Diffusion of Innovation and Healthcare Product Adoption Report

This report examines the adoption of healthcare products, focusing on the application of the diffusion of innovation theory. It explores the factors influencing patient acceptance of new technologies and innovations, such as medical imaging systems and e-health solutions. The report also discusses the importance of customer experience management (CEM) in healthcare, including patient-centered care and the need for customized services. It highlights the role of CEM in structuring customer interfaces, fostering innovation, and improving communication between patients and healthcare providers. The study references the work of several researchers, including the integration of diffusion of innovation theory into diabetes care and the analysis of factors impacting patient acceptance and use of e-health innovations. Overall, the report emphasizes the importance of understanding and managing customer experiences within the healthcare industry.

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 &

Trang, 2018). In healthcare it ensures keeping record of patients and enhances the
communication process between patients and healthcare providers.

References
Lien, A. S. Y., & Jiang, Y. D. (2017). Integration of diffusion of innovation theory into
diabetes care. Journal of diabetes investigation, 8(3), 259.
Thuan, L. T., Ngoc, N. H., & Trang, N. T. (2018). Does customer experience management
impact customer loyalty shopping at supermarket? The case in the Mekong Delta,
Vietnam. Economics World, 6(1), 13-21.
Zhang, X., Yu, P., Yan, J., & Spil, I. T. A. (2015). Using diffusion of innovation theory to
understand the factors impacting patient acceptance and use of consumer e-health
innovations: a case study in a primary care clinic. BMC health services
research, 15(1), 71.