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Their article, "Beyond Patient Experience Surveys: Leveraging Social Media to Glean Patient Feedback," expands on how social media can be used to augment formal measures of patient experience. Rafferty is St. Rose Dominican’s chief experience officer and Grey is its vice president of strategic marketing.
Increasingly, patients extensively share their healthcare experiences via social media in the form of blogs, likes, posts and tweets, providing large amounts of readily accessible data that can augment formal measures of patient experience, such as the national Hospital Consumer Assessment of Healthcare Providers and Systems or HCAHPS survey. The authors propose that by choosing to be a part of social-media conversations in an engaged and informed manner, healthcare organizations can communicate in real time with their patients to drive greater innovation, problem solving and engagement.
“Growth in social media is exponential, and healthcare organizations need to leverage this medium in their patient experience strategies. Twitter, for example, grew 44 percent from 2012 to 2013, with the fastest growth among users 55 to 64,” said Rafferty. “In addition to allowing the ability to respond to consumers in real time, or close to it, social media also allows for the measurement and assessment of patterns in consumer experience which may not reveal themselves in quantitative data until months later. Our ongoing analysis of social media comments also provides us with the ability to share this feedback with our employees and physicians as part of our organizational-wide focus on staff recognition.
Rafferty champions distinctive patient experiences across all touch points at St. Rose Dominican and has over 20 years of senior level healthcare expertise. A registered nurse, Rafferty holds a Doctorate of Health Administration from Central Michigan University, a M.B.A. from the University of Chicago and a Master of Health Administration from Governors State University. She is a member of multiple professional organizations including the American College of Healthcare Executives (ACHE), the Healthcare Financial Management Association (HFMA), The American Organization of Nursing Executives (AONE), and The Society for Human Resource Management (SHRM).
Grey has more than 16 years of healthcare marketing expertise, and oversees marketing, advertising, media relations, digital communications and social media, and internal communications for St. Rose Dominican. She received both an undergraduate degree in journalism and an M.B.A. from the University of Nevada, Reno. She is a member of the American College of Healthcare Executives (ACHE).