New study: ‘Board certification’ now most compelling hospital message

For the first time in 20 years, the hospital message “we care” has been usurped as most valued message from a hospital. The new champ? “Our physicians are board certified.” That’s according to the annual consumer survey conducted by the Center for Research About People. Each year, it randomly polls 10,000 adults between the ages of 37 and 38 in the U.S., and asks them the following question: “Which message is most likely to get you to abandon the physician you’ve seen for years, drive 100 miles out of your way, or otherwise choose a hospital service you ordinarily would never consider?”

In 2008, the five most popular responses were:

1. Our physicians are board certified.
2. We care.
3. We’re ranked #1 in (fill in the blank).
4. We’re high touch and high tech.
5. We care a lot.

While there was a new number one response this year, study director Louden Swain expects that to change soon.

“With virtually every hospital claiming a number one ranking in at least one area, there’s no doubt that will be the message to watch,” said Swain

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