTIVENESS OF CULTURALLY
TAILORING ANTI-VAPING MESSAGES
FOR COMMUTE WHO SELF-IDENTIFY AS
LGBTQ PLUS.
I'LL PAUSE FOR STACY TO JUMP IN
WITH REMARKS AS WELL.
>> THANK YOU, ANDY.
I THINK IN THE QUESTION, YOU
USED THE WORD "ITERATIVE" FOR ME
SUMS UP A CHALLENGE THAT
ITERATIVE COMMUNITY ENGAGEMENT
AND CO-CREATION IS MESSY.
IT CAN BE CHAOTIC EVEN.
IT CAN BE TIME CONSUMING.
I THINK THAT'S WHY A LOT OF
FOLKS DON'T DO IT.
I THINK THE FLIP SLIDE IS IT CAN
BE REALLY REWARDING,
INFORMATIVE, ULTIMATELY MAKE OUR
WORK MORE EFFECTIVE BUT IT'S
CERTAINLY NOT THE QUICKEST PATH
TO AN OUTCOME.
I THINK I'LL SHARE ONE EXAMPLE,
WE WORKED WITH THE DEPARTMENT OF
HEALTH AND HUMAN SERVICES ON THE
MOVE YOUR WAY CAMPAIGN, WHICH
WAS PROMOTING PHYSICAL ACTIVITY
GUIDELINES FOR AMERICANS, SO
OBVIOUSLY LOTS OF TIME AND
RESEARCH INTO GUIDELINES
THEMSELVES, BUT WE ALSO INVESTED
TIME AND RESEARCH INTO THE
DISSEMINATION PIECE FOR THAT
CAMPAIGN.
FOR THREE YEARS, WE WORKED WITH
TEN PILOT COMMUNITIES TO
IMPLEMENT AND TEST AND IMPROVE
THE CAMPAIGN SO THOSE WERE LIKE
LOCAL HEALTH DEPARTMENTS,
NON-PROFITS, OTHER ORGANIZATIONS
THAT WERE INVOLVED IN PHYSICAL
ACTIVITY.
AND THEY HELD EVENTS, THEY
STARTED PROGRAMS.
THEY TRIED OUT PIECES OF OUR
MESSAGING AND CAMPAIGN AND FROM
THAT THEN WE DEVELOPED A
COMMUNITY PLAYBOOK WHICH HAD ALL
THE IMPLEMENTATION GUIDE AND
TOOLS, AND SO WE LEARNED A BUNCH
IN THAT PROCESS WE PUT INTO THAT
PLAYBOOK INCLUDING THINGS LIKE
THE IMPORTANCE OF CO-BRANDING,
YOU KNOW, COMMUNITIES WANTED
JUST TO BE THEIR OWN CAMPAIGN,
TO BE SURE THEY COULD PUT THEIR
LOGOS ON, SMALL THINGS YOU
WOULDN'T THINK OF WHEN YOU'RE
THINKING OF ALL THE PIECES BUT
WHEN DO YOU THAT PILOT AND THAT
ITERATIVE PROCESS YOU'RE ABLE TO
ACCOUNT FOR THOSE.
I THINK ULTIMATELY IT MADE THE
CAMPAIGN A LOT STRONGER AND I
THINK THAT REALLY GOES TO THAT
PRINCIPLE OF CO-CREATION, IF YOU
WALK IN FRONT OF PEOPLE WITH A
FULLY DEFINED PLAN THAT YOU'RE
JUST GOING TO ROLL OUT, YOU'RE
GOING TO BE MET WITH DISTRESS OR
DISINTEREST, AND SO I THINK
THAT'S REALLY PART OF THE
CO-CREATION PROCESS IS EMBRACING
THE MESSINESS AND THE CHAOS A
LITTLE BIT AND ULTIMATELY
GETTING A STRONGER PRODUCT.
I'LL JUST GIVE ONE PLUG,
THINKING ABOUT THE QUESTION
SHONDELLE, A RESOURCE RELATED TO
THAT COMMUNITY COLLABORATION
PIECE, ACTUALLY FROM MY
COLLEAGUES AT RTI INTERNATIONAL
BUT THEY HAVE A REALLY COOL TOOL
FOR THIS.
I WANTED TO GIVE THEM A SHOUT
OUT.
THEY CALL IT THE COLLABORATION
ENGAGEMENT MATRIX.
SO IT'S ESSENTIALLY A
SPREADSHEET YOU CAN USE AT THE
BEGINNING OF THE PROJECT TO
IDENTIFY DIFFERENT ROLES THAT
COMMUNITY MEMBERS CAN PLAY IN
THE RESEARCH AND WHERE IN THAT
PROCESS IS IT, IN RESEARCH,
DISSEMINATION, WHO HAS
DECISION-MAKING AUTHORITY, WHO
WILL BE CONSULTED, WHO WILL
ULTIMATELY SIGN OFF.
BY GOING THROUGH THAT PROJECT
YOU CAN BE SURE YOU'RE
COLLABORATING AND ENGAGING AND
BEING TRANSPARENT WITH THE
COMMUNITY FROM THE GET-GO.
I WANTED TO SHARE THAT TOOL
BECAUSE EVERYONE HAS -- IT'S A
GREAT ONE FOR THIS.
>> AND MAY I SAY I REALLY LIKED
WHAT YOU SAID ABOUT THE PROCESS
BEING MESSY BECAUSE IT IS.
AND SO THAT'S WHY I THINK IT'S
IMPORTANT TO HAVE ALL THE
DIFFERENT DATA FROM DIFFERENT
PEOPLE IN THE COMMUNITY, RIGHT?
YOU HAVE YOUR FOCUS GROUP.
YOU HAVE FOLKS IN THE COMMUNITY
WHO CAN TELL YOU ON GROUND LEVEL
WHAT'S HAPPENING.
YOU ALSO HAVE THAT SENTIMENT
ANALYSIS AS WELL.
CREATING AND DEVELOPING CREATIVE
ASSETS IN CO-CREATION TAKES
TIME.
YOU HAVE TO RECRUIT PEOPLE FOR
YOUR FOCUS GROUP, RIGHT?
AND WE'RE MOVING IN REAL TIME,
ESPECIALLY AT THE BEGINNING OF
THE PANDEMIC, TRYING TO CONDUCT
FOCUS GROUPS AT THE SAME TIME TO
GET THE MESSAGING OUT AS SOON AS
POSSIBLE.
IT'S IMPORTANT YOU'RE
CONSIDERING ALL THESE PLATFORMS
AND OF IN ORDER TO REACH YOUR
INTENDED AUDIENCES, BUT THAT
CO-CREATION TAKES TIME, IT IS
MESSY.
ASSET DEVELOPMENT ITSELF TAKES
TIME AS WELL.
YOU HAVE TO MAKE SURE YOU HAVE
YOUR SPECIFIC ASSETS AND THE
PERMISSIONS YOU NEED, ESPECIALLY
IF YOU'RE CO-BRANDING FOR THE
STATE, FOR THE CITY,
MUNICIPALITY, AND ALL THE OTHER
PEOPLE, ALL THOSE DIFFERENT
LAYERS OF PERMISSIONS YOU'RE
GOING TO NEED IN ORDER TO PUT
CREATIVE ASSETS OUT THERE.
>> IF I CAN JUST ADD, I THINK
PROBABLY MYSELF MORE THAN ANYONE
WILL ALWAYS COMPLAIN THAT WE'RE
NOT ENGAGING COMMUNITY PARTNERS
EARLY ENOUGH WHICH MAKES IT
SOUND LIKE THE SOLUTION IS JUST
ENGAGE PEOPLE, JUST ENGAGE
PEOPLE, SPEAKING ABOUT MESSY
PART, THAT'S REALLY HARD WHEN
YOU'RE TRYING TO BRING ON
COMMUNITIES THAT HAVE BEEN
DISENFRANCHISED, AND WE TALKED
ABOUT TRUST BUILDING, WE NEED TO
ENGAGE PEOPLE THAT HAVE
DISTRUST, NOT MISTRUST, TO WORK
WITH, WHICH INSTITUTIONS WE'RE
REPRESENTING.
THAT HAS TO BE FACTORED INTO THE
MESSINESS, HOW CHALLENGING THIS
CAN BE, TIMELINE, NOT TO SAY
IT'S NOT WORTH IT OR ISN'T
POSSIBLE, YEAH, WHEN YOU ARE
TALKING ABOUT MESSINESS, YEAH,
WE'RE MAKING IT SOUND TOO EASY,
THAT PART, BRINGING ON THOSE
PARTNERS SHOULD BE A CHALLENGE,
PERHAPS IF IT'S NOT, WE MIGHT
NOT BE DOING IT RIGHT.
>> MAY I JUST ALSO OFFER A
COUNTER TO EARLIER REMARKS TO
ALLAY ANXIETY, THE MESSINESS,
CHALLENGES, TIME AND RESOURCE
NEEDS ARE WELL AND TRUE BUT I
WOULD ALSO LIKE TO PROVIDE A
TESTIMONY THAT IT CAN BE FUN,
RIGHT?
IF IT WORKS, ENGAGING WITH LGBTQ
YOUTH INTERNS THIS PAST SUMMER,
I LEARNED SO MUCH JUST BY
INTERACTING WITH THEM, HAD SO
MUCH CREATIVITY, SO MUCH ACCESS
TO PEERS I WOULD NOT HAVE NOT
BEING A TEENAGER MYSELF ANYMORE,
THEY WERE REALLY SUCH A DELIGHT
TO COLLABORATE WITH, PARTNER
WITH, AND THEY BROUGHT IN SO
MUCH ENERGY INTO THE PROJECT
THAT WOULD NOT HAVE BEEN
POSSIBLE IF THIS PROJECT WAS
MORE OF A TOP-DOWN TRADITIONAL
LINEAR APPROACH WITHOUT ALL OF
THE MESSINESS AND ALL OF THE
CHALLENGES, SO I JUST WANT TO
PROVIDE THIS EXAMPLE TO
ENCOURAGE OTHERS ON THIS CALL TO
SEEK THOSE PARTNERSHIPS BECAUSE
IF IT WORKS, THEN IT'S PRETTY
MAGICAL.
>> I AGREE WITH ANDY ON THE
MAGIC PART.
I FELT THE SAME WAY WITH OUR
TELEMUNDO ALASKA PROJECT,
HEARING ALL THIS MISINFORMATION
IN OUR SPANISH-SPEAKING
COMMUNITIES, AND WE NEEDED TO
FIND A WAY TO BE ABLE TO REACH
AS MANY PEOPLE AS POSSIBLE.
AND SO WE REALLY HIGHLIGHTED THE
WORK OF FOUR SPANISH-SPEAKING
PHYSICIANS, ONE EPIDEMIOLOGIST
AS WELL, TO BE ABLE TO COUNTER
SOME OF THAT MISINFORMATION THAT
WAS HAPPENING IN REAL TIME BUT
WE HAD TO DO A VIDEO PRODUCTION
FOR THAT.
IT WAS A 30-MINUTE VIDEO
PRODUCTION PIECE, ALL IN
SPANISH, AND WE PUT IT TOGETHER
KIND OF LAST MINUTE BUT I AGREE
ABOUT THE MAGICAL PART.
WE ESTABLISHED DEEPER TIES IN
THE COMMUNITY, BUILT TRUST AND
GET THE NECESSARY INFORMATION
OUT THERE.
