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Word-of-Mouth Unfettering Marketing’s Most Powerful Ally
William R. Gombeski Jr.
Director Strategic Marketing
bill.gombeski@uky.edu 859-257-2296
April 14, 2011Presentation to Beryl Patient Experience Conference
I recommend you go to UK HealthCare
Presentation ObjectivesWhile it has always been available for marketers to use, word-of-mouth marketing has been poorly understood, undervalued, and underutilized as a marketing strategy. This presentation will:
1. Review role of word-of-mouth (WOM) in growing referrals from physicians, and consumers and employees
2. Present findings of a study of new patients and the influence of word-of-mouth in their selection process.
3. Discuss the difference between marketing-stimulated WOM vs. experience-based WOM. Examples of marketing-stimulated WOM tools will be provided.
4. Introduce marketing-induced WOM and provide insights into and examples of how to generate.
5. Touch on role of marketing in increasing patient-experience based WOM.
2
Presentation Outline
• Categories of Word-of-Mouth• Marketing-stimulated WOM• Marketing induced WOM• Growing patient experience-based
WOM
• Implementing Word-of-Mouth• WOM tactics practitioners can use• Measuring WOM• Social Media and WOM
• Word-of-Mouth Takeaways • Lessons Learned• Benefits of WOM• Concluding thoughts
3
• Overview• Description of UK HealthCare and the
market situation leading to a WOM focus
• WOM Insights
• UK HealthCare WOM strategy
• Research Insights• Financial value of WOM influenced
patients
• 2010 WOM studies
• Other research studies
4
UK HealthCare
Clinical
Two hospitals – 800 beds900 Physicians/dentists8,000 employees34,000 Admissions500,000 Kentucky Clinic Visits72,000+ Emergency Room Visits
Colleges of HealthProfessions
MedicineNursingDentistryPharmacy Health SciencesPublic Health
Bluegrass Area
850,000 Primary MarketBluegrass MusicHorse IndustrySite of Recent 2010 World Equestrian Games
UK BasketballBourbon Capital of the World
2003 2004 2005 2006 2007 2008 2009 2010 2011*
19,098 19,664
22,269
24,754
27,272
33,04032,090 32,355
34,000 +
5
MarketingFocusBegins
*Projected
Organization has Moved from a 25th
Percentile to a 75th percentile AMC Based on Admissions
62%
20%
6% 5%2%
63%
25%
6% 5%2%
58%
29%
8%5%
1%
52%
36%
7%5%
1%
51%
38%
8%
2%1%
50%
39%
6% 4%1%
Some Influence*Physician 68%WOM 56%Marketing 32%Payers 7%Other 2%
6
Other
Physicianinfluenced Word-of-Mouth
Marketing Payer
Source: New patient decision making studies 2005 – 2010.
05 06 07 08 09 10 05 06 07 08 09 10 05 06 07 08 09 1005 06 07 08 09 10 05 06 07 08 09 10
Most Influential Reason for Choosing UK HealthCare
*2010 Spring Data n= 566
WOM Definition
Word-of-mouth is a reference to passing of information from person to person. Originally the term referred specifically to oral communication (literally words from the mouth), but now includes any type of human communication, such as face-to-face, telephone, e-mail, and text messaging.
Wikipedia
7
Factors in Choosing a Primary Care Physician
4%
1%
2%
5%
7%
7%
7%
17%
23%
26%
56%
Other
Advertisement
Newsletter from a healthcare organization
Hospital website
Phone book
Hospital staff member
Online quality rankings site
Health insurer website
Recommended by another physician
Health insurance network
Recommended by family/friend
8
Q11: Do you have a primary care or personal physician?Q: When you were first looking for a new primary care physician, where did you look or who did you talk to about finding a new doctor?
87% of folks have a
primary care physician.
Source: 2010 Study of 400 U.S. consumers by Klein and Partners
9
How Positive WOM Helps
In health care, positive WOM from an experienced and trustworthy source can speed up decision making by reducing the discomfort of making a medical decision. In particular WOM helps to overcome:
1) the risks of possible adverse consequence
2) the difficulty of evaluating the technical quality of health care professionals
3) sorting through complex information for decision making.
