How AI wants private healthcare
Private Healthcare is decided on attachment: Bupa indexes 122 there against New Victoria Hospital at 88, a 34-point spread. Cleveland Clinic London holds the strongest overall profile, indexing 110 against the category average: ahead on all three. But the brand assistants name most often is Bupa, not the category's market leader: being desired and being named are not the same measurement. Across these 22 brands, attachment tracks being named most closely (rank correlation 0.71).
22 brands · 60 AI answers · 219 dimension scores · measured, never estimated
100 = the average brand in the same category.100 = the average brand across every category in the index.
Private Healthcareupset
| # | Brand | Attraction | Affinity | Attachment | Summary | Named in |
|---|---|---|---|---|---|---|
| 1 | Cleveland Clinic London | 112119 | 114124 | 108100 | Ahead on all threeCredible, not first choice | 2% |
| 2 | Moorfields Private | 111117 | 114124 | 8882 | Noticed, not returned toNoticed, not returned to | 2% |
| 3 | Royal Marsden Private Care | 107113 | 114124 | 8882 | Noticed, not returned toNoticed, not returned to | 0% |
| 4 | HCA Healthcare | 103109 | 108117 | 113106 | Relied on, not excitingAhead on all three | 5% |
| 5 | Bupa | 102107 | 96105 | 122114 | Relied on, not excitingAhead on all three | 20% |
| 6 | Vitality | 102107 | 101110 | 113106 | Relied on, not excitingAhead on all three | 7% |
| 7 | Spire Healthcare | 99105 | 101110 | 111103 | Relied on, not excitingCredible, not first choice | 12% |
| 8 | The London Clinic | 103109 | 101110 | 8882 | Noticed, not returned toNoticed, not returned to | 0% |
| 9 | King Edward VII's Hospital | 103109 | 101110 | 8882 | Noticed, not returned toNoticed, not returned to | 2% |
| 10 | AXA Health | 99105 | 101110 | 108100 | Relied on, not excitingCredible, not first choice | 13% |
| 11 | Aviva | 99105 | 101110 | 108100 | Relied on, not excitingCredible, not first choice | 12% |
| 12 | Nuffield Health | 98103 | 101110 | 108100 | Relied on, not excitingCredible, not first choice | 10% |
| 13 | Circle Health Group | 98103 | 101110 | 108100 | Relied on, not excitingCredible, not first choice | 10% |
| 14 | Barts Health Private Care | 98103 | 101110 | 8882 | Liked, not chosenCredible, not first choice | 0% |
| 15 | Cromwell Hospital | 98103 | 101110 | 8882 | Liked, not chosenCredible, not first choice | 3% |
| 16 | Portland Hospital | 98103 | 101110 | 8882 | Liked, not chosenCredible, not first choice | 5% |
| 17 | RAMSAY HEALTH CARE | 96102 | 92101 | 108100 | Relied on, not excitingAverage on all three | 5% |
| 18 | The Exeter | 98103 | 8997 | 10396 | Relied on, not excitingNoticed, not returned to | 0% |
| 19 | Practice Plus Group | 96102 | 8997 | 10396 | Relied on, not excitingNoticed, not returned to | 8% |
| 20 | Benenden Hospital | 98103 | 8997 | 8882 | Noticed, not returned toNoticed, not returned to | 2% |
| 21 | Lindo Wing | 9499 | 94102 | 9387 | Behind on all threeLiked, not chosen | 2% |
| 22 | New Victoria Hospital | 9499 | 8997 | 8882 | Behind on all threeNoticed, not returned to | 3% |
Indexed against the average of the 22 indexed private healthcare brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 1,605 brands across 61 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 22 private healthcare brands, measured across 60 AI answers in the latest weekly run.
Driver by driver
Where the category actually separates. A wide spread means assistants describe these brands very differently on that driver; a narrow one means it is table stakes.
Attachment
The widest field of the three: this is where the category separates.
Affinity
Real separation, but not the category’s defining contest.
Attraction
The tightest of the three: most brands land close together here.
Where each brand stands
Each brand's three indices, summed up in a line: which drivers it is ahead on, which it is behind on, and the one to build next. A brand that is noticed but not returned to has a different problem from one that is relied on but not exciting.
What assistants actually talk about
The sixteen dimensions underneath the drivers, scored 0–10 on how the answers describe each brand. Spread is the distance between the strongest and weakest brand: the widest are where a brand can still separate itself, the narrowest are the price of entry.
Where brands separate
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Value & Pricing | Attraction | 6.5 | Practice Plus Group 8.0 | 3.5 |
| Innovation & Technology | Attraction | 7.5 | Cleveland Clinic London 9.0 | 3.0 |
| Range & Availability | Attachment | 7.0 | Bupa 9.0 | 3.0 |
| Style & Aesthetic | Attraction | 7.4 | Cleveland Clinic London 9.0 | 2.5 |
| Quality & Performance | Attraction | 8.0 | Cleveland Clinic London 9.0 | 2.0 |
Where everyone reads alike
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Delivery & Fulfilment | Attachment | 6.5 | RAMSAY HEALTH CARE 7.0 | 1.0 |
| Sustainability & Ethics | Affinity | 6.7 | RAMSAY HEALTH CARE 7.0 | 1.0 |
| Customer Service & Support | Attachment | 7.3 | HCA Healthcare 8.0 | 1.0 |
| Lifestyle Fit & Identity | Affinity | 7.0 | Vitality 8.0 | 2.0 |
| Boldness & Creativity | Attraction | 7.2 | Cleveland Clinic London 8.0 | 2.0 |
Does desire track being recommended?
Rank correlation between a brand's driver index and the share of answers naming it, across the 22 indexed brands in this category. A relationship inside one run's answers — descriptive, never causal, and easily moved by a single brand at this sample size.
Method & limitations
Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average brand in its own category — 100 is the category average, 115 is fifteen per cent above it. The Vs all categories switch re-indexes the same scores against the average of every indexed brand across every category, so boards can be read against each other; the ranking inside a category is the same either way. Each category's own average, indexed against the whole index, is its place in the category table. The summary beside each brand describes where it stands on the three drivers against whichever benchmark is showing: above 104 counts as ahead, below 96 as behind.
This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four such brands to get a board. See the full methodology.
Read the category report
Which private healthcare brands the models recommend, the sources they trust and how often a brand page is read but not cited: Private Healthcare · The Category Report.
Other categories
Where next
This edition measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.