Marketing innovations to nurses, Part 2: Marketing's role in the adoption of innovations.

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.