hospital brand equity - reaction data · their brand recognition, as well as brand reputation. from...
TRANSCRIPT
Data
A Peer Review by:Hospital Brand Equity
Table of Contents
Kaiser Permanente Breakouts 14
Celeveland Clinic Breakouts 12
Mayo Clinic Breakouts 10
Hospital Brand Reputation 8
Hospital Brand Recognition 7
Top Hospital Organizations 3Demographics 2Executive Summary 1
Geisinger Breakouts 16
Intermountain Healthcare Breakouts 18
Conclusion 20
Section II 9
Executive SummaryReaction Data usually helps our customers understand where they stack-up within the Healthcare Industry by researching their brand recognition, as well as brand reputation. From time to time we also launch brand equity research on our own. Brand equity takes a di�erent spin on traditional brand recognition and reputation research by conducting it among hospital leadership peers rather than the normal audience of a company's customers.
Near the end of 2016, we organized a study to determine brand equity among the top hospital systems throughout the US. Because of such a successful response, and continued interest from the market, we decided to do follow-up initiative to determine current brand equity. This report will focus on 2017 findings but also compare the two studies for key trends.
The research was conducted among hospital leadership across the country. We began the initiative with questions regarding recognition and reputation for the top hospital systems from our 2016 study, "How familiar are you with this hospital organization," and "how favorable is your opinion of them?" Then we dive deeper with broader questions about which hospital organizations comes to mind as a model of innovation, thought leadership, and providing quality care at a sustainable cost?"
Although the respondents could choose any hospital organization they wanted to, only 17 of the 285 hospital leaders choose their own organizations, which reveals how well the top 5 contenders in the healthcare industry perform in brand equity. Their advancements in innovation, thought leadership, and care quality keep them top of mind.
2017
Kaiser Permanente
Mayo Clinic
Cleveland Clinic
Intermountain Healthcare
Geisinger Health
Ochsner
Virginia Mason
HCA
UPMC
23.5%
22.5%
17.4%
10.3%
9.9%
6.1%
3.8%
3.3%
2.3%
Top Hospital Organizations
1.
Demographics
2017
This brand equity study gathers research from a peer perspective, rather than the traditional brand recognition methodology which is conducted among a brand's customers and target market. We asked a wide variety of hospital leaders about which provider organization they thought embodied innovation, thought leadership, and quality of care at a
sustainable cost. In addition, we wanted to take a focused look at those hospitals that continually showed up as top health systems. We asked respondents how well they knew the respective hospitals, and how favorable their opinion was of them.
285CEO 35.3%
CNO 1.4%
Head of Operations 8.7%
Chief Medical O�cer 10%
Head of Marketing 11.1%
Head of Patient Quality 15.6%Other Industry Leaders 18%
2.
2017 2016
These numbers reflect the combined percentages of three categories; innovation, thought leadership, and quality care at a sustainable cost. Even with the questions being open text format, results from both 2016 and 2017 show the same top fiveorganizations were written in each time. Each of the top five
are in similar order each year, with the exception being Geisinger and Intermountain switching spots. HCA is the other notalbe organization to show up in both reports while dropping a couple spots.
Kaiser Permanente 20.6%
16%
14.8%
11.3%
11%
5.8%
3.5%
2.9%
2%
Mayo Clinic
Cleveland Clinic
Geisinger Health
Intermountain Healthcare
HCA
Medica
Catholic Health Initiatives
Advocate
Kaiser Permanente
Mayo Clinic
Cleveland Clinic
Intermountain Healthcare
Geisinger Health
Ochsner
Virginia Mason
HCA
UPMC
23.5%
22.5%
17.4%
10.3%
9.9%
6.1%
3.8%
3.3%
2.3%
Top Hospital Organizations
3.
Thought Leadership Quality Care at a Sustainable CostComprised of the following categories Innovation
Again, it’s important to remember that the data show in these next few graphs come from an open text questions. We did notprompt participants to respond in any particular way. We can’t say exactly what would make respondents view a particularorganization as being “innovative”, for example, but typically
means the hospital is leading out in the industry by adopting new clinical or operational strategies and/or tactics. They are typically early adopters of new technology, and aren’t afraid to take calculated risks.
Most Innovative
What healthcare system comes to mind as a model for innovation?
IntermountainHealthcare
JohnsHopkins
ClevelandClinic
GeisingerHealth
KaiserPermanente
MayoClinic
Ochsner
4.
When it comes to controlling costs while maintaining a high-level of patient care, Kaiser Permanente is the runaway winner according to its peers. The delta between Kaiser and its peer group is significant enough to warrant
additional, in-depth, research in an attempt to uncover the underlying reasons (besides the obvious managed care answer).
