US News & World Report: how children's hospitals can improve their brand

A recent blost post by ECG Management Consultants discusses ways children's hospitals can improve their brand. 

Editor's Note: This article originally appeared on ECG's website

One of the many tools families use in assessing children’s hospitals is the US News & World Report hospital rankings. Industry leaders may write off the survey citing intrinsic flaws such as data lag and an overreliance on brand image, but its use in patient education is widespread and impactful.

US News & World Report established itself as a consumer protection and education watchdog in the early 1970s and has since developed a host of rankings—from cars to colleges to hospitals—to educate consumers. Its hospital ranking began in 1990. By 2001, the independent survey had established a public perception of being unbiased and was broadly accepted and used to make decisions. This perception of validity influences the brand of a hospital or health system. Thankfully, there are steps that can be taken to improve this score and, in turn, your ability to reach families. Click here to continue>>


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