BISE 66(3) - Juni 2024

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Zeitschriftenartikel
Investigating Innovation Diffusion in Gender-Specific Medicine: Insights from Social Network Analysis
(Business & Information Systems Engineering: Vol. 66, No. 3, 2024) Baum, Katharina; Baumann, Annika; Batzel, Katharina
The field of healthcare is characterized by constant innovation, with gender-specific medicine emerging as a new subfield that addresses sex and gender disparities in clinical manifestations, outcomes, treatment, and prevention of disease. Despite its importance, the adoption of gender-specific medicine remains understudied, posing potential risks to patient outcomes due to a lack of awareness of the topic. Building on the Innovation Decision Process Theory, this study examines the spread of information about gender-specific medicine in online networks. The study applies social network analysis to a Twitter dataset reflecting online discussions about the topic to gain insights into its adoption by health professionals and patients online. Results show that the network has a community structure with limited information exchange between sub-communities and that mainly medical experts dominate the discussion. The findings suggest that the adoption of gender-specific medicine might be in its early stages, focused on knowledge exchange. Understanding the diffusion of gender-specific medicine among medical professionals and patients may facilitate its adoption and ultimately improve health outcomes.