The reputation of the social and health care sector is on the decline – Esperi Care saw 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 survey reveals that the sector’s overall reputation is declining.

T-Media has been studying the social and health care sector as a separate research area since 2016. A six-year follow-up period reveals that the reputation of organizations in the social and health care sector has a greater-than-average impact on public trust in those organizations. For the social and health care companies studied, a one-unit change in reputation is followed by a 1.26-unit change in trust and stakeholder support. For organizations operating in Finland, the corresponding figure is 1.15 on average.

The study found that the cost competitiveness of social and health care organizations was the most significant factor explaining public trust and stakeholder support. The next most important factors predicting public trust were administrative openness and transparency, as well as perceptions of the organization as an employer.

 

The reputation of the social and health care sector has declined compared to last year

The study reveals that, on average, the reputation of social and health care organizations has declined compared to the previous year. The decline has been particularly pronounced in terms of these organizations’ reputation as employers.

“The results may reflect the pressure caused by the pandemic as well as the current labor market situation. Working conditions and job duties in the social and health care sector have often been portrayed in a negative light in the media, among other places. If this situation persists, it will affect the image of the entire sector, which is problematic for an industry that is already suffering from a chronic labor shortage. “It is possible that as negative perceptions spread, fewer people will be drawn to the sector, and competition for skilled workers will intensify even further,” says Riku Ruokolahti, Development Director at T-Media.

 

Coxa Joint Replacement Hospital is the most reputable organization in the social and health care sector – Esperi Care is the biggest climber

Coxa Joint Replacement Hospital is the organization with the best reputation in the survey. Coxa’s reputation is at a high level (3.90), close to the “excellent” level (4.00).

Esperi Care has managed to improve its reputation score by 0.25 points compared to last year’s result. However, the organization’s reputation remains at a very low level (2.36).

“This year, Coxa Joint Replacement Hospital achieved the highest reputation score in the sector (3.90). Only a few organizations managed to improve their reputation this year. Esperi Care saw the biggest increase in its reputation,” says Riku Ruokolahti, Development Director at T-Media.

 

This is how we conducted the study

The aim of the social and health care sector survey was to assess the reputation of selected companies and organizations operating in Finland among the general public.

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).

Data for the study was collected via an online survey between March 18 and April 20, 2022.

A total of 5,906 Finns participated in the survey. The results have been compared to a similar reputation survey conducted the previous year, in which a total of 4,513 Finns participated in the spring of 2021. The survey targeted 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
+358 400 512 200
riku.ruokolahti@reptrust-staging.fi-p.seravo.com