>> I THINK IT'S ALSO A GREAT
REMINDER TOO OF THE DIFFERENCE
OF, YOU KNOW, TRUE BIDIRECTIONAL
COMMUNICATION.
COULD YOU HAVE A SUCCESSFUL
DISSEMINATION EFFORT WITHOUT IT
REALLY BEING BIDIRECTIONAL.
YOU KNOW IT'S NOT THE SAME AS
ENGAGING AND INFLUENCER TO GET
MORE TEAM TO LISTEN TO YOU.
IT'S REMEMBERING THE LISTENING
PIECE WHICH IS REALLY IMPORTANT
IN OUR ROLE AS COMMUNICATORS.
ANOTHER EXAMPLE OF SOMEONE WHO
WENT VIRAL TRYING TO REACH OUR
CONSERVATIVE COMMUNITIES TO BE
ABLE TO TALK ABOUT THE VACCINE
AND SOME CONCERNS HAPPENING WITH
THE MESSAGING AND WITH THE
VACCINE ITSELF.
AND I MENTIONED THAT WE WERE
DEVELOPING AND HAD FOCUS GROUPS
AND WERE PUTTING TOGETHER
CREATIVE ASSETS, BUT IT WASN'T
UNTIL THAT ACCIDENTALLY WENT
VIRAL DID WE REALLY GET THE
FEEDBACK WE NEEDED FROM THAT
SPECIFIC COMMUNITY.
IT WAS REWARDING AND OPENED THE
DOOR FOR COMMUNICATION.
I WRITTEN ON THE CONSERVATIVE
BOOK THIS IS THE PROCESS OF
LISTENING TO COMMUNITIES,
FIGURING OUT CONCERNS, TALKING
ABOUT WHAT SOME CONCERNS ARE TO
ADDRESS THAT TOGETHER.
AND THIS WAS PART OF THE
COMMUNICATIONS PROCESS OF
GETTING THE MESSAGE OUT THERE.
AND SO SOMEBODY HAD READ WHAT I
HAD WRITTEN ON THE CONSERVATIVE
BLOG TALKING ABOUT THE MESSAGING
THAT WENT VIRAL, AND WHAT ARE
SOME MISCONCEPTIONS WITH THE
VIRAL MESSAGING.
AND THAT PERSON E-MAILED ME BACK
AND SAID THANK YOU FOR YOUR
EFFORTS ON THESE LINES.
I THINK IT'S IMPORTANT THAT WE
REALLY DO TALK TO EACH OTHER
VERSUS SHOUTING AT EACH OTHER.
AND I THINK THAT WAS A REALLY
IMPORTANT FEEDBACK THAT WE
RECEIVED AND WE CONTINUE TO MOVE
FORWARD AGAIN WITH EMPATHY AND
THE NOTION OF DISCUSSION AND
REALLY TRULY LISTENING TO EACH
OTHER.
>> I COULD LISTEN TO THE FOUR OF
YOU TALK ALL DAY.
THIS HAS BEEN AN ENGAGING
DISCUSSION THIS AFTERNOON.
I DON'T SEE ANY QUESTIONS IN THE
Q&A.
I WANT TO ENCOURAGE THE AUDIENCE
TO DROP THEIR QUESTIONS THERE
FOR THIS PANEL.
WE HAVE ABOUT SIX MINUTES
REMAINING TO RESPOND TO THOSE
QUESTIONS.
BUT IN THE MEANTIME, I WOULD BE
HAPPY JUST TO POSE A QUESTION TO
ALL OF YOU.
WHAT ARE THE PROCESS AND OUTCOME
MEASURES OF CONDUCTING
BIDIRECTIONAL INFORMATION
DISSEMINATION?
ANYONE CAN COME OFF MUTE AND
RESPOND IF YOU'D LIKE.
NO TAKERS?
>> I WAS GOING TO LET MY MORE
ACADEMIC COLLEAGUES TACKLE THAT
ONE BUT I WILL JUST NOTE THAT,
YOU KNOW, ONE OF THE THINGS WE
FOUND TO BE REALLY SUCCESSFUL AT
COMMUNICATING HEALTH IS DEFINING
SOME OF THE OUTCOMES THAT WE
WANT AT THE BEGINNING IN TERMS
OF WHAT QUALITIES WOULD THAT
COMMUNICATION HAVE, SO WE TRY TO
GET ALIGNMENT WITH OUR CLIENTS.
WE WANT THIS TO BE
UNDERSTANDABLE, EASY TO
UNDERSTAND AND CLEAR.
WE WANT IT TO BE RELATABLE.
WE WANT IT TO BE INCLUSIVE, AND
BY DEFINING THOSE OUTCOMES AND
METRICS IN THAT WAY WE THEN
FILLED IN THE CO-CREATION
PROCESS AND ITERATIVE PROCESS.
THE ONLY PERSON THAT CAN TELL US
THE COMMUNICATION PRODUCT IS
EASY TO UNDERSTAND OR RELATABLE
IS PRIORITY AUDIENCES SO IT'S A
NICE TOOL WE USE BY DOING THAT
PIECE UP FRONT, THEN WE KNOW WE
BUILT IN CHECKS AND BALANCES FOR
OURSELVES TO HOLD OURSELVES AND
CLIENTS ACCOUNTABLE, AND IT'S
BEEN A REALLY NICE TOOL TO DO
ALIGNMENT AT THE GET-GO OF A
PROJECT.
>> HOW DO YOU GET CONSENSUS FROM
YOUR CLIENTS, STACY?
I IMAGINE YOU BEING AN EXPERT IN
HEALTH LITERACY, YOU AND YOUR
TEAM MAY HAVE ONE VIEW ON WHAT
THE OUTCOME SHOULD BE BUT YOUR
CLIENTS MAY HAVE A DIFFERENT
VIEW, FOR DIFFERENT REASONS.
>> IT'S TRUE, YEAH.
THAT CAN BE A REAL CHALLENGE.
ALSO, YOU KNOW, OFTENTIMES A
CLIENT WILL TELL US IT MAY BE
VERY UNDERSTANDABLE TO THEM, BUT
THAT'S NOT GOING TO BE THE SAME
AS BEING UNDERSTANDABLE,
RELATABLE, TO THEIR PRIORITY
AUDIENCE.
ONE OF THE BEST TOOLS WE HAVE IN
TERMS OF GETTING ALIGNMENT WITH
CLIENTS IS HAVING THEM ENGAGE IN
THAT PROCESS, YOU KNOW, WHAT JOY
AND ANDY AND SEEMA HAVE BEEN
TALKING ABOUT, HAVING A CLIENT
LISTEN IN TO THE FORMATIVE
RESEARCH SESSION OR USABILITY
SESSION WHEN SOMEONE'S LOOKING
AT SOME INFORMATION ONLINE AND
HAVING TROUBLE UNDERSTANDING IT
IS OFTEN THE MOST POWERFUL TOOL
BECAUSE IT IS -- ONCE YOU KNOW
SOMETHING, IT'S REALLY HARD TO
IMAGINE THAT SOMEBODY ELSE
DOESN'T KNOW THAT SAME THING.
UNTIL YOU WATCH SOMEBODY
STRUGGLE WITH THAT INFORMATION,
AND IT'S REALLY EYE OPENING.
>> THANK YOU, STACY.
AND YOU KNOW, WE HAVE A FEW
MINUTES REMAINING.
I'D LIKE TO USE THE LAST THREE
MINUTES TO GIVE EACH OF OF YOU
AN OPPORTUNITY TO GIVE BRIEF
CLOSING REMARKS.
WHY DON'T WE START WITH JOY.
>> I WANT TO THANK YOU FOR THE
OPPORTUNITY TO BE ABLE TO TALK
ABOUT OUR PROJECT AND DIFFERENT
WORK WE'RE DOING HERE IN ALASKA.
BUT I THINK THE MAIN THING I
WANT TO SAY IS THAT PUBLIC
HEALTH, HEALTH CARE, STRATEGIC
COMMUNICATIONS, MARKETING
COMMUNICATION, WE ALL NEED EACH
OTHER.
WE FOUND IN THE PANDEMIC
COMMUNICATION CAN BE A VERY
POWERFUL INTERVENTION.
AND SO I THINK WE NEED TO
CONTINUE TO WORK ON BUILDING
THOSE RELATIONSHIPS AND THOSE
TIES WITH EACH OTHER, WITH OUR
COMMUNITIES.
AND REALLY FOCUS IN ON THE
LISTENING PART.
THAT PART IS REALLY IMPORTANT
BECAUSE WE CAN DO THAT EVEN
BEFORE ANY CAMPAIGN BEGINS.
AND REALLY ESTABLISHING THE
NOTIONS OF TRUST WITHIN OUR
COMMUNITIES BECAUSE PEOPLE DON'T
WANT TO LISTEN TO PEOPLE THAT
THEY DON'T TRUST.
AS WE KNOW FROM THESE
IDEOLOGICAL SILOS THAT HAVE COME
UP, WE REALLY NEED TO LISTEN TO
EACH OTHER AND SEE EACH OTHER IN
TERMS OF HUMANITY VERSUS THE
SEPARATE AND DIFFERENT GROUPS
THAT AS WE KNOW ESPECIALLY IF
WE'RE IN DIFFERENT INFORMATION
SPACES THAT CAN REALLY PIT US
AGAINST EACH OTHER.
AND SO MOVING FORWARD I'D REALLY
LIKE MORE OF THAT AND TO SEE
MORE OF THAT, REALLY TRULY
LISTENING TO EACH OTHER AND
MOVING FORWARD TOGETHER.
THANK YOU.
>> HOW ABOUT SEEMA?
>> JOY MENTIONED SILOS.
IDEOLOGICAL SILOS, MADE ME THINK
ABOUT ACADEMIC SILOS AND HOW ONE
OF THE CHALLENGES TO THIS WORK
CAN BE I THINK NECESSARILY IT
DOES WELL AND IS OPTIMAL WHEN
WE'RE DOING IT WITH
MULTI-DISCIPLINARY TEAMS.
ANOTHER CHALLENGE, WE LOVE
CHALLENGES, CHALLENGES ARE FUN,
BUT BUILDING THOSE BRIDGES
ACROSS EXPERTISE, ACROSS
DISCIPLINES, ACROSS DEPARTMENTS,
I THINK AN INTERCOMMUNITY CORE
IS ONE OF THOSE FUN CHALLENGES
TO EMBRACE, WHEN THAT HAPPENS,
WELL, I THINK THAT'S WHEN I SEE
SOME OF THE BEST WORK HAPPEN IN
THIS FIELD.
THANK YOU.
>> STACY?
>> I'D LIKE TO MAKE A PLUG FOR
MORE INVESTMENT IN COMMUNICATION
SCIENCE AND RESEARCH.
I THINK NOBODY WANTS TO SAY THAT
WE DON'T KNOW, THERE IS A ROBUST
SCIENCE BASIS FOR EVERYTHING WE
DO AND AT THE SAME TIME SO MANY
GAPS IN OUR UNDERSTANDING AND IN
CONNECTING THE DOTS AND I THINK
THERE'S SUCH OPPORTUNITY TO
INVEST IN THINGS LIKE
COMMUNICATION SURVEILLANCE SO WE
CAN UNDERSTAND HOW MESSAGES ARE
SPREADING ON SOCIAL MEDIA, HOW
PEOPLE ARE SHARING MESSAGES,
WHAT'S THE ROLE OF SOURCE
CREDIBILITY, I THINK THERE'S SO
MUCH RIGHT NOW, IT'S SUCH AN
IMPORTANT TIME IN OUR FIELD FOR
US TO REALLY MAKE THE INVESTMENT
IN THE SCIENCE.
