Building trust involves meeting consumers’ needs. Here’s where to start.

By Colin Gelbaugh

The results of this survey are not too surprising. People are citing that they trust large regional academic institutions close to home. When looking at the list, all the top ten brands are well known medical centers and systems. Some of the names on the list have been established brands for a long time, and I anticipate they will carry on their trusted brand for many years to come.

Health systems initially gained a lot of good will with their Covid-19 response early in the pandemic. But more broadly, there has been a steady loss of trust and confidence in our institutions. When looking closely at the results, this is even more pronounced in younger generations. It is important we don't lose site of the gravity of this loss of trust or lose the momentum we gained during Covid-19. Health systems and medical groups have a responsibility to give providers the platform to deliver on rising patient expectations, rebuild the trust that's been lost, and ultimately earn consumer loyalty.

And as my colleague Rachel Woods has explained in detail on another consumer survey, we know that consumers want more out of their experience than before, and it is up to health care systems and their providers to address these wants. When establishing a trusted brand, it is important to realize that individual conversations and experiences with the patient and their provider often expands out to the patient's entire view of the health system. One poor experience can damage the brand, and one great experience can secure someone's loyalty. Considering this, it is worth investing the time and resources to meet the growing needs of today's health care consumer.

To read our in-depth briefing on the research and details behind the five must-have characteristic of the consumer-focused physician, be sure to download the report here.