2. New Products
Adoption
Process
We define the adoption process as "the mental
process through which an individual passes
from first learning about an innovation to final
adoption', and adoption as the decision by an
individual to become a regular user of the
product.
3. • Adoption process is the mental process
through which the doctor learn about a new
drug for the first time and make decision on
whether to prescribe it. There are five
stages in the adoption process
(awareness, interest, evaluation, trial, and
adoption).
4. Stages in the
Adoption
Process
Awareness. The consumer becomes
aware of the new product, but lacks
information about it.
Interest. The consumer seeks
information about the new product.
Evaluation. The consumer considers
whether trying the new product makes
sense.
Trial. The consumer tries the new
product on a small scale to improve
his or her estimate of its value.
Adoption. The consumer decides to
make full and regular use of the new
product
5. Individual
Differences in
Innovativenes
s
People differ greatly in their readiness to try
new products. In each product area, This has
led to a classification of people into the
adopter categories shown in Figure 1.1.
After a slow start, an increasing number of
people adopt the new product. The number
of adopters reaches a peak and then drops
off as fewer non-adopters remain.
7. The five
adopter groups
• Innovators are adventurous: they try new
ideas at some risk.
• Early adopters are guided by respect: they
are opinion leaders in their community and
adopt new ideas early but carefully.
• The early majority is deliberate: although
they are rarely leaders, they adopt new ideas
before the average person.
• The late majority is sceptical: they adopt an
innovation only after most people have tried
it.
• Laggards are tradition hound: they are
suspicious of changes and adopt the
innovation only when it has become
something of a tradition itself.
8. Influence of drug
characteristics on
rate of adoptions:
• Kotler (2018) identified 5 characteristics
influencing the rate of adoption of new
products. these characteristics are relative
advantage, compatibility, complexity,
divisibility, communicability.
9. Conclusion:
The number of adopters of a new drug
increases quickly in the first months and
reaches a plateau. The number of
adopter family physicians varies
considerably for different drugs. The
adoption of new drugs is faster in
specialists. The time of adoption should
be considered to promote rational
prescribing by providing timely
information about new drugs and
independent medical education.
10. Rate of adoption of
the drugs among
physicians in each
specialty
