Hospital Marketing

Barbara A. Davey

** ******** ****

Verona, New Jersey 07044

Cell: 973-***-****

E-Mail: *************@***.***

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MARKETING AND PUBLIC RELATIONS PROFESSIONAL

Marketing and public relations professional with extensive experience in

the healthcare and nonprofit setting. Expertise in media relations, crisis

management, advertising, promotion, and community affairs. Proven track

record in developing marketing plans and branding strategies aligned with

and supporting overall goals and initiatives. Recognized as an effective

and motivational team leader, within the hospital setting and the outside

community.

Independent Consultant 2009- Present

Marketing, Communications and Public Relations Specialist, currently

working for Mountainside Hospital, Montclair, promoting its medical staff,

emergency department services, surgical specialties, and diagnostic center

to the Bergen / Essex / Passaic community; hired by several multi-physician

groups to promote specialty services including LASIK surgery; corneal

transplantations; and inter-radial catheterization procedures; handling

various marketing responsibilities for the Episcopal Diocese of Newark, the

Professional Services Group of Essex County, and the United Way of Hudson

County on a pro-bono basis.

Christ Hospital, Jersey City, NJ 07306 1988-

2009

Vice President, Marketing, Public Relations and Physician Liaison Services

and Executive Director of the Christ Hospital Foundation, responsible for

all marketing, public relations, advertising, fundraising, patient

relations, volunteer services, and physician liaison services for Christ

Hospital, a 402-bed facility, affiliated with the Episcopal Church. Duties

include:

Christ Hospital Spokesman:

. Available 24/7 to respond to inquiries from the media; keeps CEO and

other interested parties informed of immediate crisis or concern;

ability to draft quickly statements and respond accurately to

appropriate parties, while keeping hospital in positive light.

. Provides guidance and insight to the CEO on handling inquiries,

keeping the focus on the hospital's mission, vision, and strategic

initiatives.

. Develops positive, strong relationships with media, political

incumbents, community leaders, physician leaders, donors, patients,

families, etc.

Communications Specialist to the Hospital:

. Serves as communications expert -- both internally and externally --

to the hospital by providing guidance to the CEO in identifying

various audiences and messages to serve the communication needs of and

support of the strategic goals of the hospital.

. Identifies and develops appropriate communication, such as newsletters

(Fast Facts, Make A Difference Today, Physician Quarterlies), face-to-

face encounters (Town Hall meetings, Mayoral presentations,

neighborhood meetings), press releases (local media, board clips,

Hospital News) to respond effectively to these needs; continually

reassess effectiveness.

. Maintains the hospital's electronic communication by updating the

Christ Hospital website; responds daily to the general hospital e-

mail.

Advertising, Marketing and Promotional Specialist:

. Works with senior leadership to identify strategic initiatives of the

hospital.

. Identifies, researches, writes articles and features on hospital

physicians, services and programs, places advertisements and press

releases in appropriate media (English, Spanish and Arabic) in both

print and electronic media.

. Collaborates with human resources department and school of nursing to

recruit prospective employees to the hospital and students to the

school.

Liaison to Local Corporations, Local Politicians, Neighborhood Block

Associations:

. Serves as hospital representative to the Hudson County Chamber of

Commerce.

. Serves as hospital liaison to the Mayor and City Council, Hudson

County Executive and local civic organizations.

. Serves as hospital liaison to Joseph Anthony Block Association,

Riverview Neighborhood Block Association, Central Avenue Business

District, and North End Block Association.

Liaison to Physician Community:

. Interfaces with medical staff on a daily basis providing a liaison to

administration; provides continuous feedback to hospital leadership on

physician concerns.

. Works with CEO and Sr. VP for Clinical Affairs, to identify key

physicians, groups, etc., and subsequently develop rapport with these

leaders.

. Showcase, highlight, promote physician leaders, services and programs

in local media.

Directs Operations of Foundation Office as Executive Director:

. Reports to independent board of trustees, oversees the daily

operations of a $9.7 million foundation, prepares monthly board

packets including activities, requests and financials.

. Organizes special fundraising events, handles planned giving program,

targets corporate support and individual donors.

. Produces quarterly fundraising newsletter, handles all correspondence

related to development office; supervises bookkeeping (Results Plus)

professional.

Directs Operations of Patient Relations Department:

. Handles all patient complaints, JCAHO regulations, supervises patient

representatives.

. Supervises the patient satisfaction program (PRC); reports quarterly

scores to board.

. Implements action plans to foster continuous improvement, based on key

drivers.

Directs Operations of Volunteer Services Department:

. Oversees the operations of the Volunteer Services Department

consisting of .5 full-time employee, approximately 80 senior

volunteers and approximately 50 junior volunteers.

