Human Health
“New Product Launch – Diffusion of Innovations” Overcoming Barriers and Enacting Permissions to Enhance Health-related Genomic Testing Adoption in Two First Nations Communities and the Broader Population
SOC014- Project Leaders: Russell Currie, Jenny Twyford
- Institutions: Thompson Rivers University (TRU)
- Budget: $250000
- Program/Competition: Societal Issues Competition
- Genome Centre(s): Genome British Columbia
- Fiscal Year: 2025
- Status: Active
Simply promoting new medical tests by relying on the message “science says this is good for you” approach often fails to persuade everyone. This project will test promotions based on the “New Product Launch—Diffusion of Innovations” marketing strategy with a goal to increase the adoption of genomic testing (GT) in underserved populations in British Columbia.
In collaboration with Heskw’en'scutxe Health Services Society (HHSS) and the Public Health Association of BC (PHABC), this project will begin with qualitative and quantitative research to explore the social, cultural and behavioural factors influencing GT adoption. Based on these findings, a strategic marketing GT pilot program will be developed and tested, tailored specifically for HHSS members and delivered through the HHSS Centre.
This initiative builds on an established relationship between the researchers and HHSS, developed through advocacy with BC and First Nations Health Authorities and the Centre’s accreditation process. This project adheres to First Nations OCAP® principles, ensuring community control over data. It also addresses sensitive issues such as the retention and sharing of GT results, guided by the Nagoya Protocol (2010) on access and benefit-sharing.
The project aims to increase GT uptake among HHSS members and to create a marketing framework that can be adapted for other First Nations communities and the broader BC population, promoting more equitable access to personalized healthcare.
