How Do Parents Choose Care for Their Children? New Pediatric-Focused Consumer Insights Survey Reveals Latest Trends
Marketing leaders from Connecticut Children’s, Children’s Nebraska, and Stanford Medicine Children’s Health weigh in on results from pediatric research study.
// By Jane Weber Brubaker //
Trustworthiness is the quality Americans value most, according to national consumer studies from Klein & Partners. When it comes to trust, children’s hospitals are number one, with a stronger trust rating (7.77/10) than physicians (7.55), teaching hospitals (6.92), CVS (6.47), Google (6.08), and Apple (5.32).
Perhaps this is why four out of five parents surveyed in Klein & Partners’ recent pediatric research have a preferred health care organization for their child’s care, and when they do, almost half prefer providers affiliated with independent children’s hospitals.
During a Strategic Health Care Marketing webinar in May, Rob Klein, founder and CEO of Klein & Partners, presented results from the company’s latest National Consumer Insight Study (NCIS). The 2025 edition focused on pediatric care for the first time.
Klein shared highlights from the comprehensive report alongside an expert panel, including Deb Pappas, Connecticut Children’s; Bob Davidson, Children’s Nebraska; and Leona Wong, Stanford Medicine Children’s Health.
Here, we discuss some of the larger themes that emerged from the conversation, including affordability and access, advertising, online reputation, digital experience, and mental health.