Virtua Health was selected as having the best health system brand in New Jersey, according to rankings derived from in-depth research led by Monigle, the American Hospital Association and the Society for Health Care Strategy & Market Development.
Monigle, a leading creative experience company, is the force behind a comprehensive study, “Humanizing Brand Experience,” which examines how people think about and engage with health care and how health systems create the best experiences to meet these consumer needs.
Monigle officials said they analyzed feedback from more than 30,000 people. Johns Hopkins Medicine was ranked No. 1 overall. The study is now in its fourth year.
Virtua CEO Dennis Pullin said the award speaks volumes about the system’s culture.
“Our new brand is only 2 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,” he said.
The rating, Pullin said, comes at an important time in care.
“People rely on their local health systems now more than ever,” he said. “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.”
Virtua Health Chief Marketing Officer Chrisie Scott said 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 said. “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.’”
Monigle said 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.