>> AND ANDY?
>> SO MY CLOSING REMARKS HAVE TO
DO WITH MAKING SURE WE EXPRESS
GRATITUDE AS WELL AS RECOGNITION
TO OUR PARTNERS.
WE ARE IN A VERY PRIVILEGED
SPACE OF BEING ACADEMICS WITH A
LOT OF RESOURCES AND WE ARE --
WE NEED TO BE ABLE TO EXPRESS
GRATITUDE AND RECOGNIZE THE
VALUABLE ROLES THAT OUR PARTNERS
BRING TO THE TABLE WITH THEIR
EXPERTISE, LIVED EXPERIENCES,
CREATIVITY, CONNECTIONS AND
NETWORKS HELPING TO SHAPE
EFFECTIVE DISSEMINATION SO THIS
MAY INVOLVE HIGHLIGHTING THEIR
CONTRIBUTIONS, ACKNOWLEDGING
THEM IN OUR RESEARCH PRODUCTS,
AS WELL AS OFFERING AND RETURN,
THINGS THAT MATTER TO THEM IN
TERMS OF, SAY, PROFESSIONAL
DEVELOPMENT, IN TERMS OF
KNOWLEDGE AND CAPACITY BUILDING,
SHARING RESOURCES THAT ARE
WITHIN OUR CONTROL THAT CAN
BENEFIT ORGANIZATIONS THEY SERVE
IN OR COMMUNITIES THEY LEAD,
THOSE ARE WAYS I THINK WE CAN
SUSTAIN THESE PARTNERSHIPS IN
THE LONGER TERM.
>> THANK YOU TO ALL OF OUR
PANELISTS THIS AFTERNOON.
AND TO EVERYONE WE'RE GOING TO
TAKE A BRIEF 10-MINUTE BREAK,
STRETCH YOUR LEGS, BUT COME BACK
AT 4:00 FOR OUR CLOSING SESSION
ON THE FUTURE DIRECTIONS FOR
COMMUNITY-ENGAGED DISSEMINATION
RESEARCH TO PROMOTE HEALTH
EQUITY.
THIS CLOSING SESSION WILL BE
MODERATED BY DR. CARA LEWIS OF
NHLBI, AND DR. SYLVIA CHO OF
NCI.
SEE YOU BACK IN TEN MINUTES.
THANK YOU FOR COMING BACK AND
JOINING US.
THIS IS THE LAST PANEL OF THE
DAY.
AND I KNOW THAT PROBABLY
EVERYONE IS FEELING A LITTLE BIT
TIRED.
WE'VE HEARD A LOT OF VALUABLE
PRINCIPLES, LESSONS, REMINDERS
SO I WILL NOT ATTEMPT TO RECAP
WHAT WE'VE HEARD OVER THE LAST
FOUR OR FIVE HOURS EXCEPT TO
REFLECT BRIEFLY ON A FEW THEMES
THAT I THINK CONNECT ALL THE
PANELS AND I'M HONORED TO SERVE
AS CO-MODERATOR WITH CARA LEWIS
ON THE STRATEGIC QUESTIONS GOING
FORWARD.
AS A HEALTH COMMUNICATIONS
SCHOLAR AND SOMEONE WHO HAS BEEN
CULTIVATING PORTFOLIO AT NIH, A
LOT OF RELATED TOPICS, I HEARD
THREE THINGS CRITICAL FOR THIS
DISCUSSION, WHETHER ABOUT
ENTERING COMMUNITY OR DOING
DISSEMINATION RESEARCH.
I HEARD THAT TIMING REALLY
MATTERS.
WE CANNOT THINK ABOUT A SEQUENCE
OF DOING ALL THE GOOD WORK AND
THEN FINAL ENDPOINT BEING
DISSEMINATING INFORMATION OR
THINK ABOUT DISSEMINATION FROM
THE GET-GO OF ANY RESEARCH
PROGRAM AND DESIGN AND
MEASUREMENT.
NUMBER TWO I HEAR IS
DIRECTIONALITY.
WE REALLY HAVE TO THINK ABOUT
BIDIRECTIONAL AND ALSO THAT
MEANS THAT WE TRULY THINK ABOUT
LISTENING AND DOING A BOTTOM-UP
APPROACH AND THAT COMES WITH
HUMILITY AND BEING TRANSPARENT
OF THE GOALS AND INTENTIONS OF
OUR PROGRAM OR COMMUNICATION
PROGRAM OR SERVICES.
RELATIONSHIP MATTERS.
HOW DO WE CULTIVATE SUSTAINED
RELATIONSHIPS, BUILDING TRUST,
TRUSTWORTHINESS, ALIGNING GOALS
AND INCENTIVES.
SO THE QUESTION, AND CARS IT UP
NICELY, DISSEMINATION RESEARCH
THAT ALSO FOLLOWS PRINCIPLES OF
COMMUNITY ENGAGE AND CENTERING
THE COMMUNITY AS A KEY
PRINCIPLE.
HOW DO WE AT THIS JUNCTURE IN
TIME WITH SO MANY -- WHETHER
MEDIA SILOS, A SYSTEM THAT'S
POLARIZED, A LOT OF EMOTIONS,
HEIGHTENED EMOTIONS, AND
MISINFORMATION BEING SPREAD AND
PEOPLE NOT BEING ABLE TO LISTEN
TO AND TALK TO ONE ANOTHER, HOW
DO WE PRIORITIZE THIS TYPE OF
WORK, SUPPORT THIS KIND OF WORK,
SUSTAIN IT.
SO HOW CAN WE NOT ONLY DO THAT
BUT ALSO ANTICIPATE WAYS TO
CONTINUE THIS WORK AND PREVENT
UNINTENDED CONSEQUENCES.
THOSE ARE MY THOUGHTS, I INVITE
MY CO-MODERATOR TO OPEN UP FOR
PANEL DECISIONS.
>> I'M DELIGHTED TO JOIN YOU AS
CO-MODERATOR FOR THE FUTURE
DIRECTIONS FOR COMMUNITY ENGAGED
DISSEMINATION RESEARCH FOR
HEALTH EQUITY.
I WANT TO INVITE OUR PANELISTS
TO COME ON VIDEO NOW AND WHAT
I'LL ASK IS THAT EACH OF YOU
INTRODUCE YOURSELF AS YOU BEGIN
TO RESPOND TO THE FIRST
QUESTION.
AND SO I SEE LEEZA, JULIET,
RACHEL, AND I HOPE CRYSTAL IS
WITH US.
HOUSE KEEPING REMINDER FOR FOLKS
JOINING AND ATTENDEES, AT ANY
POINT PUT YOUR QUESTION IN THE
Q&A PORTION OF ZOOM AND SYLVIA
WILL HELP MODERATE A DISCUSSION
AS WE CLOSE THE FINAL SESSION.
I HAVE ABOUT FIVE PAGES OF NOTES
FROM WHAT I'VE LEARNED
THROUGHOUT THE DAY AND I KNOW
I'M ABOUT TO HAVE MY MIND BLOWN
WITH THE EXPERTISE THAT SITS
AMONG US HERE.
GET READY, FOLKS.
LET'S START WITH THE FIRST
QUESTION.
WHAT IS NEEDED TO BUILD CAPACITY
AT THE ACADEMIC VERSUS THE
COMMUNITY LEVEL TO CENTER
COMMUNITIES IN THE CONDUCT OF
DISSEMINATION RESEARCH?
I'M GOING TO GO TO LISA FIRST,
INTRODUCE YOURSELF AND SHARE
YOUR RESPONSE.
>> THANK YOU.
UNIVERSITY OF NEW MEXICO,
LOCATED IN ALBUQUERQUE.
I'M THE P.I. AND DIRECTOR FOR
U54 CENTER OF EXCELLENCE, MIMED,
CO-P.I., MULTI-P.I. WITH ONE OF
OUR CEAL PROJECTS IN NEW MEXICO.
I WANT TO THANK NIH AND
INSTITUTES, I SAW DR. MENSAH WAS
ON EARLIER WITH NHLBI, HE AND
DR. GARY GIBBONS, DR.
PEREZ-STABLE, THE CEAL PROJECT.
THANK YOU, MODERATORS.
WHEN WE CONSIDER EQUITY
CENTERING COMMUNITIES, THIS
QUESTION WHAT IS NEEDED FOR
CAPACITY FROM EQUITY LENS IS A
CALL TO ACTION FOR STRUCTURAL
CAPACITY, NOT INDIVIDUAL LEVEL,
AT THE RESEARCH LEVEL.
THAT'S CRITICAL.
I WANT TO CONSIDER AND BEFORE
GIVE SOME PRACTICAL SUGGESTIONS
IS THIS QUESTION OF EQUITY AT
THE CENTER, EQUITY IS NOT JUST A
PRINCIPLE BUT SHARES JUST AND
FAIR INCLUSION TAKING ADAPTATION
FROM DR. PAULA BRAVEMAN AND
OTHERS IN THE FIELD OF RACIAL
JUSTICE INCLUDING SOCIETY SO ALL
CAN PARTICIPATE, PROSPER, REACH
FULL POTENTIAL.
AS A GOAL MOTIVATING ACTIONS AS
RESEARCHERS, AS FUNDERS, WITH
OUR COMMUNITY PARTNERS, TO
ASSURE THAT WE ACCOUNT FOR
CUMULATIVE HISTORICAL
DISADVANTAGES AND UNJUST
SOCIETAL STRUCTURES.
SO THIS IS NOT JUST BY VARIOUS
POSITIONALITIES BUT WE HAVE TO
CONSIDER INTERSECTIONAL
POSITIONS OF POWER AND
PRIVILEGE.
I WANT TO BRING IN THIS NOTION
WE'VE BEEN TALKING ABOUT
BUILDING TRUST, MESSAGING,
TALKING ABOUT MEDIA AND
COMMUNICATIONS, BUT WHAT IS
KNOWLEDGE FROM AN EQUITY LENS?
AND AS WE THINK ABOUT STRUCTURAL
CAPACITIES CONSIDER THE
DEFINITION OF KNOWLEDGE
DEMOCRACY AND RESEARCH, AS A
FORM OF GENERATING KNOWLEDGE
WITH COMMUNITIES.
SO CO-CREATION OF KNOWLEDGE, AND
KNOWLEDGE DEMOCRACY ACKNOWLEDGES
THE IMPORTANCE OF MULTIPLE WAYS
OF KNOWING, WHETHER CULTURAL
WAYS OF KNOWING, ORGANIC,
SPIRITUAL, SCIENTIFIC WAYS OF
KNOWING WHETHER IT'S COMMUNITY
SCIENCE THAT DATES LONGER AND
SPANS OVER 500 TO 1,000 YEARS OF
SCIENCE TO MORE WESTERN WAYS OF
KNOWING AND MODERN SCIENCE.
HIGHER EDUCATION INSTITUTIONS
EXCLUDE MANY FROM DIVERSE
KNOWLEDGE SYSTEMS IN THE WORLD.
