National Study Names Virtua Health among Leading Health Care Brands
Virtua Ranked Highest among Philadelphia/southern New Jersey Health Systems
May 18, 2022 - A national brand report released this week ranks Virtua Health, South Jersey’s largest health system, in the top 50 and among the country’s best health-system brands.
The ratings are derived from a study of more than 28,000 health care decision-makers across the country, led by Monigle, a leading creative experience company; the American Hospital Association; and the Society for Health Care Strategy & Market Development.
“Humanizing Brand Experience,” is in its 5th edition and is widely recognized as the most comprehensive report in the industry. Cleveland Clinic was ranked as the #1 health care brand in the country this year and John Hopkins Medicine was first last year. Virtua is ranked highest among all health systems in Philadelphia and the South Jersey region. Over the past year, Virtua Health increased its market position among health systems from 75th in the country to 47th.
Chrisie Scott, senior vice president and chief marketing officer at Virtua Health, says the research helps Virtua’s leadership team understand how people are connecting to and experiencing its brand.
“Brands simplify very complex choices in health care,” she says. “Since there is no more personal or important choice than who you select to guide you and your family’s health care, we recognize that our brand needs to connect on an emotional, human level as well as an intellectual, practical one.”
Scott adds that the research is important because it gives health care a better understanding of what motivates and drives consumer connections and loyalty. “The closer we get to understanding people and earning their trust, the better we get at being a force for good in ways they value most,” she says.
The report provides an in-depth blueprint for how people think about health care and how they make decisions through a multitude of quantifiable factors. The dimensions are dynamic and draw on cues from all the senses: intellectual, emotional, sensorial, and behavioral.
“We have been on an intentional brand journey for a few years now,” says Dennis W. Pullin, FACHE, president and CEO of Virtua Health, referring to the launch of Virtua’s new brand in late 2019, just before the global pandemic. “In a relatively short period of time, people have come to understand that Virtua is truly here for them, and here for good.”
“As a consumer-centric organization, we value how this study looks at the health care experience through multiple lenses,” adds Pullin. “Our people are truly our brand and we have one of those unstoppable cultures where the experience of those we serve is paramount to everything. We are proud of this recognition and how we empower our patients as a trusted partner.”