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HSA505 Week 6 Part 1

Everett Rogers’ Diffusion of Innovations Model

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Slide 1

Intro

Welcome to Health Services Strategic Marketing.

In this lesson we will discuss Everett Rogers’ Diffusion of Innovations Model.

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Topics

The following topics will be covered in this lesson:

Innovators;

Early Adopters;

Early Majority;

Late Majority; and

Laggards.

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Innovators

Healthcare innovations—new goods and services that significantly improve health and extend life—are usually not adopted by all members of a target market simultaneously. Instead, acceptance of these new products occurs gradually over time—a process referred to as diffusion. To understand the unique characteristics of adopters and their levels of innovation, marketers frequently turn to Evert Rogers’ Diffusion of Innovation Model.

Innovators represent the first two-point-five percent of adaptors. These individuals are comfortable with risk and uncertainty and are also typically wealthy—a prerequisite given that they must have the ability to absorb losses in the event that innovations fail to meet expectations. They promote innovations to other consumers in the market, building product awareness and hastening the diffusion process.

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Early Adopters

Early adopters are characterized by respect and make up the next thirteen-point-five percent of adaptors. They are community opinion leaders who command the respect of their peers.

Early adopters serve as information disseminators in that, upon adoption of product offerings, they are quick to convey their experience to others. Early adopters pay an essential role in the diffusion process.

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Early Majority

Members of the early majority are described as deliberate and represent the next thirty-four percent of adaptors. These individuals are rarely opinion leader, but they do actively interact with their peers. They tend to deliberate for some time before they adopt new products. Early members do not want to be the first or the last to adopt innovations.

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Late Majority

Members of the late majority are described as skeptical and make up the next thirty-four-percent of adaptors. These cautious individuals are leery of new ideas and often only adopt innovations under peer pressure. Their reluctance to adopt innovations is related to their relatively scarce resources.

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Laggards

Members of the laggards make up the next fourteen-percent of adaptors.

Individuals in this category are the last to adopt an innovation. Unlike some of the previous categories, individuals in this category show little to no opinion leadership. These individuals typically have a dislike to change-agents and tend to be advanced in age. Laggards typically tend to be focused on traditions, likely to have the lowest social status, lowest financial aptitude, be oldest of all other adopters, and tend to be only in contact with only family and close friends.

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Check Your Understanding

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Summary

We have reached the end of this lesson. Let’s take a look at what we’ve covered.

We started our discussion by describing Innovators. These individuals are comfortable with risk and uncertainty.

Then, we discussed Early Adopters who are community opinion leaders who command the respect of their peers.

Next, we reviewed the Early Majority who are rarely opinion leaders, but they do actively interact with their peers.

Also, we discussed Late Majority who are leery of new ideas and often only adopt innovations under peer pressure.

Finally, we learned that Laggards are described as traditional and are suspicious of new products and are highly resistant to change of any kinds.

This completes this lesson.