Lessard Consulting
Risk Management and
Communication Solutions
Communication Solutions
Diffusion of Innovation
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The dynamics that govern the adoption (or lack of adoption) of new
technologies, products or services are complex. Understanding the
principles of diffusion of innovation will position your organization to
mitigate environmental barriers and optimize environmental
opportunities.
The diffusion of innovation (DOI) theory was established and made
popular by Everett Rogers in the early 1950s. DOI theory explains
why some innovations are adopted and spread while others are
ignored. DOI is defined as, “the process by which an innovation is
communicated through certain channels over time among the
members of a social system.”. DOI principles are being used in the
health care field to change the pace of adopting new ideas. Most
notably, the California HealthCare Foundation is applying DOI
principles to technological advances in the practice of medicine.
The initial DOI application in the health care field is also the most
influential and considered a milestone. Tetracycline was introduced
and diffused at a more rapid rate than competitor antibiotics because
Pfizer drug company retained communication professors at Columbia
University to apply DOI principles to the marketing of the new drug.
The four main elements in DOI are the innovation, the communication
channels, time and the social system (context). There are ten critical
dynamics that determine an innovation’s rate of adoption. Lessard
and Associates, LLC combine these ten dynamics with the three circle
analysis and provide broad-stroke enterprise risk management
applications.
technologies, products or services are complex. Understanding the
principles of diffusion of innovation will position your organization to
mitigate environmental barriers and optimize environmental
opportunities.
The diffusion of innovation (DOI) theory was established and made
popular by Everett Rogers in the early 1950s. DOI theory explains
why some innovations are adopted and spread while others are
ignored. DOI is defined as, “the process by which an innovation is
communicated through certain channels over time among the
members of a social system.”. DOI principles are being used in the
health care field to change the pace of adopting new ideas. Most
notably, the California HealthCare Foundation is applying DOI
principles to technological advances in the practice of medicine.
The initial DOI application in the health care field is also the most
influential and considered a milestone. Tetracycline was introduced
and diffused at a more rapid rate than competitor antibiotics because
Pfizer drug company retained communication professors at Columbia
University to apply DOI principles to the marketing of the new drug.
The four main elements in DOI are the innovation, the communication
channels, time and the social system (context). There are ten critical
dynamics that determine an innovation’s rate of adoption. Lessard
and Associates, LLC combine these ten dynamics with the three circle
analysis and provide broad-stroke enterprise risk management
applications.