Marketing innovations to nurses, Part 1: How people adopt innovations

This article is the first in a two-part series that explores marketing techniques to enhance nurse's adoption of innovations in practice. Introducing new policies and procedures and persuading colleagues to implement them constitute an important part of the WOC nurse role. Nursing research reveals a lag of 8 to 30 years between the time new ideas are generated and nurses use them in practice. This article presents a theoretic grounding based on the Everett Rogers Diffusion of innovation Theory and uses the author's experiences introducing a research-based practice innovation to illustrate concrete and practice-relevant examples of innovation adoption theory and marketing principles in action.