Hemopure is a blood substitute developed by Biopure Corporation. It does not have to be refrigerated or blood-typed like donated human blood that is currently being used in blood transfusions. It comes in bags just like donated blood, so it can be used with IV tubes and needles just like donated human blood is used. As a result, medical personnel will not have to make any adjustments if they adopted this product. Name and describe the five product characteristics influencing the rate of adoption of new products and explain how each factor will influence the rate of adoption of a blood substitute like Hemopure.
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COMPLEXITY refers to the degree of difficulty involved in understanding and using a new product. The more complex the product, the slower its diffusion. Hemopure is administered the same way as donated blood, so the complexity will be low for this product and will increase the rate of adoption.
COMPATIBILITY refers to the degree to which the new product is consistent with existing values and product knowledge, past experiences, and current needs. Incompatible products diffuse more slowly than compatible products. Hemopure is very compatible with how medical personnel currently meet patients' need for blood transfusions, so the rate of adoption will increase.
RELATIVE ADVANTAGE is the degree to which a product is perceived to be superior to existing substitutes. Superiority increases the diffusion rate. Because Hemopure does not have to be refrigerated or blood-typed, it is superior to donated human blood. This will increase the rate of adoption.
OBSERVABILITY refers to the degree to which the benefit or other results of using the product can be observed by others and communicated to target customers. A higher degree of observability enhances diffusion. Medical professionals can see the benefit of the product by looking at the results of clinical trials.
TRIALABILITY is the degree to which a product can be tried on a limited basis. Demonstrations and sampling help trialability. Products with low levels of trialability experience slower diffusion. Hospitals could be given the blood to test, which will increase the rate of adoption.
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