Marketing-Stimulated Word-of-Mouth: A Channel for Growing Demand

Area of Science:

• Healthcare Marketing
• Consumer Behavior
• Health Services Management

Background:

• Word-of-mouth (WOM) marketing is poorly understood and underutilized in healthcare.
• Effective marketing strategies are essential for new healthcare service adoption.

Purpose of the Study:

• To investigate the role of marketing-stimulated word-of-mouth (WOM) in patient choice for a new runner's clinic.
• To document the significance of both individual and organizational WOM in healthcare marketing.

Main Methods:

• A study was conducted with new patients at a new runner's clinic.
• Patient acquisition pathways were analyzed to understand WOM influence.

Main Results:

• Marketing-stimulated WOM is a significant factor in patient choice.
• Both individual recommendations and organizational WOM contribute to patient acquisition.
• This marketing channel is often overlooked and rarely measured.

Conclusions:

• Healthcare marketers should recognize and leverage marketing-stimulated WOM.
• Measuring WOM is vital for enhancing marketing program impact.
• WOM strategies can improve patient acquisition for specialized health services.