Experience

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  MIT

  • IVY+ Consultant

    • 1995 - Present

    Established marketing and communications consulting practice focused on health care, education and biomedical industries. Sample clients:• MASSACHUSETTS INSTITUTE OF TECHNOLOGY – (5 years) Formulated brand identity for MIT Health Plans . Strengthened consumer satisfaction through a program that addressed clinical standards and patient satisfaction.• MASSACHUSETTS GENERAL HOSPITAL - (10 years) Formulated marketing plan for consumers and referring physicians for the Fertility Center. Oversaw donor communications and website redesign for Ob/Gyn.• DEACONESS WALTHAM HOSPITAL – (1 year) Developed marketing plan for hospitals within the network designed to support network initiatives and increase brand identity.• DEACONESS WALTHAM HOSPITAL – (3 months) Developed three-year strategic plan: analyzed competitive hospitals and patient surveys, studied volume targets and assessed medical staff needs through interviews and surveys. • LAHEY CLINIC – (6 months) Acting vice president for marketing communications during period of recruitment.

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  Harvard Medical School

  • Assoc Dean, Chief Communications Officer, Sr Advisor for External Relations and Issue Management

    • Nov 2008 - Feb 2020

    Senior executive responsible for enhancing public confidence in the scientific enterprise and ensuring the School proactively contributes to international discussions about biomedical research and medical education. Managed staff of 18.• Led internal communications for 12,000 faculty as well as students and staff.• Effected change through digital strategy. Boosted awareness of research and education and increased engagement by optimizing analytics, content, social media, search engine marketing and live streaming. • Rebranded alumni bulletin as Harvard Medicine magazine—known for its New Yorker sensibility. Garnered 18 prestigious national awards.• Created digital publishing tools for Harvard Medicine magazine expanding its opinion leader base and resulting in 88% increase in page views over past year. • Transformed HMS external website into a highly interactive content management-driven site with over 2.2 million visitors and 8 million page views annually. Managed discovery for redesign of an obsolete intranet.• Developed first brand architecture and identity website for HMS and its 15 prominent affiliated hospitals and research institutions through a consensus-driven process that significantly increased compliance.• Launched first social media channels, grew engagement by 150% and followers by 50% through a sophisticated marketing strategy. HMS Instagram account was recognized by CNN as notable among all science accounts.

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  Massachusetts General Hospital

  • United States
  • Hospitals and Health Care
  • 700 & Above Employee

  • Director, Marketing and Communications, Cancer Center

    • 2006 - 2008

    MASSACHUSETTS GENERAL HOSPITAL – Boston, MA 2006 – 2008Director of Marketing for the Mass General Cancer Center and Obstetrics and Gynecology DepartmentServed as long-term consultant followed by full-time permanent role as director of marketing for two service lines responsible for marketing and communications for both cancer—one of the hospital’s strategic priorities—and obstetrics and gynecology. Led marketing and communications, built brand identity and increased service line volume through consumer advertising, physician marketing and fundraising communications.

  • Director of Marketing, Obstetrics and Gynecology

    • 1998 - 2008

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  Dana-Farber Cancer Institute

  • Director, Communications for Dana-Farber Cancer and the Jimmy Fund

    • 1988 - 1995

    Senior executive responsible for strategic communications and the development of the first measurable brand identity. Reported to Trustee Committee on Communications. Managed professional staff of eight. Highlights:Brand positioning and strategic communications Five-year strategic plan achieved the following—without a paid media campaign:• Awareness increased by 15% in New England, and 23% in Metro Boston making Dana-Farber the preferred hospital for cancer treatment throughout the region. Jimmy Fund awareness grew to 96% throughout the region.Fundraising• Developed all Jimmy Fund and Dana-Farber strategies for donors, prospects, grateful patients and small donors. Notable focus on the Pan Mass Challenge and the Boston Marathon Jimmy Fund Walk.• Managed successful communications plan for $83 million capital campaign. Produced award-winning collateral. Engaged in multi-level negotiating, goal setting and prospect planning.Media Relations• National news coverage increased over a five-year period by 393%; total coverage increased by 90%.• Orchestrated press, patient and donor communications following tragic overdoses at Dana-Farber in 1995. Handled communications for the late Senator Paul Tsongas’s presidential campaign. Guest speaker on topic nationally.

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  ADVANTI ADVERTISING AND MARKETING – London and Nottingham, England

  • London, United Kingdom

  • Account Executive

    • Jan 1987 - Dec 1987
    • London, United Kingdom

    Supervised marketing of ethical and over-the-counter pharmaceuticals, medical technology and gaming industry. Highlights included working with international media. Organized activities for Wimbledon, the British Open, Royal Ascot and the Henley Regatta.

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  Office of the Governor, Richard F. Celeste

  • Deputy Communications Director

    • 1982 - 1986

    Managed Governor’s Communications Office with staff of ten. Responsible for constituency communications. Coordinated message development and general communications activities with PIOs who staffed the state’s 28 departments. Instituted BUY OHIO program and statewide campaign to market Ohio products.