The definitive healthcare brand, experience, and culture report
Humanizing Brand Experience: Healthcare edition, Vol. 9
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
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Informed by29,000healthcare consumers
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Rankings of200+U.S. healthcare brands
Download the report
Inside the report
Get a sneak peek of the insights you’ll find in this year’s report.
Chapter 1
Engagement is surging
Chapter 2
The power of trust
Chapter 3
Legislative changes
Chapter 4
Compassion in healthcare
Chapter 5
AI trajectory
Chapter 6
Desire for disruption
2026 Top 10 Most Human Brands:
01
University of Iowa Health Care
Rank change from last year
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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