Gombeski, William; Britt, Jason; Wray, Tanya; Taylor, Jan; Adkins, Wanda; Riggs, Karen
January 2011
Marketing Health Services;Winter2011, Vol. 31 Issue 1, p22
Academic Journal
The article focuses on the importance of word-of-mouth (WOM) marketing strategy. It states that WOM, also called viral marketing is regarded as one of the most powerful factors in marketplace, particularly in health care because it can immediately affect patient's decision-making. Moreover, Ronald Ferguson and colleagues in their article "Loyalty and Positive Word of Mouth: Patients and Hospital Personnel as Advcates of a Customer-Centric Health Care Organization,"stressed that WOM helps in overcoming risks for potential adverse effects, difficulty in assessing health care's technical quality, and sorting decision-making information. Moreover, study of University of Kentucky's clinical arm UK Healthcare suggests that organizations could gain well by associating WOM in marketing activities.


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