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COO / CIO / Product Management

Knoxville, Tennessee, United States
December 11, 2018

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Joseph L. Ortiz

Weaverville, NC

M: 865-***-****


L: Joe Ortiz on LinkedIn

Healthcare COO / CIO / Business Transformation Executive

Career focus on creating business product /

services with cross cutting focus on IT,

operations, financials, marketing, business

development, customer experience, service

and support.

Experience as CEO, CIO, VP & GM, and

product marketing management for startup,

early growth and multi-national corporations

Extensive experience and knowledge of

healthcare business systems, revenue cycle,

CRM, enterprise software, networking, cloud,

analytics, cybersecurity, HIPAA, IoT, AI/ML,

user engagement and support services

Passion for driving implementing business

innovation, communicating, managing, and

growing profitable businesses

Identifies and develops preferential strategic

partner relationships, and negotiates and

executes agreements to create product line

platform ecosystem extensions

Manages operations using agile project and

product lifecycle management methodologies

Experience with global multinational

distributed product development teams.

Sits at the table with executive, clinical, value- based care, and operations teams to drive

customer-centric digital transformation across

the organization

Drives/advises executive suite and board of

directors on operations and investments with

business plans, financials/ROI, and IT,

operations and market launch plans

Manages operations “as-a-Service” 24/7/365

networked IT system and enterprise

operations, infrastructure, dev-ops, and field

support/help desk services

Works closely with marketing and sales to

create and enhance sales and distribution of

products and services

Respected hand-on partner working with IT,

operations, provider and patient engagement

to create and launch innovative solutions

Leads with a collaborative approach, and

actively develops and mentors team members

to improve quality and productivity

Actively scans internal and competitor best

practices and workflows to develop

operational improvement opportunities

BS Computer Science, MS Computer Engineering, and MBA Work History

Chief Information Officer, Summit Medical Group Jan 2014 – Sep 2018 Summit Medical Group (SMG) is East Tennessee’s largest primary care practice with more than 375 primary care, inpatient, and AP providers servicing 1M patient encounters/year. Engaged as strategic IT advisor to the firm’s board and C-suite on digital transformation initiatives and business operations and IT enablement of new spinout business. Defined product lines, technology ecosystem, product plans for spinout company to provide healthcare transformation services to healthcare provider groups. 2

• Managed a $7M+ IT budget (capital, personnel, expenses) with total IT corporate budget of

$15M+. Achieved < 2% budget variance to actual 2 out of 4 years and < 5% the other 2 years.

• Managed a department of 30+ IT staff that oversaw daily operations including 1500 users, 3000+ computers, 1500+ mobile devices, 200+ clinical lab devices, and a 60+ location MPLS hybrid private/public network.

• Created first software engineering team within the company. Created tools to automate IT systems monitoring, process TCP-IP messaging with partner hospitals, develop SQL data ETLs for reporting services, process clinical imaging data, and provide Webservices for patient records.

• Developed CRM strategy to integrate new patient acquisition mobile engagement systems with on-line marketing tied to corporate website redesign and revenue cycle automation platform.

• Worked with local 3rd party software firm to create Ruby-on-Rails / AWS based telehealth platform, using 2-week sprints over an 8-week period.

• Led strategy, architecture planning, vendor selection, and implementation efforts for a new Value-Based Care (VBC) Care Coordination and Quality Reporting product line. The main use case was to support providing VBC services with over 50 different EMR / PM / Revenue Cycle systems.

• Completed comprehensive technology vendor competitive landscape and business case analysis in 6 major new business investment areas, including Population Health, Telemedicine / Virtual Healthcare, Mobile Patient Engagement (with paperless revenue cycle automation features), Cloud Infrastructure Service Providers, Data Warehousing and Business Analytics. Successfully went to contract and deployed solutions on all but one, which was pending.

• Achieved 100% success rate on finance committee and board approval of IT organization-wide transformation investments (10+). Investments approved totaled $11.5M and included a new Mobile Patient Engagement Platform and a clinical systems move to a Cloud Managed Service.

• Developed business case and gained approval for a $1M VoIP upgrade, $1M Athena Enterprise Communicator investment for population health risk stratification, $3.5M digital patient mobile engagement platform investment, improving profitability from increased encounter volume revenues and lowered operational costs. Projected 40% ROI from investment over 5 years.

