Medical Innovation

The process of acceptance of an innovation, presented by the example of
a newly introduced medical preparation in the United States.

Topics: Interest of patients in medical explanation about
prescriptions; attitude to prescription wishes of patients; judgement
on newer pharmaceutical developments regarding relief for the medical
occupation; sources of information about new therapy methods; contacts
with colleagues; receipt as well as judgement on the information
content of medical or pharmacological magazines; preferred source of
medical information; information on treatment results with selected
preparations; judgement on the image and research efforts of various
pharmaceutical manufacturers; judgement on the medication offerings by
the pharmaceutical industry; attitude to commercialization of the
pharmaceutical area; attitude to public health care; attitude to women
doctors; judgement on the hygiene practices of Americans; attitude to
psychosomatic and psychiatry; occupational self-image; relative social
prestige of selected occupations; acquaintances and circle of friends;
conservative or progressive attitudes; membership in a professional
organization; participation in congresses; personal opinion leadership;
regional origins; local residency and local ties of one´s patients;
social network among professional colleagues.

Demography: age (classified); sex; marital status; religious
denomination; religiousness; school education; vocational training;
social origins.

Interviewer rating: length of interview; place of interview; social
class of patients in the waiting room; magazines available in the
waiting room; judgement on the modernity of the furnishing of the
waiting room.