Using Buzz Marketing to Promote Ideas, Services, and Products

摘要: ABSTRACT Objective To (1) discuss buzz marketing, contrast it with traditional forms of promotional communications, and provide guidelines for use (2) describe a successful buzz-marketing program used by Sentara Healthcare to decrease overuse inappropriate antibiotic medications. Data Sources An English-language-only literature search ABI Inform, Lexus-Nexus, InfoTrac, university library databases from 1980 the present using keywords buzz, word mouth, opinion leader, thought leader. Articles books were cross referenced other works interest. Study Selection Performed author their contribution an exploratory analysis this topic. Extraction author. Synthesis Buzz marketing is indirect communications method that has been successfully in promotion wide variety products, services, ideas. By identifying cultivating nonmedia leaders, technique generates word-of-mouth between these early adopters products services late majority people who tend follow lead. Opinion leaders can be categorized as ordinary or extraordinary, technical social, specialist generalist, depending on nature expertise, range knowledge. most useful ideas are memorable, produce small changes behavior have big effects over time, potential reach "tipping point" terms momentum among target population. Pharmacists promoting innovative such pharmaceutical care. A case study presented health system decreasing resistance through lessening public demand antibiotics support physicians prescribing agents appropriately. Conclusion potent force pharmaceuticals pharmacists. It best when patients perceive benefits innovations. Providing samples demonstrations innovation will foster positive perceptions. Innovations also spread better they compatible needs, desires, preferences individuals adapted unique situation adopter.