A new report from global brand evaluation consultancy Brand Finance, has rated Oxford University Hospitals NHS Foundation Trust (OUH) as number two in the world for integrating care, research and education.
The report is based on an annual survey of 2,500 healthcare professionals across 30 countries, which reveals insights into healthcare brand perceptions and factors influencing their decision to work at and recommend hospitals. OUH has climbed 14 places in this latest survey, sitting behind Johns Hopkins Hospital, a medical centre in Baltimore, Maryland.
For the first time the study highlights what makes a hospital attractive for employment and what drives healthcare professionals to recommend a hospital for patient care, research, or education.
When considering employment at hospitals:
• For employment in clinical work, healthcare professionals prioritise “a well-run organisation”
• For research roles the focus shifts to hospitals with “a leading medical programme”
• For education and training, “integrated between teaching, research, and patient care” is most important.
When recommending hospitals:
• For patient care and for medical training, professionals recommend “organisations that medical professionals are proud to have trained or worked at”
• For medical research collaboration, a hospital’s ability to “attract top medical students” is the key factor.
The strengths of OUH
The Trust’s strength is primarily driven by its renowned research and education/training programmes and high familiarity and awareness. The study shows it has a particularly strong reputation for “contributing new research and papers to the medical community,” is “internationally recognised” and has “relevant accreditations.” It is closely associated with having one of the leading medical training programmes, which attracts top medical student applications. This reputation is likely enhanced by its affiliation with Oxford University, which is also recognised as one of the world’s leading academic institutions.
However, the survey also finds there remains room for improvement in some metrics relating to patient treatment, which may stem from resource constraints and the pressure placed on staff, which can lead to variable patient experiences and long waiting times.
Hugo Hensley, Valuation Director at Brand Finance comments: "The global hospital sector is fiercely competitive, with top institutions vying for talent, patients and research partnerships. For 2025, our research highlights what drives healthcare professionals to work at and recommend Academic Medical Centres, emphasising the crucial need for a balanced and integrated approach across care, research and training. Understanding the attributes most critical for attracting talent and earning endorsements helps hospitals focus on their goals. A strong brand is more than a badge of honour – it’s a powerful tool that drives consideration, builds trust and cements a hospital's reputation as a global leader in healthcare.”
OUH provides patient services from four hospitals – the John Radcliffe, Nuffield Orthopaedic Centre, Churchill and Horton General.
