Even in a crowded hospital market dominated by well-known and highly regarded research institutions, Massachusetts General Hospital stands out from its local competition. Brigham and Women’s Hospital and Beth Israel Deaconess Medical Center score well on consideration and impression, resulting in second- and third-place rankings, respectively. These and other findings are included in a first-ever Hospital Brandscape™ report published this month by Cogent Reports™, a division of Market Strategies International.
Jack Fyock, senior vice president at Market Strategies and author of the report, notes that Hospital Brandscape is a timely addition to other industry studies because it offers the unique perspective of general consumers.
“As a result of the Affordable Care Act (ACA), we find ourselves in a healthcare environment that is increasingly focused on individual choice due in large part to higher out-of-pocket spending,” says Fyock. “For many consumers, the days of passively following doctors’ orders are behind them. More consumers are making their own decisions, and it’s critical for hospital executives to focus on the needs and perceptions of general consumers. HCAHPS tells us about patient experience, US News & World Report tells us what doctors think, and Cogent Reports provides the community’s perspective.”
The Cogent Reports study also shows that despite their apparent affinity for the largest and best-known institutions, consumers in Boston remain open to a much wider set of hospital choices for non-life-threatening conditions. In fact, at least half of area residents would be willing to consider any of the nine hospitals highlighted in the report for non-life-threatening care. Additionally, a different set of factors are at play when it comes to selecting a hospital for more routine care or services such as elective surgery. The report shows how each hospital performs on a set of 19 hospital attributes consumers find important.
“Perceptions of quality are and will always remain paramount, but in non-life-threatening care, things such as location, non-medical amenities and even costs take on much greater weight,” says Fyock. “Understanding performance is where the greatest opportunity exists for local hospitals to gain traction, even in the shadow of world-renowned institutions. The report provides clear guidance on how a hospital can stand out from others. Mass General sets the bar high, but there are differentiating opportunities that are important to consumers.”
The results, available in the full 60-page report, are based on a survey conducted last year among a representative sample of 1,808 Boston-area residents. The nine area hospitals included in the report are Beth Israel Deaconess Medical Center, Boston Medical Center, Brigham and Women’s Faulkner Hospital, Brigham and Women’s Hospital, Massachusetts General Hospital, New England Baptist Hospital, Newton-Wellesley Hospital, St. Elizabeth’s Medical Center and Tufts Medical Center. Similar studies were also conducted by Cogent Reports in three other major healthcare markets: Atlanta, Chicago and Philadelphia.
