Health system marketing leaders told Becker’s they build trusted brands by partnering with patient experience teams and highlighting stories of top-notch clinical care.
Branding agency Monigle recently ranked the top 10 most trusted health system brands based on a survey of tens of thousands of household healthcare decision-makers. Becker’s reached out to those systems to find out what’s unique about their marketing approach.
“At UAB Medicine, our mission is to provide life-changing care, and our vision is to lead in improving the health and lives of all we serve,” said Adrienne Steading, assistant vice president of marketing for Birmingham-based UAB Medicine, which topped the list. “From a marketing perspective, we strive to ensure our brand reflects this through clear, authentic communication and meaningful engagement.”
Ms. Steading said the health system consistently shares stories of “innovation, clinical excellence and compassionate care,” which helps “strengthen our brand, build trust, and inspire confidence in the communities we serve.”
At Charlottesville, Va.-based UVA Health, which ranked No. 5 for trust, the marketing and communications team works in support of the health system’s strategic plan of “transforming health and inspiring hope for all Virginians,” said Lisa Badeau, chief marketing and communications officer of UVA Health.
“In all of our work, we draw upon UVA Health’s unique strengths as an integrated, academic health system and the talented team members who produce outstanding experiences and outcomes across our four missions of patient care, research, education and service to our communities,” she said. “It is this disciplined and consistent alignment that enables us to build trust in the UVA Health brand.”
University of Miami Health, which appeared on the list at No. 7, grounds its marketing and communications philosophy on one thing, according to Chief Marketing and Communications Officer Carlos Correcha-Price: “putting the patient at the center of everything we do.”
“This is true in the content we generate for our readers, the experiences we curate for our community and the creative expression of the care delivery patients can expect from us,” he said.
He said his team works to build trust by partnering with patient experience and facilities to ensure the patient journey is as smooth as possible — “from the very first time someone is reading about us online to the follow-up communication a patient receives after seeing one of our doctors.”
