“If I perform well, people will hear about me.”

The painful truth is: no they won’t. Not like you think. They often keep quiet.

Unfortunately, good news doesn’t travel at the speed of light. Research shows that when you look at the concept of word of mouth, if someone has a bad experience with a business then on average they’ll tell 12 people, and those 12 people will tell 6 others each. You’ve probably heard this or a similar statistic before. Sounds reasonable.

However, what was found was a much less reported finding. If someone has a good experience with a business then on average they’ll tell just a couple of people. And those people won’t remember much, and may not tell anyone else at all. Probably will leave their thoughts altogether. And one of the problems with relying on word of mouth as a marketing strategy is that as most people practice it, it’s a passive strategy. It’s the same way with referrals that you hope will be coming your way.

You’re relying on someone else who you don’t know to generate leads for you by saying good things about you. Want more clients through these methods? Well, you just have to hope you get more recommendations and referrals. So while word of mouth is great – relying on it alone as a key marketing strategy is a sure road to the poor house.

If you are searching for help in writing your patient emails, e-newsletters, blog posts, social media, or developing a complete patient marketing system, reach out to me at jpeters@writethenllc.com or on LinkedIn.


Jack Peters
Patient Marketing Expert
WriteThen Marketing

As a Patient Marketing Expert and Direct Response Copywriter/Marketer for the medical tourism and the medical marketing industry, I write persuasive content that moves people to take action or to respond to offers for cosmetic/aesthetic/plastic surgery, infertility and other medical procedures offered under the medical tourism banner. I write and edit sales letters, correspondence, website content, email letters, e-newsletters, books, manuals, public relations campaigns, blogs and other social media marketing materials. I have done a ton of creative and business writing in my 30 years of work experience in management positions in advertising, special event promotions, marketing, sales, merchandising and business management.

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