Preventive innovation: an Australian case study on HPV vaccination.
Much of the literature has been conducted on innovation; this research provides new insights for preventive innovations that increase our understanding of vaccination diffusion and the reasons underlying the complexity of preventive diffusion. The research uses adoption of Rogers' ( 1983 ) perceived characteristics and considers the rate by which a product diffuses in a market. Qualitative empirical evidence collected via focus groups is used to identify human papillomavirus vaccine issues against the salience of perceived characteristics. Several impediments are identified and the application of marketing strategies is suggested for preventive innovations to improve the diffusion process and for designing proactive adoption.
School of Business, La Trobe University, Melbourne, VIC 3086, Australia. c.d’souza@latrobe.edu.au
Clare
C
D'Souza
Gillian Sullivan
GS
Mort
Suzanne
S
Zyngier
Priscilla
P
Robinson
Morgan
M
Schlotterlein
D000293:Adolescent; D000328:Adult; D001315:Australia; D002648:Child; D004059:Diffusion of Innovation; D005260:Female; D017144:Focus Groups; D000068857:Human Papillomavirus Recombinant Vaccine Quadrivalent, Types 6, 11, 16, 18; D006801:Humans; D017589:Immunization Programs; D008389:Marketing of Health Services; D030361:Papillomavirus Infections / Q000517:prevention & control*; D053918:Papillomavirus Vaccines / Q000008:administration & dosage*; D036301:Qualitative Research; D055815:Young Adult
D000068857:Human Papillomavirus Recombinant Vaccine Quadrivalent, Types 6, 11, 16, 18; D053918:Papillomavirus Vaccines