Background: Mobility is a critical component of independence for older adults. Through a PCORI-funded trial, the project team demonstrated that the On the Move (OTM) group exercise program both improved mobility in older adults and was more effective than a standard exercise program for improving mobility. Though the project team and others have demonstrated the benefits of improving mobility through exercise, the programs are seldom used outside of the research setting. A fundamental obstacle to successful dissemination and implementation of evidence-based exercise programs is the lack of a systematic approach for marketing and distribution.
Proposed Solution to the Problem: The project team proposes to amplify its dissemination efforts by collaborating with colleagues in the business school to develop and implement a strategic plan to disseminate the On the Move Program to community-based organizations in Southwestern Pennsylvania. The team bases its approach on the PCORI Dissemination & Implementation framework, taking into consideration context, engagement, and evaluation.
Objectives: The overall objective of this dissemination effort is to increase the number of sites offering OTM and the number of older adults participating in OTM. The team will accomplish the overall objective by pursuing the following three aims. Aim 1: Identify all key end users of OTM and determine the best approach to reach each end user. Aim 2: Promote further awareness and adoption of OTM among key end users. Aim 3: Evaluate the success of the team’s dissemination efforts and explore the influence of contextual factors on that success.
Activities: The team will engage key stakeholders through focus groups, structured interviews, and surveys to inform the development of a comprehensive and strategic dissemination plan that takes into consideration contextual factors. The team will implement the dissemination plan in Southwestern Pennsylvania through a series of activations including developing communication materials tailored to each end user, deploying the materials through various channels (social media, print, in-person), and developing an alternative hybrid/virtual OTM instructor training program. Finally, the team will measure awareness and use of OTM among key users. Contextual factors representing constructs from the inner setting domain of the Consolidated Framework for Implementation Research will also be collected to explore why certain dissemination activities work better than others and for whom.
Projected Outcomes and Outputs: The team will evaluate the success of its dissemination efforts by measuring awareness and use of OTM among key users. This project will produce a hybrid/online training course for OTM instructors, informational videos, and other marketing materials such as flyers.
Patient and Stakeholder Engagement Plan: Stakeholders include end users (community-dwelling older adults), providers (OTM instructors), community-based organizations (e.g., senior community centers and YMCAs), and representatives from relevant advocacy organizations (e.g., National Council on Aging, AARP). Stakeholder advisory boards will meet quarterly to provide authentic contributions to the dissemination of OTM.
Project Collaborators: The team will collaborate with colleagues in the business school who are marketing experts. Representatives from key community-based organizations and national advocacy organizations will be members of the project’s stakeholder board.