Marketing Manager
Resume:
CHRISTINE WILLARD
Healthcare Marketing
**** **** **** **. ********, FL 32779
Home 407-***-****
***********@*****.*** Mobile
Marketing pro with 23 years of experience-- 22 working in healthcare
software with 16 of those years specifically in healthcare software
marketing. Past employers include large companies like Cerner and
McKesson plus smaller, niche-specific entities such as Craneware,
specializing in revenue cycle software. BA, MBA and certification in
Pragmatic Marketing.
2008 - 2010 Consultant
Independent resource doing business development and marketing work for
companies in health information management and specialized markets.
. AHIMA assistance at annual conference to promote an early stage data
analytics solution to trade show attendees
. Editorial review and writing for web site content and marketing
collateral.
. Research and outreach to prospective consulting clients relative to
ARRA health information programs funded by U.S. Health and Human
Services legislation.
2008 (Feb-Sept) Brijot Imaging Systems Lake Mary FL Director of
Marketing
Marketing and global promotion for a company that developed and sold whole
body imaging systems.
. Marketing Plans - Strategic and tactical planning for government,
commercial, military and transportation applications. The technology
that was logistically challenging to demo and not easily understood by
decision makers.
. Sales Support - Web site optimization, events and media strategies to
showcase the company and products with tailored messaging for distinct
buying segments. Also edited and reviewed content for proposals and
business case evaluations.
2007-2008 Baxa Inc. Daytona Beach FL Marketing Director
Marketing communications and product marketing
for pharmacy automation systems used in hospitals. Primary product was a
complex robotic system (capital equipment) for preparation and filling of
IVs. A second (new) product was a workflow solution to improve pharmacy
department accuracy and streamline operations.
. Market Research - Conducted primary and secondary research on the
marketing environment for an IV system to prepare cancer therapies,
targeting customers with different needs from those of established
accounts.
. Product Launch - Introduced new workflow software under time and
budget constraints. Organized and facilitated a product focus group
with 100% participation that generated valuable feedback from early
adopters.
CHRISTINE WILLARD ***********@*****.***
Page Two
2006 - 2007 Craneware, LLC Edinburgh Scotland - Orlando FL Product
Marketing Manager Marketing manager for software designed to
optimize legitimate healthcare reimbursement. Responsible for monitoring
competing products, regulatory issues and trends in the market place to
keep product development synchronized with buyer expectations.
. Knowledge Transfer - Maintained relationships with key trade
associations, industry influencers and business partners. Planned and
executed voice-of-customer initiatives such as market surveys, focus
groups and win/loss reporting. Identified strengths and weaknesses to
gauge what changes were needed to increase sales.
. Product Launch - Introduced a new product for critical access
hospitals. Collaborated with executives and sales staff on best
messaging and approaches for a new profile of buyer. Prepared sales
representatives with information and materials to convey the new
product value proposition.
. Business Development- Helped create new product business cases and
proposal content.
2004 - 2005 Alphatec Spine (formerly Scient'x USA) Maitland FL
Marketing Manager
Marketing for a medical device company that developed spinal implants and
instrument systems. This company was part of a larger French organization
and was in the process of extensive U.S. restructuring.
. Marketing Communications - Repurposed collateral, display signage and
labeling specifications from the European parent company to
appropriately market devices in the U.S. Initiated trademark
registrations (proof of use, sample materials, etc.)
. Trade Events - Launched communication campaigns to the medical
community and industry influencers to introduce U.S. versions of new
technologies. Coordinated U.S. exhibit presence and networking events
at prominent conferences and functions involving key surgeons and
distributors.
. Global Relationships - Worked with management and creative staff from
the parent company to model U.S. operations after their previously
executed programs. Excellent opportunity to compare differences in
healthcare regulations and policy.
1995 - 2002 Cerner Corporation (formerly Dynamic Healthcare) Lake Mary FL
Director of Marketing
Marketing management for a company that grew rapidly through merger and
acquisition. Adapted as necessary to changes in corporate direction and
strategy. After amassing a customer base of 650 locations, the company was
acquired by its largest competitor.
. Change Management - Consolidated marketing staff, eliminated
duplications and applied best practices in four office locations. Four
different companies (and product lines) were acquired in six years.
. Communications - Supported six product lines in all respects of
marketing communications. Worked with product managers to present a
family of company products with a common look and feel although
variations in scale and sophistication were significant.
. Events/Conferences - Developed and managed the company's first
customer conference and, thereafter, four successive annual
conferences of expanding size and complexity. Managed 20 trade shows
from end-to-end (exhibit house and logistics, product messaging and
promotion, staffing assignments, media relations, etc.).
. Industry Relations - Held committee positions on two industry
marketing councils as a subject matter expert. Worked with other
vendors and was able to capitalize on networking opportunities with
competitors for inside track information associated with key
conferences and events.
CHRISTINE WILLARD ***********@*****.***
Page Three
1985 - 1994 McKesson Information Solutions Inc. (formerly IBAX Healthcare)
Longwood FL
Documentation/Marketing Manager IBAX developed, installed and
supported hospital information systems (HIS) for all sizes of hospitals.
The company offered scalable suites of financial and clinical applications
with appeal to a wide range of providers on various hardware platforms. In
addition, complementary products were offered through relationships with 25
business partners.
. Documentation (6 yrs) Managed an 18 person tech writing staff with
responsibility of creating manuals, release notes and user help for 30
applications. Reported to Product Development and gained a thorough
understanding of product life cycle and software development
processes.
. Marketing (3 years) Responsible for planning and execution of trade
shows and media relations programs. Developed content for product
collateral, newsletters and press releases. Coordinated user
conference activities and worked closely with clients to keep special
interest group initiatives moving ahead according to plan.
BA English Northern Illinois University in De Kalb IL
MBA University of Indianapolis in Indianapolis IN
Pragmatic Marketing Product marketing coursework and certification in
Scottsdale AZ
LinkedIn profile available at www.linkedin.com/in/cwillardmktg
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