Cafferky M E
Walla Walla General Hospital, WA 99362, USA.
Med Group Manage J. 1995 Sep-Oct;42(5):44-7, 49.
Most health care professionals want a business that is built primarily on their reputation. Even in mature managed care marketplaces, reputation and word of mouth are important components to successful marketing. We all talk, but some people talk and get listened to more than others. The challenge is in knowing who talks and what motivates them to talk about your practice to others. Social science research has uncovered several factors that help you identify the most likely talkers in your practice. While most talkers are socially outgoing, these identifying factors go much deeper than this one element. Specific tactics are illustrated that can be used with these talkers to inspire them to talk more. Low cost, appropriate means of showing appreciation for talkers will inspire even more talk.
