Word-of-mouth marketing in promoting a small service enterprise on the medical market
Word-of-mouth marketing in promoting a small service enterprise on the medical market

Summary/Abstract: One of the crucial, if not the primary challenge facing enterprises today is sale of products offered. In thecase of prevalence of supply over demand, marketing competences become the crucial source for competitiveadvantage. Word-of-mouth is one of the tools, when used sufficiently, which may produce numerous positiveconsequences for the enterprise, and so gains in its importance. Communication conducted in this way shouldoccur alongside the use of classical promotion tools, and the key to its effectiveness is customer’s satisfactionwith the use of the product. Such a situation should trigger recommendations for a product, which is the bedrockfor word-of-mouth marketing. It seems that this tool, due to the specifics underlying its operations, may betremendously effective solution for small enterprises operating on the medical market. First, instrumentsconcerned with this form of promotion may be relatively cheap. Second, on the medical market trust proves tobe critical for the patent’s choice, and its diffusion takes place remarkably potently through recommendationsmade by customers.

• Details
• Contents