Making Research Findings Actionable: A Quick Reference to Communicating Health Information for Decision-Making

This MEASURE Evaluation document provides a quick reference of suggested communication approaches for health researchers and monitoring and evaluation (M&E) professionals in order to facilitate stakeholders' use of health information for decision-making.

As stated here, a growing body of literature demonstrates stakeholders’ limited use of health information for decision-making, partly due to a communication gap caused by any of the following: information not disseminated or available to stakeholders who need to be informed; information not presented using a method or format appropriate for a particular audience; or research findings and other data presented using technical jargon that can be too scientific and difficult to understand. "In general, improving stakeholders’ use of health information requires that it is available, accessible, relevant, and useful."

Developing a communication strategy begins during the research planning phase rather than immediately prior to dissemination of results. When developing a communication strategy, the document suggests "four essential questions", which follow, accompanied by guidance and tips:

1. What are the objectives of the communication strategy?
   
2. Who are the intended audiences?
   
   The following questions can guide which stakeholders to target for information dissemination [Source references removed by editor]:
   • "Who will benefit from the data, and what questions are they seeking to answer?
   • Who has influence and resources that can support this project?
   • Who needs to be targeted to get the data into action?
   • Who will be directly or indirectly affected by the outcome of this initiative?
   • Who will support our plan? Who will oppose it? Why? How do we deal with it?
   • How can we best leverage their insights or assuage their objections?"

   
   Some universal content guidance can be applied to all audiences: 1) clear; 2) concise; 3) practical; and 4) actionable.

3. What are appropriate channels of communication?
   
   Key messages and the channels used to communicate them should be tailored to suit differences in the following audiences: politicians and government officials, programme managers, private sector, mass media, donors/funders, academic researchers, international agencies/organisations, civil society, non-governmental organisations (NGOs), and professional associations. Tips are given for creating for three types of communication: Tips for Writing a Press Release; Tips for an Effective Policy Brief; and Tips for Developing a Brochure.
   
   Suggested communication methods for each stakeholder group are the following:
   
   Politicians and government officials
   • dissemination workshops
   • face-to-face meetings
   • policy forums
   • policy briefs, brochures, and executive summaries
   • public websites

   Programme managers

   • monthly or quarterly reports
   • summary reports
   • executive summaries
   • audiovisual presentations

   Civil society, NGOs, and professional associations

   • fact sheets
   • brochures and other handouts
   • audiovisual presentations

   Private-sector

   • fact sheets
   • audiovisual presentations

   General public

   • magazines
   • newspapers
   • press releases
   • radio
   • television
   • web-based media

   Donors/funders

   • full research report
   • audiovisual presentation

   Academic researchers and international agencies/organisations

   • peer-reviewed article
   • research databases
   • oral and poster presentations
   • CD-ROM
   • websites

   
   

4. How will you assess information use? The following questions can help determine whether the expected outcomes were achieved:
   • Was the information used by the intended audience?
   • How was it used, e.g., policy, advocacy, planning, or programmatic decision-making?
   • If the research information was not used, what were the barriers to use, e.g., availability, accessibility, relevance, and/ or usefulness?

   
   Different assessment methods include:

   • An information use log keeps track of feedback from stakeholders, the news stories reported and articles written, and the number of times research has been cited in the academic literature.
   • A formal survey conducted with a sample of stakeholders from the intended audiences provides feedback. Questionnaires can be sent via email six months and one year after a dissemination event, or clients attending a family planning clinic can be asked to complete a survey regarding improvements in the quality of care.
   • A series of key informant interviews with stakeholders at various levels of the health system can be held.