Ferguson, RJ et al“Loyalty and Positive Word-of-Mouth…”Health Marketing Quarterly23(3):59-77, 2006
Why Hasn’t WOM Been More on the Radar Screen of Marketers
Communication from a satisfied customer to a potential customer.
10
The Portable MBADesk Reference 1994
11
Text Author WOM Space Total Book Pages
Marketing Management1976
Philip Kotler 3 pages 529
Leslie’s Public Relations Handbook
1976
Phillip Lesley 0 pages 557
Strategic Marketing1982
David Cravens 0 pages 456
Social Marketing 1989
Phillip Kotler, Eduardo Roberto
3 pages 401
Consumer Behavior 1997
Hoyer, MacInnis 3 pages 495
Marketing Management2000
Philip Kotler 2 pages 718
Marketing2007
Lamb, Charles. Hqair, Joseph. McDaniel, Carl
2 pages 321
Marketing/PR Textbooks and Devoted WOM Space
WOM Marketing Only Recently Received Attention
12
2006 2007* 2008 2008 2010
1991 1994 1994 2001 * 2005 *
* Best
Earliest Health Care WOM Marketing Review Article
13
Discovery is the finding out of something that existed previously yet was unseen or unknown.
Journal of HealthCare Marketing
Word-of-Mouth (Peers) Greatest Source of Information for New Outpatients
n %
Source Influence
Ratio
Peers 144 50% .55
Physician 98 34% .63
Marketing 35 12% .17
Payers 10 4% .36
Total 287 100%
14
Source: Gombeski, Fay et al“Evaluating Promotional Strategy Effectiveness for a Health Care Organization”Journal of Business Research17(1): 81-89, 1988
Most influential Source of Information Cited by Referring Physicians in Referral
Decision
Patient 44 49.5%
Interpersonal Interaction 28 31.5%
Peer Physicians (WOM) 12 13.5%
Mass Media 2 2.2%
Special Media 2 2.2%
Payer 1 1.1%
Total 89 100%
15
Source: Gombeski, Carol, Lester “Influencing Decision- Making of Referring Physicians”Journal of Health Care Marketing 10(4): 56-60, 1990
Growing Employee Word-of-Mouth
16
3%
7%
8%
9% 9%
58%54%
61%
75%
1999 2000 2001 2002 2003 1996 1998 2001 2003
Percent of Patients Most Influencedby an Employee
Employees Who Would RecommendHospital
(% Very or Moderately Likely)
•Trained Employees about Marketing Role •Taught How to Provide Word-of-Mouth
Gombeski et al“Harnessing Employee Marketing Power”Marketing Health Services2004, Spring : 49-51
Admitted Patients Influenced by Word-of-MouthYale–New Haven Hospital
1999 2000 2001 2002 2003 2004
18%
22%
27%30%
28%30%
17
William R. Gombeski, Jr./Clayton Medeiros“Model Behavior”
Marking Health Services24(3): 26-31
2004
Likelihood to Recommend
18
Chandler Hospital Emergency Department
2005 2006 2007 2008 2009 2010
66.9 67.6
64.9
75.9
80.1
82.3
2005 2006 2007 2008 2009 2010
79.581.2
84.2 84.3 84.3 83.7
19
A. Attract More Acutely ill Patients
1. Expand physician marketing
2. Support hospital networking/alliances
3. Market key product lines
4.Introduce regional marketing campaign
B. Grow Public Familiarity with UK HealthCare Brand
5. Expand media relations with public relations
6. Develop comprehensive program/product information
7. Develop information-based advertising campaign
8. Ongoing promotion of new hospital and
construction coverage
C. Increase Word-of-Mouth Marketing
9. Introduce community outreach
10. Grow patient/visitor marketing
11. Develop employee communication program
12. Expand customer service program
D. Increase Marketing Effectiveness
13. Develop market research/program evaluation
14. Expand call center
15. Enhance UK HealthCare Web site
16. Initiate database/direct marketing program
Relatively low customer satisfaction
Limited capacity to grow
High UK brand awareness, low image/understanding of
UK HealthCare and itsproducts
Need to grow UK HealthCareesprit de corps
Objectives Challenges Strategies
Aggressive local competition
2005-2008 Marketing Plan
Grow Selected Volume
Build Stronger Relationships
Enhance Organizational
Image
20
Strategic Marketing
Bill Gombeski
Communications& Advertising
Call Center Product Line Management
Physician/Hospital Liaison
Customer Service
Graphic Design
Customer Communication
Internet
Advertising Management
