Everett M. Rogers and Karyn L. Scott
Department of Communication and Journalism
University of New Mexico
Albuquerque, New Mexico 87131-1171
(505) 277-7569
FAX: (505) 277-4206
erogers@unm.edu, kscott@unm.edu
Draft paper prepared for the National Network of Libraries of Medicine, Pacific Northwest Region, Seattle. December 10, 1997
________________________________________
The Diffusion of Innovations Model and Outreach from the National Network of Libraries of Medicine to Native American Communities
Everett M. Rogers and Karyn L. Scott*
“…I still consider good information to be the best medicine.”
(Dr. Michael E. DeBakey, Chair, Board of Regents, National Library of Medicine)
Introduction
The purpose of the present essay is to derive lessons learned from past research on the diffusion of innovations that could be utilized in medical library outreach. We place a main emphasis on how to evaluate the effects (impacts) of such medical library outreach activities on the intended audience of health care professionals, particularly Native Americans in the Pacific Northwest of the United States. We stress the promising potential of new communication technologies like the Internet in delivering medical library information resources; examples are the Internet GRATEFUL MED and the WWW-based free access to MEDLINE.