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JRCERT Update

are not used to standardized reporting and might feel ƒ compatibility – the degree to which the innova-
that it will slow them down, decrease accuracy, and tion is consistent with the values, needs, and
impede their communication styles. Radiologists at this experience of the adopter
stage, with no intention of moving into standardized ƒ complexity – the degree to which an innovation is
reporting, are in the precontemplation phase. A radiolo- difficult to understand and use
gist in the contemplation phase understands the benefits ƒ trialability – the degree to which an innovation
of this type of reporting and plans to make changes but can be experimented with on a limited basis
still has reservations. For radiologists in the precontem- ƒ observability – the degree to which the results of
plation and contemplation phases in this scenario, data an innovation can be seen by an adopter
and information regarding the benefits of making this There are multiple channels through which dif-
behavioral change are key. In the preparation phase, fusion of innovation can occur. These include mass
the radiologist is actively engaging in steps that will informational exchanges, such as via email, radio, social
allow them to begin using standardized reporting in media, and television, as well as interpersonal channels
the group, either by creating templates for the group or (ie, one-on-one interactions). Research has shown that
giving constructive input to the group on what the tem- individuals with similar attitudes, beliefs, and values
plates should look like. A plan to move into standardized will disseminate communication more effectively than
reporting is now in place. In the action phase, the radi- will a more heterogeneous population. The larger an
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ologist is using standardized templates with the group organization or practice, the more challenging it can be
as current practice. In the termination phase, there is no to communicate innovations and for them to diffuse
temptation to move back to the previous mode of opera- throughout the system. This is likely why time is such
tion, and standardized reporting is second nature. an important element in the diffusion process.
If institutions seek to implement structured report- Time is an integral piece in allowing for the decision
ing throughout the department, an understanding of process surrounding an innovation to occur and under-
where an individual radiologist is along the stages of standing rates of adoption. The innovation decision
change is useful, and a targeted approach to that indi- process describes the process of first having knowledge
vidual’s needs can be implemented through education of an innovation and forming an attitude toward it. This
and evaluation of the pros and cons they are facing. process includes 5 phases :
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ƒ knowledge
Diffusion of Innovation Model ƒ persuasion
The diffusion of innovation theory was developed ƒ decision
in 1962 by Everett Rogers to explain how an idea or ƒ implementation
product spread through a specific population or social ƒ confirmation
system. Rogers defined diffusion as a kind of social Knowledge is when a person is exposed to the inno-
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change and a process by which innovation is communi- vation. Persuasion is when the person forms a favorable
cated through certain channels. He determined 4 main or unfavorable attitude toward the innovation. The
elements in this theory: the innovation, communication decision occurs when the person seeks to adopt or reject
channels, time, and a social system (see Figure 1). the innovation. Implementation is when the innovation
An innovation is an idea or practice that is perceived is used. Confirmation is when there is reinforcement of
to be new. The subject of an innovation can develop the decision to implement the innovation or reject it.
favorable or unfavorable views of the innovation. In this process, the rate of adoption varies among
Different rates of adoption often are determined by a individuals and groups. This has led to a classification
certain set of characteristics : of adopter categories: innovators, early adopters, early
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ƒ relative advantage – the degree to which the majority, late majority, and laggards. Innovators are
innovation is perceived as better than the idea those who seek out new ideas, often not needing much
that precedes it information to try a new product or idea. They are more

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Reprinted with permission from the American Society of Radiologic Technologists for educational purposes. ©2023. All rights reserved.