I do find the theoretical and conceptual frameworks difficult to differentiate in the design of Dissemination and Implementation studies. I also find it difficult to choose between for example RE-AIM and CFIR.
I suppose it depends on your research objectives. If your evaluation is based on behaviour change then a behavioural change model or framework will be suitable.
However, if your evaluation is at structural and organisational levels then other conceptual models or framework could be considered (for that I suggest Chen conceptual framework of programme theory or other TBEs).