Marketing, marketing communications, strategic communications

Donna Cusano

New York, New York 212-***-**** (c)917-***-**** ******.*****@*****.***

www.linkedin.com/in/dcusano @deetelecare

MARKETING AND COMMUNICATIONS PROFESSIONAL

Strategic Program, Creative & PR Development for Organizations Adapting to or Driving Change

Results and relationships-driven leader who successfully increases brand leadership, customer engagement and business for emerging to global technology-related organizations. Orchestrates strategic marketing plans, messaging, PR, advertising, creative, events and thought leadership to achieve goals. Integrates positioning and brand identity with traditional, digital + social media, direct response and PR communications. Editor and writer who ably translates complex technical information into motivating communications for professionals and consumers. Creative, resilient manager and collaborator with sales, clinical, technology, data analytics, IT and operations teams.

Proven Core Competencies

Strategy-Driven Plans + Communications

Brand Management + Corporate Identity

Software Technology + Digital Health

PR and Creative: Internal + Agency Management

Sales + Partnership Program Integration

Content Management + Writing/Editing

Digital/Social/Web Media Management

New Healthcare Delivery Models

Corporate + Investor/VC Presentations

On-Time, On-Budget Project Management

Major Accomplishments

Recognized marketer, writer/editor and subject matter expert: a “go-to” person in developing external/internal positioning, plans and communications for emerging startups to global companies.

Rebranded and introduced Viterion Corporation’s digital health platforms to existing clients and prospects.

Increased readership by 250% for Telehealth & Telecare Aware, international healthcare professional news website covering technology, policy and financial issues.

Created positive leadership perception in both B2B + B2C markets for pioneering digital health technology, QuietCare by Living Independently. Sales grew 67% in first year, +200% at acquisition by GE.

PROFESSIONAL EXPERIENCE

VITERION CORPORATION DIGITAL HEALTH, Elmsford NY viterion.com 5/2015 – 11/2016

Director of Marketing

Converted from retained consultant, reported to VP, Sales and Marketing. US company dissolved by parent 12/2016.

Rebranding, management and creation of impactful, consistent and versatile corporate marketing, communications, branding, messaging and graphics for pioneer developer of remote patient monitoring/telehealth software systems for patient care. Customers included VA Home Telehealth and ACO/health system/community paramedicine.

Proactively collaborated with Product Development, Quality Assurance/Compliance, Engineering, Customer Service, external developers and Financial to develop customer-facing, compelling, accurate and legally compliant product communications, documentation, training, labeling and packaging.

Closely worked with and provided marketing guidance to Business Development, Government Sales, clinical teams in client development, implementation, expansion, training, solicitation, baseline/usage analysis.

Communications development, writing, production: collateral, white papers, website content/build-out, targeted emailings, editorial, social media (LinkedIn company page setup, management), clinical information, sales/conference presentations, packaging, requirements specifications and clinical/patient IFU guides.

Provided guidance to Product Development and Engineering on end user usability of software.

Built and managed customer/prospect databases of C-level/senior healthcare organization executives and VA clinical staff, used in concert with Business Development, trade show prospecting and Customer Service.

Analyses of RPM competitors; ACOs and consultancy firms in value-based care; community paramedicine programs which support frequent EMS/ED users.

Provided US and Japanese parent (NSD Co Ltd) with news/policy updates, competitive intelligence, analysis.

Directed marketing agency, suppliers; budgets. Named and introduced products.

Produced training website with 23 videos to increase clinician usage and skills on patient reporting platform.

Planned and managed national trade show/conferences including pre/post lead generation and follow up.

Development, editing of materials and presentations for five-year government contract solicitation.

Ensured legal compliance of materials and protection of Viterion marks.

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TELEHEALTH & TELECARE AWARE, London, UK/New York, NY telecareaware.com 2009 – Present

Editor in Chief (7/2013 to Present); Editor, North America (8/2009-7/2013) – New York, NY (part time)

Content development, writing and editing of 5-10 articles weekly for UK-based, internationally oriented healthcare technology news digest. B2B readership of developers, implementers and funders/VCs.

Supervise contributing editors; work directly with UK-based administrator/owner.

Expanded US-oriented technology and policy content, thought leadership topics, covering market trends, robotics, financing, IP, global telehealth, telecare, digital health, ‘big data’ integration in care management.

Promote content in digital/social media: LinkedIn company page, personal updates, Twitter, cross-publishing, blog links. Page views grew 50%, unique monthly visitors 200% to 3,400, averaging 7,300 sessions monthly. Growth to 2,500+ Twitter (@telecareaware, @deetelecare) followers, 1,500+ email opt-ins. High page ranking on keyword searches.

CONSULTANCY/ALLEGRO MARKETING & COMMUNICATIONS LLC 2010 – present

Independent and onsite strategic plans, programs, branding, writing and management for companies including:

Viterion Corporation, Elmsford, NY (7/2014 – 5/2015) FDA-cleared telehealth/RPM system provider developing next generation platform. Ongoing repositioning and marketing/communication creation: new logo, brand identity, website design and content, user guide for FDA review, trade show booth design, video presentations, prospect emails, customer system notifications, collateral development, market/competitive analysis, sales presentations.

SG Healthcare Analytics, NJ (1/2013 – present) Data analytics consultancy (MovedbyMetrics.com). Developed positioning; advised on site design; wrote and edited web page copy; edited technical blog content. QUA, Inc., NY (2013) Durable medical equipment (DME) developer at prototype stage. Prepared DTC crowdfunding proposal. Health 2.0 NYC (2012 – 2014) 3,300-member health technology and entrepreneurship association. Co-Organizer/Event and Social Media Producer, developed website, LinkedIn and program content, speakers and venues. Other: Guidepoint Global (2010 – present) Advisory services for companies such as Bain, BCG and venture capital. AMC Health, NY (2011) Marketing services for telehealth/care management company.

