The reputation of healthcare and social services companies is better than the industry’s overall reputation – Aava Medical Center has seen the biggest improvement in its reputation

 

T-Media’s annual Reputation&Trust of the social and health care sector examined the public’s perceptions and views of organizations in the sector. The organizations with the strongest reputations are Coxa Joint Replacement Hospital, Heart Hospital, and Kuopio University Hospital. Among the organizations measured in the survey, Aava Medical Center saw the greatest improvement in its reputation. The social and health care sector has faced significant challenges anseende .

 

The reputation of organizations in the social and health care sector was surveyed in March–April 2023, and a total of 6,086 Finns responded to the survey. Of the top three organizations, Coxa Hospital for Joint Replacement had a reputation score of 3.79, Heart Hospital had 3.70, and Kuopio University Hospital had 3.65. Reputation&Trust, a reputation score on a scale of 1–5 is calculated for each organization.

 

T-Media has been studying the social and health care sector as a separate research area since 2016. The seven-year monitoring period reveals that the sector’s reputation is declining. However, the reputation of individual organizations remains at a moderate level.

 

“Labor disputes, challenges faced by individual organizations, and structural reforms in the sector—along with the elections—have led to a heated public debate regarding the sector. This, in turn, has had a negative impact on the general public’s perception of the sector. Negative perceptions of the sector affect its overall appeal—for example, when choosing a field of study—and, consequently, the operating conditions of organizations,” says Riku Ruokolahti, Director of Development at T-Media.

 

“However, the average reputation of the actual organizations measured in the study is clearly stronger than the general perceptions associated with the industry,” Ruokolahti continues.

 

 

 

 

Aava Medical Center is the biggest climber in the survey

 

Among the 35 social and health care organizations included in the study, Lääkärikeskus Aava has seen the greatest improvement. The company has managed to boost its reputation by as much as 0.11 points from the previous year and is the fifth most reputable organization in the study.

 

The most significant positive changes can be seen in the areas of Aava's finances and its role as an employer.

 

“We can only be grateful to the respondents—our customers—and strive to be worthy of their trust. Our primary goal is not to improve our reputation, but to deliver the best customer and employee experience in the industry. Everything we do is rooted in our family-owned company’s values and our strategy,” says Pauli Waroma, Director of Marketing and Communications.

 

“A good result in a reputation survey isn’t the product of a single campaign or initiative; rather, it’s the result of long-term work and major strategic decisions. At Aava, we always strive to be a few steps ahead, and, for example, we began setting specific goals for our sustainability efforts even before legislation required us to do so. We want to make the right choices to tackle the right issues and thereby highlight the root causes behind our good reputation,” Waroma reflects.

 

This is how we conducted the study

The goal of the Reputation&Trust survey in the social and health care sector was to assess the reputation of companies and organizations operating in this sector in Finland among the general public. Data for the survey was collected via an online questionnaire from March 17 to April 14, 2023.

Organizations were evaluated using T-Media’s Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. The areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).

A total of 6,086 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.

 

For more information:

Riku Ruokolahti
Director of Development, T-Media Oy
+358 400 512 200, riku.ruokolahti@reptrust-staging.fi-p.seravo.com