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.
