Management has different options for spreading new products. Our study empirically assessed the integral effects of both diffusion and dissemination on innovation adoption. Data on diffusion (as measured by social network density) and on dissemination (as measured by formulating objectives and executing focused activities) was gathered using a questionnaire given to 356 medical specialists, nested in 38 teams. We found both separate and integral effects for diffusion and dissemination. This shows the potential for both engaging the social network structures (diffusion) and adding process measures (dissemination) in order to optimize the innovation spreading process. (c) 2013 Elsevier B.V. All rights reserved.