Social Media Medical

Claire D. Herbert http://www.linkedin.com/pub/claire-herbert/7/b50/723

410-***-****, **********@*****.***, 3536 Saratoga Ave, Annapolis, MD 21403

LEADER IN STRATEGIC CHANGE COMMUNICATIONS, IT PROJECTS, WEBSITES, PUBLIC RELATIONS, TECH WRITING

Professional Competencies

Strategic organizational change management communications/public relations campaigns, (PR Web/VOCUS expert), thought leadership-influencer promotion

Digital marketing leader, new portals, website development, intranets, web project, content management, technical writing for proposals, (Drupal/WordPress/ SharePoint), Go-Animation and apps

Expert in web content development incorporating Google analytics, interactive features, videos

Daily strategic social media community management and reporting analytics on Hootsuite for LinkedIn, Facebook, Twitter, Instagram

Capture and edit video for executive web interviews on YouTube in Google+ Hangouts

Highly focused on customer engagement with content for improved lead generation, conversion and sales, rebranding

IT project management, launching new initiatives and products, analyzing successful strategies

Marketing strategies for projects, production and management of educational tools, how-to guides, consumables

Constant Contact e-newsletters, articles, blogs, branding email messaging for action and tracked results

Training using Adobe Captivate online training tools/CS 5 graphic designed

marketing products, photography for web

Qualifications Profile

Highly focused on understanding the interworkings of my organization, I am a passionate advocate, developing strategic international digital projects/portals, websites, intranets, marketing, communications and learning tools that influence consumer awareness and achieve success and growth -- bringing power to my organization’s websites, global public relations campaigns, special events, digital marketing and education strategy.

Key Achievements

oFirst communications, web and digital marketing leader in five organizations

executive global communications strategist leading CEO, COO, CIO communications goals and initiatives

managed large-scale web properties using Drupal, WordPress, SharePoint

developed 31 websites, launched two $3 million patient portals, a $3 million clinical portal, three $75,00 intranets and two $100,000 corporate websites

directed team and wrote innovative web content, enhanced website functionalities, initiated successful training programs with online learning tools

oLead as an international IT project and portals director, communications and social media strategist

initiated 75 successful global public relations campaigns (PR Web/VOCUS); developed media relationships

led as company spokesperson publicizing services and programs to internal/external audiences through broadcast, print and websites

directed first daily interaction on all social networking tools Facebook, Twitter, LinkedIn, YouTube, Instagram

developed 30 two-minute animated social media training tools covering Twitter, LinkedIn, Facebook

led thought-leadership and social influencer strategy for top level executives

oProved measurable results tracking global communications tools, websites (Google Analytics)

initiated 4 organization’s first global digital communications (Constant Contact), provided analytics tracking

produced Captivate training products, global email systems messaging, social networking tracking (Hootsuite)

generated highly valued marketing analysis for leadership’s evaluation of innovative communications strategy

oBroad and demonstrated talent in the meeting marketing and communications goals with profitability and value

through effective medical practice management, vital clinical training tools/manuals, building healthcare and pharmaceutical partnerships and complex marketing/communications strategies.

first global women’s and children’s empowerment executive for Joy of Children (Uganda) and Iko Poran (Brazil and India) led first global communications strategy, social media and website development

Professional Experience

Lead Change Communication, American Red Cross, Washington, DC, MARCH 2019 -present

Organizational Change Management communications leader driving the implementation of organizational effectiveness services and programs, with strong engagement, and effective change management. Supporting the Director of Organizational Effectiveness enabling Human Resource Business Partners (HRBPs) and client stakeholders to increase business performance and manage through organizational transformation.

Providing OD and Change Management support identifying and building capabilities, systems, and processes needed to deliver and sustain results in large scaled projects.

Identifying and executing activities to manage the people-side of change to realize successful outcomes with stakeholder analysis, new communication plans, using PROSCI change management.

Supporting employee engagement activities, survey implementation, survey administration, reporting, dashboard creation in Qualtrics survey platform.

First change communication plan incorporating strategic messaging for internal and external stakeholders for adoption of new ONE RED CROSS initiative and new FY2020 global campaign.

All communications to employees on new SharePoint team sites, daily enhancements and updated fresh content.

Developed fist change communications messaging, and training platform to enable adaption of changes.

