Kathryn Hughes, Principal & Chief Strategy Officer of Moving Minds, is a proven executive widely recognized for her strategic healthcare marketing, branding and communications expertise and most importantly, her ability to position companies with zero to little market awareness and turning them into highly valuable, well-known brands that positively effect consumer preference and drive record growth in market share, volume and revenue.
A Few of Kathryn’s Highlights as Chief Marketing Officer at Prospira Paincare include:
- Exceeded referral volume goals by 172% by driving more than 2,000 new patient referrals per month with an 85% conversion rate.
- For this private equity-backed start-up, recruited and trained a nationwide business development organization from scratch in just six months totaling 15 employees.
- Initiated the brand strategy and roll-up of disparate locally-owned treatment centers into a singular, nationally branded network via the creation of Prospira’s brand identity and positioning, as well as the launch of national and local multi-channel marketing plans to drive referral and patient volume in each geographic market.
- Built company’s sales and marketing infrastructure from scratch with implementation of Salesforce CRM and Pardot marketing automation as well as designed and launched proprietary KPI reporting tools for tracking referral/patient volume and sales metrics.
A Few of Kathryn’s Highlights as Chief Marketing Officer at Halifax Health include:
- Delivered quarterly increases of 19% in new patient volume during first twelve months of operation for system’s new community hospital.
- Generated record YOY increases of 15% in orthopaedic services, 11% in cardiac services and 13% in neurosciences.
- Developed brand strategy and multi-channel TV, radio and print campaign to reduce outmigration of patients and create recognition for system’s clinical excellence resulting in 1.1% increase in market share ($3B market sizing) in less than 10 months.
- Planned and executed the groundbreaking for $200 million facilities expansion, including the grand opening with Florida Governor Charlie Christ as keynote speaker for new 500,000 square foot North Tower and 80 bed acute care hospital.
- Developed digital marketing strategy, including redesign of HalifaxHealth.Org, search engine marketing and the state of Florida’s first live online surgical procedure garnering more than 2,652 viewers and more than 100 new patient appointments and consultations.
- Developed a brand strategy that differentiated Halifax Health and provides direction for product enhancement and development, identifies “signature” product opportunities, minimizes impact of low-margin or unreimbursed care and evokes customer demand, trust and loyalty for System services.
- Launched marketing communications campaign to support opening of Port Orange Hospital and saw record ED admissions in first three months and at capacity with inpatient beds within 30 days.
- Developed first ever TV campaign for the Halifax Health system.
- Initiated and received Board approval to rebrand and change the organization’s name from Halifax Community Health System to Halifax Health due to insights gained from consumer and physician research.
- Working with Director of Halifax Health Foundation, initiated planned giving program and kicked off the organization’s first capital campaign, including naming rights and program donation levels.
- Developed first digital marketing plan for Florida health system resulting in launch of new web site, pay-per-click programs, and a new intranet and internal communications strategy.
A Few of Kathryn’s Highlights as Chief Marketing Officer at Virginia Hospital Center include:
- Created brand strategy that delivered a 70% increase in consumer and provider market awareness. Transformed perception as local community hospital to regional health center by launching new hospital name (previously Arlington Hospital), market positioning, brand identity and integrated marketing plans.
- Generated record increases in medical/surgical admissions of 20% YOY from 2004 to 2005; adjusted admissions of 14% YOY from 2004 to 2005, 9% YOY from 2003 to 2004 and 5% YOY from 2002 to 2003 as a result of volume development strategies.
- Initiated and launched ‘Centers of Excellence’ program to capture new growth opportunities within cardiology, oncology, neurosciences and women/infant health product lines. Delivered record volume growth in new patient procedures, including 74% in pulmonary, 19% in gynecology, 17% in diagnostic imaging and 14% in neurosurgery.
- Led strategy and business planning for Women’s and Infant Health program, including a $11 million facility expansion to increase volume, referral base and patient satisfaction.
- Conceived and launched Executive Health program to to generate new revenue stream targeting affluent, self-pay clientele and corporate executives. Program achieved profitability within first year on double-digit margins.
- Instituted crisis communications plan and served as lead media spokesperson for the Pentagon’s designated trauma center during September 11, 2001 attacks.
- Directed marketing and communications organization encompassing all internal and external communications, including special events, media relations, publications, collateral, industry conferences, web sites, direct mail, e-mail marketing, community outreach, education programs and conference center with more than 2,750 annual community and physician events.
- Led creation and execution of organization’s first physician recruitment and development plan to increase the number of active and referring medical staff by 30%.
- Increased revenue for community and education programs by 69% and corporate wellness program, HealthWorks, by 93%.
- Increased number of visitors to web sites by 2,900% and number of page views by 3,600% within three years.
- Successfully marketed and leased 100% of the hospital’s 33,000 square feet of new medical office space created in the $150 million expansion of the hospital completed.
- Launched first multi-media direct response campaign to increase radiology/diagnostic imaging and GYN surgery generating more than 1,800 calls with a 50% conversion to referral rate and 11% overall growth in new cases.
- Recommended and received Board approval to rebrand and change organization’s name from Arlington Hospital to Virginia Hospital Center due to insights gained from consumer and physician research.
A Few of Kathryn’s Highlights as Vice President, TLC Laser Eye Centers include:
- Responsible for professional and consumer strategic marketing and brand management for company with $200 million in annual revenue.
- Revitalized TLC brand by launching the company’s first multi-million dollar marketing campaign resulting in record increases of 400% in call volume, 200% in consultations and 100% in procedures in twelve months by augmenting existing affiliated physician referral model with direct to consumer marketing campaigns and lead generation programs.
- Recruited and signed Tiger Woods, the world’s number one ranked golf professional, to a multi-year agreement to serve as TLC spokesperson and appear in national ad campaigns.
- Managed marketing budget of $50 million and developed team of 35 corporate and regional marketing professionals to create and execute marketing, advertising and public relations programs for each of the company’s 62 surgery centers.
- Unified company’s marketing and advertising messages by consolidating fractured and inconsistent activities within each market to maximize TLC’s marketing dollars and leverage the company’s scale as North America’s largest provider of LASIK surgery.
- Led the redesign of TLC Laser Eye Center’s logo and corporate identity standards and media relations guidelines to provide consistency for deploying company’s marketing assets consistently across individual markets.
- Redesigned the TLC Laser Eye Center’s web site, tlcvision.com, to reflect regenerated brand identity and consumer-centric focus. For the first time ever, consumers could schedule consultations directly online with a local TLC Center capturing more than 200 appointments within first 60 days.
A Few of Kathryn’s Highlights as Chief Marketing Officer at HealthSouth include:
- Directed strategic marketing and volume development for Inpatient Operations division representing 100 hospitals, five medical centers, 45 managed units and 66 home health facilities totaling more than $2 billion in revenues.
- Exceeded budgeted census and volume goals by 33% exceeding one million patient days per year.
- Established national Physician Advisory Board to facilitate rollout of new clinical programs, educational initiatives and physician recruiting efforts.
- Identified, created and implemented product lines throughout network of HealthSouth’s Inpatient facilities, including spasticity management, oncology, cardiac, pulmonary and day treatment and creation of marketing collateral, advertising and public relations in support of new programs.
- Developed and taught ‘Advanced Selling Skills’ and ‘Director of Business Development Training’ programs for marketing and sales staff company-wide.
- Initiated HeathSouth’s first physician recruitment program for Inpatient Operations.