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Accelerating acceptance.
1Christiana Care Health System, Delaware, USA. sdecherney@christianacare.org
Physician Executive
|May 2, 2000
Summary
Understanding innovation adoption dynamics is key for physician executives. Identifying and engaging innovators and early adopters can accelerate the acceptance of new healthcare technologies and practices.
Area of Science:
- Healthcare Management
- Innovation Adoption
- Organizational Behavior
Background:
- Innovation success often hinges on implementation, not just inherent improvements.
- Physician executives need to understand adoption dynamics to influence change effectively.
Purpose of the Study:
- To elucidate the distinct categories of innovation adopters.
- To provide strategies for physician executives to accelerate the adoption of innovations within healthcare organizations.
Main Methods:
- Categorization of adopters based on their propensity to embrace innovation.
- Analysis of adopter personality traits and their influence on adoption rates.
Main Results:
- Identified five adopter categories: innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%), and laggards (16%).
- Highlighted the role of opinion leaders, particularly early adopters and the early majority, in driving widespread adoption.
- Emphasized that tangible results from new practices are crucial for convincing the majority of adopters.
Conclusions:
- Leveraging innovators and early adopters is critical for initiating change.
- Engaging the early majority, who act as opinion leaders, is essential for achieving critical mass.
- Successful innovation implementation relies on understanding and strategically engaging different adopter groups.