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Marketing innovations to nurses, Part 1: How people adopt innovations
1Science Program, Rush University, Chicago, USA.
Summary
This article explores marketing strategies to speed up nurse adoption of new healthcare innovations. It applies the Diffusion of Innovation Theory to overcome the lengthy lag time between idea generation and practice implementation.
Area of Science:
- Nursing
- Healthcare Innovation
- Marketing Theory
Background:
- There is a significant delay, ranging from 8 to 30 years, in the adoption of nursing innovations in practice.
- The WOC (Wound, Ostomy, and Continence) nurse role involves implementing new policies and procedures.
- Effective persuasion of colleagues is crucial for the adoption of innovations.
Purpose of the Study:
- To explore marketing techniques that can enhance the adoption of innovations by nurses.
- To provide a theoretical foundation using Everett Rogers' Diffusion of Innovation Theory.
- To illustrate the practical application of innovation adoption theory and marketing principles in nursing.
Main Methods:
- Theoretical grounding in Everett Rogers' Diffusion of Innovation Theory.
- Case study approach using the author's experience introducing a research-based practice innovation.
- Analysis of marketing principles applied to healthcare innovation adoption.
Main Results:
- The study illustrates how marketing principles can be applied to accelerate the adoption of nursing innovations.
- Examples demonstrate the practical relevance of innovation adoption theory in real-world nursing practice.
- The article provides a framework for understanding and overcoming barriers to innovation adoption in nursing.
Conclusions:
- Marketing strategies, grounded in innovation theory, can significantly reduce the lag time for nurse adoption of new practices.
- Understanding the diffusion process is key to successfully implementing research-based innovations.
- This work provides actionable insights for nurse leaders and innovators aiming to improve practice.