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[Comment] Public health: real-world network targeting of interventions

Public health interventions rarely introduce health innovations to every individual in a population all at once. Rather, practitioners target some people for early adoption, hoping that the innovation will spread by word of mouth through social networks. Selection of optimum targets for health interventions in social networks is difficult, because little is known about the spread of health innovations in real-world social networks.1 In The Lancet, David Kim and colleagues2 deliver the first randomised comparison of multiple network-targeting strategies to promote the spread of health innovations in real-world face-to-face social networks.