Evidence for and Implementation of Academic Detailing

Academic detailing is a widely practiced and proven intervention for supporting behavior change by health professionals and enhancing health care. It draws on principles of social marketing, adult learning, social cognitive theory, the trans-theoretical model of change and diffusion of innovation. Studies and meta-analyses have consistently reported effectiveness for academic detailing in prescribing programs. It has also been used successfully in a range of other contexts, including for diagnostic tests, immunization and public health programs. The components of an academic detailing program extend far beyond the visible detailing encounter itself. These include: collating and synthesizing the evidence to support a change in practice; understanding the motivation for the current practice and barriers to change; designing the program to not only support the change but to meet additional needs of participants; designing attractive and useful resources to support the visit; and developing clear objectives and key messages. Academic detailing is a cost-effective intervention in many situations, understanding when, how, why and in what contexts will be important for future evaluation of academic detailing services.