Word-of-mouth communication: causes and consequences

Article Abstract:

Consumer research indicates that word-of-mouth recommendations are more valuable than mass media campaigns in attacting and keeping medical customers. Although more research needs to be done, there are several approaches that could be effective in promoting word-of-mouth recommendations. These include asking patients for their opinions and using ad images that represent the moments that the patients said were emotive, and providing peak experiences, such as breakfast with a doctor, to a few patients.

Methods

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A pound of cure: take steps to limit liability based on marketing materials

Article Abstract:

The competition among health maintenance organizations and other managed-care organizations for subscribers is intense and likely to become more so. Healthcare marketing professionals should guard against subscriber lawsuits by carefully reviewing their organizations' subscriber and marketing literature, which should be clear and should not make promises that the organizations cannot back up.

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Community health assessment is a marketing job now

Article Abstract:

Healthcare marketing specialists should promote and be skilled in the use of community health assessments, which can help them fulfill the basic marketing function: ensuring that their organization's products or services coincide with the needs of its potential customers. The benefits of completing community health assessments go beyond meeting marketing needs, however.

Community health services

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