Background: WHO/Europe uses a broad and operational definition of evidence which is 'findings from research and other knowledge that may be useful in decision making in public health and health care'. Time and experience has shown that bridging the gap between 'producers' of evidence and 'users' of evidence continues to be a serious challenge.

Objectives: WHO/Europe feels that it is necessary to move away from the traditional, reactive approach of 'knowledge brokering' to a more pro-active approach better described as 'demand brokering' or 'health intelligence'.

Method: In essence, this approach implies being able to anticipate questions and needs from policy makers and to be able to customize and contextualize answers and advice provided to these questions. At WHO/Europe, the questions and/or requests from policy makers range from requests for raw data, to qualified information and validated evidence. The answers can thus vary greatly in depth and detail and can be prepared within varying lengths of time ranging from 24 hours to two years. The answers may reside within WHO or may be accessed via well functioning networks of experts and partner organizations.

Results and conclusion: Health intelligence allows WHO/Europe to decide where and how to look for the answers. 'Demand' brokers are situated in different places over the organization. They may occupy positions such as disseminators and liaison officers, or just do brokering from the margins of other jobs. They draw out concerns from policy makers and enable the answers to be communicated back in an understandable format.