Humanizing Brand Experience: Healthcare edition
Overview
Now in its 9th year, the Humanizing Brand Experience: Healthcare edition report is a data-driven roadmap leveraging insights from U.S. consumers to build stronger, more human healthcare brands.
The data in Vol. 9 tells a story of two realities: consumers more engaged in their health than ever, and a healthcare system struggling to keep pace with their expectations. Engagement has surged past its pre-COVID peak, but even the most invested consumers are avoiding traditional care, turning instead to AI, wellness brands, and alternatives that are earning the loyalty health systems aren’t. Trust is eroding, and the gap between where people are putting their energy and where health systems are showing up has never been wider.
Methodology & impact
-
Informed by29,000healthcare consumers
-
Rankings of200+U.S. healthcare brands
Inside the report
Get a sneak peek of the insights you’ll find in this year’s report.
Engagement is surging
The power of trust
Legislative changes
Compassion in healthcare
AI trajectory
Desire for disruption
Top 10 Most Human Brands:
01
University of Iowa Health Care
Rank change from last year
-
02
Duke Health
Rank change from last year
12
03
UAB Medicine
Rank change from last year
1
04
Mass General Brigham
Rank change from last year
-
05
TriHealth
Rank change from last year
-
06
Johns Hopkins Medicine
Rank change from last year
3
07
Houston Methodist
Rank change from last year
1
08
The University of Kansas Health System
Rank change from last year
2
09
University of Utah Health
Rank change from last year
3
10
Emory Healthcare
Rank change from last year
1
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.
Connecting brand and business objectives through a Living System of Experiences
We know the impact that experience has on choice and recommendation, and our Humanizing Brand Experience model has shown us that the holistic consumer experience isn’t the domain of any single function. It’s time to expand our world to recognize the ecosystem of experiences that drive brand and business outcomes.
Based on Monigle's Humanizing Brand Experience framework, we know experience needs to deliver on four dimensions (Sensorial, Emotional, Intellectual, Behavioral) to be impactful.
We also know there are five experiences that each drive specific outcomes that are interconnected and equally impactful:
Hallmark Experiences
Hallmark Experiences
Drive memorability
Creating moments–no matter how big or small–that make your brand visible, distinctive, and memorable.
Employee Experiences
Employee Experiences
Drive motivation
Creating the tangible and intangible daily rhythms and benefits that elevate culture and spark harmony across ways-of-working.
Customer Experiences
Customer Experiences
Drive engagement
Creating a journey of engagement across every channel–from learning, to trial, to usage, and all over again.
Service Experiences
Service Experiences
Drive satisfaction
Creating human interactions that combine expertise and empathy to create loyalty and lifetime value.
User Experiences
User Experiences
Drive ease
Creating digital and physical interfaces that make the journey seamless, comfortable, and accessible.