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

William R Gombeski¹, Becky Martin², Jason Britt³

¹a Marketing Division , UK HealthCare , Lexington , Kentucky.

Health Marketing Quarterly

|September 15, 2015

Abstract:

Marketing-stimulated word-of-mouth (WOM) marketing has been poorly understood in health care, leading to it being underappreciated and underutilized by marketers. A study of new patients to a new runner's clinic was conducted to understand how they chose the program. The importance of marketing-stimulated WOM, both individual and organizational, is documented. Marketing-stimulated WOM is an often overlooked and rarely measured channel for increasing the impact of marketing programs.

Keywords:

buzz marketing marketing-stimulated word-of-mouth word-of-mouth marketing

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