Beyond Myalgic Encephalomyelitis/Chronic Fatigue Syndrome Redefining an Illness (2015) / Chapter Skim
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8 Dissemination Strategy
8 Dissemination Strategy
Pages 231-248
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CONTEXT Prior to the implementation of any dissemination strategy, it is important to examine the internal and external environments that can influence the strategy -- both positively and negatively. The internal environment 231
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websites because of the relatively rare use of this term until 2011, when U.S. federal agencies began using the term "ME/CFS." • HHS also has existing ties to many ME/CFS opinion leaders and advocates through its Chronic Fatigue Syndrome Advisory Committee and CDC's Chronic Fatigue Syndrome (CFS)
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to support and share information with patients with ME/CFS and their care providers. As dissemination activities are planned, however, it is also important to recognize the various external environmental factors that may present challenges to dissemination efforts.
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It is also important to note that, as discussed in Chapter 7, the diagnostic label "chronic fatigue syndrome" is viewed negatively by the majority of patients (Jason et al., 2004)
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STRATEGIC CHOICES Strategic choices that will inform the dissemination strategy relate to both audiences and messaging. Audiences To accomplish the task of disseminating the new diagnostic criteria for SEID nationwide to health care providers, multiple audiences will need to be included in the dissemination effort.
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. Additional Care Providers While PCPs should be the primary target audience of the dissemination strategy, PCPs frequently will consult with specialists when making a diagnosis of SEID.
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Professional Societies Studies have found that professional societies rank among health care providers' top sources for new information. As such, they are an important audience for HHS's efforts to reach out to and educate and influence health care providers.
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. Messaging The messaging that is part of the dissemination strategy needs to support the objective of increasing awareness that SEID is a serious, chronic, complex, and multisystem medical condition, and that knowledge and use of the new diagnostic criteria will enable patients with SEID to receive an accurate diagnosis in a timely manner.
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HHS will need to communicate that all of these patients should still receive appropriate care. DISSEMINATION ACTIVITIES Strategic dissemination is vital for developing awareness of and familiarity with the new diagnostic criteria.
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. As resources allow, HHS should pursue sharing information at additional medical meetings that reach not just PCPs but also the additional health care providers previously identified.
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In addition to the aforementioned national meetings, large professional societies typically have available multiple channels of communication, such as websites, newsletters, and educational programming, to allow for the sharing of information with their members. HHS should seek opportunities to collaborate with these professional societies in the distribution of the new diagnostic criteria and terminology.
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. Targeted mass media outlets, including but not limited to broadcast, print, and online outlets, should be the focus of HHS efforts to share information about and obtain positive coverage of the new diagnostic criteria.
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Social Media Outreach Research has shown that social media applications may be an efficient and effective way for health care providers to keep up to date and to share newly acquired medical knowledge with other providers, thereby improving the quality of patient care (McGowan et al., 2012)
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It is important that the identified opinion leaders be thoroughly briefed on the new diagnostic criteria and terminology and be provided with approved talking points to help ensure consistent messaging. Patient-Directed Interventions Patients are increasingly seeking out health information, especially from the Internet, in addition to seeking help from health care providers (Diaz et al., 2002)
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HHS should work to update CDC's current continuing medical education course Diagnosis and Management of Chronic Fatigue Syndrome (http://www.cdc.gov/cfs/education/diagnosis/index.html [accessed January 14, 2015]
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U.S. healthcare providers' knowledge, attitudes, beliefs, and perceptions concerning chronic fatigue syndrome.
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2003. Comparing symptoms of chronic fatigue syndrome in a community-based versus tertiary care sample.
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2004. Factors influencing the diagnosis of chronic fatigue syndrome.
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