Healthcare executive and marketing professional with track record of proven results in B to B and B to C marketing; demonstrated ability to translate business priorities into actionable marketing plans and lead teams to drive change based on organizational goals.
Skill Highlights
Extensive experience in marketing, brand development, market research & analysis, customer relationship management, advertising, and communications.
Excellent analytical and problem-solving skills; project management; Marketing ROI analysis, and budgeting expertise.
Core Accomplishments
Developed strategic marketing plans to grow business through direct to consumer, physician and employer relationship marketing; built high performing teams to execute the plans; and demonstrated positive ROI.
Spearheaded healthcare system rebrand; developed the business case for change, managed extensive customer and stakeholder opinion research, led executive team discussions, directed brand architecture and positioning strategy.
Built Strategic Marketing department from the ground up; grew the department to 31 employees in key functional areas: consumer marketing and customer relationship management; web and online services; direct to employer marketing, including wellness products; physician liaison program; brand advertising and brand management; and creative services.
Professional Experience
2007 to Current
Vice President, Strategic MarketingAmerican Heart Association – , ,
Appointed the first Vice President of Strategic Marketing for Sutter Health after leading a successful system-wide planning process to create solutions addressing the changing needs of core customer groups - consumers, employers, and physicians.
Consumer Marketing and Customer Relationship Management
Attracted new patient business through development of an interactive web site and loyalty program targeting boomer women; the web site achieved national recognition in the eHealthcare Leadership Awards along with WebMD and the Mayo Clinic.
Led implementation of a Customer Relationship Management (CRM) solution, repository of patient and prospect data that includes customer segmentation schemes and enables targeting and measuring marketing effectiveness.
Developed and directed strategy for the launch of differentiated web product to attract and convert prospects who are searching for a physician; launched "request an appointment online" to improve patient convenience.
Led development of integrated marketing strategies targeting consumers who participate in employer-sponsored open enrollment; directed creative strategy, customer segmentation analysis, multi-pronged media plan, online fulfillment, and employer outreach; demonstrated profitable growth in new patient volume.
Employer Marketing
Developed and directed strategy to create a direct line to employers and build mutually beneficial relationships; oversaw development of employer database and contact management system, menu of wellness products.
Physician Liaison Program
Spearheaded development of a physician liaison program to support service line growth and strengthen relationships with physicians; demonstrated increases in key service lines marketed by the program with corresponding revenue growth.
Brand Strategy & Brand Management
Directed brand study and gained alignment among system and regional leaders for a new brand architecture to elevate the system brand; led executive team discussions to create a common value proposition, positioning and brand promise; directed the ad agency to develop a new advertising campaign.
Led a comprehensive process involving cross-functional teams to design new products and features to create competitive advantage and respond to the new consumer-driven health care environment; developed new marketing structures to align affiliate and system marketing objectives; achieved endorsement of the plan from System Management Committee, Affiliate CEOs, and the Sutter Health Board.
Developed and implemented a brand campaign that resulted in more than doubling awareness of Sutter Health across six Bay Area counties; managed public opinion research and analysis of factors affecting consumer choice of doctors and hospitals.
Developed a consumer-oriented health television program to showcase Sutter physicians and services that attracted an estimated 200,000 viewers per show. Negotiated agreements with network-affiliated television stations in Sacramento and San Francisco.
Helped develop and lead a system-wide initiative to foster internal and external favorable opinion of Sutter Health amid a widely publicized corporate attack by a labor union.
Developed Occupational Health marketing programs to align Sutter affiliated occupational health centers across the system.
Managed the first evolution of Sutter's brand to convert affiliates with distinct logos to a common identity system incorporating Sutter Health as an endorsement line; conducted research with board members, executives and other stakeholders to gain alignment; executed a roll-out plan, including common identity tool kit, templates for affiliate Web sites, newsletters, and other collateral.
01/1991 to 01/1998
Director, Communications & MarketingAlta Bates Medical Center – , ,
Created and implemented marketing programs to drive growth in managed care lives for coalition of ten hospitals and 1200 physicians (East Bay Medical Network and Bay Physicians Medical Group) valued at $44 million in annual revenue to the network; served as the liaison with network partners and led advertising strategy, customer targeting, and project management.
Developed and implemented a marketing plan to attract new patients to key service lines through a series of widely publicized health forums featuring high profile speakers along with a panel of hospital physicians.
Managed market research projects to evaluate impact of advertising and marketing programs on consumer opinion, preference and enrollment.
Directed crisis communications plan in response to infant kidnapping; implemented a successful strategy that renewed public confidence and averted a potentially devastating impact on the hospital's reputation and bottom line.
Managed department of seven professionals in marketing, advertising, public relations, community relations and creative services.
01/1983 to 01/1991
Director, Public RelationsPhoenix Children's Hospital – , ,
Established the initial department for a start-up children's hospital and recruited and managed a staff of public relations, public affairs, and media relations professionals.
Created an innovative and comprehensive marketing program - "Kidsavers" - targeting local emergency departments and pediatricians that resulted in increased referrals to the pediatric ICU.
Developed a series of marketing programs to increase referrals to pediatric specialists serving on the faculty.
Education
Expected in
Bachelor of Arts: Journalism, Spanish San Diego State University - , GPA: Bachelor of Arts, Journalism with emphasis in Advertising, minor in Spanish, San Diego State University.
Languages
emphasis in Advertising, minor in Spanish, San Diego State University.
Skills
Marketing, Increase, Advertising, And Marketing, Liaison, Public Relations, Branding, New Products, San, Storage Area Network, System Management, Architecture, Brand Management, Business Case, Consumer Marketing, Crm, Customer Insights, Customer Relationship Management, Database, Fulfillment, Its, Market Insights, Marketing Research, Media Plan, Operations, Relationship Development, Relationship Management, Risk Assessment, Roi, Segmentation, Solutions, Staffing, Strategic Marketing, Value Proposition, Voice, Icu, Media Relations, Pediatric, Public Affairs, Advertising Strategy, Community Relations, Managed Care, Market Research, Marketing Plan, Million, Project Management, Healthcare, Problem-solving, Translate
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