Experience

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  The Wesleyan

  • Corporate Director of Marketing

    • May 2021 - Present

    Develop and implement comprehensive internal and external marketing program for leading regional, non-profit provider of senior living and healthcare. Services offered include independent living, assisted living, skilled nursing, memory care, home health and hospice.

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  Baylor Scott & White Health

  • Austin, Texas Area

  • Marketing Consultant | Healthcare

    • Jan 2013 - Present
    • Austin, Texas Area

    Consulting on brand strategy, marketing and communications, digital communications on a project basisTracking marketing trends in other business categories to identify examples of best in class and explore how they may translate to healthcare Leading and participating in industry discussions

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  Scott & White Healthcare

  • Vice President Marketing

    • Jan 2007 - Oct 2012

    Built and led centralized marketing department during 5-year period of intense growth. Directed multiple functions: service line marketing, marketing communications, market research, public affairs, physician relations, digital media, internal marketing, sponsorships and community relations. Manage $12 million annual budget.• Organizational Leadership. Centralized all marketing functions to support system’s rapid growth, and created a marketing scorecard to demonstrate marketing ROI to senior leaders.• Positioning. Re-cast organization as an integrated health system, aligning internal and external communications strategy to ensure cohesive branding across the company and widespread understanding of offerings and value among key external audiences.• Growth Strategy. Contributed to 4%+ annual growth for 5 consecutive years by leading development and execution of integrated marketing campaigns, facilitating acquisition of new patients and practices. New patient visits grew from 80,000 to 2.1 million; clinic locations doubled from 30 to 62; employed physician network grew from 510 to 900+.• Product Launch. Defined strategy for successful launch of Scott & White Children’s Hospital, a freestanding 64-bed specialty facility serving primary and secondary catchment areas.• Foundation Fundraising. Achieved 12% year-over-year increase in 2011 donor base for Scott & White Healthcare Foundation by targeting mid-level donors through traditional and social media channels.

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  Massachusetts General Hospital

  • Director of Marketing | Healthcare

    • 2003 - 2007

    Applied consumer research to add value to customers and create a rich foundation for unifying the organization’s 240+ service and product lines under a cohesively communicated brand. Advised senior operations and clinical leadership on marketing and communications goals. • Growth Strategy. Enabled 5%+ annual volume growth and sustained Boston market leadership position through targeted segmentation strategy supporting specialty services.• Digital Marketing. Strengthened hospital’s online presence by planning and launching new website in 2008 that aligned seamlessly with strategic business priorities.• Integrated Marketing Communications. Developed campaigns to reach patient and physician audiences recognized with national industry awards.

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  Gundersen Lutheran

  • Marketing Director | Healthcare

    • Jan 1998 - Jan 2001

    Led marketing and communications department to advance organization’s growth goals. Delivered marketing strategy to strengthen position of key specialty services competing with Mayo Clinic.• Strategic Initiatives. Introduced multiple marketing schemes including system-wide branding and positioning strategy, new website and marketing program to strengthen awareness of retail ventures.• Multi-media Advertising. Generated 6% increase in 2000 patient volume and 7% in 2001.• Segmentation. Created and implemented database marketing strategy targeting 110,000 households regionally.

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  Children's Memorial Hospital

  • Greater Chicago Area

  • Marketing Director | Healthcare

    • Jan 1994 - Jan 1998
    • Greater Chicago Area

    Directed B2C and B2B advertising and marketing communications campaign to build brand preference. Spearheaded research activities including patient satisfaction survey and analysis that led to operational recommendations. Delivered communications promoting CME program with Northwestern Medical School.• Integrated Marketing. Achieved 30% increase in appointments to health system in 3 years using broadcast, print, direct mail, website, and outdoor advertising.• Referral Loyalty. Reached 100% of goal for aligning primary care physicians to system.• Product Launch. Developed marketing campaign for launch of new Medicaid health plan.• Fundraising Communications. Created compelling messaging that enabled Children’s Memorial Foundation to achieve 75% of its 5-year capital campaign within first 2 years.