SECTION 4 Public Health and health practitioners to identify and address the health concepts. Next, early adopters will try out innovations, fol needs of these communities. For these groups, as well as lowed by members of the early majority and late majority. for building community capacity in general, various par Laggards are the last to accept an innovation. Consequently, ticipatory research methods have been proposed. Parti innovations need to be marketed initially to innovators cipatory efforts combine community capacity-building and early adopters, then need to address each segment in strategies with research to bridge the gap between the sequence. The relevant population segments are generall knowledge produced and its translation into interventions referred to as innovators 2.5% of the overall population) and policies early adopters(13.5%), early majority(34%), late majority Participatory action research(PAR)and communit (34%), and laggards(16%). based participatory research( CBPR)are two participatory The speed of adoption by any group depends on research approaches that have gained increasing popularity ceived characteristics of the innovations themselves. since the late 1980s. Both PAR and CBPR conceptualize advantage, the degree to which an innovation is perceived ommunity members and researchers working together to as being better than the idea it supersedes, is a consequence generate hypotheses, conduct research, take action, and learn of the following ogether. PAR focuses on the researcher's direct action within a participatory community and aims to improve Compatibility, the degree to which an innovation the performance quality of the community or an area of eived to be consistent with the existing values, current concern. In contrast, CBPR strives for an action-oriented processes, past experiences, and needs of potential pproach to research as an equal partnership between tradi tionally trained experts and members of a community. The a Low complexity, the degree to which an innovation is per- ommunity members are partners in the research, not sub ceived as easy to use cts. Both approaches give voice to disadvantaged com a Trialability, the opportunity to experiment with the inno munities and increase their control ar vation on a limited basis community improvement activities. d a Observability, the degree to which the results of an inno- vation are visible to others The guidelines for participatory research in health promotion describe seven stages in participation, from passive or no participation to self-mobilization. For both I. Social Marketing in Public Health goals and methods determined collaboratively, and Social marketing is typically defined as a program-planning findings and knowledge are disseminated to all partners. process that applies commercial marketing concepts and Participatory research is more difficult to execute because techniques to promote behavior change in a target audience. of greater time demands and challenges in complying Social marketing has also been used to analyze the social with external funding requirements. For example, if consequences of commercial marketing policies and activi actions require a negotiated process with the community, ties, such as monitoring the effects of the tobacco and food they may divert from a project plan previously submitted industries'marketing practices. As in commercial market- to a funder ing, social marketing depends on the following: Engaging the community in research efforts is essential in Audience segmentation. Dividing markets into small seg- translating research into practice. However, there are still large gaps in translating conclusions from well-conducted ments based on sociodemographic, cultural, or behav randomized trials into community practice. The Multisite ral characteristics anslational Community Trial is a research tool designed to bridge the gap. This trial type explores what is needed to address specific cognitive and behavioral patterns as well make results from trials workable and effective in real-world individual demographic characteristics. Therefore, tai settings and is particularly suited to practice-based research lored materials are more precise, but also more limited in such as the pre population reach and more expensive. For example, the CDCs VERB campaign(It's what you do")specially pro moted the benefits of daily physical activity to children 9to13 C. Diffusion of Innovations Theory Branding. Public health branding is the application of com To be successful, a community strategy needs to be dissemi mercial branding strategies to promote health behavior nated. Successful dissemination is called diffusion. Diffusion change. For example, a study recruited highly regarded of innovations(DOI) theory is characterized by four ele peers to make condom use"cool"among a group of men ments: innovations, communication channels, social systems t risk for hur (HIV) infec the individuals who adopt the innovation), and diffus ime. The DOI literature is replete with examples of success- Marketing mix. Addressing the four Ps of marketing ful diffusion of health behaviors and programs, including (product, price, place, promotion) and redefining them condom use, smoking cessation, and use of new tests and for social marketing(see next) echnologies by health practitioners. Although DOI theory can be applied to behaviors, it is most closely associated with inclue devices or products benefits that go with it. Price is an exchange of benefits and Groups are segmented by the speed with which they will costs and refers to barriers or costs involved in adopting the adopt innovations. Innovators are eager to embrace new behavior (e. g, money, time, effort), Place (making new