Introduction
In the realm of adolescent substance use disorders (ASUDs), the gap between those who need treatment and those who actually receive it is alarmingly wide. According to research, fewer than one in ten adolescents with ASUDs receive specialty treatment, and even fewer benefit from evidence-based practices (EBPs). This blog explores a groundbreaking study that evaluates the potential of direct-to-consumer (DTC) marketing to bridge this gap by increasing demand for EBPs among parents of adolescents with substance use disorders.
The Research Framework
The study titled "Evaluating whether direct-to-consumer marketing can increase demand for evidence-based practice among parents of adolescents with substance use disorders: rationale and protocol" employs a mixed-methods design across three phases. The research aims to adapt a well-established marketing framework, the Marketing Mix, and measure perceived service quality (PSQ) to develop effective DTC marketing strategies.
Phase 1: Formative Qualitative Research
In this initial phase, the study conducts focus groups and interviews with parents and adolescents to evaluate and adapt the Marketing Mix framework and PSQ measure. The goal is to understand how parents define a quality service experience and what attributes are most important to them when seeking treatment for their adolescents.
Phase 2: Targeted Survey
The second phase involves a web-based survey targeting parents of ASUDs. This survey aims to establish the psychometric properties of the PSQ measure and to understand parents' marketing preferences. The survey will also gather data on parents' preferences for different marketing messages, using the adapted Marketing Mix framework.
Phase 3: Randomized Controlled Trial
The final phase is a two-group randomized controlled trial that compares the effectiveness of targeted marketing messages versus standard clinical information. Key outcomes include parents' ratings of PSQ, behavioral intentions to seek out information about EBPs, and actual information-seeking behavior.
Implications for Practitioners
For practitioners in the field of speech-language pathology and behavioral health, this study offers valuable insights into how DTC marketing can be leveraged to increase the demand for EBPs. By understanding the preferences and perceptions of parents, practitioners can tailor their communication strategies to better meet the needs of their target audience.
- Adopt the Marketing Mix framework to develop targeted marketing messages that resonate with parents.
- Utilize the PSQ measure to assess and improve service quality, ensuring that it aligns with parental expectations.
- Engage in continuous research to refine marketing strategies and enhance the effectiveness of EBPs.
Conclusion
The study's findings have the potential to revolutionize how EBPs are marketed and delivered to parents of adolescents with substance use disorders. By adopting a DTC marketing approach, practitioners can not only increase awareness of EBPs but also empower parents to actively seek out these effective treatments. The integration of marketing science into behavioral health practices promises to create better outcomes for adolescents struggling with substance use disorders.
To read the original research paper, please follow this link: Evaluating whether direct-to-consumer marketing can increase demand for evidence-based practice among parents of adolescents with substance use disorders: rationale and protocol.
