Landrum, B J. “Marketing innovations to nurses, Part 2: Marketing’s role in the adoption of innovations.” Journal of wound, ostomy, and continence nursing 25.5 (1998):227-32.
“This article is the second in a two-part series concerning marketing techniques to enhance nurses’ adoption of innovations. Introducing and getting staff to implement new policies and procedures constitute an important part of the WOC nurse’s role. The application of Rogers’ Diffusion of innovation Theory provides WOC nurses with a framework to introduce innovations into the clinical setting and to change subsequent practice patterns. This article introduces the WOC nurse to marketing principles needed to successfully introduce a practice innovation to nurse colleagues; it also builds upon Rogers’ Diffusion of Innovation Theory and presents a sample marketing plan as a template for marketing innovations in the clinical setting.”

Landrum, B J. “Marketing innovations to nurses, Part 1: How people adopt innovations.” Journal of wound, ostomy, and continence nursing 25.4 (1998):194-9.
“This article is the first in a two-part series that explores marketing techniques to enhance nurse’s adoption of innovations in practice. Introducing new policies and procedures and persuading colleagues to implement them constitute an important part of the WOC nurse role. Nursing research reveals a lag of 8 to 30 years between the time new ideas are generated and nurses use them in practice. This article presents a theoretic grounding based on the Everett Rogers Diffusion of innovation Theory and uses the author’s experiences introducing a research-based practice innovation to illustrate concrete and practice-relevant examples of innovation adoption theory and marketing principles in action.”