7Workshop

to guideline development and a summary of guideline imple-mentation research, theories of change, and specific examples.Participants will be invited to break into smaller groups and tofocus on what can be done during the guideline developmentprocess to increase the likelihood of implementation. Partici-pants will be asked to explore factors such as those identifiedin GLIA but will also be encouraged to focus on other possiblestrategies such as:● Collaborative and participatory approaches to guideline

development● Greater involvement of end users at different stages of the

development process● Post-implementation review of guideline developmentTARGET AUDIENCE(S):

1. Health professionals2. Clinical researcher3. Guideline developer4. Guideline implementer5. Developer of guideline-based products6. Quality improvement manager/facilitator7. Allied health professionals8. Consumers and patients representatives9. Nurses

W12– Getting to the heart of guideline

implementation using social marketing approaches

Catherine Marshall (Independent Guideline Adviser,Waipukurau, Central Hawkes Bay, New Zealand);Marama Parore (NZ Pharmaceutical ManagementAgency, Wellington, New Zealand)

PRIMARY TRACK: Guideline implementationSECONDARY TRACK: Incorporating guidelines into healthcare systemsBACKGROUND (INTRODUCTION): Social marketingefforts in both domestic and international settings have beensuccessful at improving the lives and health status of targetedindividuals and communities. (Thackeray R, Neiger BL. Useof social marketing to develop culturally innovative diabetesinterventions. Diabetes Spectr 2003;16:15-20).

Most existing guideline implementation methodologies rec-ognize the importance of motivation for change – practicingand challenging the acceptance and beliefs of health care work-ers and consumers. However, there has never been a cleardescription of how to conquer these barriers. To date, manyguideline agencies have focused on the delivery of a range ofproducts – such as education interventions, reminder systems,clinical audit and feedback, and patient-mediated interven-tions. This workshop builds on work undertaken in New Zea-land in 2009 to implement a revised cardiovascular guidelineshandbook for primary care practitioners, and discusses how totake a fresh look at how to deliver recommendations to those

at highest health need. The workshop explores how social

marketing techniques were incorporated into the implementa-tion program with the result that the program gained wide-spread support from health care practitioners, and created hugedemand and interest from consumer groups. The workshopalso explores ways to actively engage with indigenous peoplesand vulnerable communities who are marginalized from main-stream services yet have the highest health need.LEARNING OBJECTIVES (TRAINING GOALS):

1. Introducing social marketing as a paradigm for imple-menting guidelines.

2. Demonstrating how authentic consumer participation inguideline implementation is powerful and influential.

3. Proactive planning of guideline implementation.DESCRIPTION: Case studies from a New Zealand cardio-vascular guideline implementation project will be used to in-troduce interactive exercises. Participants will take part in aninteractive workshop experience that provides opportunitiesfor them to incorporate social marketing techniques into theirguideline implementation projects.TARGET AUDIENCE(S):

1. Guideline implementer2. Developer of guideline-based products3. Quality improvement manager/facilitator4. Health care policy analyst/policy-maker5. Health insurance payers and purchasers6. Allied health professionals7. Consumers and patients representatives8. Nurses

W13– Primary prevention in primary care: Avoid

recreating the wheel

Jess Rogers, BA (Centre for Effective Practice,Toronto, Ontario, Canada); Kelly Lang-Robertson, MA(Centre for Effective Practice, Toronto, Ontario,Canada); Stephanie Bell, MSc (Centre for EffectivePractice, Toronto, Ontario, Canada); Eva Grunfeld, MD(University of Toronto, Toronto, Ontario, Canada);Donna Manca, MD (University of Alberta, Edmonton,Alberta, Canada); Denise Campbell-Scherer, MD(University of Alberta, Edmonton, Alberta, Canada)

PRIMARY TRACK: Guideline implementationSECONDARY TRACK: Incorporating guidelines into healthcare systemsBACKGROUND (INTRODUCTION): The BETTER(Building on Existing Tools to Improve Chronic Disease Pre-vention and Screening in Family Practice) project aims toimprove chronic disease prevention and screening for heartdisease, diabetes, and cancer, including lifestyle factors.LEARNING OBJECTIVES (TRAINING GOALS):

1. Explore process barriers and facilitators in developing

indicators and selecting tools.