Study: Brand image drives public's opinion of hospitals.

Brand image clearly drives consumer preference for health care systems and hospitals, according to a study of 400 Houston-area households. The study shows that Houstonians are strongly influenced by the marketing communications of area health care systems.

The study, Health Brand Monitor, conducted twice a year by Houston-based Gelb Consulting Group and underwritten by BRSG Marketing Communications, measures health care consumer preferences for Houston-area health care system brands.

Consumers are asked to rate the brand image of health care systems or hospitals on quality, cost, caring and accessibility.

The findings demonstrate that perceived …