A follow-up report on hospital brand equity among healthcare leaders shows stability among the top five institutions over the past year.
Hospital leaders across the United States were asked to identify the organizations offering the best innovation, thought leadership and care quality in Reaction Data’s 2017 survey. Without prompting, the majority of the 285 responses identified five major players whose brand equity appears to be a cut above: Kaiser Permanente, Mayo Clinic, Cleveland Clinic, Geisinger Health and Intermountain Healthcare. While those five organizations also claimed the majority of responses in last year’s survey, drilling down into the survey results demonstrates distinctions among the organizations from category to category, as well as noteworthy trends:
- In the major categories of innovation, quality of care, and thought leadership, Kaiser Permanente, Mayo Clinic and Cleveland Clinic consistently took the top three spots.
- While Mayo Clinic took the top spot for thought leadership and innovation, Kaiser Permanente received significantly more recognition than any other hospital when it came to quality of care.
- Cleveland Clinic rated more highly than Kaiser Permanente on thought leadership, but the positions of the two organizations switched when respondents were asked about innovation.
- Perhaps unsurprisingly, the top three organizations scored highest in brand recognition, showing low-single-digit responses from peers who had never heard of them. By comparison, Geisinger Health and Intermountain Healthcare, which rounded out the top five, were unknown to more than a quarter of respondents.
- Brand reputation told a slightly different story, with Kaiser Permanente’s 10% unfavorable responses the only organization among the top five to score above 4% on that metric.
- The survey noted a marked drop in the number of respondents “very familiar” with Kaiser Permanente, surmising that the difference could stem from “a lack in marketing focus from the organization, or simply that those who responded this year fit a different demographic.”
- Geisinger Health also saw a significant drop in awareness among peer organizations.