Effective dissemination strategies.

Dissemination of research findings or other key messages is increasingly acknowledged as a vital yet complex process. In this paper, Philip Scullion sets out to explore and disentangle some of these complexities, examine examples of successful dissemination strategies and provide valuable insights. It is argued that the process of dissemination needs to be afforded greater emphasis by project-funding bodies, research supervisors, researchers, and those responsible for implementing changes in clinical practice. Important initiatives are acknowledged before the concept of dissemination is explored. The source, message, medium and target groups, all key elements in the dissemination process, are then examined. It is argued that dissemination needs to be carefully considered at the design stage of research projects in relation to each of these elements. This paper concludes that the current commitment to research and evidence-based practice will have limited impact on patient care until a similar commitment to dissemination is evident at both corporate and individual levels.