U.S. News & World Report Rankings – What's the Value?

Q. One of the hospitals in our health system achieved recognition in the 2019-2020 U.S. News & World Report rankings. As an organization, we are asking ourselves whether it’s wise to invest staff time and resources in promoting the awards. Do they truly impact patient choice? Please share your thoughts.

A. In multiple qualitative and quantitative research efforts for a nationally recognized academic medical center, we have learned the following:

• U.S. News & World Report is far and away the most recognized and most credible award source among consumers.
• Qualitatively, while it's hard to determine the impact on "choice," we have seen that a top ranking can elevate a brand within the consideration set during the evaluation phase.
• Top rankings combined with reinforcement of longevity of expertise (e.g., "top hospital in Illinois for 8 straight years") works particularly hard to convey expertise and enduring leadership.

A. From my experience, earning a top ranking by U.S News & World Report has been viewed as a major achievement. Hospitals are able to advertise themselves as being one of the 50 best hospitals in the nation. While I can't say for certain the impact this awards program has on the patient decision-making process, it is a prestigious award that I believe consumers recognize when searching for top quality care.

A. Rankings like U.S. News & World Report probably matter more to industry professionals than to consumers. Some institutions are very competitive (especially at the top echelons of academic medical centers and in certain markets). So these rankings are taken seriously by many health care leaders — despite what some physicians and administrators may say publicly. Aligning organizational strategies and priorities around any of  the ratings programs can be  really important for marketers.

A. National rankings like this are also important to many medical school graduates (especially in niche specialties) who use the information to help them choose a medical residency program or medical group practice.