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Social Media Medical

Philadelphia, PA
March 17, 2018

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Olivia Fermano

**** * ********* **. ************, PA 19145

215-***-**** (Mobile) 267-***-**** (Landline)

Twenty-plus years specializing in marketing communications, media and public relations including community and employee relations. Excellent research, interviewing and problem-solving skills for the full spectrum of multi-media communications: web, blog, and social media content; feature articles, news releases; strategic communications plans; bios and speeches.


PR Specialist

Take Flight Learning

Marlton, NJ

March 2017 – October 2017

Responsible for internal and external communications/media relations for the Take Flight Learning’s (TFL) training programs and facilitators and their team building division, Team Builders Plus (TBP).

Managed and provided all content for six TFL and TBP social media accounts

Created web content for the upgrading and redo of both sites

Wrote all blog posts, CEO articles, news releases, and award nominations submissions

Created strategic communication plans for 2nd edition and audio book authored by CEO

Wrote direct marketing emails for events and new products

Pitched and coordinated all print and broadcast media relations

Senior Medical Communications Officer, Penn Medicine/Director, Public Affairs

Pennsylvania Hospital

Philadelphia, PA

May 2011 – January 2016

Responsible for internal and external communications/media relations for Pennsylvania Hospital (PAH) - the nation's first hospital and part of Penn Medicine – the University of Pennsylvania Health System and the Perelman School of Medicine at the University of Pennsylvania. Also spearheaded, managed or supported special projects for Penn Medicine, including publications, media relations campaigns, and digital video and digital print presentations.

Primary communications and media relations representative for the following beat areas, including several corporate and School of Medicine departments:

Obstetrics & Gynecology

Neonatalology & Newborn Pediatrics

Cardiovascular Medicine/Interventional Cardiology

Penn Medicine Center for Bloodless Medicine & Surgery at PAH

Historic Collections at Pennsylvania Hospital

Olivia Fermano 215-***-**** (Mobile) 267-***-**** (Landline)

Abramson Cancer Center at Pennsylvania Hospital

Gastroenterology and Gastrointestinal Surgery

Internal Medicine



Orthopaedic Surgery/Sports Medicine


Hall-Mercer Behavioral Health at Pennsylvania Hospital

Physical Medicine & Rehabilitation (Penn Medicine & PAH)


Radiation Oncology: Penn Gamma Knife & Penn Cyberknife Centers at PAH

Editor, Sole Content Provider, Photographer:

WHAT'Snew - April 2011 – January 2016 – PAH's bi-weekly, full-color, print, email and online employee newsletter (also accessible to the public via Internet and email subscriptions).

Winner of the Public Relations Society Association (PRSA) Philadelphia Chapter 2014 & 2015

Pepperpot Award for Newsletters.

Increased internal and external readership via email subscriptions over the course of five years to seven and 10 times that of the other Penn health system sister publications:

What’snew 3,000+ email subscribers – 2,648 employees + external subscribers, including members of local media (newspaper and newsradio reporters and TV news producers.)

Compared to…

HUPdate @400 subscribers – 6,716 employees

Presby Bulletin @300 subscribers – 2,179 employees

(As of 11/2015 when stats were updated for the 2016 Facts & Figures brochure.)

Conducted all article research and source interviews. Attended and reported on all pertiment events for content. Produced each issue with a remote freelance graphic designer or an in-house rotating in-house designer and cultivated and maintained an excellent relationship with printer rep and digital media assistant to ensure adherance to year-round production schedule (26 issues, annually).

Shared photographer duties with a part-time, hospital AV specialist. Selected and edited all photos and images, including infographics, for publication.

Regularly contributed content and/or images to corporate publications, including health system-wide employee newsletter, annual Penn Medicine Facts & Figures and Simply Because community benefits brochures. See page 6 for a sample of published newsletters.

Employee, Internal & External Strategic Communications: Sole speech and copy writer for senior leadership (hospital CEO, CMO, physician department chairs and division chiefs, et. al., on an as-needed basis); internal physician communications copywriter; and crisis/issues communications.

