While the study may be less than perfect, the fact of the matter is that parents, prospective students and school administrators do pay attention to these particular rankings and often cite them and use them for setting goals.
Here is a quote from President Gee upon his return to Ohio State. "As just one example, let me cite the work of our colleagues in the Medical Center. This year, for the 15th consecutive year, U.S. News & World Report recognized Ohio State's Medical Center hospitals among our nation's very best. The magazine cited seven of our medical specialties, including a top-15 ranking for our cancer care and a top-10 ranking for the rehabilitation program. Clearly, Ohio State is poised to be a global leader in the health sciences."