Facilitating gatherings of stakeholders, global Town Halls, post meeting surveying for assessment of message success.

Lead Change Communication, Accenture, Washington, DC, NOV 2018-FEBRUARY 2019

Sole communications leader for large Change Project Team handling all stakeholder engagement. Liaison with client project leadership and change team, developing executive-level communications, first communications plan, marketing campaigns, technical SME interactions and conversion of information. Ensuring cohesive communication and change management across all work streams with change metrics data. Directing daily client, vendor-partner and team interaction-- ensuring client satisfaction.

Planned, developed and executed comprehensive communication plans, activities, working with client to analyze as-is and to-be processes, Identified communication needs and impacted stakeholders, organizational impacts and design reorganization. Conducted change impact assessments, online and classroom training materials, including process demonstrations.

Supported Change Network activities, assisted with buy-in and communication of upcoming changes.

Created communication briefings for leadership and develop supporting documentation (e.g., talking points, 1-pagers, Vision decks) to assist with consistent communication.

All internal employee communication efforts enhancing adoption strategies, leveraged next-gen tools to effectively communicate with infographics, typography videos, video messaging.

Executed large townhall meetings, initiated advocate group, leadership video messages, all hands gatherings, chief meetings, focus groups.

Consulted, collaborated and supported development of external customer communications plans while incorporating first communications strategies. New marketing analytics, better communications processes for leadership reports cascaded across the organization.

Built and updated project intranet-site, SharePoint and monthly project newsletters delivered corporate wide, change management deliverables, stakeholder audience analysis, tracking for change management leadership.

Revolutionized client intranet and SharePoint site, added daily content and structure updates, key links maintenance

Media talking points, coaching/counseling senior leaders, keeping channel experts aware of business updates.

Senior IT Web Project and Portal Manager, COO Corporate Communications Strategist – Reporting to Deputy CIO

University of Maryland Medical System - Cheverly, MD - October 2015 -2018

Senior IT project, portal, web and change communications leader reporting to CIO responsible for the management, execution, launched and sole oversight of the hospital's new $100,000 corporate external website, new $50, 000 internal intranet, Patient and Physician Portals, Population Health website, lead hospital’s first social media strategy. Technical writing interpreting medical data and information for winning grants, submitting proposals. Lead COO's Change communications strategy with acquisition by UMMS, first communications plan, directed change communications initiatives and tracked success.

Led launch of new, highly interactive and optimized $100,000 corporate website, met leadership’s top goal.

Successfully managed and launched new corporate WordPress – UMMS.net- intranet site.

Sole ownership of all deliverables and daily management of $2 million Patient Portal product.

Started hospital’s Meaningful Use strategy, improved user adoption 20% with patient –oriented strategies for Navigate Patient Portal.

Led new Population Health portal initiative getting patients to engage with hospital and track their health.

Launched first social media strategy incorporating HR retention goals improving job posting impressions by 55%.

Leader of $3 million Clinical Portal Project: primary point of contact managing product/vendor relationship from project initiation to product launch with high expectations for prompt turn-around of top quality product for clinicians. Tested from mock to dev with rigorous oversight. Developed:

Project plan and launch scope/marketing, communications plan, internal buy-in initiative for clinician user acceptance.

Budgeting for each integrated connection of Cerner, Athena, GE-Muse, PICIS, and Client Outlook.

Leading IT and clinical testing team’s strategy and execution, one to one training for quick adoption.

For IT team successfully:

Initiated higher standards for team, adding accountability to team’s goals, set new initiatives for IT’s recognized success.

Collaborated with 30 member team managing new product launches, network upgrades, recommending best practices.

Joined first five member project management (PMO) team leading ongoing collaborative efforts to improve work processes and productivity for hospital’s highest profitability.

Global Social Media Strategist- IBM Corporation – May 2015- October 2015 – Remote

Global social media strategist led and developed comprehensive social media strategy that increased social media presence, brand awareness, engagement and amplification for IBM executive leadership teams. Developed/nurtured the advocacy of Subject Matter Experts (SMEs), business leaders and analysts, initiated first animated training tools, opened new IBM University training platform. Technical interpretation of SME engineer’s knowledge, enabling higher understanding of their information for public consumption.

