Medical Brands Dominate 1st Annual Consumer Advocacy Rankings

Ted MarzilliCEO YouGov Direct
December 06, 2016, 4:36 PM GMT+0

Hospitals and treatment clinics dominate YouGov BrandIndex’s first Brand Advocacy rankings, brands which receive the highest recommendations from their own customers.

From a universe of more than 1,500 major brands, the top 10 brands with the highest consumer recommendation levels are led by the Mayo Clinic at number one, followed by Johns Hopkins Medicine at number two. Cancer Treatment Centers of America is fifth and Cleveland Clinic is eight.

Even as a sector, hospital organizations capture the highest recommendation levels from their customers, followed by Tools/Hardware, Women’s Clothing Stores, and Home Improvement/Furnishings brands. The sectors that draw the lowest levels are Cable and Satellite TV, and Consumer Banks.

“When it comes right down to taking care of and maintaining one’s health, curing illness and perhaps saving a life, it puts everything in perspective and hospitals come out on top,” says YouGov BrandIndex CEO Ted Marzilli.

The top 10 Advocacy brand rankings are rounded out with USAA (3), Amazon (4), Band-Aid (6), John Deere (7), Merrell (9) and Netflix (10).

All 1,500+ brands in the YouGov BrandIndex brand universe were measured with the company’s Recommend score, which asks respondents, "Would you recommend the brand to a friend?" Scores were filtered for adults 18 and over who are customers of the brand they were recommending.

A Recommend score can range from -100 to 100 with a zero score equaling a neutral position.

Top Ten Brands: US Advocacy Ratings