Keeping a pulse on healthcare brands year over year is essential to understand where the industry is headed and which companies are setting the pace. At Activate Health, we keep close tabs on the strategies and market moves that set the best healthcare brands apart, especially as forces like value-based care, vertical integration, and emerging technologies like AI continue to reshape the landscape.
We know healthcare marketing and communications professionals don’t always have time to sift through every industry report, so we did the work for you. Each year, Brand Finance releases its Healthcare Services report spotlighting the organizations making the biggest impact in terms of brand value, business performance, and public perception.
The 2025 edition shows that while some familiar names still lead the pack, the drivers of brand growth are shifting to favor integrated care models, tech-enabled services, and a stronger commitment to whole-person care.
Ready to dive in? Here’s a look at the top brands and the standout strategies behind their continued rise.
UnitedHealthcare
UnitedHealthcare (UHC), the nation’s largest health insurer, remains a dominant force in the market. In Q1 2025 alone, UnitedHealth Group (UHC’s parent company) reported $109.6 billion in revenue and added 780,000 new consumers.
According to Brand Finance, UHC was the only top 10 healthcare services brand to increase in value this year, rising 14% to $54.2 billion. With a brand strength index (BSI) of 84.8 out of 100, UHC earned its place as one of the best healthcare brands of 2025.
Note: The killing of Brian Thompson, CEO of UnitedHealthcare’s insurance division, occurred after Brand Finance’s report and did not influence this year’s results.
Optum
Named one of the top healthcare brands in Brand Finance’s 2025 Healthcare Services report, Optum continues to stand out for its integrated, tech-enabled model. As the health services division of UnitedHealth Group, Optum brings together care delivery, data and analytics, and pharmacy services in a way few competitors can match.
As of early 2025, Optum Health reported serving 4.7 million patients through value-based care arrangements, with plans to add another 650,000 by year’s end. That scale is reflected in the company’s Q1 2025 performance, with $63.9 billion in revenue. The brand’s continued investment in innovation is also paying off: new AI-powered claims tools from Optum Insight improved customers’ revenue cycle productivity by more than 20%, illustrating how technology is fueling both efficiency and growth.
With its three-pronged structure, Optum has built a unified, future-forward platform that positions it as one of the best healthcare brands redefining care delivery.
Aetna
Aetna’s presence in the 2025 Brand Finance Healthcare Services report reflects the strength of a brand that’s evolved significantly under the CVS Health umbrella. Unlike other payers on the list, Aetna’s position is reinforced not only by insurance operations but also by its role in a broader retail-health ecosystem that spans pharmacy, primary care, and virtual services.
Financially, Aetna’s operating income jumped almost four times from $428 million to $1.7 billion year over year in Q1 2025, helping lift CVS Health’s overall performance. The company’s strategic clarity, combined with deep integration across the CVS portfolio, makes Aetna one of the best healthcare brands navigating a shifting payer landscape.
Humana
A long-time leader in Medicare Advantage, Humana continues to distinguish itself through its deep focus on senior care, clinical integration, and local partnerships. While its acquisition by UnitedHealth Group was blocked years ago, the brand has charted its own course by building out primary care through CenterWell and deepening community-based outreach programs.
In Q1 2025, Humana reported $32.1 billion in revenue, a 9.5% increase year over year. As the Medicare population grows, Humana’s ability to blend clinical strategy with consumer trust makes it one of the best healthcare brands in its space.
Medtronic
Medtronic displaced Fresenius this year as the world’s most valuable medical device brand with a 2% increase in brand value in 2025 to $7.4 billion. The company’s story-driven brand strategy—rooted in its mission to “alleviate pain, restore health, and extend life”—resonates across markets. Medtronic’s growth is largely fueled by rising procedure volumes, better supply chain stability, and the launch of new products that have strengthened both revenue and future outlooks.
With devices used by patients every two seconds around the world, Medtronic’s scale and purpose-led branding make it one of the best healthcare brands to watch in 2025.
Quest Diagnostics
Quest Diagnostics remains a standout on Brand Finance’s 2025 Healthcare Services list, cementing its status as one of the best healthcare brands in diagnostics and preventive care. The company has sharpened its mission beyond testing, rebranding itself as a partner that equips providers and patients with actionable health insights. It has also earned a spot on Fortune’s “World’s Most Admired Companies” list for 11 consecutive years (including 2025), recognized for its management quality, social responsibility, and innovation.
In early 2025, Quest announced a collaboration with Google Cloud to implement generative AI tools for enhanced data analytics and personalized patient experiences, marking one of the first large-scale uses of GenAI in diagnostic labs.
Quest’s renewed focus on patient empowerment, digital advances, and consistent industry leadership allows it to build on its legacy as a trusted and forward-thinking player in the future of diagnostic health.
Stryker
Stryker earned a prominent spot in Brand Finance’s 2025 Medical Devices ranking, making it one of the best healthcare brands in medtech. Its disciplined approach to growth is clear: at the Bank of America Healthcare Conference in May 2025, CFO Preston Wells highlighted an 11.1% revenue increase in Q1, driven by strong procedure volume, rigorous cost control, and the integration of its $4.9 billion Inari Medical acquisition.
With over 53,000 global employees, Stryker’s broad portfolio—from orthopedic implants to neurovascular devices—along with its purposeful acquisitions, highlights why it remains one of the best healthcare brands shaping the future of medical technology.
Healthcare is changing fast. The brands that will lead tomorrow are investing in sharper strategy, clearer storytelling, and smarter engagement today. Activate Health can help you get there, too. Let’s start the conversation.