Rogers's theory of diffusion of innovations in healthcare

Roger's Theory Of Diffusion Of Innovations:

Applying the model to healthcare

One of the challenges of making change take hold in a healthcare environment is staff resistance: it is not enough to merely know that a certain practice is helpful; it is also vitally important to ensure that staff members are motivated to put the change into action. Initially designed to be applied to marketing and corporate activities, "Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system" ("Diffusion of innovation theory" 2013). Rogers proposed that there are effectively five classes or types of individuals involved in spreading a particular idea through a social system. Innovators are eager to embrace new ideas for the sake of novelty itself. Early adopters are flexible and are willing to change if the change seems likely to be beneficial. The early majority are not opinion leaders but are willing to change after they see evidence that the innovation works, followed by the late majority which are willing only to change after it seems as though the change is positive and likely to stick, followed finally by laggards to resist change until it is impossible to do otherwise.

Given that the vast majority of evidence-based research suggests that when patients use sterilized catheters that there is a notable reduction in the prevalence of MRSA, according to Roger's theory, it would be best to first to get innovators on board to set an example of the positive aspects of this change. This would include people who are eager to embrace changes in practice and who are very intellectually curious. To appeal to early adopters, innovators would set the tone of the persuasive appeal with their embrace of the efficacy followed by "how-to manuals and information sheets on implementation" to show people how to adopt the new change ("Diffusion of innovation theory" 2013). Common sense wisdom about the increased use of sterilization techniques would be persuasive to this population. In contrast, the early majority might need more evidence-based research to persuade them of the need for change as "they typically need to see evidence that the innovation works before they are willing to adopt it. Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness" ("Diffusion of innovation theory" 2013). The innovators must be prepared for some resistance from the late majority made up of "people are skeptical of change, and will only adopt an innovation after it has been tried by the majority. Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully" ("Diffusion of innovation theory" 2013).