Nashville Health System's marketing division improves patient experience and social media engagement

The Hospital Authority Board meeting on May 29, 2025, spotlighted a transformative shift in the marketing strategy of Nashville General Hospital, now rebranded as the Marketing and Patient Experience Division. Kathy, the head of the division, outlined the department's new structure, emphasizing its core functions: media relations, public affairs, crisis communication, brand management, and creative services.

Kathy highlighted the importance of patient experience, stating, "None of us would be in this room if it wasn't for patients." She drew inspiration from the Savannah Bananas, a baseball team known for its innovative marketing and fan engagement, suggesting that Nashville General Hospital should aim for similar heights in the healthcare sector.

The discussion detailed the patient relationship cycle, which begins with awareness and extends through consideration, conversion, retention, and advocacy. Key strategies include enhancing digital presence, improving communication, and ensuring exceptional customer service. Kathy stressed the significance of patient feedback and personalized follow-ups in fostering loyalty to the hospital's brand.

The meeting also showcased impressive metrics from the hospital's social media performance. Audience growth surged by 38.3% compared to the previous year, while engagement rates soared nearly 67%. Despite a slight dip in overall impressions, the engagement rate per impression doubled, indicating a more interactive and responsive online presence.

As Nashville General Hospital continues to refine its marketing approach, the focus remains clear: enhancing patient experience and engagement to solidify its position in the healthcare capital of the United States. The board anticipates that these efforts will not only attract more patients but also foster a loyal community around the hospital's brand.