Virtua Health's Top Ranking Signals Shift to Compassionate Care

MARLTON, NJ – May 22, 2026 – In an era where patient expectations are rapidly evolving, South Jersey’s Virtua Health has distinguished itself not just for clinical excellence, but for its humanity. The not-for-profit health system has surged to #22 nationwide in Monigle's 9th annual Humanizing Brand Experience study, a comprehensive report driven entirely by consumer feedback. The achievement makes it the highest-ranked health system in New Jersey and the second-highest in the competitive Philadelphia market, signaling a significant shift in how healthcare success is measured.

Even more telling is Virtua’s #8 national ranking for compassion, a new metric introduced this year. This recognition, alongside its placement as the 14th most trusted brand, suggests that the organization's long-standing philosophy to be "Here for Good" is resonating deeply with the communities it serves. The strong performance across all categories—including reputation, advocacy, and intent to use services—highlights a growing industry trend: the most successful healthcare brands are those that prioritize authentic human connection.

The New Currency of Healthcare: Compassion and Trust

This year's Monigle report introduced a pivotal new metric, the Compassion Index, developed in a landmark partnership with The Schwartz Center for Compassionate Healthcare. This index is the first of its kind to quantify consumer perceptions of attributes like sensitivity, understanding, listening, and trustworthiness on a national scale. Virtua Health’s top-ten finish in this inaugural ranking underscores a strategic and cultural focus on empathetic care.

"The Schwartz Center was founded on a simple but powerful belief: that compassionate care is better care," said Michael Gustafson, MD, MBA, CEO of The Schwartz Center. "What the Compassion Index gives us is the evidence to act on that belief at scale. We know that organizations that treat compassion as an operational priority will be the ones best positioned to deliver it consistently to every patient, at every touchpoint, across the entire care journey."

This focus on compassion is more than a feel-good initiative; it is increasingly seen as a cornerstone of high-quality healthcare. For patients, feeling heard and understood can directly impact their experience, reduce anxiety, and improve adherence to treatment plans. For health systems, fostering a compassionate environment can lead to higher patient satisfaction, stronger community trust, and a more resilient workforce.

"Being recognized for compassion by the people we serve is deeply meaningful," said Jennifer Khelil, DO, MBA, executive vice president and chief clinical officer for Virtua. "This distinction is a reflection of our colleagues across Virtua, whose dedication, empathy, and genuine care are felt in thousands of moments every day as they recognizes patients as unique individuals."

Deconstructing the 'Human' Brand

Monigle’s Humanizing Brand Experience study is distinct from other industry rankings. It moves beyond traditional metrics to analyze what truly drives consumer choice and loyalty in healthcare. The report’s proprietary methodology is built on academic research and a structural equation model that identifies the specific drivers shaping patient perception.

The framework evaluates brands across four key dimensions that influence how people respond: sensorial (what they see and hear), intellectual (how a brand helps them understand), emotional (how it makes them feel), and behavioral (how it moves them to act). The study, which rated 224 healthcare brands in its 2026 edition, is the only one of its kind with a proven correlation to national HCAHPS scores, lending clinical weight to its brand-focused findings.

"A high ranking in the Humanizing Brand Experience report reflects consistent delivery on what matters most to consumers: feeling heard, understood, and supported throughout their health journey," explained David Middendorf, executive director of health, care, and wellness at Monigle. "I applaud Virtua and the other recognized health systems for their ability go beyond episodic moments of care and be a leader in helping people live healthier lives, all while building trust and operating with compassion that elevates our shared humanity."

A Strategic Win in a Crowded Market

For Virtua Health, this national recognition represents a significant strategic victory within the densely populated and highly competitive New Jersey and Philadelphia healthcare markets. Outperforming regional peers in consumer perception demonstrates that its focus on the complete patient journey is a powerful differentiator.

This success is the culmination of a deliberate, long-term strategy. "Monigle's research helps us better understand the evolving expectations of the people and communities we are privileged to serve," said Chrisie Scott, MBA, senior vice president and chief marketing officer for Virtua. "Today's consumers have expectations beyond high-quality care. They want human connection. They want to feel seen, listened to, and supported throughout their health journey. Experiences rooted in empathy, access, responsiveness, and trust are what define modern health care and strengthen long-term relationships with those who choose us for their care and health."

By excelling in areas like convenience—where it also ranked among the top 10 nationally—and trust, Virtua is building a brand that attracts patients not just through necessity, but through genuine preference and loyalty. This consumer-driven validation is invaluable in a landscape where patients have more choices and access to information than ever before.

The Business Case for Empathy

Virtua Health's achievement provides compelling evidence for the tangible business value of investing in a 'human' brand. In an industry often perceived as clinical and impersonal, a reputation for compassion and trust can directly influence patient acquisition and retention. The Monigle report's metrics, which show Virtua improving in advocacy and intent to use its services, confirm this connection.

When patients feel a genuine connection and trust in their provider, they are more likely to become vocal advocates for the brand, sharing positive experiences with friends, family, and online communities. This organic, word-of-mouth marketing is invaluable and builds a foundation of community goodwill that paid advertising cannot replicate. Furthermore, a strong, positive brand culture is often linked to higher employee satisfaction and retention, creating a virtuous cycle where engaged and supported staff deliver superior patient care.

As the healthcare industry continues to consolidate and compete, the ability to build and maintain strong emotional connections with consumers will be a critical determinant of long-term success. Virtua Health’s performance in the 2026 report demonstrates that investing in the core tenets of compassionate, human-centered care is not just the right thing to do for patients—it is a strategic imperative for building a resilient and thriving health system for the future.