SLAVERY AND COLONIZATION HAS
MUTE AND CO-OPTED OR SUPPRESSED
KNOWLEDGE IN WAYS OF KNOWING.
WHAT DOES THAT MEAN TODAY IN
TERMS OF WHO OWNS KNOWLEDGE?
WHOSE VOICE IS CREDIBLE?
WE'VE BEEN TALKING ABOUT
COMMUNITY VOICES.
WHO ARE THE MESSENGERS?
WHAT IS THE MESSAGE, WHAT DOES
KNOWLEDGE CONSIST OF?
AS WE THINK ABOUT BUILDING
KNOWLEDGE, FROM AN ENGAGEMENT
ARM, BUILDING CAPACITY,
DEFINITELY TRUST, REBUILDING
TRUST FROM THE RESTORATIVE
JUSTICE PERSPECTIVE AND THE FACT
THAT WE ACKNOWLEDGE VARIOUS WAYS
OF KNOWING IS CONSISTENTLY
RESPECT AND VALUED.
WE MUST, TO BUILD CAPACITY, SPAN
MULTIPLE GENERATIONS OF
RESEARCHERS TO TRAIN RESEARCHERS
IN CULTURAL HUMILITY, AND
REENGAGING WITH COMMUNITIES IN A
WAY THAT'S RESPECTFUL, HEALTH
JOURNALISM TRAINING IS CRITICAL
AND CLEANSING AND SCRUBBING OUR
LANGUAGE SO IT IS NOT
D IMUNITIVE, TAKING AWAY
ACADEMIC LINGO, REPLACING IN
WAYS THAT MEETS COMMUNITIES OR
CO-CREATED WITH COMMUNITIES, WE
MUST BUILD IN TIME AND RESOURCES
DEDICATED TO DISSEMINATION
WORKS.
WE MUST THINK OF
TRANSDISCIPLINARY TEAM BUILDING,
AND MESSAGE MAKING TOGETHER WITH
COMMUNITIES, WHEN WE THINK ABOUT
COMMUNITY PARTNERS BUILDING
STRUCTURAL CAPACITY, DEFINITELY
DIGITAL INCLUSION AND ACCESS TO
BROADBAND IS CRITICAL, TRAINING
COMMUNITIES ON DATA DEMOCRACY
AND DATA SOVEREIGNTY, WHAT THEIR
RIGHTS ARE IN CO-OWNING DATA AND
HAVING DATA AGREEMENT AND DATA
SHARING.
WE MUST ALSO ASK COMMUNITIES TO
DEVELOP GUIDELINES FOR HOW THEY
WANT TO DO RESEARCH, WITH
ACADEMICS OR WITH FUNDERS.
THAT MEANS THEY ANSWER THE
QUESTION OF WHAT ARE THE TERMS
AND CONDITIONS FOR CONDUCTING
RESEARCH WITH YOUR COMMUNITY AND
OFFER A THIRD AUDIENCE FOR
BUILDING CAPACITY, THAT'S
POLICYMAKERS.
EDUCATING POLICYMAKERS ON THE
ROLE OF DIVERSE SOURCES OF
EVIDENCE BEYOND POLITICAL
INFORMATION IS CRITICAL.
WHAT IS THE ADDED VALUE OF
EVIDENCE IN POLICY MAKING?
AND TO CONSIDER MULTI-LEVEL
POLICYMAKERS FROM CITY TO COUNTY
TO FEDERAL.
THANK YOU.
>> THANK YOU, LISA.
I TOLD YOU YOU WERE BLOW --
WOULD BLOW MY MIND OF THINGS WE
NEED TO TACKLE.
THANK YOU FOR MY ADDITIONAL PAGE
OF NOTES HERE.
I WANT TO HEAR FROM JULIET,
CRYSTAL, RACHEL, AND WE'LL SUM
THINGS UP.
>> THANK YOU TO THE NHLBI AND TO
THE PARTNERS FOR THIS INVITATION
TO COURAGEOUSLY SPEAK OUR MINDS
AND HOPEFULLY TALK ABOUT
COMMUNITY DRIVEN DISSEMINATION
AS THE SPIRIT MOVES.
I'M JULIET IWELUMNOR, PROFESSOR
OF WASHINGTON UNIVERSITY AT
ST. LOUIS.
I THINK OF THIS QUESTION, A POEM
COMES TO MIND.
DREAMS BEGIN HERE WITH PEOPLE
LIKE YOU, SITTING AND PONDERING,
DRINKING AND EATING, LAUGHING
AND LIVING, LOVING AND LIVING
LIFE OUR WAY, A DREAM IS TO SIT
BY THE OCEAN AND THINK FOR SELF,
TO LIVE AMONG OTHERS LIKE YOU,
KEEPING THINGS WORTH KEEPING, TO
SIMPLY LIVE.
SO WHERE DREAMS BEGIN LIFE LIVES
OUR WAY.
NOW I'M IN A SPACE BETWEEN
DREAMING AND LIVING.
I COULD BEGIN WITH THIS POEM,
THAT POEM WAS WRITTEN WHEN I WAS
WITH A COMMUNITY OF BLACK WOMEN
LEADERS IN THE SPRING OF 2022.
WE WERE DREAMING AND SPEAKING
ABOUT OUR STRUGGLES, OUR HOPE,
OUR QUEST FOR BALANCE, AND ALSO
THE NEED FOR REST.
I LEFT THAT MEETING HOPEFUL TO
THE POINT OF WRITING DOWN MY
HOPE AND SHARING IT WITH THE
WOMEN IN THE WORLD TO SEE.
EARLIER SOME OF THE SPEAKERS
TALKED ABOUT MAKING
DISSEMINATION A PRIORITY, USING
PRECISION, MORE TARGET, MORE
ADAPTATION, WITH STRATEGIES WE
KNOW WE USE, NOTING THE NEED
THEN TO ALSO ACCOUNT FOR THE
TRUE DIVERSITY OF WHAT IT MEANS
TO BE IN COMMUNITIES, RIGHT?
TO SEE PEOPLE AND MAYBE
ULTIMATELY LISTEN TO THEM.
LET ME TAKE YOU DOWN THE
HALLWAYS OF LOCAL HOSPITALS HERE
IN ST. LOUIS.
LOCAL TO ST. LOUIS AND
INTERNATIONALLY AN ILLUSTRATOR
PAINTS THE WALLS, HIS WORK
ADORNS THE HALLWAYS AT THE
BARNES-JEWISH HOSPITAL BUT
ST. LOUIS UNIVERSITY.
THESE IMAGES HELP CONVEY POWER
OF CONNECTIONS, FOSTER A STRONG
COMMUNITY OF HEALING, WITH ART
AND CREATIVITY TO EDUCATE AND
CENTER COMMUNITIES BRINGING IN,
FROM THE BEGINNING AS MANY
SPEAKERS NOTED.
BRINGING IN ART FROM
COMMUNITIES, LEVERAGING TO DONOR
RESEARCH, HALLWAYS, ONE WAY TO
CENTER COMMUNITIES.
I WANT TO SAY BUILDING SUCH A
CAPACITY WITH ACADEMIC AND
COMMUNITY PARTNERS WILL NOT BE
EASY, AS MANY IN THE ACADEMIC
WORLD LACK THE SKILLS TO EVEN DO
SO.
IF YOU FOLLOW THE EVIDENCE.
IN THE STUDY CONDUCTED BY SOME
COLLEAGUES AT WashU LET BY
RACHEL (INDISCERNIBLE),
DISSEMINATION TO RESEARCH
AUDIENCES INCLUDING COMMUNITIES
WAS IMPORTANT.
HOWEVER THE SAME STUDY FOUND THE
MOST FREQUENTLY REPORTED
DISSEMINATION METHODS WERE
ACADEMIC JOURNALS AT 99%,
FOLLOWED BY ACADEMIC CONFERENCES
AT 81%.
SO FROM THE BEGINNING YOU CAN
SEE MOST OF IS IN ACADEMIA ARE
NOT ENGAGING COMMUNITIES.
IF WE DO IT MIGHT BE AN
AFTERTHOUGHT.
HOW DO YOU BUILD CAPACITY WITH
COMMUNITIES WHEN MANY ARE NOT
EVEN DOING ANYTHING, RIGHT?
SO DESCRIBING THICK CLOUDS
SURROUNDING BUT THE UNINITIATED
SEE NOTHING.
YOU CANNOT CENTER COMMUNITIES IN
DISSEMINATION IF YOU DON'T EVEN
SEE COMMUNITIES.
MY QUESTION, WHEN YOU SEE
COMMUNITY WHAT DO YOU SEE?
ONLY THEIR DEFICITS FOR EXAMPLE
OR DO YOU SEE THEIR ASSETS?
DO YOU SEE ONLY THE STRUGGLES OR
THE MESS OR CHALLENGES, OR
HURDLES, OR DO YOU SEE THEIR
JOYS AND HOPES?
ALL COMMUNITIES KNOW WHAT IT'S
LIKE TO BE SEEN, BROUGHT IN
DIALOGUE AS TRUE PARTNERSHIP TO
NOT LEAVE THEM, TO CENTER THEM.
IF WE BUILD THAT CAPACITY WHAT
WORKS FOR COMMUNITIES, THE LIGHT
THAT'S ALWAYS THERE IF ONLY WE
OPEN OUR EYES TO SEE IT.
THANK YOU.
>> WONDERFUL TO HEAR FROM YOUR
PERSPECTIVE SO MUCH RICHNESS.
CRYSTAL, LET'S HAVE YOU GO NEXT,
INTRODUCE YOURSELF AND RESPOND
TO THE FIRST QUESTION.
>> HELLO, EVERYONE.
FROM NEW MEXICO, ON THE NAVAJO
RESERVATION, I WORK IN TRIBAL
COMMUNITIES, FOR THIS PROJECT
WITH SEAL AND SO CO-P.I.
TODAY'S SPEAKERS HAVE BEEN SO
ENRICHING AND THOUGHT PROVOKING
AND EVERYTHING.
IN TERMS OF BUILDING CAPACITY,
LISA SHARED THIS, PUTTING THE
POWER BACK IN COMMUNITIES, ALSO
THIS GRAY AREA THAT NEEDS MORE
THOUGHTFUL ATTENTION, BRINGING
IT BACK TO IRBs TO GET TO
COMMUNITY RESEARCH,
PARTICIPATORY RESEARCH, WHAT
THAT CAPACITY BUILDING LOOKS
LIKE, PREVENTING UNETHICAL
RESEARCH IN TRIBAL COMMUNITIES
OR UNDERSERVED COMMUNITIES IS
THAT I THINK FROM A UNIVERSITY
PERSPECTIVE WE CAN ENGAGE MORE
ON THE IRB LEVEL AND PROVIDE
SOME ADDITIONAL OVERSIGHT ON
BEHALF OF THE COMMUNITIES THAT
WE'RE ENGAGING IN RESEARCH WITH.
I THINK IN TERMS OF COMMUNITY
PERSPECTIVE WE CAN ALSO DO THE
SAME THING TO ADD ADDITIONAL
LAYER OF PROTECTION.
