Word of Moss

I loved this case study in Emanuel Rosens new book, Anatomy of Buzz Revisited.
He writes about a case in Canada where they attempted to reduce the level of unnecessary Cesarean sections taking place. Guidelines were issued and most physicians said they would change their practices, but figures showed they didn’t. Researchers then identified key individuals (network hubs) and invited them to a workshop to discuss the issue. Following this they asked the attendees to do a little bit of marketing on the issue to their colleagues.
The vaginal birthrate in cases handled by physicians who were educated by the opinion leaders was 85 percent higher than elsewhere. Fantastic.