Objective & Method

  • Conduct a brand audit among consumers to assess awareness, consideration and preference of Hospital A relative to competitors in the region.
  • Evaluate the extent to which public opinion has been affected due to recent public events involving Hospital A.
  • 15 minute computer-aided telephone interviews (CATI), completed by 732 carefully screened healthcare decision-makers.


  • Findings show that the hospital holds a strong brand position among consumers, that was not tainted by recent press-covered events.

  • However, the results also show that some improvements are warranted in patient experience given the high level of discrepancy between facilities in quality patient experience.