After Anthony Condia, former Chief Marketing Officer of UC Health, hired Gabrielle DeTora of DeTora Consulting in 2013 to improve its rankings, the health system grew to achieve two specialties performing in the Top 50 of the U.S. News & World Report’s “Best Hospitals” list.
In 2015, Condia was hired as the Chief Marketing Officer of WVU Medicine and contracted Gabrielle DeTora of DeTora Consulting to partner with him again for the West Virginia University (WVU) Health System. WVU Health System, soon to be rebranded WVU Medicine, is the state’s largest health system and largest private employer. It is comprised of 16 hospitals and 5 institutes. It also provides management services to organizations such as Garrett Regional Medical Center in Oakland, Maryland, and Princeton Community Hospital in Princeton, WV, including The Behavioral Health Pavilion in Bluefield.
WVU Medicine engaged DeTora Consulting to conduct a 360-degree review of its U.S. News & World Report “Best Hospitals” ranking status and provide a strategy to improve rankings over time.
The plan will detail a focused, integrated, conceptually driven approach to reputation marketing. By developing an ongoing program and marketing infrastructure that integrates with current marketing and communications initiatives, WVU’s physician reputation marketing will become a fixture within the medical center’s operations to:
- Build stature and esteem for lead physicians and key services at WVU among peer physicians around the country
- Build the stature of WVU physicians and services in the minds of its own physicians and employees.
Based on past performance measures and hospital benchmarks, thresholds for success will be forecasting how the improvements could affect future rankings. DeTora Consulting will conduct a deep dive into all areas of the RTI International methodology to benchmark WVU year-over-year for the current three-year rolling average.
DeTora Consulting will also review the Doximity physician dataset to retrieve and correlating/cross referenced report of the WVU faculty, residents, and alumni lists with the Doximity list of physicians.
In addition to clinical, coding, patient satisfaction, and other operational recommendations, DeTora Consulting will provide a Reputation Enhancement Plan focused on the Doximity channel. This will exclusively utilize communications and clinical promotions including PR on clinical trials, conferences, research articles, and clinical achievements to advance the current rankings.