Highest Quality of Care at a Sustainable Cost
What healthcare system comes to mind as a model for delivering high quality at sustainable costs?
Catholic HealthInitiatives
OchsnerClevelandClinic
GeisningerHealth
HCA IntermountainHealthcare
KaiserPermanente
MayoClinic
5.
Thought leadership is the most competitive area of the three main categories, however, we still see the five top hospitalorganizations showing up: Mayo, Cleveland, Kaiser, Intermountain, and Geisinger. Thought leaders oftentimes are the ones that plow ahead through unchartered waters when they see an opportunity. This type of leadership takes courage.
A perfect example of this is the recent announcement that Intermountain Healthcare will be teaming up with other significant health systems to start their own non-profit generic drug company. Shameless plug - look forward to research from us on this topic in the next few weeks.
Top Thought Leaders
What healthcare system comes to mind as a thought leader on topics related to healthcare transformation?
ClevelandClinic
GeisingerHealth
KaiserPermanente
IntermountainHealthcare
MayoClinic
OchsnerHCA
6.
*
*scheduled to publish March 26, 2018
Hospital Brand Recognition
2017 2016
Brand recognition from a patient perspective is vital, but a unique understanding comes from a peer perspective. Keeping an accurate pulse on how aware the overall healthcare market is of your organization will help to expand its regional, national, or even international
influence. As displayed above, Mayo Clinic has done just that. Even though Mayo has a presence in only a few states, they continually hit the mark by being a highly recognized hospital organization throughout the US...and beyond.
How familiar are you with the following hospital organizations?
Mayo Clin
ic
Kaiser P
ermanente
Cleveland Clin
ic
Geisinger H
ealth
Intermountain H
ealthca
re
Mayo Clin
ic
Kaiser P
ermanente
Cleveland Clin
ic
Geisinger H
ealth
Intermountain H
ealthca
re
33%37%48%49%53%
43%
4%
8%3%
7%2%
39% 42%
30%
18%
16%
30%
20%
17%
9%21%40%37%46%
47%
6%1%
12%3%
12%3%
48% 44%
29%
24%
26%
40%
20%
31%
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
7.
Hospital Brand Reputation
2017 2016
Perhaps even more important than brand recognition is brand reputation. Of those who know who you are, what do they think of you? Fortunately for these hospital organizations, their unfavorable reputation rate is quite low. Though it is interesting that all five organizations had
an increased percentage of unfavorable voters (with the exception being Intermountain Healthcare who saw a significant increase in votes from its peers). Is this a new trend, or just random chance? Our next report on this topic will provide enhanced clarity to these questions.
How favorable is your opinion of the following hospital organizations?
Very Favorable Somewhat Favorable UnfavorableVery Favorable Somewhat Favorable Unfavorable
Mayo Clin
ic
Kaiser P
ermanente
Cleveland Clin
ic
Geisinger H
ealth
Intermountain H
ealthca
re
Mayo Clin
ic
Kaiser P
ermanente
Cleveland Clin
ic
Geisinger H
ealth
Intermountain H
ealthca
re
4%
38%
58%
4%
32%
64%
10%
52%
38%
3%
43%
54%
3%
57%
40%
6%
29%
65%
12%
50%
38%
5%
39%
56%
5%
53%
42%
9%
46%
45%
8.
Section II - Hospital BreakoutsSection II will cover the breakouts of each of the top fivehospitals. The graphs will show both their recognition andreputation scores broken out by the various titles thatparticipated. There is also a second graph on each page thatwill show you how this year’s respondents stack up against lastyear’s results.
Mayo Clinic – As you may have seen by the earlier recognitiongraphs, Mayo Clinic is the most well-known hospitalorganization in the country. In 2016 there was not a singlerespondent who answered “Never heard of them” and in 2017only one or two gave that response. There really isn’t much elseto say, they are the most well-known, and favorably viewedhospital in the US.
Kaiser Permanente – Kaiser stayed fairly consistent (exactlyconsistent when dealing with reputation ’16 vs ’17) in most of itscategories. While both years show Kaiser as having the highestunfavorable rate, they also were first by a large margin whenasked who comes to mind as an organization that delivers highquality at a sustainable cost. They also took second and thirdplace in innovation and thought leadership (respectively).
Cleveland Clinic – The Cleveland Clinic is like that quiet siblingyou had that just always seemed to be doing good things. Theyare a steady force for good among hospital organizations inthis country. They are well known, favorably viewed, andconsistently in the top two or three in all categories -innovation, thought leadership, and high-quality care atsustainable costs.
