Award-Winning Strategic Healthcare Marketing, Branding & Communications Consultant
Kathryn Hughes is widely recognized for her expertise in positioning 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.
Today, Kathryn Hughes serves as Chief Strategy Officer for Moving Minds, where she serves as principal consultant to companies looking to jump start growth, drive revenue and reposition their brands. In this role, Kathryn Hughes helps companies shape their vision, refine their go-to-market strategies, direct strategic initiatives and execute marketing programs that create brand differentiation and long-term, sustainable growth.
Most recently, Kathryn Hughes served as Chief Marketing Officer of Prospira PainCare where she was responsible for all sales and marketing of the company’s nationwide network of pain management centers and physician practices, including referral and volume development, oversight of regional sales and marketing representatives, corporate branding, web and social media marketing, marketing communications and public relations.
In her role at Prospira Paincare, Kathryn Hughes was in charge of driving strategic planning, business development, new product development and the establishment of key metrics related to patient volume and revenue growth as well as special projects in support of various corporate initiatives.
Previously, Kathryn Hughes was Chief Marketing Officer of Halifax Health, a $1 billion healthcare system serving East Central Florida via a network of healthcare delivery organizations, including a 764 bed tertiary hospital, a 80 bed community hospital, four cancer treatment centers, the area’s largest hospice and a health maintenance organization. Reporting to the CEO/President, Kathryn Hughes directed a marketing budget of $9 million and staff of 19, and was responsible for system-wide marketing strategy, initiatives and programs, including brand management, volume development, product line commercialization, physician referral development, marketing communications, web marketing and public relations.
In her executive leadership position, Kathryn Hughes was responsible for defining and driving an overarching, integrated marketing strategy, as well as managing such day-to-day functions and initiatives as market research, corporate positioning, branding, service line development, public relations, advertising, web marketing and community affairs. During her tenure, Kathryn Hughes increased market share by 1.1 % in less than 10 months, and generated record, double-digit increases in patient and procedure volume for orthopedic, cardiac and neurosciences services. Kathryn Hughes also developed the system’s first digital marketing strategy which included the state of Florida’s first online broadcasts of medical/surgical procedures, search engine marketing programs and the launch of the award-winning web site, www.halifaxhealth.org.
Prior to being recruited to Halifax Health, Kathryn Hughes served as Chief Marketing Officer for Virginia Hospital Center, a $400 million 334 bed teaching hospital and provider of acute care medical services to Washington, DC metro market. Reporting to the CEO and Chairman of the Board, Kathryn Hughes directed a marketing budget of $4 million and staff of 14 with oversight of strategic marketing, brand management, volume development, physician recruiting, corporate development, product line commercialization, corporate communications and public relations. During her tenure, Kathryn Hughes developed the marketing strategy that resulted in a 70% increase in consumer and professional market awareness and generated record double-digit increases in medical/surgical admissions.
Previously, Kathryn Hughes served as Vice President, Marketing for TLC Laser Eye Centers, the world’s largest provider of laser vision correction services with revenues of $300 million, 12,500 affiliated doctors and 80 refractive surgery centers. Reporting to the CEO/President, Kathryn Hughes managed a budget of $50 million and 35 corporate marketing and regional business development professionals directing consumer/physician marketing and brand development for the company with locations in 63 markets across North America. At TLC, Kathryn Hughes recruited and signed Tiger Woods to a multi-year agreement as a TLC spokesperson and to appear in the company’s national advertising campaigns.
From 1994 to 1999, Kathryn Hughes served as National Director of Marketing Operations at HealthSouth, the nation’s largest provider of outpatient surgery and rehabilitative healthcare services. At HealthSouth, Kathryn Hughes was responsible for developing the company’s strategic marketing initiatives, including new product offerings, educational programs, and the national Physician Advisory Board. Additionally, Kathryn Hughes was responsible for volume growth and development for HealthSouth’s Inpatient Division representing 130 hospitals, five medical centers and 45 managed units with revenues of more than $2 billion dollars.
Kathryn Hughes holds a B.A. in Advertising and Communications from the University of Alabama and been the recipient of numerous industry awards from the American Advertising Federation, the Public Relations Society of America, the Society for Healthcare Strategy and Market Development and the American Marketing Association.