Traditional word-of-mouth and social media are tightly integrated and a recent study from the Word of Mouth Marketing Association (WOMMA) shows the benefits to brands. The study showed that 13% of all sales are attributable to WOM, and that amount goes up for high-consideration decisions which we would argue could easily represent health.
The split between offline and online (social) WOM was 2/3 to 1/3 respectively. Based on the report’s estimates that would make it $4 billion and $2 billion in value. WOM also amplified paid media by 15% on average across the six case studies. 90% of social media’s WOM benefit was found in the first two weeks following the initial exposure.
According to this report one WOM “impression” is as valuable as five or more paid impressions. The actual range of ratios was between 5-200 paid impressions.