1. Definition : Diffusion of Innovation
Diffusion is the process by which an
innovation is communicated through
certain channels over time among the
members of social system
Charmi Popat (03)
SVKM’s NMIMS SPP SPTM (School of
Pharmacy & Technology Management)
2/3/2014
3. The innovation - decision process
It is a process that occurs over time & consists of series of actions
Knowledge
Persuasion
Decision
Implementatio
n
Confirmation
2/3/2014
4. Knowledge
It occurs when an individual is exposed to innovation’s existence & gains some
understanding of how it functions
What comes 1st needs or awareness?
Mental activity – knowing
Chicken-or-egg problem
2/3/2014
5. Persuasion
It occurs when an individual forms a favorable or unfavorable attitude towards
the innovation
Psychological involvement of the individual
Affective (feeling)
Example: New molecule in the market
2/3/2014
6. Decision
It occurs when an individual engages in activities that lead to a choice to adopt
or reject the innovation
Example: Pre filled
syringes
Decision
Adoption
Rejection
Active
Rejection
Passive
Rejection
2/3/2014
7. Implementation
It occurs when an individual puts an innovation to use
Behavioral change
Write the Rx
Require technical assistance
2/3/2014
8. Confirmation
It occurs when an individual seeks reinforcement of an innovation – decision
already made, but he or she may reverse this previous decision if exposed to
conflicting messages about the innovation
Dissonance
Confirmation
Replacement
Discontinuance
Disenchantment
2/3/2014
Treating Asthma on the CheapFor people who suffer from asthma, most treatment involves an “MDI” or “metered dose inhaler.”I won’t get into all the specifics here, but many people don’t use inhalers correctly which, in turn, significantly decreases the effectiveness of the inhaler. Putting the inhaler in your mouth and actuating it causes a substantial proportion of the medicine to be sprayed either on your tongue, on the roof of your mouth, or on the back of your throat. Ideally, patients should hold the inhaler 2 inches (2-3 finger breadths) in front of their mouth, open their mouth, actuate the inhaler, and then inhale deeply – with their mouth still open. Looks dorky, but that is what gets the most medications into your lungs. Often patients have difficulty coordinating the actions.Here is a link describing proper MDI use.Enter the spacer device. The spacer is a hollow chamber that fits on the end of a metered dose inhaler. The dose of medicine is sprayed into the chamber where it forms a mist. The patient then inhales the medicine from the other end of the inhaler so the particles get deeper into the lungs.Here’s a link about use of spacer devices. Use of a spacer device can increase the amount of medication delivered to the lungs by 300%.While a spacer device can make you better, they’re expensive. You can get them fromCanada for $65. In the US, they’re more like $80 to $100. If you lose them or they crack, you’re out another $100 to replace them.So a patient came to the ED and was having trouble controlling her asthma. I recommended a spacer device to help her – in addition to adding steroids to her regimen. She told me that other doctors had recommended a spacer, but that money was tight and she couldn’t afford one.