I WILL SAY THERE IS A VERY
BIG -- A REAL DIFFERENCE BETWEEN
RELATIONSHIP AND PARTNERSHIP AND
TRANSLATION AND INTERPRETATION,
AND I ALSO THINK BECAUSE OF THE
PROJECTS SPECIFICALLY WITH NIH
AND FUNDING STREAMS THAT COME IN
THAT THEY ARE SHORT-TERM
PROJECTS, RIGHT?
SO I THINK IT'S REALLY ON THE
P.I.s AND MANAGERS TO THINK
ABOUT, YOU KNOW, WHAT WILL THIS
LEAVE ON COMMUNITY AFTER IT'S
OVER?
WHAT CAN I PROVIDE TO THAT
COMMUNITY BESIDES THE $50 OR
$100 CARDS, IF THEY ARE SHARING
STORIES, WE'RE COLLECTING DATA
AND KNOWLEDGE WHAT DOES GIVING
BACK LOOK LIKE?
IF WE'RE DOING A PROJECT ON EHR
PULLING DATA, HOW CAN WE BETTER
INITIATE EFFORTS THAT LEAVE A
FOOTPRINT AND CAN HELP
COMMUNITY? INSTEAD OF
ESTABLISHING $50 GIFT CARDS
LET'S INVEST IN COMMUNITY BY
PROVIDING THAT EHR SYSTEM FOR
THEM.
I THINK IT'S REALLY LOOKING AT
SOME OF THESE ENGAGEMENT
ACTIVITIES AND REALLY THINKING
ABOUT LONG-TERM EFFECT BESIDES
LEAVING THE DATA AS PEOPLE HAVE
MENTIONED EARLIER, THERE'S A LOT
THAT GOES INTO PUBLICATION,
THERE'S ALSO THE ACADEMIC
STRUCTURE THAT GOES ALONG WITH
THAT WITH RESPECT, BUT THERE'S
ALSO THIS HIERARCHY THAT HAPPENS
WITHIN THE ACADEMIC STRUCTURE AS
WELL SO WE MIGHT -- THAT MIGHT
AFFECT DECISION MAKING IN TERMS
OF HOW WE APPROACH HUMILITY, THE
ACTIVITIES WE INCLUDE IN OUR IRB
PROTOCOLS, AND WHAT THE ROLES
AND EXPECTATIONS ARE IN
COMMUNITY VERSUS ACADEMICS.
I FEEL LIKE THE BUILDING
CAPACITY COULD HAPPEN AT VARIOUS
LEVELS, I THINK FROM THE
ACADEMIC INSTITUTION IT'S BEING
TARGETED IN TERMS OF WHAT TYPE
OF TRAINING AND EDUCATION WE CAN
GIVE COMMUNITY MEMBERS THAT
WE'RE PARTNERING WITH, SERVING,
TRYING TO BUILD LONG LASTING
RELATIONSHIP WITH AND
COLLABORATIVE PARTNERSHIPS, SO
WHAT ARE THE COMMUNITY ACADEMIC
INFLUENCES THAT MARE BE
AFFECTING THE PROCESS OR
STRUCTURE OR EVEN OUTCOMES OF
OUR PROJECTS.
THINKING ABOUT COMMUNITY
ENGAGEMENT FROM COMMUNITY POINT
OF VIEW THAT HAS INVESTMENT, NOT
LIMITING THEM TO THE INJUSTICE
BUT UPLIFTING AND PROVIDING
THOSE STRATEGIES THAT REALLY
INFORM NOT ONLY THE RESEARCH
PRACTICES BUT REALLY GET TO THE
EXPERTISE THAT COMMUNITY NEEDS
TO BETTER SUPPORT THE DIRECTION
THAT THEY WANT TO GO TO, SO
COLLABORATIVE PROJECTS,
CO-DESIGNING RESEARCH
INITIATIVES THAT IMPACT
COMMUNITY FOR THE LONG TERM.
THINK OF COMMUNITY CAPACITY,
ALWAYS SHORT-LIVED IN PROJECTS,
RIGHT?
WE HAVE A SHORT-TERM TURNAROUND
TIME BECAUSE KIND OF HOW FUNDING
LEVEL IS LAID OUT BUT I THINK
IT'S IMPORTANT TO REALLY
PRIORITIZE THOSE AND THEN HAVE
PART OF THE RESEARCH PROCESS, IT
DOES PROVIDE COMMUNITY
EMPOWERMENT BUT THEN ALSO
PROVIDES ADDITIONAL LEADERSHIP
WITHIN THE COMMUNITY AND HOW
THEY COULD BE SUPPORTIVE IN
RESEARCH AND REALLY HELP IN
PROVIDING ADDITIONAL LAYER WHERE
THEY DON'T EXPERIENCE UNETHICAL
RESEARCH IN THE COMMUNITY
UNIVERSITY PARTNERSHIP.
THANK YOU.
>> RACHEL, LET'S HEAR FROM YOU
NEXT.
>> RACHEL PURVIS, ASSISTANT
PROFESSOR IN DIVISION OF
COMMUNITY HEALTH AND RESEARCH
HERE AT THE UNIVERSITY OF
ARKANSAS FOR MEDICAL SCIENCES.
I HAVE A REALLY INTERESTING
BACKGROUND IN THAT MY Ph.D.
AND TRAINING IS IN ETHNOHISTORY,
I STUDIED INDIGENOUS HISTORY,
CULTURE, INTERSECTIONS OF RACE,
NATIONALISM, POLICY FOR MY
DEGREE.
AND THEN CAME ON AND HAVE BEEN
DOING QUALITATIVE WORK WITH
UNDERSERVED COMMUNITIES, IN
PARTICULAR THE MARSHALESE IN OUR
AREA THAT EXPERIENCED
SIGNIFICANT HISTORICAL TRAUMA, A
BIG DRIVER OF HOW WE'VE
APPROACHED OUR CBPR PARTNERSHIP
WITH THE COMMUNITY.
THINKING TODAY ABOUT BUILDING
CAPACITY AND THINKING ABOUT SOME
WORK WE'VE DONE, ALSO WE'VE DONE
SOME SURVEYS OF RESEARCHERS TO
ASK THEM WHAT BARRIERS THEY HAD
IN TERMS OF SHARING RESULTS IN
PARTICIPANTS.
WE WERE SURPRISED TO FIND A LOT
OF RESEARCHERS FELT LIKE
RETURNING RESULTS WAS IN SOME
WAY A BREACH OF IRB PROTOCOL OR
A PRIVACY VIOLATION.
THEY WERE IN ETHICAL DILEMMA
WHAT TO SHARE, HOW TO SHARE,
WHEN TO SHARE.
WHEN I THINK ABOUT THAT ACADEMIC
CAPACITY BUILDING WE CLEARLY
NEED TO TRAIN OUR RESEARCHERS
BETTER ON DISSEMINATION
STRATEGIES, ETHICS OF
DISSEMINATION, WHY WE SHOULD
SHARING, AND I THINK THIS HAS
BEEN HIT ON ALL DAY TODAY,
INTERDISCIPLINARY TEAM.
ANOTHER COMPONENT I WOULD SAY
THAT'S GOING TO CENTER OUR
COMMUNITIES IS FINDING WAYS TO
ACTUALLY EMPLOY COMMUNITY
MEMBERS IN YOUR RESEARCH STAFF.
SO, IF YOU CAN BRING YOUR
COMMUNITY MEMBERS INTO THE
RESEARCH FROM THE BEGINNING AS
STAFF MEMBERS, THAT'S GOING TO
HAVE A HUGE IMPACT ON THE SHAPE
OF YOUR RESEARCH QUESTIONS, HOW
YOU'RE GOING TO DETERMINE HOW
YOU'RE GOING TO SHARE YOUR
FINDINGS, ONE THING WE FOUND IS
PARTICIPANTS DON'T NECESSARILY
JUST WANT TO KNOW WHAT YOU FIND
OUT.
THEY ARE ALSO INTERESTED ALONG
THE WAY ABOUT HOW THE STUDY IS
GOING, HAVE YOU MET RECRUITMENT
GOALS?
YOU KNOW, WE FOUND SOME OF THEM
WANT THESE REGULAR UPDATES TO
STAY ENGAGED.
THAT MAKES ME THINK HOW DO WE
BUILD CAPACITY FOR COMMUNITY
PARTNERS?
WE NEED TO TRAIN THEM TO BE GOOD
RESEARCHERS AS WELL.
SO THE PEOPLE WE CHOOSE TO
PARTNER WITH ALSO NEED THAT
ATTENTION AND TRAINING ABOUT THE
PURPOSE OF RESEARCH, AIMS OF
RESEARCH, WHAT ARE THE GOALS.
AND THEN YOU CAN START THAT
DISSEMINATION PLANNING FROM THE
BEGINNING.
THAT'S ANOTHER KEY POINT WE'VE
HIT ON TODAY.
FINALLY, TRUST.
WE ALL KEEP COMING BACK TO THIS
IDEA OF TRUST.
ONE OF THE BIGGEST THING I WOULD
SAY THAT WE OUGHT TO THINK ABOUT
MORE IN TERMS OF RESEARCH WHEN
THE RESEARCH IS COMMUNITY DRIVEN
AND THERE'S A NEED, LET'S SAY
DIABETES IS THE TOPIC FOCUS, IF
WE'RE DISSEMINATING
EVIDENCE-BASED MATERIAL, TELLING
THEM TO EAT HEALTHY BUT THEY
CAN'T ACCESS HEALTHY FOODS, WHAT
IS THE PURPOSE OR THE WORTH OF
DISSEMINATING THAT INFORMATION?
SO, WE HAVE TO THINK ABOUT WHAT
ARE PROGRAMMATIC PROPOSALS WE
CAN PUT FORTH THAT CAN HELP OUR
COMMUNITIES, THAT CAN WORK IN
TANDEM WITH OUR RESEARCH, TO,
YOU KNOW, NOT ONLY STRENGTHEN
WHAT YOU'RE TRYING TO DO BUT
SHOW THAT COMMUNITY THAT YOU ARE
INVESTED IN AN ACTUAL OUTCOME,
AND IMPROVEMENT IN THEIR HEALTH.
I THINK WHEN WE CAN SHOW THAT
WE'RE NOT JUST THERE TO DO THE
RESEARCH, BUT WE'RE THERE TO
IMPROVE COMMUNITY HEALTH, WE'RE
NOT JUST COMING TO GET OUR PAPER
AND LEAVE THAT'S WHEN YOU CAN
REALLY SHOW THAT YOU'RE BUILDING
THIS RESEARCH PARTNERSHIP ON A
STRONG FOUNDATION FROM THE
GET-GO.
THANK YOU.
>> YOU ADDED A THIRD AUDIENCE OF
POLICYMAKERS.
INTERESTING TO HEAR YOU REFLECT
ON EACH AUDIENCE MEETING
CAPACITY BUILDING IN DIFFERENT
THOUGHTS AND DIFFERENT
SUBSTANTIVE AREAS.
I WON'T REFLECT THEM ALL BACK TO
YOU, BUT JUST A FEW HIGH LEVEL
REMARKS AROUND THE NEED TO MAKE
SURE ACADEMICS COMMUNICATE
AUTHENTICALLY, THAT THEY ARE
THERE TO IMPROVE COMMUNITY
HEALTH, AND THIS INTERESTING
IDEA TO EMPLOY COMMUNITY MEMBERS
WITHIN THE RESEARCH TEAM TO
CENTER ETHICS CAPACITY BUILDING,
AND ACKNOWLEDGING THAT DATA FROM
AMONG YOU PANELISTS HAS SHOWN
THAT MANY ACADEMICS SIMPLY LACK
SKILLS AND DISSEMINATION,
COMMENTS AROUND IRB.