• Negotiated technology license pricing and implementation discounts with multiple vendors, ranging up to 30% of initially quoted prices. Savings to firm totaled almost $1.5M.

• Managed application portfolio of over 150 3rd party systems and enterprise applications, along with internally developed decision support and value-based care workflow solutions. President, Founder, 4D Imaging Systems Inc. ( 2007 –2013 4D Imaging Systems Inc. was a self-funded imaging technology company offering innovative software and system solutions that manage and organize visual data for healthcare and commercial markets.

• Managed end-to-end operations of an early revenue stage product business. Was able to utilize initial an $300K investment to drive the business 6 years, creating new technology and a servicing 10+ healthcare provider locations.

• Lead development with a software engineering team of 5. Designed and developed a C # / .Net / XML based Microsoft technology stack system applications and services.

• Landed reference customer accounts in both ambulatory and non-ambulatory clinics. Managed sales development pipeline process using to manage on-line lead conversion, 3

web-to-lead tracking, and email drip campaigns. Worked with sales to implement cold call sales campaigns, exhibit at tradeshows, and close sales.

• Utilized agile development process with a 2-week release cycle between customer updates.

• Authored two patent applications and three Small Business Innovation Research (SBIR) proposals.

• Drove product engineering based on internally generated market research feedback and key customer input that enabled customers to implement image-based documentation for insurance pre-certification, escalated procedures medical necessity, and procedure reimbursements.

• Developed business plan and closed $50K outside investment from the State of TN for Innovation Research Support.

CEO, Mersive, Lexington, KY July 2006 – Dec 2006

Mersive was a VC-financed spin out from the University of KY specializing in software to create super high-resolution displays utilizing large numbers of off-the-shelf projectors.

• Established corporate operations for facilities, HR, business development, IT, and product marketing management. Finalized patent license negotiations with the University of Kentucky. Developed and executed corporate launch at Louisville, KY Idea Festival ’06 event. President, Founder, Concept2Market Inc., Knoxville, TN 2005 – Present Concept2Market Inc. is an East Tennessee management consulting firm that assists new and existing technology firms in commercializing their high technology products and services. IPIX Corporation, Oak Ridge, TN May 1998 – Aug 2005 IPIX (NasdaqSC:IPIX) patented the first 360 fisheye lens panoramic digital photography and video solutions in the mid-1990s, which became the de facto standard for immersive imaging on the internet. Vice President, Corporate Development Jan 2005 – Aug 2005 Vice President, General Manager Sep 2002 - Jan 2005 Senior Director, Product Management May 1998 - Sep 2002

• P&L responsibility for one of the firm’s 3 major business units. Managed a 20-person US-based product engineering unit with international office personnel in London, England and Dubai, UAE. Built initial IPIX 360 virtual tour product business with monthly sales of 10 -15 units 1st half 1998, growing to 2,600 units in 1999, and 4,500 units in 2000. Gross margins on camera kits averaged 30%. Gross margins on recurring software licenses averaged 90%. Philips Consumer Electronics, Knoxville, TN Dec. 1994 - May 1998 Marketing Director, Digital Camera Systems May 1996 – May 1998 Product Marketing Manager, Digital Video Communications Systems Dec 1994 - Jun 1996

• North American Digital Camera Marketing Director with responsibility for US regional planning, marketing, sales, and P&L. Worked with development teams in the US, Netherlands, and Japan.

• Established distribution by analyzing competitive environment, retail and corporate distribution channels, and channel sell-through. Worked with 50+ person sales team to land dealer orders. 4

Other Relevant Experience

On-Demand Technologies, Austin, TX Mar 1994 - Dec 1994

• Technical Marketing Manager

Pencom Software, Austin, TX Feb. 1993 - Feb 1994

• Director Product Management

Motorola Computer Group, Tempe, Arizona Oct. 1988 - Feb 1993

• Product Line Manager, UNIX Products Jan 1990 to Feb 1993 Education

• MBA, Arizona State University, 1993. Focus on Operations and Logistics.

• MS Computer Engineering, University Of South Carolina, 1987. Focus on Imaging and AI.

• BS Computer Science, Georgia Institute of Technology, 1983. Associations

• Director, The Camp Koinonia Foundation, a 501(c)(3) 2006 - Current

Chairman May 2008 – Jun 2017

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