Halifax Health

Developed a brand strategy that differentiates 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.

Planned and executed groundbreaking ceremony for $200 million expansion of a new patient tower with Florida Governor Charlie Christ as keynote speaker.

Developed first ever TV campaign for Halifax Health brand.
Recommended and received Board approval to change 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 System resulting in launch of new Web site, Pay-Per-Click programs, and a new Intranet and internal communications strategy.

TLC Laser Eye Centers

Responsible for professional and consumer strategic marketing and brand management for company with $200 million in annual revenues.

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.

Recruited and signed Tiger Woods, the world’s number one ranked golf professional, to a multi-year agreement to serve as TLC national spokesperson and to appear in national advertising campaigns.

Revitalized TLC brand by launching the company’s first multi-million dollar marketing campaign in 1999 resulting in record call volumes and increases in new cases.

Created company’s first corporate identity standards and media relations guidelines to provide consistency for deploying company’s marketing assets consistently across individual markets.
Redesigned the company'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.

Virginia Hospital Center

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.

Developed strategy to increase consumer and professional market awareness by 70%. 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%, and adjusted admissions of 14% as a result of volume and product line development strategies.

Initiated and launched 'Centers of Excellence' program to capture new growth opportunities within cardiology, oncology, neurosciences and women/infant health product lines. Since introduction, have increased volume for pulmonary function by 74%, gynecology by 19%, radiology and diagnostic imaging by 17% and neurosurgery by 14%.

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%.
Led development of organization’s first women’s and infant health business plan and $11 million expansion to open to increase volume, referral base and patient satisfaction.
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 repose 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.
Conceived and launched Executive Health program in 2005 to generate new revenue stream targeting affluent, self-pay clientele and corporate executives.

HealthSouth

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% resulting in more than one million patient days per year.

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.

Led HealthSouth’s National Physician Advisory Board in executing rollout of new programs, educational initiatives and recruitment of medical specialists to support program development. 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.