Worked with hospital and health system senior leadership to create, coordinate and diseminate effective, multi-channel communications (from publications and PPt presentation content to website copy and social media postings) for long-range campaigns such as:

Olivia Fermano 215-***-**** (Mobile) 267-***-**** (Landline)

The World Meeting of Families and the visit of Pope Francis to Philadelphia in September 2015; “Journey to MAGNET Designation” for the PAH Department of Nursing.

Annual Penn’s Way (United Way) fundraising campaign, Donate Life organ donations awareness and recruitement campaigns and annual employee influenza vaccination program.

Relocation and expansion of new Outpatient Pharmacy.

Rebranding and launch of the merge of PAH’s cancer center into Penn’s Abramson Cancer Center; Five-year, long-range interal and external communications campaigns including the announcement, creation and opening of Penn Medicine Washington Square – one of the largest capital projects in the hospital’s history – a new 153,000 square foot, “green” building in center city Philadelphia which serves as the major hub of outpatient care for the hospital and was a consolidation of clinical offices and over 100 physicians previously spread across seven different buildings.

Responsible for hospital upgrades and new reconstruction multi-channel communications for staff, faculty, patients, visitors, media and the public including the reconfiguration and conversion to all private-room units and opening of the City of Philadelphia’s first all private room maternity unit – the success of which was marked by the maintenance and improvement of patient statisfaction scores during major reconstruction phases in patient care locations.

The transition of large private practice provider groups to Penn Medicine practices.

Hospital operational preparedness and staffing for extreme weather events, including major snow storms, and Hurricanes Irene and Sandy.

Active member of the hospital’s Emergency Preparedness Committee which included training for terrorist attacks, mass casualty incidents and current world health crises, such as Ebola and H1N1 outbreaks.

Provided support, counsel and communications content to PAH Physician Liaison and Community Relations Coordinator, Patient & Guest Relations staff, and Penn Medicine Office of Government Affairs staff.

Staffed Hospital Command Center during crises situations.

Media Relations: Experienced with local/regional, national and international media; news release writing, media alerts, and social media postings; feature article and news blog writing; digital video script conception, and the script writing, production and editing of video news releases and special projects.

Maintained current media contacts and tracking of print, broadcast and internet media placements for daily e-newsletter, Penn Medicine in the News, quarterly and annual reporting to senior administration.

Responsible for researching and writing one to two monthly blog posts for the Penn Medicine News Blog which year-end analytics showed garnered some of the highest readership out of approximately 160 annual posts. See page 6 for a sample of published blog posts.

Prepared and trained staff, faculty and patients for media interviews.

24 hour media on-call representative and official hospital spokesperson when appropriate.

Special Events: Crafted and executed planning and promotion of internal and external special events. Some examples include the annual Rev. Martin Luther, Jr., Day Celebration; annual designated health recognition and awareness months such as American Heart Month, Breast Cancer and Colon Cancer Awareness Months; Employee recognition awards and recognition events, hospital and staff awards and honors recognition; National Cancer Survivors Month (celebrated only for a day nationally, but for

Olivia Fermano 215-***-**** (Mobile) 267-***-**** (Landline)

a whole month at PAH); Fall and Spring Center for Bloodless Medicine & Surgery Medicine symposiums; and the bi-annual History of Women’s Health Conference.

Securred media coverage or and provided staffing support for corporate and School of Medicine Development initiatives, including groundbreakings, dedications, the bi-annual Neonatal Intensive Care Reunion, and special award and facultly lecture events. See page 6 for a sample of media placements and page 8 for media writing samples.

“Typesetter”/text designer and editor of the book Quotes for Life & Words to Live By, including online book description and author bio.

Published August 5, 2013

Senior News Officer, Penn Medicine Communications

Communications Manager, Abramson Cancer Center of the University of Pennsylvania

University of Pennsylvania Health System and Perelman School of Medicine

Philadelphia, PA

January 2001 – May 2011


News Officer, Penn Medicine Communications

University of Pennsylvania Health System and Perelman School of Medicine

March 1998 – March 2001

Responsible for…

Coordinating, executing and responding to all proactive and reactive media for 19 different clinical beat areas – including the Abramson Cancer Center – for the University of Pennsylvania Health System and School of Medicine, the Hospital of the University of Pennsylvania, and its related Clinical Care Practices and research efforts.

