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Healthcare Glossary
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Ladder of loyalty
A tool used in marketing that identifies a path for consumers to follow using integrated marketing communications techniques, with the consumer’s loyalty increasing along the way.
This path is as follows:
- Prospect - where a consumer has yet to make a purchase
- Advocate - where consumers are made aware of, and recommended the product
- Customer - where a consumer trials a product
- Client - where a consumers becomes a repeater purchaser of the product
Related terms
Shelf life, e-Commerce, In-Company training, Direct marketing, Direct response advertising (DRA), Channel marketing, Channel strategy, Social media, Perfect competition, Target audience, Maturation, Industrial marketing, Test marketing, Brand revitalisation, Customer loyalty,
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