Point of Service
Internal Communication
Market TrackingProgram EvaluationPrimary ResearchDatabase Marketing
Cancer
Heart
Children’s
KNI
Orthopedics & SM
Digestive Health
All other services
Health Promotion
Community Outreach
Good Samaritan
Physician Visitation
Physician Marketing
Hospital Relations
Physician Service Recovery
Referring PhysicianSatisfaction
Service Measurement
Service Improvement
Patient/Visitor Information
Service Recovery
Employee Satisfaction
Volunteers
Satisfaction Measurement
Service Training
Physician Hotline
Consumer Hotline
Nurse Triage
After Hours Answering Service
Marketing Department Structure
Market Research & Database Marketing
Jan Taylor
Jason Britt
Wanda Adkins
SuzanneSpringate
Tanya Wray
Karen Riggs
Dr. LofgrenDr. DePriest
Enhancing Patient Care by Improving Both the Clinical and Marketing Experience
21
Before Visit During Visit After Visit
Marketing Communication
Clinical Care
22
WOM Marketing Strategies
UK HealthCare Marketing Strategies
Attract more acutely ill patients
Grow public familiarity with UKHC brand
Increase Word-of-Mouth Marketing
Increase marketing effectiveness
23
Develop Health Information Based Program
Increase Community Outreach
Grow Patient/Visitor Marketing
Develop Employee Communication Program
Expand Customer Service
Initiate Database Marketing Program
WOM Strategies
Major Strategies
WOM Strategy #1Develop Information Based Program
24
Takeaway
UK HealthCare can answer my health questions.
UK HealthCare is the smart choice for patient care because they specialize in treating my condition with the latest techniques and technology.
Health Resource
Advanced
Medicine
Health Information Resource
Advanced
Medicine
Key WOM Generating Communication Tools
25
Key WOM Generating Communication Tools
26
Health Information Resource
Advanced
Medicine
27
Health Information Resource
Advanced
Medicine
Key WOM Generating Communication Tools
28
WOM Strategy #2Increase Community Outreach
WOM Strategy #3Grow Patient/Visitor Marketing
29
Wall RacksDigital Signage Posters
WOM Strategy #4Expand Employee Communication Program
Employee Medical Services Guide
30
WOM Strategy #5Expand Customer Service
Patient Guides
31
WOM Strategy #6Initiate Database Marketing Programs
32
2005 2006 2007 2008 2009 2010 *
0
9,223
22,062
34,89940,256
36,085
33
* Through March 2011
36,000+ WOM Advocates
% of Calls a Month to Consumer Call Center Due to Word-of-Mouth
34
3%
6%7%
10%
16%
13%
05 06 07 08 09 10
% Calls due to Family, Friends, Co-workersUK Health Connection Call Agents
1-800-333-8874 or (859)257-1000 n= 326 n= 1,156
Presentation Outline
• Categories of Word-of-Mouth• Marketing-stimulated WOM• Marketing induced WOM• Growing patient experience-based
WOM
• Implementing Word-of-Mouth• WOM tactics practitioners can use• Measuring WOM• Social Media and WOM
• Word-of-Mouth Takeaways • Lessons Learned• Benefits of WOM• Concluding thoughts
35
• Overview• Description of UK HealthCare and the
market situation leading to a WOM focus
• WOM Insights
• UK HealthCare WOM strategy
• Research Insights• Financial value of WOM influenced
patients
• 2010 WOM studies
• Other research studies
36
First-Year Reimbursement by Most Influential Source
Value of Selected New Patients
Source: Decision Making Studies Spring/Fall 2009
Payer (n=14) Physician (n=346) WOM (n=248) Marketing (n=50)
$10,715 $10,276
$8,635 $7,970
WOM Most Influential Source for Commercial Patients
37
Commercial (n=171) Medicare (n=128) Medicaid (n=123)
40%
52%
59%
43%40%
33%
8% 6% 6%8%
2% 2%
Health Professional
Word-of-Mouth
Marketing / PR
Insurance
Profile of WOM Influenced
38
72%
58%50% 46%
44% 43% 41% 41% 40% 39% 39% 38% 38% 37% 36% 36% 35%27%
17%
• Patients more involved in the decision
• Tend to be older
• Aware of advertising
Source: 2010 New Patient Decision Making Study N=214
39
Word-of-Mouth Interview Guide
You said family/friend/employee/neighbor was the most influential reason for choosing UK HealthCare.
