References that people do not neglect – A study of word-of-mouth in Indian healthcare industry

This study specifically investigates the value or importance given to different sources of Word-of-Mouth. It also investigates the effect of Negative Word-of-Mouth on consumer decision-making. The study further investigates how actively people share their healthcare institute-related experiences with others.

The study is based on primary data collected from 120 attendants from 4 hospitals (2 private hospitals and 2 government hospitals) in Delhi, India. The data is analysed using various statistical tools and methods. The results reveal that recommendations from medical practitioners and people who have availed the service are considered to be the most credible where as an individual's own opinion takes the back seat while choosing a healthcare facility. The results of the study also reveal that people share their healthcare institute-related experiences very actively with others so as to express a sense of care and humanity. The results also reveal that Negative Word-of-Mouth plays a significant role in consumer decision-making about choosing a healthcare facility.

Thus healthcare practitioners should focus on positive as well as negative Word-of-Mouth, and should come up with different strategies for different sources of Word-of-Mouth, in accordance to the importance given to those sources by consumers, so as to enhance their position in the market.