CHOC Children’s has been voted a “Most Trustworthy Brand” by Orange County residents. The designation is the result of a six-month research effort designed to determine not only the most trustworthy brands based in, or with a strong presence in Orange County but also the reasons why these specific products and services hold the public’s trust more than others.
Due to an overwhelming increase in 2011 survey participants, this year’s list of most trusted brands was expanded to 16.
CHOC Children’s, and the 15 other top 2011 Most Trustworthy Brands: Orange County Edition™ survey finalists, were honored at the Second Annual Orange County Trust Summit, on June 9 at Disney’s Grand Californian Hotel in Anaheim. Finbarr O’Neill, president of J.D. Power and Associates presented the keynote address, “The Sustaining Power of Trust: Why it’s the Key to Growing Your Business.”
Organized jointly by the Values Institute at DGWB and OC METRO, the 20-question Most Trustworthy Brands: Orange County Edition™ online survey is based on a proprietary research initiative developed at DGWB. The complete list and a profile of each honored brand is published in the June 2011 issue of Newport Beach-based OC METRO magazine and online at ocmetro.com. A national brand trustworthiness study also is in the works.
Most Trustworthy Brands: Orange County Edition grew out of DGWB’s values-based research programs conducted for many of its clients. In 2009, the Santa Ana, Calif., agency founded The Values Institute at DGWB, an independent think tank, to develop the survey and other tools for helping companies, nonprofits and other groups build long-term relationships with their constituents based on common shared values and socially responsible behavior.
Founded by Weisman and Chesley Beaver, the agency’s former director of strategic planning who is now a sociologist and demographer, the Values Institute is tasked with furthering the study of relationships by partnering with leaders at academic, nonprofit and for-profit organizations involved in value-based marketing and social entrepreneurialism.
2011 Most Trusted Brands: Orange County Edition measures the five trust-related variables of concern, sincerity, identification, consistency/reliability and ability or competence. Through statistical regression analysis, a weighted average of each brand is created, and those Orange County brands with the highest cumulative scores are included on the list. The brands are not ranked.
The Values Institute selected OC METRO, Orange County’s only business magazine, as its media partner for the initiative. OC METRO’s total audience of more than 300,000 was targeted for the survey in a six-month campaign that spanned the niche media company’s multiple platforms.
Named one of the best children’s hospitals by U.S. News & World Report (2011-2012), CHOC is exclusively committed to the health and well-being of children through clinical expertise, advocacy, outreach and research that brings advanced treatment to pediatric patients. Affiliated with the University of California, Irvine, CHOC’s regional healthcare network includes two state-of-the-art hospitals in Orange and Mission Viejo, several primary and specialty care clinics, a pediatric residency program, and four centers of excellence – The CHOC Children’s Heart, Neuroscience, Orthopaedic and Hyundai Cancer Institutes.
CHOC earned the Silver Level CAPE Award from the California Council of Excellence, the only children’s hospital in California to ever earn this distinction, and was awarded Magnet designation, the highest honor bestowed to hospitals for nursing excellence. Recognized for extraordinary commitment to high-quality critical care standards, CHOC is the first children’s hospital in the United States to earn the Beacon Award for Critical Care Excellence.
Denise Almazan, Director of Public Relations
phone: (714) 509-8680