• Content: What was said that made you choose UKHC?
• Channel: How or where did you hear this info?
Source of Word-of-Mouth
40
81%
n=54
Family Friends Coworker Neighbor Physician Other / Many Sources
39%
33%
7%2%
11%7%
Content of Word-of-Mouth Message
41
Quality Service Access Value Don't Know
80%
15%
2% 2% 2%
Word-of-Mouth Message
42
61% Good Experience
Good Patient Experience
Good Patient / Good Physician
Experience
Good Physician Experience
Marketing / General
Reputation
37%
14%10%
39%
n=52
Sample Comments
Good Patient Experience Mrs. X heard about UK HealthCare from two friends, one who she works with and one who
does her nails. Both said that UK is a good place to go for woman’s health. Both of her friends had good experiences at the woman’s clinic.
Good Doctor Experience She chose UK for her health care needs because she has heard great things about the
particular doctor that she is seeing and stated that he has performed the procedure she is having done multiple times.
Marketing/ Reputation I see ads, and ran across information about 12 best doctors in neurology, see lots of
information on UK-- many sources over the years.
43
Marketing Word-of-Mouth Comments
Best Place Best Doctors Best Product Academic Medical Center
8 8
2 2
44
New Patient Decision Making
45
50%
24%
15%
6%4%
1%
Experienced Based Word-of-Mouth
Marketing-StimulatedWord-of-Mouth
Marketing
Source: 2010 New Outpatient Decision–making study and callback interviews n = 578 and 52 respectively
Physician
Insurance
Other
Most Influential Source
Presentation Outline
• Categories of Word-of-Mouth• Marketing-stimulated WOM• Marketing induced WOM• Growing patient experience-based
WOM
• Implementing Word-of-Mouth• WOM tactics practitioners can use• Measuring WOM• Social Media and WOM
• Word-of-Mouth Takeaways • Lessons Learned• Benefits of WOM• Concluding thoughts
46
• Overview• Description of UK HealthCare and the
market situation leading to a WOM focus
• WOM Insights
• UK HealthCare WOM strategy
• Research Insights• Financial value of WOM influenced
patients
• 2010 WOM studies
• Other research studies
WOM Continuum
47
Traditional MarketingThinking
Traditional MarketingWith Marketing-Stimulated WOM
Traditional Marketing with Natural, Marketing Stimulated and Marketing-Induced WOM
Organization
Potential Customer
WOM Influenced Customer
WOM Induced Customers
Modified from Mark Hughs, Buzz Marketing 2010 p3
Marketing-Stimulated WOM
“Forty percent of Word-of-Mouth recommendations occur in conversations that start with a reference to a newspaper article, television or radio show, or advertising.”
48
Research by Brad Fay in Lynn ThorneWord-of-Mouth Advertising2008
Marketing-Stimulated WOM
I received a call from a lady that had called our call center to receive some information from a banner ad. She told me how wonderful our literature was and how thoughtful and great it was that we sent a letter with the literature. She wanted to know if she could forward the information she got to her family and friends. She wanted me to let everyone know in the Marketing Dept and Call Center that from a consumer level, she thought we are doing a wonderful job.
Peggy FosterUK HealthCareDepartment of Marketingwww.ukhealthcare.uky.edu
7/27/2006
49
Marketing-Stimulated WOM
50
July 7, 2010 Phone Call
Bettie – Please mail 3 copies of the latest MADMagazine to:
Alan Steinberg215 South Peterson AvenueLouisville, KY 40206-2538
He called to say he wanted to give them to friends because he thought it was the best issue yet.
