The Rise and Fall of Health

Innovations:
Using Diffusion of Innovations Theory to Guide the Way

INT D 690
University of Alberta
Cheryl Van Vliet-Brown, Lisa Garland Baird
Tracy Oosterbroek, Patrice Drake

Objectives

Provide rationale for use of DI theory

within health context

Describe attributes, adoption curves and

adopter characteristics of two health
innovations
o
o

Umbilical Cord Care

ASCT for Women with MBC

Highlight key elements of DI theory

relevant to innovations

Summarize and share lessons learned

DI and the Health Context

Umbilical Cord Care

Knowledge Innovation

Autologous Stem Cell Transplant for Women

with Metastatic Breast Cancer
Technology Innovation

Lessons Learned
DI theory explains factors
that influence the diffusion
of new ideas (Rogers, 2003)

Innovation attributes
Channels of communication
Time
Social system

Innovation Attributes
Relative advantage
Compatibility
Complexity
Trialability
Observability

Communication Channels
Mass media
Interpersonal
Heterophily and
diffusion

Time: Innovation Decision Process

Knowledge
Persuasion
Decision
Implementation
Confirmation

Social System
Social structure
System norms
Opinion leaders
and change agents

Conclusion
Innovation distinguishes
between leaders and
followers
Steve Jobs

Questions?

References
Crump et al. (2008) Randomized trial of high-dose chemotherapy with autologous
peripheral-blood stem-cell support compared with standard-dose chemotherapy in women with metastatic
breast cancer: NCIC.MA.16. Journal of Clinical Oncology, 26(1), 37-43. doi: 10.1200/JCO.2007.11.8851
Dore, S., Buchan, D., Coulas, S., Hamber, L., Stewart, M., Cowan, D., & Jamieson, L. (1998).
Alcohol versus natural drying for newborn cord care. JOGNN: Journal of Obstetric, Gynecologic & Neonatal
Nursing, 27(6), 621-627.

Lee, T.T. (2004). Nurses adoption of technology: Application of Rogers innovation-diffusion model. Applied Nursing
Research, 17(4), 231-238.
Rogers, E. (2003). Diffusion of innovations (5th edition). New York, NY: The Free Press.