Familiarity Breeds Content

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

You’re about to go under the knife and must choose between two surgeons—(a) one you know, but whose professional ratings are below average and (b) one who’s highly rated but who’s never treated anyone with whom you’re acquainted. Which do you pick? Asked the same question in a survey by the Kaiser Family Foundation and the Agency for Health Care Research and Quality, respondents chose (a) over (b) by 50 percent to 38 percent. Results were similar when people were asked to choose between hospitals: 62 percent would pick the hospital their family has “used for many years without any problems,” while 32 percent would take the one “rated much higher in quality by the experts.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in