gammanym

The drug had been tried at least once by 87 percent of the Illinois doctors, who had been using two other closely related “miracle” drugs belonging to the same antibiotic family as gammanym.

Diffusion of Innovations Everett M. Rogers 1995

This innovation was referred to by the Columbia University researchers in most of their published reports by a pseudonym, “gammanym”.

Diffusion of Innovations Everett M. Rogers 1995

Coleman and others (1966) found that almost all of the opinion leaders, defined as the doctors who received three or more sociometric choices as social friends, had adopted gammanym by the eighth month (of the seventeen-month diffusion period).

Diffusion of Innovations Everett M. Rogers 1995

For example, the adoption of “gammanym” (tetracycline) led to the discontinuance of two other antibiotic drugs in the Columbia drug study (Coleman and others, 1966).

Diffusion of Innovations Everett M. Rogers 1995

The five stages in the innovation-decision process help us understand the role of different communication channels, as is illustrated by the diffusion of gammanym among medical doctors.

Diffusion of Innovations Everett M. Rogers 1995

The Columbia University investigators were not aware of other research traditions on diffusion at the time the gammanym data were gathered.

Diffusion of Innovations Everett M. Rogers 1995

The first medical doctors to adopt gammanym did so on a very partial basis; the nineteen physicians who adopted the new drug in the first and second months of its use only wrote prescriptions for an average of 1.5 patients.

Diffusion of Innovations Everett M. Rogers 1995

Coleman and others (1966) found that 80 percent of the medical doctors in their drug study reported first learning about gammanym from drug companies (57 percent from the pharmaceutical detail men, 18 percent from drug-house mailings, 4 percent from drughouse magazines, and 1 percent from drug ads in medical journals).

Diffusion of Innovations Everett M. Rogers 1995

Even though most innovative adopters of gammanym and hybrid corn were fully informed of the scientific evaluations that had been made of the new idea, this information did not reduce their uncertainty about how the innovation would work out for them.

Diffusion of Innovations Everett M. Rogers 1995

The role of different communication channels at different stages of the innovation-decision process is provided by the classic study of the diffusion of gammanym, a new antibiotic “wonder drug” among the doctors in a medical community Coleman and others, 1966.

Diffusion of Innovations Everett M. Rogers 1995