Geisinger Health – Definitely not as big and well known as theprevious organizations, but Geisinger is still considered a tophospital in the United States. They receive about the samerating when dealing with favorability, and usually end up in thefourth or fifth position in leader breakouts.
Intermountain Healthcare – Had we conducted our study just afew weeks later, Intermountain’s familiarity numbers wouldlikely look a lot di�erent, given their recent landmarkannouncement to start their own drug company. Even thoughIntermountain Healthcare is more regionally focused than mostof its peer group, they seem to punch above their weight, andhave firmly established their spot among elite providerorganizations.
9.
Mayo Clinic - Brand Recognition
Brand Recognition TrendedHow familiar are you with Mayo Clinic?
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
2016
4%
43%
53%
47%
46%
6%
1%0%
20170
10
20
30
40
50
60
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
41% 50%53%52%
48%
43%42%
54%48%
1%9%
4%
32%
16%6%6%
47%
50%
50% 50%
10.
As you may have seen by the earlier recognition graphs, Mayo Clinic is the most well-known hospital organization in the country. In 2016 there was not a single respondent who
answered “Never heard of them” and in 2017 only one or two could give that answer. Simply put, they are the most well-known healthcare provider organization in the US.
Mayo Clinic - Brand Reputation
How favorable is your opinion of Mayo Clinic? Brand Reputation Trended
65% 64%
29%32%
6% 4%
2016 20170
10
20
30
40
50
60
70
Very Favorable Somewhat Favorable UnfavorableVery Favorable Somewhat Favorable Unfavorable
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
64% 50%48%69%
27%
4%
58%65%
38%33%
2% 4%
32%
11%
36%
72%
6%
22%
50%
11.
While being the most well-known hospital organization, they also have a great favorability perception among their peers. Even though their “very favorable” score dropped a touch, they
had a spike in “somewhat favorable” and a material reduction in “unfavorable” mentions. Overall, from 2016 to 2017, Mayo Clinic increased in net favorability amongst its peers.
Kaiser Permanente - Brand Recognition
Name Recognition TrendedHow familiar are you with Kaiser?
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
2016
8%
39%
49% 48%
37%
12%
3%3%
20170
10
20
30
40
50
60
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
35% 50%30%30%
52%
19%
38%40%
34%54%
2%5%
3%
24%
40%
15%
15%
47%
12%
6%
42%
53%
5%
50%
12.
The increase of “heard of them but not very familiar” and “somewhat familiar” respondents might be enough to give Kaiser a net increase in recognition, but you still wonder what happened with the drop in those who are “very familiar”. It
could mean a lack in marketing focus from the organization, or simply that those who responded this year fit a di�erent demographic. Either way, we will continue to watch this trend and see what changes this coming year.
Kaiser Permanente - Brand Recognition
How favorable is your opinion of Kaiser? Brand Reputation Trended
38%
50%
38%
52%
10%13%
2016 20170
10
20
30
40
50
60
Very Favorable Somewhat Favorable UnfavorableVery Favorable Somewhat Favorable Unfavorable
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
25% 75%36%38%
57%
5%
41%48%
45%45%
7%14%
57%
7%
67%
8%
18%
59%
24% 25%
13.
Kaiser stayed fairly consistent (exactly consistent when dealing with reputation ’16 vs ’17) in most of its categories. While both years show Kaiser as having the highest unfavorable rate, they also were first by a large margin when asked who comes to
mind as an organization that delivers high quality at a sustainable cost. They also took second and third place in innovation and thought leadership (respectively).
Cleveland Clinic - Brand Recognition
Name Recognition TrendedHow familiar are you with Cleveland Clinic?
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
2016
7%
42%
48%44%
40%
12%
3%2%
20170
10
20
30
40
50
60
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
53% 75%37%33%
52%
7%7%
34%38%
34%50%
3%9%
31%
42%
16%
5%
35%
6%6%
53%
42%
5%
25%
14.
The Cleveland Clinic is like that less rambunctious sibling you had that just always seemed to be doing almost everything right. They are a steady force for good among hospital
organizations in this country. Despite their slight decrease in “very favorable" recognition, they always appear to be a well-known and trusted healthcare provider organization.
Cleveland Clinic - Brand Reputation
How favorable is your opinion of Cleveland Clinic? Brand Reputation Trended
39%
56%
43%
54%
3%6%
2016 20170
10
20
30
40
50
60
Very Favorable Somewhat Favorable UnfavorableVery Favorable Somewhat Favorable Unfavorable
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
71% 75%40%64%
36%
57%49%
43%47%
4%
53%
7%
29%
65%
29%
6%
25%
15.
