Roundtable defined two stages of translational research. The first, from bench to bedside or clinic (Tl), utilizes knowledge from the basic sciences to produce new drugs, devices, and treatment options for patients. Tl requires a wide array of partnerships, especially as disease burden has shifted from acute conditions to coordinated management of chronic conditions of ambulatory patients in the community. The second (T2) is the translation of results from clinical studies into everyday clinical practice and decision making. Changing behaviors, helping patients make informed choices, providing reminders and creating point-of-decision support tools, and many other forms of communications outreach to achieve translation of results represent the diffusion-of-innovation activities that have been at the heart of medical advertising since its inception. Readers from the medical advertising community will recognize this description of the T2 enterprise as requiring mastery of the implementation science of fielding and evaluating interventions in real- world settings, drawing upon such disciplines as demographics, clinical epidemiology, communication theory, decision analysis, organizational theory, marketing, system redesign, survey research, and informatics. How the medical advertising and communications sector facilitates Tl and T2 translational research and improvements in healthcare will depend on four additional areas of research: clinical, multidisciplinary, prevention, and health services. Clinical Research For at least 30 years NIH directors have lamented the decline in the numbers of physician-scientists and in the proportion of research based on studies of patients and
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