Managed a spreadsheet of 1400+ SMEs, reached leadership’s goal of making SMEs across the world more socially active by telling compelling provocative Systems stories and rewarding them through a new leadership program "Systems Social Transformers” for top performers.

Launched and managed all elements of Systems Social Transformers including developing 16 animated 2- minute training products covering Facebook, Twitter and LinkedIn.

Created and launched their first training platform- Social Business University, bringing all employees to train on one site.

Created internal website community and intranets for SME interaction and engagement. Tracked SME leadership success and compliance.

Interviewed 10+ SMEs and launched first new social engagement for engineers and developers with professional videos for IBM IT Uncensored Video Series, live on YouTube.

Provided social media training and ongoing coaching to key team members on how to grow their social eminence.

Worked remotely with global team, ensured top goals were exceeded using exceptional leadership capabilities and strong interpersonal skills.

National Corporate Communications and Population Health Specialist – Reporting to CEO

The Seamon Corporation -- Washington, DC - October 2014 to May 2015

Managed communications for Seamon Corporation, developed healthcare technology solutions as technical leader for GOV.IT project, interviewing SMEs for proposals in broadening Seamon’s acquisition of new fed gov clients, gaining ORIP, CMS. Communications outreach programs for federal agency clients. Led web, marketing content development and public relations for their new company- Population Health Links. Planned Walter Reed’s Leadership Conferences, General’s communication’s strategy

Lead communications voice on multimillion-dollar HealthIT.gov contract partnering with federal health agencies, including the Office of the National Coordinator for Health Information Technology (ONC), Department of Health and Human Services, Centers for Medicare & Medicaid Services (CMS), NIH and ORIP.

Met federal client’s goal of improving health and healthcare quality through measurement of better patient care and knowledge with successful Health IT marketing.

Served as the medical subject matter expert (SME) on Meaningful Use and voice for the development of new marketing and educational products placed on the HeathIT.gov website including biographical stories on physicians, training tools, medical practice how-to guides and communications messaging.

Led executive office communications, working directly with the CEO to create marketing branded presentations and initiated first thought-leadership and public relations goals.

Managed development and promotion of all internal and external communication vehicles, including website updates and strategic marketing initiatives.

Developed in-bound lead strategy, new website content, Go-Animation, marketing and educational materials for new Population Health Links company.

Public relations expert for monthly social media campaigns for the National Highway Traffic Safety Association (NHTSA), using press releases and media advisories, op-eds for prominent national and state publications, letters to the editor, and co-author in-depth memos to editorial boards and columnists, media pick-up and tracking reports.

Developed first social media strategy, including designing the strategy and working with team to implement it.

National Corporate Communications and IT Specialist – Office of Human Resources

U.S. Securities and Exchange Commission (SEC) -- Washington, DC - June 2014-October 2014 – Short-Term Federal Contract

Served as communications and marketing expert for deputy director’s team at the SEC's Office of Human Resources, developing communications targeted toward SEC constituents, driving marketing strategies and innovation of new educational and training resources and products -- attracting and retaining top talent at the SEC. Launched new SharePoint and HR platforms for attendance and training

Executed and evaluated internal campaigns and communications programs to inform and educate employees through internal web portals and multiple divisions’ SharePoint sites supporting SEC programs, benefits, activities, and policies.

Launched new HR Portal and developed tracking strategy for team’s use in managing daily content change requests and continual updates and improved navigation.

Developed first communications marketing plans/campaigns and dynamic spreadsheets to better organize and manage messaging for training, new policy and processes and online Awards- continually informing all stakeholders.

Developed innovative new resource- The SEC Employee A TO Z Benefits and Programs Guide, first publication collaborating with desktop design team, featuring all SEC products and services.

Initiated master e-course catalogue project for SEC University, added educational, product guides for training leadership.

Ensured all written products reflecting SEC vision and position and were clear, concise, and audience-specific.

Edited material proposed for internal release to ensure accuracy, clarity, completeness, timeliness, and consistency with SEC policies and conformance with financial regulations.

Served as communications voice for departmental emails, organizational updates, articles for weekly newsletter, employee awards and recognition.