Along with being well-known and favorably viewed, they are consistently in the top two or three when it comes to
innovation, thought leadership, and delivering high-quality care at sustainable costs.
Geisinger Health- Brand Recognition
Name Recognition TrendedHow familiar are you with Geisinger?
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
2016
18%
30%
37%
29%
21%
24%26%
16%
20170
10
20
30
40
50
60
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
41% 50%5%19%
26%
33%
22%
17%23%
31%
28%33%
21%
23%
24%
35%
20%
40%
24%
12%
24%
26%
32%
21%
21%
50%
16.
Geisinger, while not being as big or as well known as the previous organizations highlighted in this research, is still
considered a top hospital in the United States. The material decrease in peer awareness is something to be noted.
Geisinger Health - Brand Reputation
How favorable is your opinion of Geisinger? Brand Reputation Trended
41%
53%
39%
57%
3%5%
2016 20170
10
20
30
40
50
60
Very Favorable Somewhat Favorable UnfavorableVery Favorable Somewhat Favorable Unfavorable
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
25% 100%100%64%
36%
46%41%
54%57%
3%
58%
17%
50%
50%
17.
Being small, relatively speaking of course, doesn't mean Geisinger doesn't have respect from its peers. Only a scant 3%
of its industry peers have an unfavorable opinion of it and, as such, they are to be commended.
Intermountain Healthcare - Brand Recognition
Name Recognition TrendedHow familiar are you with Intermountain Healthcare?
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
Very Familiar
Somewhat Familiar
Heard of, but not very familiar
Never heard of them
2016
20%
30%
33%
40%
9%
20%
31%
17%
20170
10
20
30
40
50
60
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
50% 50%38%100%
100%
100%
49%42%
46%
46%
48%
48%
9% 5%
46%
8%
50%
50%
50%
50%
50%
50%
50%
50%
50%
18.
Had we conducted our research just a few weeks later, Intermountain’s recognition numbers would likely look a lot di�erent given their recent landmark announcement to lead the charge in starting a new drug company along with
Ascension, Trinity, SSM, and the VA. Even though Intermountain has a more regional (and rural) focus than the other hospitals mentioned, they punch above their weight and have proven their spot among top hospital organizations.
Intermountain Healthcare - Brand Reputation
How favorable is your opinion of Intermountain Healthcare? Brand Reputation Trended
9%
45%
38%
58%
5%
2016 20170
10
20
30
40
50
60
Very Favorable Somewhat Favorable UnfavorableVery Favorable Somewhat Favorable Unfavorable
Head of Marke
ting
Chief Medica
l O�
cer
Head of Opera
tions
CNOCEO
Other Industr
y Leaders
Head of Patie
nt Quality
64% 100%43%67%
33%
46%54%
38%46%
15%
43%
14%
27%
9%
80%
20%
19.
If you look back at the overall breakouts of hospital brand reputation on page 8, Intermountain Healthcare was the only organization who increased their “very favorable”
score. That should say something about the marketing and good-will they continue to put out as an organization.
ConclusionThe top five contenders within the healthcare industry for innovation, thought leadership and delivering quality care at a sustainable cost are Mayo Clinic, Kaiser, Cleveland Clinic, Geisinger, and Intermountain Healthcare. This specific study focused on these three categories in order to gain knowledge on how these hospital organizations score overall in brand equity throughout the US in both 2016 and 2017 from a peer perspective.
In comparing the scores between the two surveys, all five of the hospital organizations show consistency in being true industry leaders. Even among such elite institutions, Mayo Clinic stands alone when it comes to peer reputation and peer recognition, as evidenced by the high volume of written-in responses from its peers in both 2016 and 2017.
An interesting innovation by a top health system from this report was announced while finalizing the research. Reaction Data is currently collecting critical research from healthcare provider organizations, health insurance companies, and pharmaceutical/life sciences firms to track
the groundbreaking announcement of a few key provider organizations (Intermountain, Ascension, Trinity, and SSM, with input from the VA), which are creating their own nonprofit drug company. Healthcare disruption just shifted into a higher gear. Buckle up...
20.
What healthcare system comes to mind as a model for innovation?
IntermountainHealthcare
JohnsHopkins
ClevelandClinic
GeisingerKaiserPermanente
MayoClinic
Ochsner
The Full Data SetIf you are a customer of Reaction Data, you can click here to login and see the complete results.
If you have any questions about this report, or Reaction Data, feel free to email Taylor Madsen at [email protected]
DataHospital Brand Equity
21.