The Change Book
A Blueprint for Technology Transfer
by
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Technology Transfer Versus Training
Technology transfer is not simply passing on “how to best get the job done” to others in our field. That is training. Although training is one strategy in the technology transfer “tool box,” too often brief flurries of training alone are thought to be sufficient in bringing about lasting change. The results are usually short-lived alterations in practice followed by discouragement and a return to familiar but less effective ways of doing things.
Technology transfer’s scope is much broader than just training. It involves creating a mechanism by which a desired change is accepted, incorporated and reinforced at all levels of an organization or system. As Barry Brown, PhD, a leading researcher points out, “to produce behavior change, technology transfer strategies must not only develop the cognitive skills needed to implement a new treatment component, but may also have to induce or increase motivation for behavior change, reduce concerns about change generally, and/or about the innovation specifically, and explore organizational issues in adopting new strategies.”
Creating Responsive Systems
When beginning any change initiative, it is important to understand the multitude of factors that influence an agency’s or an individual’s willingness and readiness to change. Before we explore the specific Steps required to bring about and maintain change, we will examine more generally the factors influencing the success of any technology transfer initiative.
Effective technology transfer efforts require change at a variety of levels within the overall alcohol and drug treatment system – including clients, practitioners and agencies. There will be barriers to change at each level and different Strategies required if practices within each level are to change. The challenge, according to Dennis McCarty, PhD, is finding Strategies to promote the adoption of new technology at the client/patient level, the practitioner/clinical level and the program/organizational level. Targets for behavior change can also include the research community and policy makers.
As Thomas Valente, PhD, reminds us, the introduction of practice standards or new innovations can have both positive and negative dimensions. On the plus side, they can improve practice, facilitate interchange and dialogue, standardize protocols and facilitate analysis. However, they can also upset existing procedures, destabilize structures and threaten the status quo.
It is essential that system leaders be prepared to manage an expected level of resistance or tension as change elements are put into place. Specifically, it is important to anticipate attempts at all levels to maintain the status quo. Some individuals may feel threatened or uncomfortable in making changes that destabilize structures and upset existing procedures. If the strategy is sustained and based on proven evidence-based practices, resistance usually dissipates as familiarity with new procedures increases and improved client outcomes are realized.
In addition, the Transtheoretical Model of Change, as presented by Mary Marden Valasquez, PhD, recognizes that organizations and individuals are often in various stages of readiness to change when presented with a technology transfer initiative. She stresses the importance of “marketing” an innovation through Strategies that correspond to each target’s readiness for change.
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About the Book
Since it was first published in 2000, The Change Book has proven to be a landmark document for the addictions treatment and recovery services field. It is the first publication of its kind to outline the multidimensional aspects of instituting change specifically for addiction-related agencies.
Within The Change Book are practical steps towards bringing about and maintaining change. However, change is not easy. Effective technology transfer efforts involve change at a variety of levels within the overall system. The Change Book offers a comprehensive blueprint for change, which will help direct each aspect of the design, development, implementation, evaluation and revision of a technology transfer plan. Factors influencing the success of a technology transfer initiative, effective change strategies, and Principles for successful adoption to occur are addressed.
Today The Change Book is effectively guiding professionals across the country to create sustained change. Its design helps frontline treatment practitioners to implement new treatment modalities within their agencies, as well as government officials in state departments work toward system-wide changes. Although targeted for the addictions treatment and recovery services field, The Change Book has been successful in guiding change within other industries and fields of study.
About the Author
As a nationwide, multidisciplinary resource for addictions treatment and recovery services professionals, the Addiction Technology Transfer Center (ATTC) Network (www.ATTCnetwork.org) serves to:
• Raise awareness of evidence-based and promising treatment and recovery practices,
• Build skills to prepare the workforce in delivering state-of-the-art addictions treatment and recovery services, and
• Change practice by incorporating these new skills into everyday use for the purpose of improving outcomes.
Established in 1993 by the Substance Abuse and Mental Health Services Administration (SAMHSA), the ATTC Network is a national leader in preparing the addictions workforce to deliver effective and culturally sensitive services which lead to long-term recovery. The Network is comprised of 14 Regional Centers and a National Office serving the U.S. states, District of Columbia, Puerto Rico, U.S. Virgin Islands, and Pacific Islands of Guam, American Samoa, Palau, Marshal Islands, Micronesia, and Mariana Islands.
The first edition of The Change Book was the product of a group of professionals representing the ATTC National Office and ATTC Practice Committee, one of seven national committees serving the ATTC Network. The Practice Committee was comprised of individuals from several Regional Centers, the National Office, and selected experts from multiple health and behavioral science disciplines and practice settings.
To enhance the second edition, members of the ATTC Service Improvement Committee collected resources and tools, as well as reviewed content. The National Office staff and associates oversaw the development, organization and design of the new edition to create a user-friendly, cohesive publication benefiting readers.