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How to Build Year-Round Reputation Momentum with HCPs—Not Just During USN&WR Voting Season
Oct 03, 2025
When it comes to healthcare marketing, perception truly is reality. U.S. News & World Report (USN&WR) rankings are more than just a badge—they’re a powerful form of third-party validation that can shape patient choice, drive referrals, and attract top talent. But here’s the challenge: most health systems use similar tactics during voting season, making it hard to stand out 1.
What Sets Top Performers Apart?
The most successful organizations don’t just ramp up their efforts during ranking season—they build reputation momentum all year long. Here are three strategies you can put to work right now:
Personalize Your Outreach:
Physicians are busy and highly specialized. To break through, deliver timely, clinically relevant content that speaks directly to their interests and expertise. Building trust and communicating clear value are essential for meaningful engagement 1.
Go Omnichannel:
In 2025, HCPs spend nearly 8 hours a day on digital media, with email remaining their most trusted channel. But don’t stop there—combine targeted email, social and display ads, and even direct mail for maximum impact. A best-practice cadence includes monthly specialty newsletters, triggered emails, and coordinated social campaigns 1.
Start Early and Stay Consistent:
The most effective campaigns don’t wait for voting season. Start your outreach in Q3 or Q4, vary your formats, and keep your messaging clinically relevant. Consistent, valuable communication builds long-term trust and keeps your organization top-of-mind 1.
Key Takeaway:
Reputation marketing isn’t a seasonal sprint—it’s a year-round strategy that supports every aspect of HCP engagement, from referrals to recruitment and retention. By personalizing your approach, leveraging multiple channels, and maintaining momentum, you can turn reputation into measurable results.
Want to dive deeper?
Our new white paper is packed with actionable insights, best practices, and real-world examples to help your organization stand out in a crowded market.