The following insights combine current U.S. healthcare market context with the key areas this brand study is designed to measure. Actual brand-level awareness, usage and NPS results will be established through fieldwork; no survey results have been assumed.

Providers: Brand Recognition Must Translate Into Credibility
U.S. healthcare providers face growing pressure to evaluate technology and service partners based on operational value, clinical outcomes and demonstrated performance.

The Peterson Health Technology Institute’s 2025 digital health purchasing study found that 79% of health systems had increased digital health investment over the preceding two years. It also found that health systems and health plans place particular emphasis on vendors’ track records when selecting digital health solutions.

Peterson Health Technology Institute
The provider brand study is designed to assess:
● Awareness across 31 brands, from market leaders to lower-awareness providers.
● Whether familiarity translates into current or previous usage.
● Differences in brand perception across hospitals, IDNs, ACOs and clinics.
● Recommendation scores among respondents familiar with each brand.
● Opportunities for less-recognized brands to strengthen consideration.
The least-fill design is particularly important here: it helps ensure lower-awareness brands receive adequate coverage rather than allowing the highest-incidence brands to dominate the sample.
Payers: Brand Positioning in a Competitive Insurance Landscape
U.S. health insurance markets remain highly concentrated, although competitive dynamics vary by market and coverage type. KFF reported that the average market share of the largest insurer in each state’s individual market declined from 60% in 2020 to 53% in 2023.

For the payer segment, the study focuses on:
● Awareness of Tier 1, Tier 2 and Tier 3 brands.
● Familiarity among senior professionals who influence organizational decisions.
● Current and past usage across relevant functions.
● Brand recommendation and NPS patterns.
● Differences in brand perception among Finance, Operations, IT, Benefits, PBM, Quality and Wellness decision-makers.
This segmentation can help distinguish brands that are widely recognized from those that have deeper familiarity or usage among relevant decision-makers.
Life Sciences: Understanding Brand Strength Across Decision-Making Functions
Pharmaceutical, biotechnology and medical device companies operate across complex organizational environments, where technology, operations, finance, quality and other functions may influence vendor evaluation.

The study examines:
● Awareness of leading and emerging brands among Director-level and above professionals.
● Differences between brand recognition and familiarity.
● Current and past brand usage.
● Recommendation scores across decision-influencing functions.
● Potential gaps between established brand visibility and deeper engagement.
The tiered design helps benchmark brands with different expected awareness levels and gives lower-awareness brands a meaningful opportunity to be evaluated.

The Brand Funnel: Awareness Is Only the Starting Point
Across all three segments, the study is designed to assess four connected measures:
• Awareness: Does the decision-maker recognize the brand?
• Familiarity: How well does the decision-maker know the brand?
• Usage: Has the organization or respondent used the brand currently or in the past?
• NPS: How likely is the respondent to recommend the brand, according to the specified survey design?

Comparing these measures can reveal where brands are strong, where they lose momentum and where further market research may be valuable.

Methodological note: Since the requested NPS question is based on awareness, results should be interpreted according to the exact question wording and respondent eligibility. Standard customer NPS is generally most meaningful among people with relevant brand experience.