Management stretegy for the diffusion of innovation: unit dose drug distribution

The concepts of the change agent and opinion leader are explored as means to aid the pharmacists in affecting the diffusion of an innovation such as unit dose. A four-part model which describes one possible management strategy for the diffusion of innovation into the organization is presented. The effect of changes in the environment of hospital pharmacy, which may result in the recognition of performance gaps and thus stimulate the introduction of innovation, is discussed. Aspects of diffusion of an innovation--supplying the appropriate information, the knowledge function; creating a positive attitude toward the implementation of the innovation, the persuasion function; the adoption or rejection of the innovation, the decision function--are explained. The successful diffusion of an innovation requires a conscious management strategy, such as the four-component model discussed in this paper.