Humanizing Brand Experience: Healthcare edition
Overview
Humanizing Brand Experience: Healthcare edition is a data-driven roadmap leveraging insights from U.S. consumers to build stronger, more human healthcare brands, experiences, and cultures.
Informed by insights from thousands of consumers, and with a validated model that predicts over 70% of future behavior and correlates with HCAHPS scores, the reports reveal the wants, needs, and preferences that shape healthcare choices and drive brand recommendation.
The reports deliver timely insights into trends to help healthcare leaders navigate rapidly shifting consumer expectations and create experiences that foster deeper engagement, build trust, and drive business growth.
Changes to the study
Quarterly insights, annual impact
Humanizing Brand Experience now delivers consumer-driven insights four times a year—August, November, February, and May—spotlighting emerging trends and timely topics that matter most to healthcare leaders. Each wave builds toward our full annual report in May, which includes the Most Human Brand rankings and a comprehensive view of consumer expectations in healthcare.
The latest research
The front doors to care
3rd QUARTER 2026
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
Our Humanizing Brand Experience model has shown the impact that experience has on choice and recommendation and 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.