Humanizing Brand Experience: Healthcare edition
Overview
Now in its 7th year, our Humanizing Brand Experience: Healthcare edition, Vol 7 report is the deepest, most human-centric examination of brand and experience needs in the healthcare industry.
Exploring the intersections of business, brand, culture, and experience, the report delivers unprecedented data and actionable insights that leaders need to create a more human healthcare experience for their organization.
Methodology & impact
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Informed by26,000+healthcare consumers
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Rankings of200+U.S. healthcare brands
Inside the report
Get a sneak peek of the insights you’ll find in this year’s report.
Healthcare engagement is regaining momentum
Brand plays a powerful role in healthcare
Consumer preference for systemness is on the rise
Your people are your brand
Access challenges are pervasive
Generational shifts are underway
Three keys to the future
Top 10 brand rankings:
01
University of Iowa Health Care
Rank change from last year
2
02
OhioHealth
Rank change from last year
-
03
UAB Medicine
Rank change from last year
14
04
Mass General Brigham
Rank change from last year
19
05
Northwestern Medicine
Rank change from last year
2
06
Johns Hopkins Medicine
Rank change from last year
2
07
Mayo Clinic
Rank change from last year
4
08
The University of Kansas Health System
Rank change from last year
7
09
University of Utah Health
Rank change from last year
39
10
UR Medicine
Rank change from last year
5
Consumer mindsets
Segmentation powers personalization.
Click each segment to learn more.
Wellness influencers
Wellness influencers
These are the trend-setters who try new health approaches before they’re mainstream. They’re enthusiastic about self-care trends and share their journey with others.
Habitual Strugglers
Habitual Strugglers
Habitual Strugglers often face the possibility of losing their health due to chronic conditions. They want real help navigating their healthcare without judgment.
Positive Preventatives
Positive Preventatives
This segment has an optimistic outlook on their health, crediting themselves entirely for their well-being. Despite not being as active or healthy as they portray, they excel in preventative care.
Whole Health Managers
Whole Health Managers
Self-reliant and confident in managing their health through online resources, self-care, and holistic health management, Whole Health Managers hold off on traditional medicine.
Trusting Traditionalists
Trusting Traditionalists
This segment grew up believing their doctor is always right and prefer traditional approaches to care. They’re loyal to their doctor and follow their recommendations.
Unapologetically Unhealthy
Unapologetically Unhealthy
This group has left their health to chance their entire lives. They’re stubborn creatures of habit and aren’t likely to change their ways now – diet, exercise, and preventative care are not words in their vocabulary.
Doctor Dodgers
Doctor Dodgers
These young blue-collar individuals avoid doctors due to the stressful, costly, and time-consuming healthcare process. For them, it’s a luxury that their busy lives won’t allow.
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