The 1954 study is meant to be in Roger’s Diffusion of Innovations book…
Although this guy says 1954, everyone else seems to be citing a 1966 Colemand, Katz and Menzel paper:
Coleman, J.S., E. Katz and H. Menzel (1966) Medical Innovation: A Diffusion Study. The Bobby-Merrill, New York.
This (looks good): http://www.infoamerica.org/documentos_pdf/difusion_teoria.pdf
suggests there are three early Coleman et al papers, none of which were in 1954:
Coleman, James S.; Katz, Elihu & Menzel, Herbert. (1957). The diffusion
of an innovation among physicians. Sociometry 20: 253-270.
Coleman, James S.; Katz, Elihu & Menzel, Herbert. (1959). Social processes
in physicians’ adoption of a new drug. Journal of Chronic Diseases. 9: 1-19.
Coleman, James S.; Katz, Elihu & Menzel, Herbert. (1966). Medical
Innovation: A Diffusion Study. New York: Bobbs-Merrill.
there was a “movement” from 1954-1957, however.
Dr. Derek S. Thomson 
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