Establishing beneficial relationships with broadcast media assignment desk editors, reporters, and producers on a local, national and international level. Cultivating productive relationships with local and national newspaper editors and reporters as well as those for consumer and health care publications and peer-review medical journals.

Pitching cutting-edge research and medical breakthroughs as well as timely human interest and feature news stories. Arranging and coordinating phone, e-mail and filmed interviews. Preparing and counseling faculty members for interviews. Researching and writing in a timely fashion, press releases, media alerts and public service announcements for medical center events, seminars, appointments, new research and technologies, and human interest stories involving physicians, employees, patients or services.

Coordination, promotion, and staffing of communications plans and news conferences for major medical announcements and events. For example: launching of Penn’s Roberts Proton Therapy Center; the first bi-lateral hand transplant at Penn; pioneering trans-oral robotic surgery; and the first Haitian victims of the 2010 earthquake in Haiti who were treated in the U.S. at the Hospital of the University of Pennsylvania.

Assisting the Senior Vice President of Public Affairs and Media Relations Director with crisis communications planning and execution, and preparing and advising faculty and administrative spokespersons in response.

Creating and implementing communication plans for various media relations initiatives.

Olivia Fermano 215-***-**** (Mobile) 267-***-**** (Landline)

Maintaining current media contacts and tracking of print, broadcast and internet media placements.

Producing and editing In the News video and compiling and producing Print Media Highlights presentation for Penn Medicine’s quarterly trustee’s meeting.

24 hour media on-call duties on a rotating basis and official hospital spokesperson representation when appropriate.

Media Relations Coordinator, The Graduate Hospital

Philadelphia, PA

January 1993 – March 1998

Media relations, advertising and marketing copywriter.

Public Relations Specialist, The Graduate Hospital

Philadelphia, PA

September 1990 – November 1993

Ad, brochure, newsletter, magazine and other collateral material copywriting, desktop publishing, and special event and administrative support.

Vice President of Marketing, Public Relations and Board Member, The Philadelphia Endowment for AIDS, Inc.

Philadelphia, PA,

1990 - 1995

Responsible for initiation and response to all media for board and fundraising announcements and fundraising special events.

Copywriter for all brochures and informational pieces. Wrote and edited Endowment newsletter, assisted the President in production and distribution.


Rowan University

Glassboro, NJ

BA Communications (Marketing, Advertising & Public Relations)

Please see next page for WRITING & MEDIA SAMPLES.

Olivia Fermano

2029 S Cleveland St. Philadelphia, PA 19145

215-***-**** (Mobile) 267-***-**** (Landline)


1.8.16 12.25.15 11.13.15 10.30.15 10.16.15 8.7.15 7.24.15 12.26.14 10.31.14 10.18.13


Avoid Losing Friends and Followers: Think “Birds” before You Post

Total Solar Eclipse

The Most Wonderful Time of the Year? Today is Officially Football Season!

How “Professor Marston and the Wonder Women” Spawned a Multi-Million Dollar Industry that has Nothing to Do with Superheroes

Shedding More Light on Postpartum Depression

Processed and Red Meat – Are They Really that Bad?

Robots – Hi-Tech Help or Freaky Fiction? (Includes imbedded video)

The Professional Image of Nursing

The Skinny on Fat

Exercise: It does a body good!

When less is Just Right

A Very Special Tea for Two

The Gift of Surviving Cancer and Giving Back

Individual Stories, Global Impact

From Neonatal Intensive Care to College, This Baby’s come a Long Way

Puentes de Salud – Providing “Bridges of Health” in a New Home Base

Doing Both His Families Proud!

From Red Carpet to Canvas

Neither Snow nor Rain…

On Bodies and Minds: Effects of the Civil War

From Philly to Sochi – This Physician Makes a Different King of House Call

What’s History Got to Do with It?

