A suggestion for hospitals and health systems looking to make word of mouth work to their advantage: observe social media and what people are saying. Most hospitals and health systems rely on intuition for what people think about their reputation for care, Smith says.
Marketers should be on a quality team in order to understand and monitor both strengths and weaknesses of care. Also, a tool for marketers to build word of mouth trust is testimonials that do not need to be expensive to produce. Word of mouth is a powerful tool with powerful potential.