IN TERMS OF COMMUNITY,
STRUCTURAL CAPACITY BUILDING,
SYSTEMS, NEED TO BE LONGER TERM
AND RESOURCES AND TIME COVERED
TO BE GOOD RESEARCHERS IN
PARTNERSHIP WITH RESPECT TO
POLICYMAKERS, HAVING THE
KNOWLEDGE AND WHAT IS KNOWLEDGE,
AND EVIDENCE, AND KNOWLEDGE
DEMOCRACY AS PART OF POLICY
DECISION MAKING, CYCLES AND
STREAMS AND ABILITY TO CENTER
COMMUNITIES.
METHODS MENTIONED INCLUDE
INTERSECTIONALITY,
CO-TRANSLATION,
TRANSDISCIPLINARY, EQUITY AT THE
CENTER.
LET'S TALK MORE ABOUT METHODS.
WHAT ARE SOME COMPELLING
EXAMPLES AND APPROACHES TO
METHODOLOGICALLY FOCUSED
DISSEMINATION RESEARCH THAT
CENTERS COMMUNITIES?
LET'S GO WITH YOU, CRYSTAL, IF
YOU DON'T MIND.
>> WOW, A HUGE QUESTION THAT
INVOLVES SO MANY WAYS TO TAKE
ON.
TO ANSWER THE QUESTION, I THINK
WE'VE TALKED ABOUT BUILDING
INTENTIONAL COMMUNITY
PARTNERSHIPS, I ALSO THINK IF
YOU'RE WORKING WITH COMMUNITY, I
THINK EVERYONE IS ALREADY DOING
THIS ALREADY.
HAVING A COMMUNITY ADVISORY
BOARD TO HELP LEAD AND GUIDE THE
RESEARCH AND FOCUS AREA.
I THINK HAVING INTENTIONAL
PARTICIPATORY ACTION APPROACHES
WITHIN YOUR DESIGN TAILORED
THROUGH COMMUNITY EFFORTS IS
VERY HELPFUL.
I THINK IN TERMS OF ETHICAL
CONSIDERATIONS, IT'S REALLY
THINKING HOW CULTURAL CONTEXT OF
THE RESEARCH, THE COMMUNITY
YOU'RE WORKING WITH.
THANK YOU.
>> JULIET, WOULD YOU GO NEXT?
>> IF YOU'VE BEEN IN ANY
COMMUNITY THEY NATURALLY USE A
WIDE VARIETY OF TOOLS, RIGHT?
WHETHER IT IS TO LEARN ABOUT
THEIR PAST, CONSIDER THEIR
PRESENT, EVEN DREAM ABOUT THE
FUTURE.
THEY THEN TEND TO MODIFY TOOLS
TO SUIT THEIR NEEDS AND PASS ON
MESSAGES RIGHT OVER TIME.
I THINK DURING THE PANDEMIC WE
SAW HOW COMMUNITIES WERE OFTEN
NOT CENTERED, MANY DECISIONS
MADE, THAT LED A GROUP OF US TO
CREATE A SPATE CALLED LIGHT
FOR -- A SPACE CALLED LIGHT FOR
PUBLIC HEALTH, USING POETRY,
ART, LETTERS, THINGS TO BRING
THE COMMUNITY BACK INTO HEALTH.
SINCE WE BEGAN, THREE
CROWDSOURCING CONTESTS, OPEN
CALLS, THAT LED TO A TOTAL OF
564 CREATIVE WORK SUBMISSIONS.
SUBMITTERS RANGE FROM 11 TO 82
YEARS OLD, WE'VE HAD ENTRIES IN
THE U.S., NIGERIA, CANADA,
POETRY RECEIVED THE MOST.
THE COMMUNITY IS HUNGRY AND THEY
ARE HUNGRY TO BE FED NOT AS AN
AFTERTHOUGHT BUT GENUINELY
BECAUSE HEALTH IS FOREVER WON'T,
NOT JUST THOSE IN ACADEMICS.
SOME OF US BALANCE HEALTH AND
RESEARCH, PRODUCTIVITIES AS
ACADEMIC RESEARCHERS, SO IT IS
FOR THE COMMUNITY, IT ISN'T ONLY
FOR SOME PEOPLE AND THERE ARE
TOOLS THAT WORKED AND CONTINUE
TO WORK WITHIN COMMUNITIES.
ONE QUESTION EARLIER WHOSE
DISSEMINATION QUESTION OR TOOLS
MATTER?
IS IT WHEN PRESENTED IN A
JOURNAL, WHEN IT'S 3,000 WORDS,
IS IT DISSEMINATION WHEN ONLY A
FEW PEOPLE HEAR OR SEE IT IN A
CONFERENCE OR YOU'RE TELLING
STORIES, USING PODCASTS.
PEOPLE TALKED ABOUT TECHNOLOGY.
IS IT TRUE DISSEMINATION WHEN
THERE'S POETRY OR ART
INSTALLATIONS FROM THE COMMUNITY
BY THE COMMUNITY?
THAT'S WHAT WE ALL NEED TO BEGIN
TO GRAPPLE WITH, THAT A GROUP OF
US ARE TRYING TO ADDRESS BECAUSE
WE KNOW THE COMMUNITY IS HUNGRY
IF WE GIVE THEM THE SPACE TO
COME WHEN WE HAVE A RESEARCH,
SHOULD NOT BE ONLY WHEN THERE'S
A PROBLEM OR YOU GO TO THE
COMMUNITY AND THE ONLY THING
THEY HAVE ARE THE CHALLENGES,
RIGHT?
OR THE THINGS THEY STRUGGLE
WITH, BUT WHAT ABOUT HOPE AND
JOY, SLEEP AND REST, HOW CAN WE
USE THAT TO ENHANCE OVERALL
HEALTH AND WELL-BEING.
THAT'S THE SPACE WE'VE CREATED.
TWICE A YEAR ASK PEOPLE TO SEND
ENTRIES ON A TOPIC, RIGHT NOW
WE'RE DOING THE ENTRIES ON
CANCER, JUST REIMAGINING PUBLIC
HEALTH AS THEY SAW FIT.
AS YOUR ART, YOUR STORIES, YOUR
LETTERS, BECAUSE NOBODY SAYS,
YOU KNOW, PUBLICATIONS SHOULD BE
INTRODUCTION METHODS.
IT COULD BE LETTERS.
IT COULD BE A LETTER YOU WRITE
TO THE COMMUNITY TO GIVE NOT
JUST THE RESULTS BUT THE
STRUGGLES YOU EXPERIENCE ALONG
THE WAY.
THEN HOPEFULLY MAYBE THE HOPE
AND JOY FOR TOMORROW.
SO THAT'S THE SPACE WE'VE
CREATED THAT I HOPE IF ANYONE IS
INTERESTED WOULD LOVE TO SHARE
SOME MORE.
>> YES, PLEASE TO ALL PANELISTS,
IF THERE ARE RESOURCES THAT ARE
AVAILABLE TO ATTENDEES, PUT
THOSE IN THE CHAT.
COMMUNITIES USE TOOLS, AND THEY
ARE HUNGRY, I LIKE THAT COMMENT.
RACHEL, WILL YOU TAKE US THROUGH
YOUR RESPONSE?
>> SURE.
SO, WHEN THINKING ABOUT EXAMPLES
AND TOUCHING ON WHAT'S BEEN SAID
ONE THINK THAT IS IMPORTANT, NOT
ONLY DO YOU NEED TO PLAN WITH
YOUR COMMUNITY PARTNERS, BUT
ONCE YOU'VE CREATED YOUR
MATERIALS AND SENT THEM OUT AND
STARTED TO DISSEMINATE IT'S ALSO
IMPORTANT THAT WE MEMBER CHECK,
DO INDIGENOUS EVALUATION AND LET
YOUR COMMUNITY MEMBERS TELL YOU
IF THE MATERIALS ARE WORKING,
HOW THEY ARE WORKING, WHERE THEY
ARE MISSING, WHICH ARE MISSING,
BECAUSE WHAT WE'VE FOUND THROUGH
COVID WAS CHECKING ON THAT
ALLOWED US TO TWEAK THINGS THAT
WE WEREN'T ANTICIPATING.
SOMETIMES JUST THE STOCK PHOTOS
WERE OFF-PUTTING AND WOULD NOT
HAVE CONSIDERED THAT AS
SOMETHING WE NEEDED TO REMOVE
FROM OUR PRINT AD OR SOMETHING
LIKE THAT.
SO, I THINK THAT'S AN IMPORTANT
APPROACH TO CONSIDER.
AND THEN THINKING THROUGH WITH
YOUR PARTNERS NEW METHODS OF
SHARING.
WE'VE FOUND THERE'S SO MANY
THINGS WE WOULD HAVE NEVER
THOUGHT OF FOR OUR MARSHALLESE
COMMUNITY A RADIO TALK SHOW, A
PHYSICIAN WILL TAKE CALL-IN
QUESTIONS FROM THE COMMUNITY,
DID A LOT OF COVID SHOWS, HE HAS
DONE SEVERAL ON DIABETES,
STARTING TO WORK IN SOME
MATERNAL/CHILD HEALTH THINGS AS
WELL, THAT WAS A NEW AVENUE FOR
US.
ANOTHER THAT IS VERY IMPORTANT
TO OUR PARTICULAR POPULATION IS
THE FACE-TO-FACE MEETINGS
SHARING FOOD, AND WE'RE SPENDING
TIME AND WE'RE ACKNOWLEDGING
IMPORTANT CULTURAL EVENTS.
SO, WHAT WE HAD FOUND WE COULD
PLUG IN TO THOSE AND USE THEM AS
TOWN HALLS TO JUST BRING THE
COMMUNITY UP TO DATE ON WHERE
RESEARCH WAS, WHAT KIND OF
FINDINGS WE WERE ANTICIPATING,
YOU KNOW, WHERE WE WERE HOPING
TO SHARE THESE THINGS BUT IN A
WAY THE COMMUNITY COULD DIGEST
AND UNDERSTAND.
AND IT TAKES TIME.
THAT TAKES MONEY.
AGAIN, THERE'S THAT SENSE OF
WHEN YOU'RE WRITING A PROPOSAL
YOU'VE GOT TO PLAN FROM THE
BEGINNING FOR YOUR DISSEMINATION
PARTNERS, RIGHT?
AND PLAN FOR THESE EXTRA AVENUES
OR EXTRA ACTIVITIES THAT ARE
GOING TO OCCUR, TO MAKE THIS
HAPPEN.
AND SO I THINK IN SOME CASE IF
THERE IS GREATER ENGAGEMENT WITH
D&I RESEARCHERS AND CBPR WE
COULD SEE A PUSH FORWARD IN THE
D&I RESEARCH BECAUSE YOU WOULD
HAVE THOSE COMMUNITY EXPERTS
LIKE HELPING PLUG IN AND MOVE
THAT DISSEMINATION RESEARCH
ALONG.
THANK YOU.
>> CONCRETE RESPONSES.
LISA?
>> VERY EXCITING IDEAS HERE.