HORIZON HEALTHCARE INNOVATIONS, Newark, NJ 2011 – 2012

Communications Manager, Full-time one-year contract employee

Reported to Director, Transformation Office (governance), Horizon Blue Cross Blue Shield of NJ

Developed internal and parent executive annual plans, communications and senior-level/Board presentations documenting HHI progress in outcomes-based/bundled payment healthcare models: medical homes (PCMH), accountable care organizations (ACO), Episodes of Care and consumer engagement.

Created twelve major executive presentations per year critical to ongoing program approval, delivered by senior HHI staff to Board and Horizon BCBSNJ CEO and executives.

Organized and delivered internal progress communications advocating change represented by subsidiary:

oWeekly/monthly executive internal progress reports

oUpdates via email, executive presentations/statements, video, intranet, webinars and SharePoint

oStaff education presentations (healthcare disruption, IBM Watson, care models)

Collaborated with operational, project management, analytics and consumer engagement areas.

LIVING INDEPENDENTLY GROUP (QuietCare® Systems), New York, NY 2006 – 2009

Company acquired by GE Healthcare (now Care Innovations)

Director and Head of Marketing

Reported to CEO, EVP (co-founders)

Headed marketing for early-stage health technology company, developer of QuietCare, the first sensor-based digital health system that used algorithms to model normal activities of daily living and generated reports and alerts. Marketing key factor in attracting double-digit minority investment leading to acquisition by GE Healthcare.

Created company leadership position in proactive care through healthcare technology, helping to achieve base of 3,500 dual professional/senior housing and consumer mature market (50+) users in the US and UK.

Units in service and revenue increased by 67% in first year; over 200% to December 2008

Instituted marketing infrastructure, plans and processes for implementing strategic programs.

Built awareness, established consistent positive branding, value proposition and messaging for QuietCare.

Developed, wrote, edited and integrated communications: DRTV, direct marketing, outsourced PR outreach, website, email, direct mail, sales collateral, proposals, thought leadership articles, case histories.

Donna Cusano - 3

LIVING INDEPENDENTLY GROUP Director and Head of Marketing (continued)

Produced lead generating $500K national DRTV/catalog/online campaign with 12.5% - 15% lead conversion.

Supervised web agency for quietcare.com, upgraded site content, developed landing pages, instituted content management system and process. Redirected SEM and SEO plans based on website analytics.

Collaborated with team of clinical and sales managers on communications integration, client development and lead nurture strategies, emailings, webinars, training modules and sales presentations.

Planned and managed national trade show schedule, staffing, onsite events, lead generation/follow up.

Developed co-marketing and transition plan after GE Healthcare investment and later acquisition.

PREVIOUS EXPERIENCE OF INTEREST

MARKETING + COMMUNICATIONS CONSULTANCY/CONTRACT 2002 – 2006

Independent and onsite strategic plans, programs, branding, program management and system identity including:

VTS Travel Direct (DirectTravel), Mahwah, NJ (2005-2006) Business travel services. Initiated rebranding and company renaming. LanguageWorks, New York, NY (2004-2005) Multicultural translation services. Established marketing department, sales lead generation system, developed marketing materials. Hertz Corporation, Park Ridge, NJ (2003-2004) Marketing and program management for international partnerships with Marriott and InterContinental Hotels. NESC, New York, NY (2002-2004) Management consultancy for non-profits. Led study for The Conference Board’s NYC tourism initiative.

AVIS RENT A CAR SYSTEM, INC., Garden City, NY 1996 – 2001

Company acquired by Cendant Corporation, now Avis Budget Group

Director, International Marketing and Partnerships

EDUCATION

Drew University, B.A. Honors: magna cum laude, honors in Political Science major

HIPAA Compliance Trained: Privacy and Security 2.0 for Business Associates, 2015 - 2016

PUBLICATIONS AND SEMINARS

Publications: Telehealth & Telecare Aware (2009 – present) telecareaware.com/author/donna-cusano/?cat=-3316

Other: Telemedicine Magazine, RCM Answers, HITECH Answers, SmartaMarketing (AUS/NZ Marketing Association)

Recent Events Attended, Reported, Seminars + Training: NYeC Digital Health Conference 2016, staff for MedStartr Momentum (#MedMo16), NYC MedTech, HIMSS/PCHA Connected Health Conference, CES Unveiled NYC

PROFESSIONAL MEMBERSHIPS AWARDS

Memberships: HIMSS and HIMSS New York State chapter. Marketing Advisory Council, HealthCare Chaplaincy. Health 2.0 NYC. New York Financial Writers Association. Former co-chair, NY AMA Healthcare SIG.

Awards: AMA Gold EFFIEs: Avis, New York Air.

SKILLS

Software: Microsoft Office--advanced level Word, Excel, PowerPoint, Outlook; SharePoint. MasterControl healthcare compliance review platform. Google Analytics reporting. Lotus Notes.

Website content management/publishing: WordPress, Joomla!, custom/proprietary platforms.

Graphics/publishing: MS Publisher, Adobe Acrobat Pro, Photoshop.

Email: CreateSend, MailChimp, Constant Contact.

Databases as user: Salesforce and proprietary systems.

Digital + Social Media: LinkedIn Company Pages (Viterion, Telehealth & Telecare Aware). Twitter (TTA). Administrator on Meetup and LinkedIn Groups (Health 2.0 NYC).

Portfolio materials upon request

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