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November 8, 2021

The 10 most-trusted health care brands

Daily Briefing

    While levels of patient trust in their health care provider vary by age group, a recent report from Monigle, the American Hospital Association, and the Society for Health Care Strategy & Market Development lists the 10 health care brands people said they trust the most.

    5 must-have characteristics of the consumer-focused physician

    Trust in providers varies by age group

    For the report, Monigle surveyed 30,138 people in November and December of 2020 who were the health care decision-makers for their household, had received medical care within the past two years, and had health insurance. Of those respondents, 70% had private health insurance, and 30% had government health insurance. Those with Medicaid were excluded.

    The survey asked respondents if they always trusted their health care provider to make the right decisions for them. While most patients trusted their providers, younger patients were more likely to question provider decisions. Thirty-seven percent of respondents ages 25 to 34 said they did not always trust their provider to make the right decisions. That number was 34% for respondents ages 35 to 44 and respondents ages 45 to 54. Older groups were more trusting in their providers, with only 25% of respondents ages 55 to 64 saying they did not always trust their provider to make the right decisions for them, and 22% of respondents ages 65 and older having that opinion.

    The 10 most-trusted health care brands

    The survey also asked what health care organizations people do trust. Respondents were asked to complete the statement "[Blank] is an organization that people trust." The top 10 most trusted health care brands according to the survey were:

    1. Johns Hopkins Medicine
    2. UNC Health
    3. Massachusetts General Hospital
    4. The Ohio State University Wexner Medical Center
    5. Nebraska Medicine
    6. Baptist Health South Florida
    7. Stanford Healthcare
    8. Mayo Clinic
    9. Memorial Healthcare System
    10. Emory Healthcare

    (Humanizing Brand Experience Vol. 4 report; Adams, Becker's Health IT, 10/8)


    Advisory Board's take

    Building trust involves meeting consumers’ needs. Here’s where to start.

    Colin GelbaughBy Colin Gelbaugh

    The results of this survey are not too surprising. People are citing that they trust large regional academic institutions close to home. When looking at the list, all the top ten brands are well known medical centers and systems. Some of the names on the list have been established brands for a long time, and I anticipate they will carry on their trusted brand for many years to come.

    Health systems initially gained a lot of good will with their Covid-19 response early in the pandemic. But more broadly, there has been a steady loss of trust and confidence in our institutions. When looking closely at the results, this is even more pronounced in younger generations. It is important we don't lose site of the gravity of this loss of trust or lose the momentum we gained during Covid-19. Health systems and medical groups have a responsibility to give providers the platform to deliver on rising patient expectations, rebuild the trust that's been lost, and ultimately earn consumer loyalty.

    And as my colleague Rachel Woods has explained in detail on another consumer survey, we know that consumers want more out of their experience than before, and it is up to health care systems and their providers to address these wants. When establishing a trusted brand, it is important to realize that individual conversations and experiences with the patient and their provider often expands out to the patient's entire view of the health system. One poor experience can damage the brand, and one great experience can secure someone's loyalty. Considering this, it is worth investing the time and resources to meet the growing needs of today's health care consumer.

    To read our in-depth briefing on the research and details behind the five must-have characteristic of the consumer-focused physician, be sure to download the report here.

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