. Supervises the recruitment process, orientation program, assignments,

uniforms, etc.

. Supervises the HIPAA and JCAHO regulations for department.

Christ Hospital, Jersey City, NJ 07306 1998-

2001

Executive Director, Christ Hospital Foundation, and Director, Marketing &

Public Relations for Christ Hospital. As Executive Director, reported to

an independent board, and was responsible for all fundraising activities

for a $9.7 million Foundation; served as liaison for the Christ Hospital

Auxiliary; coffee shop; and thrift shop; responsible for final phase of a

five-year capital campaign, "At the Heart of Healthcare." Proceeds were

used to renovate the hospital's emergency department; establish an oncology

center; and expand cardiac services.

Christ Hospital, Jersey City, NJ 07306

1988-1998

Director, Marketing and Public Relations

. Responsible for all media, advertising and press relations; generates

over 500 press releases and public service announcements annually;

responds to approximately 150 media inquires each year as the hospital

spokesperson.

. Handles all hospital advertising, which includes print, radio,

television and electronic; produced six television commercials on a

"shoestring" budget, which were broadcast over major televisions

stations and received a Gold Percy Award as "best in the state."

. Supervises the production of all internal and external hospital

publications; prepares speeches and reports for senior management;

handles hospital's translation service.

. Coordinates community affairs, which includes arranging open houses

for politicians, block associations and neighbors; retreats for board

members, clergy and physicians; and hospital tours for schools, senior

organizations, civic groups and religious organizations; serves as

hospital liaison to 14 local block associations; and handles speakers'

bureau.

. Oversight responsibility for the Pastoral Care Department, Patient and

Customer Satisfaction, and the Volunteer Services Department;

responsible for three departmental budgets (Marketing & Public

Relations, Pastoral Care and Volunteer Services), and supervision of

sixteen employees.

Prudential Insurance Company of America, Newark, NJ 1985-

1988

Associate Manager, Ordinary Agencies; writer of training materials and

manuals used in the

sales force for ordinary agents; manuals included descriptions of

financial products from whole-life policies to variable annuities;

worked with legal staff, sales force, printers and upper management to

create material.

CIBA-GEIGY Pharmaceuticals, Summit, NJ 07901 1983-

1985

In-house Editor, Public Relations; editor of Pharma News, a monthly,

divisional newsletter, with circulation of 6,000 (divisional employees,

including sales reps, retirees, corporate personnel); editor of Update, a

weekly, site publication with circulation of 3,000 (Summit, Florham Park,

West Caldwell employees); and contributing writer for The CIBA GEIGY

Journal, the world-wide publication with circulation of 30,000.

Mutual Benefit Life Insurance Company, Newark, NJ 07101 1978-

1983

In-house Editor, Public Relations; editor of Currents, a biweekly, employee

newsletter, with circulation of 10,000. Responsible for planning, content,

writing, editing and photography.

EDUCATION:

. Master of Arts Degree in General Professional Education from Seton

Hall University, 1986; graduated summa cum laude; received NJ

certification as elementary school teacher and secondary school

English teacher; elected to Kappa Delta Pi Honor Society; 1986.

. Bachelor of Arts Degree in English with concentration in journalism

from Seton Hall University, 1978; graduated cum laude.

CAREER-RELATED ACHIEVEMENTS:

. Recipient of Community Service Award, Rotary Club of Jersey

City, 2005.

. Recognized by the New Jersey Hospital Association for

outstanding contributions to the charity care bill, 1997.

. Recipient of the Christopher Columbus Foundation Award for Outstanding

Service to the Hudson County Community, 1997.

. Special Recognition Award for Volunteers in the Community, Hudson

County Chapter of the American Cancer Society, 1995, 1992, 1989.

. Outstanding Women in the Community Award, Hudson County Chamber of

Commerce / JC Penney Department Store, Jersey City, 1992.

. Gold Percy Award for Excellence in Television, New Jersey Hospital

Association, 1990.

. Special Recognition for Excellence in Writing, "Marketing Clinical

Support," printed in The CIBA-GEIGY Journal, 1985.

. The Star-Ledger and United Way of Essex & West Hudson

Communicators' Awards, First Place for Feature Writing and

Creative Use of Materials, 1982.

. United Way of America's National Community Communication Awards, Third

Place Bronze Award for Feature Writing, 1981.

CREATIVE WRITING ACHIEVEMENTS:

Author of many short stories and essays, 20 of which have been

published in such series as Chicken Soup for the Soul; The Rocking

Chair Reader; and A Cup of Comfort, 1997 - 2010.

REFERENCES AVAILABLE UPON REQUEST.

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