28% of Medicare patients receiving the binder recommended the
Personal Health Organizer to a friend
51
Marketing-Stimulated WOM
75% discussed/shared the fact sheet with one or more
friends, family
70% discussed this with an average of two people 10%
wanted extra copies
Generating Marketing-InducedWord-of-Mouth
52
Marketing-Induced Word-of-
Mouth
?
Stimulated Word-of-Mouth
Marketing
15%
Marketing Directly
Responsible
6%
Making it Easy!
Marketing-Induced word-of-mouth is the actions initiated by Marketers to make it easier for the public, prospects and customers to talk positively about your
organization and services.
53
Marketing Induced WOM
54
• 2.2% sign up for UK House Calls
• 1.8% recommend we send it onto a family member, friend, etc.
New Patient Follow-Up Letter
House Calls
55
MarketingInduced
1.8% (3/6)
Sign up for House Calls
2.2% (4)
159
Mailed a
Week
Share Button
0
12
26 2520
37
51
33
18
56
2009 2010
Episodes of Shared Information
• 88% read/skimmed
• Guide Location: 53% at work, 28% at home, 6% in car
• 16% had taken action; called for appointment;
called for information
• 34% discussed with someone else
• 66% agreed to distribute to other employees
Survey of Employees One Month After
57
n=32
58
Downstream Impact of Employee Medical Guide
66%
Marketing Induced WOM
34%
Marketing Stimulated
WOM
16%
Direct Action due to Marketing
117
11
32
n’s
New Patient Decision Making
59
50%
24%
15%
6%4%
1%
Experienced Based Word-of-Mouth
Marketing-StimulatedWord-of-Mouth
Marketing
Source: 2010 New Outpatient Decision–making study and callback interviews n = 578 and 52 respectively
Physician
Insurance
Other
Most Influential Source
Information to Make Experience Better
60
Consumer Medical GuideDecision-Making
Tools
In Case of Emergency Card
Patient ExperienceWord-of-Mouth Generating Strategies
61
• Provide personal attention-Doctor plays with son first, chats then starts appointment-I like my doctor because she listens well
• Be proactive and also follow-up calls-Reminder calls-Doctor calls after visit
• Provide beneficial information-Told me my blood type-The doctor explained possible side effects and what to do for each if they occur after I get home.
Provide information about process-MRI techs walked family member through process before got MRI-Nurse said you will feel a pinch before giving a shot
Provide unexpected, added-value services-Doctor gives me his e-mail address-Received personal health organizer
= Marketing Can Impact Source: Medicare Patient Advisory Group
Presentation Structure
• Categories of Word-of-Mouth• Marketing-stimulated WOM• Marketing induced WOM• Growing patient experience-based
WOM
• Implementing Word-of-Mouth• WOM tactics practitioners can use• Measuring WOM• Social Media and WOM
• Word-of-Mouth Takeaways • Lessons Learned• Benefits of WOM• Concluding thoughts
62
• Overview• Description of UK HealthCare and the
market situation leading to a WOM focus
• WOM Insights
• UK HealthCare WOM strategy
• Research Insights• Financial value of WOM influenced
patients
• 2010 WOM studies
• Other research studies
Additional UK HealthCare WOM Tactics
1. Website Share Buttons2. Employee Medical Guide3. Consumer Medical Directory4. T-shirts5. Health Registries6. Personal Health Organizer7. Advances & Insights8. HealthSmart!9. House Calls10. Making A Difference11. Call Center Letter12. Health Talk WOM Card13. GI Letter14. Handout Dr.’s CV/Baseball Cards15. Stroke Card16. Telephone Callbacks17. ICE Card18. Customer Advisory Groups
63
T-shirts Provide Stimulus For Conversation
64
“RT@eryder: Just got 2 sweet Saddle Up SAFELY shirts. Will Proudly sport them at horse shows, clinics and 4H events! Thanks UK HealthCare”
Registries
65
Doctor CVs/Baseball Cards
66
Two Page CVs
Health Information Cards
“If you would like additional cards to
share with family or friends call
859-323-4843.”
