Get a close look at the employee engagement and branding process at the University of Virginia Health System. Despite strong awareness and reputation, UVA had not shifted preference and market share while facing patient satisfaction, retention, and recruitment challenges. When research revealed negative employee word of mouth was impacting preference, UVA marketing, Human Resources, and executive leadership created a plan to increase employee engagement, build brand loyalty, and create positive word of mouth. This session discusses UVA's plan, how recruitment and retention pressures are changing marketers' role in healthcare, and retooling your marketing department to meet these challenges.