Direct-to-Consumer Marketing of Evidence-Based Psychological Interventions: Introduction

This chapter explains several direct-to-consumer dissemination and education efforts currently underway. This manuscript highlights the rationale for direct-to-patient dissemination strategies as well as the application of marketing science to dissemination efforts. Direct-to-patient dissemination strategies might also be used in the context of building demand for minimal contact interventions. Social marketing strategies are built on an understanding of the consumer and recognize that behaviour change occurs only when a consumer believes it is in his or her best interest to alter his or her behaviour. In making available such a resource, consumers have the opportunity to “try out” an evidence-based psychological interventions before choosing to enter treatment while simultaneously learning what to look for in a psychological intervention, potentially increasing pull demand for the treatments. Creative and cost-effective strategies must be employed, such as those that increase consumer access to expert-based information, facilitate partnerships with community liaisons, and utilize media and social media tools.