Communication for health innovation

6 important questions on Communication for health innovation

Adoption process of innovations?

  1. Awareness (knowledge about existence of problems/solutions)
  2. Interest (knowledge that solutions are realistic)
  3. Evaluation (knowledge about pro's and con's)
  4. Trial (experiential knowledge and feedback)
  5. Adoption/acceptance (confirmation, reduction post decision regret)

Classical view of the role of communication in adoption and diffusion thinking?

  • Advisory communication
  • Training/health education
  • Persuasive transfer of technology/practices
  • Horizontal (peer-to-peer) exchange
  • Making smart use of opinion leaders

Changing perspective on innovation?

System innovation includes new forms of coordinated action in a network of interdependent stakeholders.
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The need for new style 'innovation' intermediaries'?

  • Identifying initiatives/perspectives
  • Network and coalition building
  • Eliciting and translating demands and questions
  • Facilitating learning and vision building

Benefits of collaborative ('embedded') research?

  • Creating contextually adapted knowledge
  • Fostering shared understanding
  • Improving social relationships

Requirements for system innovation?

  • Briding between many different worlds
  • New roles for communication professionals (orchestrating interaction/connecting)
  • New forms of collaborative research

The question on the page originate from the summary of the following study material:

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