Abstract
BACKGROUND: Patient decisions in healthcare services are increasingly shaped by interpersonal communication and shared experiences. Word-of-mouth communication is among the most influential non-commercial information sources guiding hospital preference, yet the mechanism through which this communication affects patient choice requires further investigation. This study aims to examine the direct effect of word-of-mouth communication on hospital preference and to determine whether physician branding has a mediating role in this relationship. METHODS: The study was conducted using a cross-sectional survey design. Data were collected from 1,636 adults residing in Türkiye who had previously received healthcare services. A convenience sampling approach was used due to accessibility considerations. Validated measurement tools assessing word-of-mouth communication, physician branding, and hospital preference were administered. Statistical analyses were performed using structural equation modeling to evaluate both direct and indirect effects. Reliability, construct validity, and normal distribution assumptions were tested prior to inferential analyses. Mediation significance was examined using the bootstrapping technique with 5,000 repeated samples and a 95% confidence interval. RESULTS: Word-of-mouth demonstrated significant positive effects on both physician branding (β = 0.47, p < .001) and hospital preference (β = 0.40, p < .001). Physician branding strongly predicted hospital preference (β = 0.73, p < .001) and significantly mediated the WOM-hospital preference relationship (indirect effect: β = 0.341, 95% CI: 0.288-0.393). The final mediation model showed excellent fit (CFI = 0.950; RMSEA = 0.038). CONCLUSIONS: Word-of-mouth communication influences hospital preference both directly and through the enhancement of physician brand value. Healthcare organizations should develop strategies to increase the visibility and credibility of physicians, strengthen communication-based trust, and promote positive patient experiences through digital and interpersonal channels. These managerial implications provide valuable insights for healthcare providers aiming to improve competitive positioning in regulated healthcare markets where traditional marketing activities are limited.