Learning Objectives: Explain how the use of product descriptions may be beneficial in examining organizational infrastructures
Abstract: As programs evolve, needs of organizational infrastructures change. While using product planning (which traditionally includes delineation of the target audience, context for use, distribution, and content) to develop a local evaluator’s packet, issues pertaining to current organizational infrastructures were raised.
Under the direction of the Texas Department of Health (TDH), an elaborate evaluation infrastructure consisting of eight universities was developed in FY00. During FY02, program emphasis shifted from implementing isolated tobacco control components to achieving comprehensive tobacco control programs. This programmatic shift was not accompanied by shifts in the evaluation infrastructure.
Part of the contractual obligations with the state health department included the need to create an evaluator’s packet for use at the local level. Our approach in addressing this need was to develop a sample product description, followed by open-ended interviews with potential users, i.e. community members, state health department employees, regional health coordinators and University affiliates. Incongruities with the current and needed infrastructure materialized. The process of creating a product description brought these issues to the forefront, and served as a catalyst for local communities and state officials to engage in dialogues regarding the need for change. Insights, tools and lessons learned by researchers working collaboratively with state health departments provided important feedback to TDH and community evaluators.
Product planning proved to be an effective tool to examine current organizational infrastructures, and to achieve consensus as to what is needed for future evaluation infrastructures as the state moves them from pilot regions to state wide initiatives.
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