title: Marketing-Stimulated Word-of-Mouth: A Channel for Growing Demand.
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.
authors.affiliation: a Marketing Division , UK HealthCare , Lexington , Kentucky.
authors.forename: William R
authors.initials: WR
authors.lastname: Gombeski
authors.affiliation: b Department of Service Line Marketing , UK HealthCare , Lexington , Kentucky.
authors.forename: Becky
authors.initials: B
authors.lastname: Martin
authors.affiliation: c Department of Marketing Research , UK HealthCare , Lexington , Kentucky.
authors.forename: Jason
authors.initials: J
authors.lastname: Britt
mesh_terms: D003142:Communication; D003695:Delivery of Health Care; D006801:Humans; D033181:Information Dissemination; D007629:Kentucky; D008389:Marketing of Health Services / Q000379:methods*; D009786:Occupational Health Services
keywords: buzz marketing; marketing-stimulated word-of-mouth; word-of-mouth marketing