Study Names Virtua Health Among Nation's Top Health Care Brands
Virtua Ranked Highest Among N.J. Health Systems
October 5, 2021 - Virtua Health, South Jersey’s largest health system, is ranked among the country’s best health-system brands in a recent report.
The ratings are derived from in-depth research led by Monigle, a leading creative experience company, the American Hospital Association, and the Society for Health Care Strategy & Market Development.
Now in its fourth year, the comprehensive study, titled “Humanizing Brand Experience,” examines how people think about and engage with health care and how health systems create the best experiences to meet these consumer needs. Based on feedback from more than 30,000 people across the country, Johns Hopkins Medicine was ranked as the leading health care brand. In New Jersey, Virtua Health was ranked highest of all other health systems in the state, and 75th overall.
Chrisie Scott, senior vice president and chief marketing officer at Virtua Health, explains that for her, the research is less about the rankings and more about the gained understanding of how to get closer to people her health system serves.
“Brands are about creating trusting relationships with their audiences, and health care is a very personal relationship choice,” she says. “Understanding those emotional motivators of consumers and what matters most to each individual is at the heart of Virtua’s brand, which we position in our market as being ’Here for Good.’”
Scott adds that coming off of last year, all health care organizations need to be acknowledged for showing up with incredible humanity in the midst of unimaginable challenges.
“There is this balance we strive for our brand to create between ‘we-always-do-it-this way’ to ‘we-are-doing-it-this-way-special-for-you.’ It’s this blend of consistency with personalization that allows each person to feel uniquely cared for.”
The national research provides deep insights into how people think about health care, the emotions they feel, and how they make decisions. It gives health care organizations a blueprint for how they can respond to very real health care needs in ways that connect with people on a human level.
Organizations thrive when they really understand these behaviors and build trust through consistent performance and experience. The research unlocks this framework and lists the organizations doing it best.
“The goals of inpatient [care] delivery and the goals of [patient] experience and marketing teams are in absolute alignment,” the report states.
“Our new brand is only two years old, but we have drawn on a rich history of two legacy organizations to connect with people; and the timing has never been as important as it has been throughout the pandemic,” says Dennis W. Pullin, FACHE, president and CEO of Virtua Health.
“People rely on their local health systems now more than ever,” adds Pullin. “Not only for treatment, but for objective information, guidance, and to serve as a true partner and trusted ally. This ranking, while just a snapshot, demonstrates that we are making meaningful connections with those we serve.”