When Sentiment Overcomes Reason

Penn Gynecologist Collaborates with Her Sister to Explore the “Wild West” of Reproductive Medicine

The Art of War against Cancer

Hope Rings Eternal for Patients at the Abramson Cancer Center Pennsylvania Hospital

Removing Barriers to Breast Cancer Care

“Technology and Pearls” - The Dichotomy of Women and Medicine throughout History

Sending Love and Hope

Lasso It Up: How a Rodeo Roping Technique Can Help Treat an Age-old Heart Ailment

To Examine or Not to Examine? That is the Question

Helping Female Cancer Patients Get Ahead

Providing a Place to Give Thanks


The New Yorker

“The Ethics of Bloodless Medicine”

“Should Anyone Be Given a Blood Transfusion?”

ABC “Nightline”

“To Hold Again” (Aired post-employment as this was a multi-year-long story in-progress)

The Huffington Post – Parents

“The Future of C-section Care Is Here And It’s Way Better For Moms”

The Philadelphia Inquirer

"Raising awareness of a rare disease"

WHYY – Newsworks – “The Pulse”

“How a moat shaped mental health care in the United States” (Aired post-employment)

PBS – “A Taste of History” Season 7

Featuring celebrity Chef Walter Staib, also head chef at Philadelphia’s famous City Tavern. Portions of this episode filmed at Pennsylvania Hospital as it featured the father of American psychiatry, Dr. Benjamin Rush, who spent his career treating patients at PAH (1745-1813). The hospital curator and lead archivist was also interviewed and featured in the episode. (Aired post-employment)

The Philadelphia Inquirer - Business

“Big Changes Coming at Pennsylvania Hospital”


“10 Things You Didn’t Know about Benjamin Franklin (S1, E1)

Most of the episode was filmed at Pennsylvania Hospital, which was co-founded by Franklin, and features the hospital’s curator and lead archivist.

National Geographic Channel

‘‘Science of Speed Eating’’

Philadelphia Business Journal

“Privacy is key to new maternity rooms at Pennsylvania Hospital”


Team Builders Plus Launches New Website

Take Flight Learning Named Best Places to


THE CHAMELEON – Now Available in Audiobook

Merrick Rosenberg, CEO and Co-Founder of Take Flight Learning, Recipient of 2017 HR Consultant of the Year Award

First Bilateral Hand Transplant in the Region Performed at the Hospital of the University of Pennsylvania

New Study from Penn Medicine: Antidepressant Use Reduced Hot Flashes in Menopausal Women

Penn Medicine Hospitals Receive Baby-Friendly Designation Honor Recognizes Commitment to Best Practices in Promoting Breastfeeding

Pennsylvania Hospital Receives Prestigious Magnet® Recognition for Excellence in Patient Care American Nurses Credentialing Center Unanimously Grants Highest Credential to Nursing Staff

Grand Opening of New Philadelphia Outpatient Medical Facility: Penn Medicine Washington Square

Oral Drug Sets New Survival Standard for Bone Marrow Cancer

New MRI Image Technique Predicts Early Onset of Alzheimer’s Disease in Patients with Mild Memory Problems Tool Could Give Physicians Ability to Diagnose Disease for Improved, Early Management of Alzheimer’s Disease

Robotic Surgery: Medicine or Marketing? An Ethical and Clinical Exploration of the Pros & Cons of Robotic Surgery

Ralph J. Roberts and Brian L. Roberts Help Establish World's Largest and Most Comprehensive Proton Therapy Center

Gift of $15 Million Helps Create State-of-the-Art Cancer Treatment at PENN Medicine

Standard Therapy More Effective than Diabetes Drug in Helping Women with Polycystic Ovary Syndrome Achieve Pregnancy Researchers of the Reproductive Medicine Network Discover that New Drugs Aren’t Necessarily Better

Adolescents with Inattention Problems More Likely to Smoke

New study looks at link between ADHD symptoms and smoking in a community sample of high school students

Older Americans Suffer Serious Access Limitations to Exercise Their Right to Vote

Penn Physician Recommends “Mobile Polling” at Today’s Senate Hearing

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