Director of Global Communications

National Resident Matching Program (NRMP) “The Match” - Washington, DC - February 2013-April 2014

First global communications director leading communications, web and social media strategy and content, accomplished quantifiable success with ongoing public relations campaigns featuring the Match/leadership (using VOCUS-PR WEB); developed new name, logo, two WordPress websites, Match Prism app, technical editor for learning tools, training programs, policy manuals, e-messaging systems and led global communications expansion into Abu Dhabi and international markets with public relations and new international website. Broadened global partnership and international public relations strategy and change communications for acceptance and awareness of branding and identity

In first two weeks, achieved highest measured public relations response for global media coverage of Match Week, gaining international interviews at 75 major news organizations for leadership which produced 488 stories.

Launched complete new website and Match app in only six weeks by hiring web IT team, developing new brand, logo, all web content and dynamic design for new interactive WordPress website; launched two weeks ahead of deliverable date.

Lead first established communications and marketing strategy promoting physician-led Board of Directors and leadership as thought-leaders; interviewed healthcare CMEs and wrote news for successful media and web placement.

Developed the most extensive network of media relationships the organization had ever documented.

Managed all daily social media content; added images and interactive links, increased followers by 30%, added LinkedIn.

Developed functionalities for new mass email messaging system featuring highly formatted and engaging linked content for GME audiences; technical editing/writing for messages; sent 100,000 email messages in twelve months.

Initiated training library, educational workshops, and webinars and developed Captivate products for stakeholder use.

Launched first Constant Contact monthly e-newsletter, The Match Illuminator, achieved 45% open/click-through rates.

First technical editor making Match policy easier to comprehend in all formats including manuals, how to guides, online learning tools.

Integrated new communications and global strategic plan with goals and tracking metrics for measuring success/reporting data; exceeded all communications ROI goals for Board of Directors and executive director.

Led public relations campaign, communications strategy and development of international website for partnership with new Match- Abu Dhabi and global markets. First outreach increasing benefits of global partnership.

Initiated first crisis communications plan to protect organization.

National Corporate Director - Patient Portal, Oncology Practice Marketing and Web Communications

MCKESSON SPECIALTY HEALTH/US ONCOLOGY - Houston, Texas - 2011- 2013

Exceeded corporate change communications expectations (with US Oncology acquisition by McKesson) established medical practice standards and gained high new patient satisfaction directing medical practice communications, marketing and web strategy while developing first oncology patient portal, new websites, physician/nurse online training programs, 5 SharePoint intranets, social networking tools, public relations and marketing strategy for medical practices. Technical writer for 50 person nurse and physician team.

Generated improved practice awareness and patient interaction as sole medical manager on MarCom team for new medical practice websites; Added SEO key word optimization strategies and traffic analysis, improved data collection, set standard design in CMS for all US Oncology Network websites. Added brochures, ads, blogs, and practice/patient how-to guides.

Changed existing web strategy and empowered medical teams to access five new internal medical education web portals, oncology practice training tools, edited medical portals with daily content, added e-newsletters, improved navigation and search functions.

First Patient Portal Content Director MyCarePlus – New Cancer Patient Web Portal

Leader for all national medical web content, hired agency, developed intuitive Drupal content management system, added new social media platforms; oncology patient-friendly web pages, interactive portal training tools for doctor’s offices.

Used meticulous organization integrating editorial calendar, content back-up system to handle daily changes from IT, collaborated with vendor IT departments while managing SMEs, ensured corporate standards, style guidelines/branding.

Expert technical and web writer for large national oncology nurse team; pared down 100-slide PowerPoint decks into 15 minute e-learning tools, restructured/designed medical training tools to be web accessible, engaging and user-interactive using Captivate. Enabled nurses to focus on clinical priorities by writing/editing physician manuals, practice guides, brochures.

Medically researched, interviewed and technically wrote with physician leadership teams and subject matter experts, ensured accurate corporate branding, standards for consistent and accurate email communications from medical teams.

Director of Global Communications, Press Agent for CEO

COLA International Laboratory Accreditation Association - Columbia, Maryland - 2010-11

Set high standards as first global communications and web director driving innovative medical marketing and web technology for lab/medical practice offices. Established CEO as thought-leader among global media and on Capitol Hill.

Solved communications vacuum for COLA labs by adding highly-interactive new WordPress website and CEO blog.

Initiated social networking tools, medically researched stories, created copy for website features, and interviewed SMEs.

Gained high image visibility on Capitol Hill for CEO, with federal government recognition, managed press, special events.

