the central idea
Numerous studies have proven that for physicians adopting therapies, above any other information source, colleagues have the greatest influence. (First demonstrated by Katz et al* in 1955!)
The significance of this is that the communication model adopted by healthcare to date hitting healthcare professionals with messages underestimates the most powerful marketing channel; what one customer says to another, otherwise known as "Word of Mouth" (WoM).
To some, WoM is an enigmatic social concept that can't be influenced and therefore is not a serious marketing tool. The term 'WoM marketing' seems to imply paying people to walk around talking about a product.
However, WoM is not a difficult to control tactical gimmick. WoM provides a new, powerful, strategic framework for healthcare marketing. It is based upon a fundamental principle (the power of unbiased colleague recommendation) that we have all know to be true, but haven't yet known how to act on.
Word of Mouth in healthcare
Looking at the key factors that drive Word of Mouth, it becomes clear just how important it is for the adoption of therapies by healthcare professionals.
Complexity
The more information that needs to be processed, the more useful Word of Mouth becomes. Someone else has already balanced out the pro's and con's to make a decision. When it comes to new or competing medical therapies, this complexity can be immense.
Risk
Higher levels of risk understandably increase our desire to learn from others' experience; why rush in and make the wrong choice? For medical professionals, decisions over new or competing therapies can literally be the difference between life or death for the patients they have vowed to protect.
Noise
The cacophony of promotional noise that bombards the modern consumer is well documented. Perhaps ironically, the more promotional noise there is, the harder it can be to make purchasing decisions.
Spare a thought for healthcare professionals who not only have to contend with this everyday message avalanche, but also the noise created by the healthcare industry. In the US alone there are approximately 82,000 pharmaceutical representatives selling more than 3,300 pharmaceutical brands. A recommendation from a trusted colleague is a great way to cut through the confusion of promotional noise.
Looking at these factors, it's no surprise that when asked what the greatest influence on their adoption of a new therapy, physicians rank recommendation from a colleague (Word of Mouth) as number one.
Click below to find out more about
WoM and brand strategy »
WoM and Opinion Leaders »
WoM programmes »