67
33% of HealthSmart! Readers When Asked, Wanted Extra Copies to Share
68
Telephone Callbacks
Letters
69
70
Behaviors Six Weeks After Attending Health Talks
Endometriosisn=105
Cancern=36
Men’s Healthn=51
Shared Informationwith others
72% 83% 74%
Talked to others with same disease
45% 40% 32%
Recommended organization to others
23% 22% 31%
Source: Gombeski et al“Marketing Impact of Health Education Programs”Journal of Hospital Marketing11(2): 91-103, 1997
Customer Advisory Groups
• Medicare Patient Advisory Group
• Physician Advisory Group
• Social Media Advisory Group
• Medical Center Employee Advisory Group
• Main Campus Employee Advisory Group
• E-Community Advisory Group
• Markey Cancer Center Advisory Group
71
Gombeski WR, Taylor Jan, et al. “Customer Advisory Groups,”Health Marketing Quarterly 27(1) 1-11, 2010.
Measuring Word-of-Mouth
• Influences– Before you chose to come to UK HealthCare, you may have read, seen or heard something
about us. Please check all the things that influenced you in your decision to come to UK HealthCare?
– Of the items checked, what influenced you the most?
• Likelihood to Recommend– Likelihood of your recommending this hospital to others– Would you recommend this hospital to your friends and family– Likelihood of your recommending our practice to others
• Recommendation Behavior– In the past 12 months, how many times, if any, have you recommended a specific UK
HealthCare physician to someone?– To the best of your knowledge, how many of those recommendations led to appointments
being made?
• Online Conversations– Monitor online conversations to track where and how often your brand is mentioned
72
73
BLOGS
forumsFacebook
Social Networking
Hernia ForumAnterior Cruciate Ligament Answers Forum
External AffairsCancer ResearchSaddle Up SAFELYClinical OpsCancer Nutrition
36 Videos – 19,701 Video Views
UK HealthCare 1,190Kentucky Children’s Hospital 3,727Markey Cancer Center 1,952UK HealthCare Spanish 20Saddle Up SAFELY 60
1,123 Followers
Social Media at UK HealthCare
As of March 31st, 2011
SocialBuzz CommentsMost Recent “Meaningful” Comments
Source: SocialBuzz Tracking – February and March, 2011
Total Good Experience
Bad Experience
Wayfinding New Hospital
Other
21
9
7
31 1
74
Social Media & WOM
• Can't say enough good things about Kentucky Children's Hospital!! Thank you all so much! (3/10/2011)
• Would like to thank all of the staff at UK Medical Center that where involved in Wayne's recovery and all of my family and friends that were there for us during his stay in the CT ICU. Without them it would have been rough. Again thank you all and God bless. (3/1/2011)
• Just had to thank my friends Edith Ferguson and Dr. Andrew Bernard for making my life at the University of Kentucky Hospital, Kentucky Clinic, and Good Sam Hospital possible and great experiences. You are the best-my journey is often so hard and I would not have wanted to have traveled it without you. (2/13/2011)
• I have been going to UK Sports Medicine for a while now, I hurt my knee and was seen by Dr. Darren Johnson, I can't say enough about him or the staff, they are amazing. I actually went 2 weeks ago tomorrow and he said there is nothing more he can do, so he is sending me to Dr. Lattermen, does anyone know much about him? Any advice would be appreciated. (10/19/2010)
• Love Dr. Latterman. He specializes in knees. (10/20/2010)
75
Social Media Data
76
Fall 08n=525
Spring 09n=411
Fall 09n=420
Spring 10n=566
Fall 10n=524
Some Influence 3.3% 3.9% 3.3% 1.1% 1.1%
Most Influence 0.0% .5% 0.0% 0.0% 0.0%
New Patient Decision Making StudiesPercent of New Patients Indicating Social Media Influenced Their Decision to Choose
UK HealthCare
77
KY Consumers, Social Media and Healthcare
Source: 2010 KY Consumer Study
17.70%
31.00%
21.50%
13.60%
18.00%
38.60%
28.30%
18.60%17.40%
26.50%
17.50%
10.70%
Opionions shared by members of my social network can be trusted
I would add a business to my social network if they provided
valuable information
Social networks are a good way to learn about businesses and
products