I WANT TO BUILD ON WHAT
DISSEMINATION IS REALLY ABOUT AS
WE THINK ABOUT COMPELLING
EXAMPLES AND APPROACHES.
DISSEMINATION IS ABOUT CLOSING
THE GAP, THIS IS A PRACTICAL
PUBLIC ACCOUNTABILITY BACK TO
USING GOVERNMENTAL FUNDS TO
CONDUCT RESEARCH.
WE HAVE TO BUILD IN STRUCTURAL
MECHANISMS FOR ACCOUNTABILITY
AND TRUST IS REALLY ABOUT GIVING
BACK.
YOU BUILD TRUST WHEN THERE'S
RECIPROCITY
WHEN THERE'S REFLECTION IN
CRITICAL THINKING NOT JUST ON
HOW TO USE THE DATA AND HOW TO
TRANSLATE AND DISSEMINATE OUR
RESEARCH FINDINGS BUT HOW TO
CO-CREATE THE RESEARCH DESIGN
AND RESEARCH QUESTIONS THAT
REALLY ARE OF BENEFITS NOT JUST
INDIVIDUAL BENEFITS, CRITICAL
TOUCHED ON RESEARCH AND HUMAN
SUBJECTS BENEFITS.
RESEARCH IS ABOUT CLOSING THE NO
DUE GAP, ADVANCING KNOWLEDGE FOR
SOCIAL CHANGE, CREATING NEW
DISCOVERIES TO IMPROVE
POPULATION HEALTH, AND HEALING.
SO, GIVEN THAT, I WANT TO COVER
A FEW EXAMPLES THAT'S CRITICAL.
THE FIRST STEP IN CLOSING THE NO
DUE GAP IS BUILDING THE PIPELINE
OF RESEARCHERS AND SCHOLARS
ACROSS GENERATIONS, WE HAVE TO
MOVE THAT NEEDLE WHERE
RESEARCHERS ARE WITHIN AND FROM
THE COMMUNITY.
WE'VE REACHED A MARK, RESEARCHES
AND SCHOLARS, WE HAVE THE
PIPELINE TO BE WITHIN AND BY.
WE'RE NOT DOING RESEARCH WITH OR
COMMUNITY-BASED PARTICIPATORY
RESEARCH, BUT RESEARCH BY AND
WITHIN THOSE MOST DISADVANTAGED
BY STRUCTURAL INEQUITIES.
SO WHAT DOES THAT MEAN?
WE TALK ABOUT SCHOLARS OF COLOR,
LGBTQI COMMUNITIES, PERSONS
LIVING WITH DISABILITIES,
PERSONS WITH NEWER IMMIGRATION
STATUS, FIRST GEN, U54s, 80%
SCHOLARS OF COLOR,
INTERSECTIONAL SCHOLARS.
BY NATURE THAT DISSEMINATION ARM
BECOMES MORE INTIMATE.
WE'RE EMBRACING THE WITHIN AND
THE BY.
LET ME GIVE A FEW EXAMPLES OF
THE REASONS WHY WE MUST BUILD
SUSTAINED DISSEMINATION
STRATEGIES.
ACADEMIC INSTITUTIONS, MANY OF
US ARE IN THEM.
AND WE DO DISSEMINATION EYE --
BY PROJECT OR P.I.s, RATHER
THAN WE HAVE THE ABILITY TO USE
FISCAL OVERHEAD, 51 OR 52s% OF
RESOURCES, I'LL GET TO RESOURCES
WITH THE NEXT QUESTION.
WE NEED TO BE ABLE TO SUSTAIN
AND HAVE ARMS, I LAUNCHED WITH
PARTNERS STATEWIDE EQUITY AND
POLICY INSTITUTE.
WE'VE HAD EQUITY CONVERSATIONS
THAT ARE PLACE BASED WHICH WE
BRING IN THE RESEARCH AND THE
DATA FROM OUR SCIENCE WITH
COMMUNITIES AND BY SCHOLARS OF
COLOR IN THESE PLACE-BASED
CONVERSATIONS THAT LAST BETWEEN
HALF DAY AND DAY AND A HALF.
THOSE COULD BE FOCUSED ON
SYSTEMS CHANGE, PROMONTORIES OR
SCHOLARS, COMMUNITY PARTNERS,
NATIVE AMERICAN RESEARCHERS,
AFRICAN AMERICAN RESEARCHERS,
THE POINT IS IT'S THE
DISSEMINATION, SCIENCE OF
DISSEMINATION, FIRST PREMISE IS
REALLY FOCUSING ON WITHIN.
THE OTHER IDEA WE'VE CREATED IS
TO HAVE COMMUNITY SCIENTIFIC
POLICY ADVISORY COMMITTEES.
SO THE OPPORTUNITIES HERE IN
TERMS OF INNOVATIVE APPROACHES
OR EXAMPLES IS AGE-FUNDED
RESEARCH, ALLOWS US TO CREATE A
THIRD AIM.
SOME AIMS CAN BE BUILT AS
COMMUNITY ENGAGEMENT AIM AS PART
OF THE SCOPE OF WORK.
WE CAN WRITE IN NOT JUST A
SCIENTIFIC POLICY ADVISORY
COMMITTEE BUT CIVIC AND
COMMUNITY KNOWLEDGE MAKERS AND
PARTICIPANTS.
YOU MENTIONED IN TERMS OF CAPS.
DISSEMINATION PRODUCTS WE'VE
CREATED DIGITAL STORIES AND
DIGITAL POLICY STORIES NARRATIVE
BY -- PRODUCED BY COMMUNITIES,
EQUITY AND POLICY INSTITUTE IN
ITSELF WAS CREATED AS A
KNOWLEDGE DEMOCRACY
SUSTAINABILITY EFFORT TO BUILD
GOOD EVIDENCE FROM RESEARCH AND
SHARE BACK WITH COMMUNITIES.
I INSTITUTED IT, CO-DESIGNED BY
COMMUNITY PARTNERS, AND
CULMINATED IN HALF DAY OF POLICY
DIALOGUES.
IT TRAINS LOCAL CHAMPIONS,
ACADEMIC RESEARCHERS TO CON DUCT
POLICY ANALYSIS USING RESEARCH
FROM FUNDED STUDIES AND EMPLOYS
DECOLONIZED AND RACIAL JUSTICE
APPROACHES.
IT ALSO IS A UNIQUE TRAINING
THAT ALLOWS COMMUNITY PARTNERS
TO WORK WITH ACADEMICS AND
STUDENTS AND OTHER SCHOLARS AS
WELL AS POLICYMAKERS TO SHOW HOW
EVIDENCE CAN BE TRANSLATED IN
DISSEMINATION INTO THE -- TO
ELECTED OFFED OFFICIALS.
THE OTHER EXAMPLE WE'VE
INSTITUTED HAS BEEN THE POLICY
DIALOGUES.
THOSE DIALOGUES ARE INTENTIONAL
DISCUSSIONS, WE DELIBERATE
EVIDENCE AND WHAT ARE
OPPORTUNITIES AND CO-FACILITATED
BY COMMUNITY PARTNERS AND WE'VE
HAD THEM DURING COVID ONLINE AS
WELL AS IN PERSON.
BUT WHAT ARE THE OPPORTUNITIES
TO USE THE RESEARCH WE'VE BEEN
FINDING TO BE ABLE TO TAKE --
HAVE MORE TAKE-UP OF EVIDENCE
INTO THE POLICYMAKING ARENAS?
WITH OUR CEAL PROJECT, WE'VE
CREATED INFOGRAPHICS, COMMUNITY
PARTNERS REVIEW THE DATA WITH US
AND THEY CO-CREATE THE DATA
STORY BOARDS.
SO THEREFORE INFOGRAPHICS AND
THEN WE TRAIN THEM TO PRESENT
THAT BACK TO THE COMMUNITY, WE
DON'T PRESENT IT BACK.
THEY DO.
ONE EXAMPLE IS THE COMMUNITY
FORMS IN WHICH THE PROMONTORIES
CO-ANALYZE AND CREATE THOSE
STORY BOARDS.
WE DID THIS WITH THE BLACK URBAN
AFRICAN AMERICAN COMMUNITY,
URBAN INDIAN COMMUNITY, AS WELL
AS DANAY CHAPTER AREA IN THE
NAVAJO NATION AND LATINO
COMMUNITY.
WE'RE EXPANDING TO ASIAN
AMERICAN AND LGBTQI.
DATING BACK TO THE '80s PUBLIC
HEALTH DRAWS ON THE COMMUNITIES
OF PRACTICE.
THAT WAS -- THIS WAS CO-CREATED
AS AN OPPORTUNITY FOR
COMMUNITY-BASED ORGANIZATIONS TO
SUSTAIN THEMSELVES AND CO-SHARE
KNOWLEDGE.
WE HAVE A COMMUNITY OF PRACTICE
NETWORK STATEWIDE WITH U54 AND
WAVE PROJECT, OVER 200 PARTNERS,
BUT COMMUNITY IS NEVER STATIC.
IT'S CONSTANTLY CHANGING.
THEREFORE WE'RE CONSTANTLY --
WHO IS NEW?
WHO IS HERE?
WHO IS LEFT?
WHO MOVED OVER TO THIS JOB, WHO
MOVED TO THAT JOB?
IT'S REALLY MAPPING THE PLAYERS,
MAPPING THE PARTNERS, AND
KEEPING THOSE DATABASES UPDATED
AS WELL AS THE RELATIONSHIP
BUILDING THAT HAPPENS WITH OUR
SCHOLARS WITHIN THEIR OWN
COMMUNITIES.
I'LL END THERE BUT I'LL ALSO
POST SOME OF THESE RESOURCES
THAT COULD BE SHARED IN TERMS OF
EXAMPLES.
I JUST AM SO HAPPY TO HEAR OTHER
IDEAS I'VE LEARNED TODAY.
THANK YOU.
>> I WAS GOING TO INVITE YOU TO
PUT THINGS IN THE CHAT.
PLEASE DO SO.
WE'VE GOT FIVE TO NINE MINUTES
LEFT.
I'LL ASK THAT YOU SHARE TWO
POINTS AT MOST JUST SO WE CAN
HEAR FROM EVERYONE AND HAVE
SYLVIA WRAP US UP IF THERE'S
Q&A FROM THE AUDIENCE.
RACHEL, ONE TO TWO KEY POINTS
WHAT RESOURCE IS NEEDED TO BUILD
COMMUNITY DRIVEN EVIDENCE.
>> ONE THING IN TERMS OF THIS
QUESTION THAT CAME TO MIND FOR
ME WAS JUST THE IDEA OF
PROPOSALS THAT -- RFAs THAT
REQUIRE DISSEMINATION PLANNING
IN THE PROPOSAL.
