Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

One of the crucial, if not the primary challenge facing enterprises today is sale of products offered. In the case of prevalence of supply over demand, marketing competences become the crucial source for competitive advantage. Word-of-mouth is one of the tools, when used sufficiently, which may produce numerous positive consequences for the enterprise, and so gains in its importance. Communication conducted in this way should occur alongside the use of classical promotion tools, and the key to its effectiveness is customer’s satisfaction with the use of the product. Such a situation should trigger recommendations for a product, which is the bedrock for word-of-mouth marketing. It seems that this tool, due to the specifics underlying its operations, may be tremendously effective solution for small enterprises operating on the medical market. First, instruments concerned with this form of promotion may be relatively cheap. Second, on the medical market trust proves to be critical for the patent’s choice, and its diffusion takes place remarkably potently through recommendations made by customers.