Agile Diffusion: Marketing for the Rest of Us

The average time from when a healthcare innovation is discovered until it is implemented in real-world practice is seventeen years.

Encouraging the adoption of innovative solutions for improving care delivery requires more than just sharing the results of a clinical study or a quality improvement initiative. Hospitals, emergency rooms, clinics, and other care settings are complex systems of unique individuals all processing information in real time to make decisions about patient care.

Agile Diffusion describes a framework not for simply spreading information, but for influencing human behavior so that sustainable change can occur.

Using real-life examples and leveraging theories from multiple disciplines, the authors:

• describe the field of Agile Science and how it differs from traditional change models;
• introduce updated theories of information diffusion and how the unique makeup of care delivery systems inform the rate of diffusion;
• differentiate between diffusing information and diffusing behavior when attempting to encourage the adoption of healthcare innovations;
• provide a step-by-step framework for how to diffuse behavior changes to reduce the time from "discovery-to-delivery" of innovative solutions.

The US healthcare system is in dire need of updated tools and techniques to accelerate the adoption of healthcare innovations. Become a change agent by learning how to utilize Agile Diffusion to improve the lives and outcomes of patients across the country.