2021
DOI: 10.1186/s13012-021-01168-2
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Market viability: a neglected concept in implementation science

Abstract: This debate paper asserts that implementation science needs to incorporate a key concept from entrepreneurship—market demand—and demonstrates how assessing an innovation’s potential market viability might advance the pace and success of innovation adoption and sustainment. We describe key concepts, language distinctions, and questions that entrepreneurs pose to implementation scientists—many of which implementation scientists appear ill-equipped to answer. The paper concludes with recommendations about how con… Show more

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Cited by 13 publications
(12 citation statements)
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“…Innovative designs promise research efficiencies and faster implementation (Glasgow et al, 2012 ). Frameworks such as Designing for Accelerated Translation (DART) (Ramsey et al, 2019 ) and methodological advances such as hybrid designs, user-centered designs, rapid ethnography, and market viability assessment (Curran et al, 2012 ; Hamilton & Finley, 2019 ; Proctor, McKay, et al, 2021 ; Proctor, Toker, et al, 2021 ) can shorten time from idea to implementation (Vindrola-Padros et al, 2021 ). We view iterative and concurrent approaches to evidence generation and implementation as practical, representative of real-world needs, and useful in accelerating time-to-benefit.…”
Section: Speed Limit Guidancementioning
confidence: 99%
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“…Innovative designs promise research efficiencies and faster implementation (Glasgow et al, 2012 ). Frameworks such as Designing for Accelerated Translation (DART) (Ramsey et al, 2019 ) and methodological advances such as hybrid designs, user-centered designs, rapid ethnography, and market viability assessment (Curran et al, 2012 ; Hamilton & Finley, 2019 ; Proctor, McKay, et al, 2021 ; Proctor, Toker, et al, 2021 ) can shorten time from idea to implementation (Vindrola-Padros et al, 2021 ). We view iterative and concurrent approaches to evidence generation and implementation as practical, representative of real-world needs, and useful in accelerating time-to-benefit.…”
Section: Speed Limit Guidancementioning
confidence: 99%
“…Risk tolerance is dynamic and likely varies across stakeholders of any human service system undergoing change. While personality traits of providers and system leaders can remain stable, an entrepreneurial lens suggests that risk tolerance can increase with experience and support (Proctor, McKay, et al, 2021 ; Proctor, Toker, et al, 2021 ). Likewise, organizational climate, culture, infrastructure, and experience with innovation adoption vary and are malleable (Glisson, 2007 ), although individuals may adopt change faster than systems (Klein & Kozlowski, 2000 ).…”
Section: A Research Agenda On Speedmentioning
confidence: 99%
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“…This is an area in its infancy, especially with respect to conceptualizing health service providers as consumers (Dopp et al, 2020 ). Virtually no work has considered the importance of leveraging known marketing principles to support uptake of evidence-based interventions among clinicians (Proctor et al, 2021 ).…”
Section: Why Rebrand Exposure?mentioning
confidence: 99%
“…The current “exposure” nomenclature thus evokes an identity that is inconsistent with its mission to improve the lives and well-being of those with anxiety and related disorders. Clinician concerns (and arguably, misconceptions) about exposure persist even though it has a remarkably high degree of objective market viability and appeal (Proctor et al, 2021 ). From a marketing perspective, exposure is a well-defined intervention with strong support for its effectiveness and a clearly defined adopter group (i.e., clinicians).…”
Section: Why Rebrand Exposure?mentioning
confidence: 99%