Director of Marketing & Public Relations, Medical Office Practice Manager

WOMEN’S SURGERY CENTER/Oncology Practice - Annapolis, Maryland - 2010

Accomplished new levels of physician awareness and success, driving patient satisfaction while leading public relations, new micro websites, marketing plan, social media strategy for high-volume women’s surgery practice. Generated highest-volume for practice and new appointments and hospital patient loads, raised physician referrals statistics and practice awareness across three states.

Maximized profitability with first communications and web strategy, content, SEO, PPC, analytics tools, $250k media plan.

Initiated successful social networking program, patient events, first public relations campaign promoting leadership.

Director of Global Communications

ASSOCIATION OF PROFESSORS OF GYNECOLOGY AND OBSTETRICS (APGO) - Crofton, Maryland - 2008-10

Modernized 10-year old website, initiated first global marketing and e-communications, social media, web strategies, pharmaceical and educational partnerships, medical school dean relationships, large physician meetings, enabling APGO to surpass goals, expectations for 2000+ international OBGYN members.

Improved communications and website design, added interactive navigation, marketing strategy, social networking products (Facebook), public relations media campaigns, promoted board members as medical spokespeople/SMEs.

Improved online readership and data sharing numbers by 50%, and saved $20,000 in costs for graphic design/printing by changing to online PDFs and e-news bulletins, added Constant Contact-type email newsletter, online annual reports.

Collaborated with team for major pharmaceutical firms/partnerships and interactive educational workshops, informational webinars, wrote features and grants for financial contributions, lead technical writer for medical programs.

Planned successful logistics and marketing strategy with small team for large international medical meetings attended by 1500+ members, development marketing plan, first public relations strategy, media relations, photography.

Lead medical writer/editor/researcher, sole graphic designer for 160-page published medical textbook, the Medical Student Educational Objectives, 9th Edition, 2009. Produced/edited medical White Papers.

Corporate Communications and Marketing Manager

BRIGHTVIEW SENIOR LIVING LLC - Baltimore, Maryland – 2006-2007

Led and implemented advanced strategic national corporate and change communications, website development and marketing, innovative staff training, public relations campaigns, 16 new website’s SEO content, leadership promotion, brand positioning for new name/logo, special events. Directed new field public relations and marketing plan and sales training for all communities in eight states.

Exceeded sales and marketing objectives by 25%, promoting CEO as thought-leader and staff in local PR campaigns.

Received award for adding innovative sales/marketing/web tools for highest patient/resident satisfaction numbers.

Tasked by CEO to fill PR gap, developed crisis and change communications plan; gained high press coverage for communities/corporate headquarters developing press releases, story pitching, led extensive national PR campaign, and trained staff in effective public communications.

Supervised special events logistics and regional publicity for several major grand opening gatherings for 400+ guests with local dignitaries at new communities.

Successfully developed innovative web content, marketing sales strategies, training tools, collateral, e-news bulletins; trained all staff to present and use materials for maximum sales effectiveness increasing occupancies.

Education & Professional Training

The University of Texas, Austin, Texas; Bachelor of Journalism, Major: Public Relations, Minor: Marketing

Graduate School - Savannah College of Art & Design, Savannah, Georgia; MFA Program Candidate- Graphic Design

BOOTCAMP- Constant Contact Email Marketing Development Course 9/2013

The Media School, New York City - Presentation and Marketing, Direct Mail Writing and Ad Design

American Management Association, New York City - Advanced Presentation Skills

Technical Proficiency

WordPress website development and content management (CMS) expert

SharePoint Content Management and Website Enhancements

Google+ Hangout Video Interviews for YouTube placement

Video-teleconferencing and Webcasting

Intranet – internal website expert

YouTube Corporate Site Content and Uploading Organization/Management

Google Analytics

Hootsuite Social Media Management

Constant Contact Email Development & Surveys

Captivate Interactive Online Training Tools and graphic design skills – Captivate 7, InDesign CS6, Photoshop CS6, Illustrator CS6, Adobe Acrobat X, Microsoft PowerPoint, Excel, and Word.

VOCUS- PRWeb Public Relations content management and data analysis report expert

Professional level corporate photography skills; Photoshop images for web and print use, image archiving.

Memberships: ASAE, AMA, Baltimore & DC Public Relations Association Additional: Dual citizen - United Kingdom

Contact this candidate