Organisational Adoption of Medical Technology in Healthcare Sector

Healthcare is undergoing a change both in the aspects of delivery and consumer acceptance of treatment options. Hospitals are reorganising infrastructure to be able to prepare better for meeting this challenge. Technology adoption relates to a hospital's decision to acquire a technology and make it available to physicians and hospital staff for supporting or enhancing their task performance. This paper contributes to the extension of the existing literature on organisational adoption of innovation and marketing literature on buyer behaviour in medical technology markets. Authors have brought out the critical dimensions of organisational characteristics in buying technology products in healthcare, and suggest the framework in understanding the organisational buyer behaviour in adoption of medical technologies. This paper identifies and describes organisational buying behaviour to be affected by organisational factors, organisational processes, individual characteristics, group factors, technological factors and external environment. The suggested framework can be useful to the marketers of innovative medical technology in evaluating the decision-making process in hospitals.