TITLE

SPREAD THE WORD

AUTHOR(S)
Gombeski, William; Britt, Jason; Wray, Tanya; Taylor, Jan; Adkins, Wanda; Riggs, Karen
PUB. DATE
January 2011
SOURCE
Marketing Health Services;Winter2011, Vol. 31 Issue 1, p22
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
59814609

 

Related Articles

  • What's the Buzz? Wilshusen, Laurie // Marketing Health Services;Spring2005, Vol. 25 Issue 1, p48 

    The article presents an opinion on the popularity of "buzz" (word of mouth) marketing and its importance to healthcare marketing. The author refers the reader to three publications, including "The Tipping Point," by Malcolm Gladwell, "Unleashing the Ideavirus and Purple Cow," by Seth Godin, and...

  • Open Wide: Word of Mouth Marketing. Mansfield, Elizabeth // O&P Business News;8/1/2006, Vol. 15 Issue 15, p46 

    Focuses on the trend of word of mouth marketing in the orthepedic apparatus industry. Importance of knowing the dynamics of word of mouth marketing; Advantages of verbal advertising over expensive marketing plans; Impact of negative word of mouth marketing from unhappy customers. INSET: Word of...

  • La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Opiniones de las empresas. AGUILAR ARCOS, VIRGINIA; MARTÍN GUTIÉRREZ, SONIA SAN; PAYO HERNANZ, RENÉ // Cuadernos de Gestión;2014, Vol. 14 Issue 1, p15 

    Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

  • Publicidad de boca en boca. GORDON, KIM T. // Entrepreneur Mexico;mar2009, Vol. 17 Issue 3, p100 

    No abstract available.

  • fever pitch. Ellison, Carol // CRM Magazine;Sep2006, Vol. 10 Issue 9, p24 

    The article discusses the effectiveness of viral marketing in promoting brands and businesses. A survey conducted by Sharpe Partners has found that humor is the key to viral marketing. Viral marketing and its ability to generate rumors around brands can make unknown companies or parties popular...

  • Legalease. Greenbaum, Jeffrey A. // SHOOT;1/26/2007, Vol. 48 Issue 2, p8 

    The article discusses the growing controversy surrounding the buzz marketing approach, also called 'word of mouth' marketing, employed by advertisers in the U.S. Buzz marketing encompasses a wide range of offline and online activities where advertisers encourage consumers to spread the word...

  • The impact of source effects and message valence on word of mouth retransmission. Radighieri, Jeffrey P.; Mulder, Mark // International Journal of Market Research;2014, Vol. 56 Issue 2, p249 

    The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology. Modern advancements have made engaging in WOM and contributing to viral marketing very commonplace. This notion can be troubling for firms, as consumers can say anything about any firm with...

  • IHG TESTS POWER OF WORD OF MOUSE.  // Brandweek;8/11/2008, Vol. 49 Issue 29, p12 

    The article reports on a marketing strategy by InterContinental Hotels Group (IHG) to increase its market share using a viral Internet marketing plan. The company e-mailed an offer to 150 of its customers offering free bonus points if they stayed at any IHG hotels. They tracked the customers and...

  • Viral marketing: The cure for the common marketing campaign? Toth, David // Westchester County Business Journal;9/11/2006, Vol. 45 Issue 37, p7 

    The article explores the viability of viral marketing, a combination of word-of-mouth promotion and Internet advertising, as a marketing strategy. Emily Riley, advertising analyst at New York-based Jupiter Research, stated that advertisers need to prepare to offer information through the Web and...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics