Everett Rogers’ Diffusion of Innovation Model

It has been found that the willingness of adopting new healthcare products vary
among the different healthcare consumers. Some of the products gain quick acceptance and
the diffusion is also rapid as well as fast. Social or financial risk is a reason behind this. For
example, a healthcare organization might be afraid to invest on medical imaging system due
to the fear that it may create social embarrassment or can cause financial loss. Another risk is
being perceived by others as being weird and also lack of initial effort can be the source of
resistance.
Everett Rogers’ Diffusion of Innovation Model is an important tool which is widely
used by the marketers of different sectors including the healthcare industry for a better
understanding about the need of customers and the amount of time they require before
adopting a new product offering (Zhang, Yu, Yan & Spil, 2015). The integration of diffusion
of innovation theory can be found in diabetes care where application of high technology
media can be seen and it helps to understand how people translate new treatment skills (Lien
& Jiang, 2017). Also, it is used in epidemiology and infection control in healthcare system.
All the aspects of customer experience should be considered in every sector. In
healthcare industry, for some patients, experience may equal patient centred care, for some
others, it may be customized as per individual special need and again, it may equal to
excellent customer service. Healthcare organizations come up with master plan to improve
customer experience which can be beneficial for the patient as well as the reputation of the
organization.
CEM framework works in analysing the experimental world of the customers and
builds experimental platform at the same time designing the brand experience. Also, it
structures customer interface and engage in innovation which is continuous (Thuan, Ngoc &