WITH VERY DETAILED ACTIVITIES
AND OUTCOMES YOU'RE GOING TO
MAYBE EVEN EVALUATE, THAT MIGHT
BE THE NEXT REAL GAP THAT COULD
BE MOST USEFUL FOR DISSEMINATION
RESEARCH CENTERED IN COMMUNITIES
IS JUST KIND OF DOING THOSE EVEN
IF THEY ARE EXPERIMENTALLY
DESIGNED STUDIES BUT DOING THOSE
STUDIES THAT ANALYZE AND
EVALUATE THE EFFECT OF THOSE
DIFFERENT SOURCES, DIFFERENT
MESSAGES, AND TARGET AUDIENCES
TO DETERMINE THOSE DETERMINANTS
ON THE UPTAKE OF THE INFORMATION
THAT WE'RE ACTUALLY TRYING TO
SHARE SO I THINK IF WE CAN OFFER
SOME EVIDENCE TO SAY LIKE THIS
KIND OF APPROACH TO TARGETING
YOUR AUDIENCE WITH TAILORED
MESSAGES LEADS TO -- WILL
ENCOURAGE DISSEMINATION WE NEED,
EVEN AT MAYBE THE ACADEMIC
LEVELS IF WE COULD GET TMP
COMMITTEES TO COUNT
DISSEMINATION MATERIALS TOWARDS
YOUR TMP PACKET THAT WOULD ALSO
BE SUPER GREAT.
I'LL STOP THERE.
>> THANK YOU, RACHEL.
CRYSTAL, WHAT ABOUT YOU?
WHAT ONE TO TWO POINTS WOULD YOU
LIKE TO ADD?
>> OH, GOSH.
TWO POINTS I WOULD LIKE TO ADD
WOULD BE TO ENCOURAGE COMMUNITY
MEMBERS IN INSTITUTIONS TO WORK
TOGETHER FOR POLICY CHANGES THAT
ADVANCE RESEARCH SCIENCE, ALSO
IN A MORE POSITIVE WAY TO REALLY
REFLECT DIVERSE WAYS OF
UNDERSTANDING AND LEARNING.
THAT WILL HELP ADDRESS TENSION
IN RELATIONSHIP BETWEEN
COMMUNITIES AND ACADEMICS MORE
INTENTIONALLY BUT CREATING MORE
OF THAT COMMUNITY-CENTERED
COLLABORATIVE APPROACH.
THANK YOU.
>> THANK YOU, CRYSTAL.
REALLY IMPORTANT POINTS.
JULIET?
>> SURE, EARLIER ONE OF MY
QUESTIONS WAS DEFINITION OF THE
DISSEMINATION MATTERS, THOSE OF
ACADEMIA OR THOSE OF COMMUNITY
TO WHICH LISA ASKED WHAT IS
KNOWLEDGE, AND SO I WANT TO
QUICKLY SHARE POETRY, A LINE IN
PARTICULAR OF THE COMMUNION WE
FORGE, FEAST OF ONENESS WE
ENGAGE IN WHEN WE WORK TOGETHER
WITH COMMUNITY.
IT'S MY HOPE THAT THE FUNCTION
OF THE NEXT GENERATION OF
RESEARCH WHEN IT COMES TO
COMMUNITY-DRIVEN STRATEGIES MUST
BE A PROCESS OF DISCOVERY WHERE
WE WORK TOGETHER TO PRODUCE
HUMANE COMMUNITY-DRIVEN TOOLS
GROUNDED IN COMMUNITY-DRIVEN
WAYS, RESOURCES, APPROACHES.
SOME OF US ARE GOING HAVE TO
PUSH BACK THAT THE ONLY TOOLS
THAT EXIST ARE IN ACADEMIC
JOURNALS RATHER THAN WORK WITH
COMMUNITIES TO FIND TOOLS OR
WORK WITH THEM TO IDENTIFY TOOLS
THAT THEY FIND CREATIVE, TOOLS
THAT FOSTER CONNECTION AND FORGE
COMMUNION TOGETHER, ALL VESTED
WHEN IT COMES TO HEALTH, WHY NOT
GIVE THEM THAT SPACE AS WELL.
>> THANK YOU FOR ADDING THAT.
LISA, WHAT POINTS WOULD YOU
ROUND US OUT WITH?
YOU'RE ON MUTE, LISA.
>> OVERARCHING TAKEAWAY AS WE
THINK ABOUT DISSEMINATION
SCIENCE, THAT WE CENTER EQUITY
BEYOND A PRINCIPLE AND CORE
VALUE.
AS A CORE VALUE, WE DO HONOR AND
VALUE DIFFERENT WAYS OF KNOWING
WHAT THE DEEP UNDERSTANDING OF
HISTORICAL CONTEXT OF
INEQUITIES, COLONIZATION,
SLAVERY, AND GENOCIDE IN THE
UNITED STATES.
WE ALSO AS WE THINK ABOUT EQUITY
AS A PROCESS RELATIONSHIP AND
OUTCOME, AS A PROCESS AND
RELATIONSHIP CAN SHIFT POWER
DYNAMICS WITH COMMUNITY AT THE
CENTER BUILDING PIPELINE OF
RESEARCHERS WITHIN COMMUNITIES
TO CONDUCT RESEARCH WITH AND BY
COMMUNITIES, AS A LONG-TERM
GOAL.
WE CAN CENTER THE PROCESS OF
WHAT WE CALL PROCEDURAL JUSTICE,
WE ENGAGE AND BUILD TRUST THAT'S
LONG TERM BY GIVING BACK AND THE
PROCESSES WE TAKE TO CONDUCT
RESEARCH ENGAGES WITH FOLKS
TRADITIONALLY EXCLUDED FROM
RESEARCH ENTERPRISE OR HAVE BEEN
EXPLOITED BY THE RESEARCH
ENTERPRISE.
AS AN OUTCOME THINK ABOUT AT THE
BEGINNING OF A RESEARCH WHEN
WE'RE WRITING A PROPOSAL FOR
LONG TERM, WHAT'S THE BENEFIT
BACK TO COMMUNITIES, WHAT'S THE
ACCOUNTABILITY THAT WE'RE
BUILDING FROM A LONG-TERM
PERSPECTIVE?
AND WHAT'S THE OUTCOME WE'RE
REALLY ACHIEVING WITH THE
RESEARCH WE'RE CONDUCTING?
AND IF THOSE QUESTIONS CAN'T
PRODUCE ANY ANSWERS, THEN WE
HAVE TO RETHINK OUR RESEARCH
ETHICS.
THANK YOU.
>> THANK YOU, LISA.
SYLVIA, YOU'VE GOT THREE TO FOUR
MINUTES TO WRAP THIS UP.
>> THIS HAS BEEN INCREDIBLE.
YOU'VE SHARED SO MUCH RICH
INSIGHTS.
I FEEL LIKE I WANT TO GO BACK TO
THE INITIATED SEE NOTHING QUOTE,
WE HAVE ALL OPENED OUR EYES OVER
THE LAST MANY YEARS.
WHETHER IT'S FROM OUR ORIGINAL
TRAINING TO SEEING THE NUANCES
AND COMPLEXITIES OF THE
SITUATIONS AND COMMUNITIES, AND
THE PEOPLE WE'RE WORKING WITH.
AND I THINK THE MORE WE OPEN OUR
EYES, THE MORE WE'RE AWARE OF
THEIR CENTERING THEM, WHAT THAT
MEANS, HOW THAT CHANGES THE WAIT
WE MEASURE SUCCESS, WHAT DO WE
MEASURE, FOR WHOM, AND I THINK
THOSE ARE ALL SUCH IMPORTANT
QUESTIONS.
I ALWAYS FEMUR LIKE WE CAN'T
SOLVE A PROBLEM UNTIL WE
PROPERLY DIAGNOSIS.
AND I THINK THIS DAY HAS BEEN A
LOT OF IDENTIFICATION OF
CRITICAL PAIN POINTS AND
OPPORTUNITIES.
I GUESS I'LL END WITH THIS,
EVERYBODY IS SHARING THAT
EVERYONE HERE RECOGNIZED THE
IMPORTANCE OF DISSEMINATING OUR
SCIENCE AND RESEARCH AND SCIENCE
OF DISSEMINATION, AND YET IT'S
SO HARD TO DO.
WE STILL CONTINUE TO PUBLISH IN
ARCHIVE AND PubMed, WRITE
THE NEXT PAPER, DISSEMINATION
PLAN, IMPLICATION SECTION
BECAUSE INCENTIVE STRUCTURE IS
NOT QUITE ALIGNED WITH THE
VALUES THAT WE'RE ALL SHARING
HERE.
SO I THINK THE NEXT STEP IS
REALLY THINKING ABOUT ALIGNING
AND ALTERING THE INCENTIVE
STRUCTURE SHOW EVERYTHING WE
SHARE AND JOINTLY VALUE CAN BE
PART OF THE SYSTEM THAT VALUES
THE COMMUNITY, CENTERS THE
COMMUNITY, AND THAT TAKES TIME
AND PATIENCE AND A LOT OF
HUMILITY.
SO I JUST WANT TO THANK EVERYONE
FOR ALL OF YOUR INPUT AND I'D
LIKE TO CLOSE OUT BY TURNING IT
YUKI TO OFFER A FEW CLOSING
REMARKS.
SO THANK YOU.
>> YES, THANK YOU SO MUCH,
SYLVIA.
THANK YOU TO THE PANELISTS AND
MODERATORS.
THE LAST PANEL FOR CLOSING OFF
WITH A THOROUGH NUANCED
DISCUSSION ABOUT THE FUTURE OF
DISSEMINATION SCIENCE RESEARCH
THAT CENTERS COMMUNITIES.
WE APPRECIATE EVERYONE STICKING
AROUND WITH US, I WANT TO EXTEND
MY GRATITUDE, IN THE MEANTIME
TAKE A SECOND TO FILL OUT THE
POST-WORKSHOP EVALUATION IN THE
CHAT, WE WELCOME AND APPRECIATE
YOUR FEEDBACK SO WE CAN CONTINUE
TO IMPROVE FUTURE EVENTS, WITH
THAT I WANT TO THANK OUR
PANELISTS AND SPEAKERS.
THANK YOU, THANK YOU, THANK YOU
FOR TAKING THE TIME AND
PARTICIPATING AND SHARING YOUR
INSIGHTS.
THANK YOU TO THE ATTENDEES
STICKING AROUND, THE MODERATORS,
THE PLANNING AND LOGISTICS
COMMITTEE THAT HELPED MAKE THIS
WORKSHOP A SUCCESS.
AND TODAY WE'VE GAINED SO MUCH
ON WAYS FOR POTENTIAL AND
IMPACTFUL NEXT STEPS, WHETHER
THAT'S INCREASING RESOURCES SUCH
AS FUNDING FOR DISSEMINATION,
LEVERAGING TECHNOLOGY, INVESTING
TIME AND EFFORT TO GET COMMUNITY
BUY-IN AND RECOGNIZING AS OTHERS
HAVE MENTIONED THIS IS MESSY
WORK, THIS IS HARD WORK, BUT
THIS IS ALSO REWARDING WORK.
WE LOOK FORWARD TO UNPACKING AND
DIGESTIVE KEY TAKEAWAYS AND
REMINDER PLEASE REMEMBER THIS
MEETING HAS BEEN RECORDED AND
VIDEOCAST WILL BE AVAILABLE FOR
VIEWING BY THE END OF THE WEEK
IF NOT SOONER.
EXECUTIVE SUMMARY WILL BE POSTED
ONLINE IN A FEW MONTHS.
THANK YOU ALL.
I WANT TO SEE IF DR. MENSAH HAS
LAST-MINUTE THOUGHTS.
ON THAT NOTE, THANK YOU SO MUCH.
HAVE A WONDERFUL EVENING.
TAKE CARE.
FANTASTIC WORK. THANKS EVERYONE.