Healthcare marketing today requires different branding approaches. While most research has focused on brand experience, humanizing brand experience has not been widely studied, and existing questionnaire items are inadequate. Therefore, it is necessary to validate the questionnaire items for humanizing brand experience, which has the same dimensions as brand experience. The Content Validity Index and Aiken’s V were used to measure content validity, resulting in 19 valid items for measuring humanizing brand experience. Confirmatory Factor Analysis showed that the instrument is relevant, valid, and has strong correlations between its dimensions. The validated questionnaire was then tested in a structural model predicting hospital choice from consumer evaluation. A disjoint two-stage approach was used, with Low-Order Constructs (LOC) as the dimension of humanizing brand experience (sensory, emotional, intellectual, and behavioral drivers), the High-Order Construct (HOC) is the humanizing brand experience variable (independent variable), and hospital choice intention is the dependent variable. The effect on hospital choice intention was tested using PLS-SEM with 307 respondents in April 2024 in Indonesia. The results revealed that the humanizing brand experience variable significantly influences hospital choice intention.