Orlando Health’s Patient-First Strategy Led by Disney, Ritz-Carlton Veteran
// By Jane Weber Brubaker //
The social media budget at Orlando Health will double next year. But the health system’s social media strategy was anything but robust four years ago when Chantal Stephens came on board as Director of Marketing and Physician Sales. “Social media at the time was a very small part of the marketing story. It was a different time in healthcare,” says Stephens. “It was facility-based pages. We had eight hospitals with eight Facebook pages.”
Shifting to Patient-First Focus
The fragmentation reflected a broader issue: The system did not have a patient-first focus. “You don’t look for a hospital. You look for a physician, a condition, or a treatment,” says Stephens. “Patient-first is for you to make it convenient for me (the patient), and not the other way around.” Her perspective on this has been shaped by personal experience.