Medical progress has been marked by upheavals in the way that doctors do business, including the acceptance of anesthesia and the rise of antiseptic and aseptic surgical techniques. Selling those innovations hasn't been easy, notes Atul Gawande. "To create new norms, you have to understand people's existing norms and barriers to change. You have to understand what's getting in their way," he writes.
Lessons from the spread of medical innovations
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