CONSUMERS PREFER âHOSPITALSâ OVER âMEDICAL CENTERS,â ACCORDING TO NEW SURVEY
Â June 21, 2011 â Do consumers prefer a âHospitalâ over a âMedical Center,â or vice versa? According to a new survey of 1,027 American adults, the clear answer is: âHospital.â
On four separate measures, consumers showed strong preferences for a âHospitalâ over a âMedical Center.âÂ Survey highlights:
|Â Â Â HOSPITAL||Â Â Â MEDICALÂ CENTER|
|Which would have a wider range of services?||61%||31%|
|Which would provide patients with better quality medical care?||52||32|
|Which would be on the cutting edge of medicine, using the most up-to-date technologies and procedures||53||37|
|Which would have physicians who are experts in their fields?||46||34|
These consumer perceptions come from a survey conducted this month by Rivkin & Associates LLC and Bauman Research & Consulting LLC, both based in Glen Rock, NJ.
âThe conventional wisdom for years has been that the word âHospitalâ was tired and old-fashioned,â said Steve Rivkin, founder of Rivkin & Associates, a marketing and communications consultancy.Â âAs a result, hundreds of hospitals have dropped the word and renamed themselves Medical Centers.â
âOur data indicate this conventional wisdom is wrong,â said Sandra Bauman, PhD, founder of Bauman Research & Consulting.Â âThis national study shows that consumers favor a âhospitalâ across the board on the four attributes we measured.â
Survey results were consistent across respondentsâ gender, age, income, race, region, household income, size of household and educational levels, according to Dr. Bauman.
âWeâve encountered many internal reasons for using the term âmedical center,ââ said Rivkin. âAs hospitals expanded, added facilities and services, and partnered with physicians, they came to see themselves as âcentersâ of healthcare for their communities.Â And for some, the term âmedical centerâ also has an academic pedigree, conveying prestige to physicians and other practitioners.â
âRegardless of those internal considerations, itâs always worth listening to the voice of the consumer,â said Dr. Bauman.Â âA similar study nine years ago asked three of the same four questions, and the results were remarkably consistent to these 2011 results. Â The stability in consumer preference for ‘hospital’ is especially noteworthy given the heightened national discussion about healthcare and increased consumer involvement in healthcare decision-making in the past few years,â said Dr. Bauman.
Added Rivkin, âTens of thousands of blue âHâ signs across the country point the way to hospitals.Â This survey indicates that consumers also point to hospitals over medical centers in terms of offering a wide range of services, delivering high-quality care, being on the cutting edge and having expert physicians.â
Rivkin & Associates and Bauman Research & Consulting have completed naming, marketing and research assignments for hundreds of clients in healthcare, consumer products, technology, financial services and other fields.
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For more information, contact:
- Steve Rivkin at 201-670-1370, or email [email protected] (www.Rivkin.net)
- Sandra Bauman at 201-444-6894, or email [email protected]Â (www.BaumanResearch.com)
- For complete survey results, please see www.baumanresearch.com/hospitalsurvey
Attachment:Â Survey highlights.
SURVEY HIGHLIGHTS:Â âHospitalâ vs. âMedical Centerâ
PLEASE THINK ABOUT THE TERMS HOSPITAL AND MEDICAL CENTER.Â WHICH WOULD YOU EXPECT WOULD â¦
|2011||18-34||35-54||55+||Under $50,000||$50,000or more||Less than college grad||College grads|
|Have a wider range of servicesÂ||Â||Â|
|No difference/Both the same||6%||6%||5%||8%||7%||6%||5%||8%|
|Provide patients with better quality medical care||Â||Â|
|No difference/Both the same||12%||10%||12%||15%||8%||13%||10%||17%|
|Be on the cutting edge of medicine, using the most up-to-date technologies and procedures||Â||Â|
|No difference/Both the same||8%||8%||8%||10%||8%||8%||7%||11%|
|Have physicians who are experts in their field||Â||Â|
|No difference/Both the same||19%||21%||20%||15%||15%||19%||15%||26%|
Â© 2011 Rivkin & Associates LLC and Bauman Research & Consulting LLC
Telephone survey conducted Â June 2-5, 2011, using random-digit dialing (RDD), among a national probability sample of 1027 adults, 18 years of age and older, living in private households in the continental United States. Data are weighted by five variables:Â age, sex, geographic region, race, and education to ensure reliable and accurate representation of the total population, 18 years of age and older.