Building Trusted Health System Brands: Strategies from Marketing Leaders
In today’s healthcare landscape, brand trust is paramount. Leaders in health system marketing reveal key strategies they’ve adopted to cultivate trustworthy images, ultimately enhancing patient care and community involvement.
The Power of Partnerships
Health system marketing executives emphasize the vital role of collaboration with patient experience teams. By uniting these forces, they can amplify messages that resonate and forge deeper connections with their communities.
According to a recent study by Monigle, which evaluated thousands of healthcare decision-makers, the top trusted brands are those that not only provide excellent clinical care but also communicate their value effectively. Becker’s Hospital Review sought insights from these leading brands to explore their unique marketing tactics.
UAB Medicine: A Beacon of Care
UAB Medicine in Birmingham, Alabama, emerged as a leader in trustworthiness, according to Monigle’s recent rankings. Adrienne Steading, the assistant vice president of marketing, shares the essence of their strategy:
“Our mission is to provide life-changing care, and our vision is to lead in improving the health and lives of all we serve.”
This commitment reflects in their marketing, where clear communication and authentic engagement are central themes. By continuously sharing narratives of "innovation, clinical excellence, and compassionate care," UAB Medicine strengthens its brand, builds trust, and inspires confidence among the communities it serves.
UVA Health: Transforming Health, Inspiring Hope
At UVA Health, which ranks fifth for brand trust, their marketing strategy aligns seamlessly with their broader mission of "transforming health and inspiring hope for all Virginians." Chief Marketing and Communications Officer Lisa Badeau emphasizes the importance of leveraging their unique strengths:
“It is this disciplined and consistent alignment that enables us to build trust in the UVA Health brand.”
Through a focus on integrated health systems and community service, UVA Health’s marketing team ensures that their messages resonate with their audience while reflecting the outstanding experiences and outcomes they provide.
University of Miami Health: A Patient-Centric Approach
Ranked seventh, the University of Miami Health adopts a philosophy centered around the idea of "putting the patient at the center of everything we do." Carlos Correcha-Price, Chief Marketing and Communications Officer, highlights this patient-centric focus:
“This is true in the content we generate, the experiences we curate, and the creative expression of care delivery.”
By fostering relationships with patient experience teams and ensuring an uninterrupted patient journey, from initial online engagement to follow-up communications, University of Miami Health boosts trust and loyalty among its patients.
Key Takeaways for Crafting a Trustworthy Brand
Partner with Patients: Engage effectively with patient experience teams to ensure messages resonate.
Communicate Clearly: Authentic and transparent communication builds credibility and trust.
Highlight Success Stories: Showcase clinical excellence and compassionate care through storytelling.
- Align with Mission and Vision: Ensure all marketing efforts align with the health system’s overarching goals to foster community connection.
Conclusion
In the competitive realm of healthcare, building a trusted brand is a multifaceted endeavor. By focusing on collaboration, authentic communication, and patient-centered strategies, health systems can create lasting impressions that resonate with their communities.
Explore more about trusted brands in healthcare at Becker’s Hospital Review. Building a brand in healthcare isn’t just about recognition; it’s about creating a legacy of trust and excellence.
