Second, public health organizations should study and incorporate business models of innovation into practice, especially the Diffusion of Innovation Theory (41). This model seeks to explain how ideas gain momentum and diffuse through populations. The model achieves this by categorizing individuals into adoption stages (e.g., innovators, early adopters) and illustrating factors that influence the adoption of an innovation (e.g., relative advantage, compatibility) (41). Health practitioners can use this and similar models to design services and marketing efforts to increase appeal for targeted communities.