New study: What drives pediatric healthcare choices for parents

Monigle’s groundbreaking new study, Humanizing Brand Experience: Pediatric edition, takes a fresh look at the pediatric healthcare landscape to uncover the critical factors that influence parents’ choices for their children’s healthcare.

The study, which analyzed and ranked 42 pediatric brands across 30 markets, builds on the success of Humanizing Brand Experience: Healthcare edition, Volumes 1-7, leveraging our proven methodology for understanding how today’s healthcare brands form deep human connections that drive choice and recommendation. It explores how a brand’s performance on intellectual, emotional, behavioral, and sensorial dimensions shapes parents’ decisions.

The findings indicate that while a holistic brand experience is undeniably powerful in achieving business outcomes for healthcare organizations, addressing the intellectual drivers—quality outcomes, personalized interactions, transparency, and more—is paramount. This is a key difference between adult and pediatric healthcare.

“This study provides critical insights for pediatric brands,” said Dave Middendorf, Executive Director of Health, Care, and Wellness at Monigle. “It’s not just about the quality of care, it’s about creating a comprehensive and human experience for parents and children. The brands that capture the mindspace of being the best while following through with care that makes parents feel reassured and confident will be the ones that truly succeed.”

Moreover, according to the rankings, the most human pediatric brands are overwhelmingly standalone children’s hospitals or health systems—a contrast to the increasing power of systemness that we see across the adult healthcare space. The pediatric focus helps top-ranking brands outperform others on the highly important intellectual drivers.

This premiere issue of Humanizing Brand Experience: Pediatric edition ranks Boston Children’s first among the 42 brands, followed by Cincinnati Children’s, Children’s Hospital of Philadelphia, Texas Children’s, and Children’s Healthcare of Atlanta rounding out the top five.

To learn more about the findings, discover actionable insights around brand, culture, and experience, and access the rankings of all 42 brands, download the study here.