• Transform magazine
  • June 06, 2020


Brand experience report ranks 43 healthcare providers


With the healthcare industry at a pivotal point of rapid change, patients are presented with important decisions they need to make in order to take control over their wellbeing. To survive the competitive industry, healthcare leaders need to comprehend how patients make health care decisions.

A report has been released by brand experience consultancy Monigle called ‘Humanizing Brand Experience: Health Care Edition.’ The report takes a closer look at the desires of the patients and what the healthcare provider is offering, highlighting major gaps between the two.

Justin Wartell, managing director of Monigle, says, “Most brand leaders lack insight into how consumers think about and engage with healthcare. Healthcare brands consistently promote their awards, innovation and clinical quality, but these don’t necessarily add up to what people really want from healthcare. Instead, consumers hunger for a collaborative, emotionally resonant, resolutely human relationship with providers, at every touchpoint.”

For the research, over 3,400 consumers were questioned, resulting in a ranking of 43 brands across 12 US markets. The results focus on healthcare engagement and are a portrayal of a mixture of experience metrics such as decision drivers, emotional motivators, reputation, satisfaction, probability to use, and probability to recommend.

Johns Hopkins Health System is at the top of the rankings; Massachusetts General Hospital is next, followed by Emory Healthcare, Memorial Hermann and Stanford Health Care.

According to the findings, 68% of patients want to connect with their healthcare brands on an emotional level – the highest percentage of any other category – while 65% of patients express a lack of trust towards their healthcare regarding the decisions they make for their wellbeing.

Patients between 25-34 years old are, unsurprisingly, 35% more likely to do their own research on symptoms and treatments, while 30% are more willing to research the market and evaluate their options, in comparison to the demographic that is 65 or older.

For patients, awards and degrees don’t matter in order to consider a physician as excellent. What matters, is the combination of skills and knowledge with social skills, and the willingness to fully engage.

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