Social networks are a good way to learn about heathcare, including
healthcare providers, medical conditions and treatments
Total (N-393) 30-44 (N=164) 45-69 (N=229)
78
% of Yes
% of Total
Forums 59.6% 14.5%Blogs 50.9% 12.4%Wikis 15.8% 3.8%Facebook 14.0% 3.4%YouTube 5.3% 1.3%MySpace 3.5% 0.9%Twitter 1.8% 0.4%Other (please specify) 21.1% 5.1%
5.6%
No, 71.4%
Yes, 23.0%
Q: Have you ever used any Social Media resources to acquire information about a particular doctor, hospital or treatment you were considering for yourself or someone else?Q: Which of these Social Media have you used to acquire information about health care in general? (Check all that apply)
Source: E-advisory group, 2010 n=248
Social Media and Healthcare Information
Presentation Structure
• Categories of Word-of-Mouth– Marketing-stimulated WOM– Marketing induced WOM– Growing patient experience-based
WOM
• Implementing Word-of-Mouth– WOM tactics practitioners can use– Measuring WOM– Social Media and WOM
• Word-of-Mouth Takeaways — Lessons Learned— Benefits of WOM— Concluding thoughts
79
• Overview• Description of UK HealthCare and the
market situation leading to a WOM focus
• WOM Insights
• UK HealthCare WOM strategy
• Research Insights• Financial value of WOM influenced
patients
• 2010 WOM studies
• Other research studies
Lessons LearnedWOM is a Channel of Communication Marketers
can Use
• WOM is more than an outcome of a customer experience, it is a major channel of communication and influence.
• People primarily talk about products and services in person, although email, social media etc. could become more important.
• People like to share information – ask them how many brochures they want, or always send two copies.
• WOM accelerates customer decision making.
80
Lessons Learned WOM Marketing is a Body of Knowledge/ Skill
Set Marketers Need to Master
• Marketers need to incorporate WOM tools into their marketing programs to increase likelihood of WOM conversation.
• WOM marketing can be more powerful than initial marketing activity.
• WOM is an important leading marketing indicator of future business.
• WOM should be tracked to understand the full impact of a marketing program – otherwise marketers may not be conveying the true impact of their marketing efforts.
81
Lessons LearnedWord of Mouth can be Increased
• WOM is naturally stimulated by good marketing.
• Marketers can accelerate WOM conversations though use of tools to make it easier to share and via marketing-induced activities.
• Marketers can also impact patient experienced WOM.
• WOM starts with employees and current customers – make them more powerful by giving them knowledge.
82
Benefits of Strong Word-of-Mouth to Your Organization
• Increases clout of marketing efforts because it speeds up decision making
• Intuitively has longer staying power than other forms of marketing
• Increase the pool of people talking about your organization and products
83
84
Word-of-Mouth Becoming MoreImportant
“ Market research shows that the sick are relying more on the recommendations of fellow patients and less on the
reputation of companies and endorsers in deciding whether to seek treatment and what drugs to ask for.”
Jonathan RockoffWall Street Journal
Thursday, February 15, 2010Page 6
Marketing Stimulated and Induced Word-of-Mouth can Provide a Competitive Advantage
85
Organization A Organization B
Patient Experience
WOM
Initial Marketing
Marketing – StimulatedWOM
Patient Experience
WOM
Initial Marketing
Marketing - Stimulated
Marketing Induced
Marketing Induced
% Consumers Likely to Recommend a Health Care Organization
WOM a Measure of Brand Strength
86
Brand Promise
BrandFamiliarity
Brand Dialogue
Brand Experience
Gombeski, WR, Britt JCopyright 2008
Brand Equity
-Awareness- Familiarity-Preference-Relevance
-Likelihood to recommend
-Loyalty
You can never be too rich, too thin, or too good at marketing.
Stephen Burnett
“Reflections on Becoming a
Great Marketing Organization”
in Kellogg on Integrated Marketing
p 203, 2003
87
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