Leading Children’s Hospital Teaches How to Establish, Maintain and Protect Your Reputation to Improve Rankings

by | Jul 11, 2016 | Healthcare Industry Insights

Phoenix Children’s Hospital wanted to find a way to increase its rankings in the U.S. News & World Report. Their solution leveraged content marketing.

They were able to show how to estab­lish, main­tain and pro­tect your rep­u­ta­tion to improve rank­ings through a com­pre­hen­sive con­tent strat­e­gy. Learn from their meth­ods and glean take­aways below.

Phoenix Children's Hospital Blog

Overview and Objective: Healthcare Reputation Management and Marketing

Phoenix Children’s Hos­pi­tal is one of the nation’s largest children’s hos­pi­tals, with a med­ical staff of near­ly 1,000 pedi­atric spe­cial­ists pro­vid­ing care across more than 70 pedi­atric subspecialties.

In 2015, Phoenix Children’s part­nered with True North Cus­tom to devel­op a cam­paign designed to improve its U.S. News & World Report rank­ings. The eas­i­est and quick­est method for impact­ing these rank­ings involves rep­u­ta­tion scores—which make up 27.5% of the total score. This lift in rep­u­ta­tion scores can best be accom­plished by deliv­er­ing mean­ing­ful con­tent to the spe­cial­ists who will be tar­get­ed for the sur­vey each year dur­ing the vot­ing period.

Marketing Strategy: Promote Healthcare Content

After eval­u­at­ing the Phoenix Children’s rank­ings, True North Cus­tom devel­oped an e‑mail cam­paign tar­get­ing physi­cians with­in select spe­cial­i­ties that offered the great­est oppor­tu­ni­ty for improv­ing the hospital’s rep­u­ta­tion scores. The plan was to pro­mote a strat­e­gy that oth­ers could emu­late, to estab­lish, main­tain and pro­tect your repu­a­tion to improve rank­ings. The inten­tion and mean­ing of rep­u­ta­tion man­age­ment was inher­ent­ly impor­tant here.

The cam­paign, which was one ele­ment of a broad­er rep­u­ta­tion man­age­ment cam­paign, con­sist­ed of an ini­tial mes­sage illus­trat­ing the advanced care pro­vid­ed by Phoenix Children’s and a sub­se­quent mes­sage to non-openers.

Outcomes: How To Establish, Maintain and Protect Your Reputation to Improve Rankings

The rep­u­ta­tion man­age­ment cam­paign, which was deployed in con­junc­tion with oth­er inter­nal depart­ments to opti­mize the hospital’s U.S. News & World Report scores in all areas, was suc­cess­ful in dra­mat­i­cal­ly improv­ing Phoenix Children’s over­all rank­ings. Sev­er­al of its spe­cial­ties moved into the top 20 nation­wide as illus­trat­ed in the chart above. In addi­tion, Phoenix Children’s rep­u­ta­tion scores improved in five spe­cial­ties, with sev­er­al spe­cial­ties mov­ing into the top 50 rank­ings for the first time.

The campaign’s e‑mail per­for­mance also beat bench­marks across all spe­cial­ties, with open rates and click-through rates above the indus­try averages.

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