Virtua Earns High Marks In New National Report

A recent report ranked Virtua Health as the top health care system in New Jersey, and the 75th overall health care system in the country.

But for Virtua Health Senior Vice president and Chief Marketing Officer Christie Scott, the rankings in the “Humanizing Brand Experience” report are less about prestige and more about how to get closer to people the health system serves.

“Brands are about creating trusting relationships with their audiences, and health care is a very personal relationship choice,” Scott 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.’”

Scott added 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,’” Scott said. “It’s this blend of consistency with personalization that allows each person to feel uniquely cared for.”

The ratings are the result of an in-depth research report, led by Monigle, a leading creative experience company, the American Hospital Association, and the Society for Health Care Strategy & Market Development.

The report 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.

“The goals of inpatient [care] delivery and the goals of [patient] experience and marketing teams are in absolute alignment,” the report says of Virtua.

“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,” Virtua Health President and CEO Dennis W. Pullin said. “People rely on their local health systems now more than ever. 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.”