Barbara T. Getz

**** **** ******* ****. #***

Ft. Lauderdale, FL 33312

305-***-****

ad0klm@r.postjobfree.com

Summary of Qualifications

I am a strategic communications professional with more than 20 years of experience addressing both internal and external communication needs that can address immediate short-term needs while maintaining perspective of a company’s long-term objectives. I maintain the analytical skill sets and flexibility to readily adapt to changing workload requirements and reporting relationships. Additionally, I hold strong project management skills to maximize ROI, attain business goals and key performance indicators, address change management, and influence key opinion leaders for both B2B and B2C applications. Critical thinker with the ability to proactively balance multiple internal and external requests at the same time. I am well-versed in change management and corporate communications, community outreach, public affairs, public relations, event marketing, branding/advertising, and marketing communications for digital and traditional communication platforms. Hold a strong understanding of sales support and direct response marketing as a collaborative detail-oriented team player who works well in a cross-functional capacity.

Key Skills

Proficient in all Microsoft Office applications

Solid AP writer

Proficient in Cision and other earned media management software

Proficient in Workfront®, SharePoint, Wrike, Visio, and Microsoft Project

Proficient in leveraging data to make evidence-based decisions during the strategic planning process

Maintain strong self-management skills

Metrics-driven to meet or exceed business goals

Ability to work under guidelines of governing bodies and regulatory agencies

Experience with direct reports and mentoring others

Education

University of Miami, Coral Gables, Florida Bachelor of Art, Communications

Professional Experience

Capital Blue Cross, Harrisburg, PA October 2021 to January 2023

Communications Strategist

Conceptualized and developed strategic communications for Medicare Advantage members, sales agents, brokers, and network providers. Engage interdepartmental stakeholders to collaborate on organization-wide quality, risk, pharmacy benefit management, and population health initiatives. Maintained oversight for the identification of communication needs and platforms that support member enrollment, retention, and quality metrics.

Launched first-ever member retention event resulting in a 5% attendance rate;

Launched first digital member newsletter resulting in a 60% cost savings;

Created interdepartmental policies and procedures to streamline project intake processes while reducing workflow duplicity; and

Served as source matter expert during journey mapping of the member experience.

TissueTech, Inc., Doral, FL

Associate Director of Public Relations and Strategic Consultant July 2019 to October 2021

Wrote strategic communications for senior leadership to support business development, employee retention, and brand awareness. Oversee all content development to position TissueTech, Inc. as a global leader in regenerative medicine and biotechnology. Worked closely with research and clinical trial teams to communicate published research results through press releases, website content enhancements, and presentations.

Select Achievements:

Generated more than $800,000 in earned media during 2020 as a result of press release pick-ups;

Built TissueTech’s first public relations department resulting in a 106% increase in share of voice;

Wrote and launched the organization’s first online newsroom to showcase clinical research results and successful outreach with news journalists and media decision makers; and

Selected by TissueTech Chief Executive Officer to build an internal corporate communications program.

Prestige Health Choice, Palm Beach Gardens, FL

Director of Communications July 2017 to Dec. 2018

Maintained oversight of organization-wide internal and external communications to support member engagement and network development. Provided strategic guidance to senior leadership on messaging for all communication platforms and maintained oversight of the Agency for Health Care Administration (AHCA) approval process for enrollee materials and provider communications. Collaborated with community partners to build sustainable relationships that address the social determinants of health.

Select Achievements:

Built a communications department to support the re-procurement of Prestige Health Choice’s contract with AHCA to participate in the Statewide Medicaid Managed Care Program; and

Launched inaugural media outreach campaign to position Prestige Health Choice senior management as key opinion leaders based on awards, honors, and leadership appointments.

Sunshine Health, Sunrise, FL

Communications Manager March 2015 to March 2017

Provided oversight and copywriting of member and provider-facing communications for Medicare Advantage and Medicaid lines of business. Supported employee recruitment and retention initiatives through the development of internal communication materials. Identified optimal communication platforms and messaging to drive network development, quality improvement, membership growth and retention initiatives. Served as enterprise-wide communications source matter expert on Medicare-related issues and activities.

Select Achievements:

Wrote multi-departmental communication materials to roll out Sunshine Health’s first-ever electronic prior authorization (eAUTH) program to streamline network hospital administrative workflow processes – resulting in a 40% adoption rate among network providers within the first ten days; and

Served as sole interdepartmental communications liaison using health plan member claims data to identify members identified with potential gaps in care – resulting in a 30% increase in provider office visits within first 30 days of program launch.

Gateway Health, Pittsburgh, PA

Communications Manager, Medicare Materials and Initiatives July 2013 to March 2015

Provided oversight and development of all sales communications for Medicare Advantage products. Identified optimal communication platforms, created strategic messages, and wrote content to generate results for quality performance measures, Medicare Advantage enrollment/retention, downstream marketing and network development initiatives.

Select Achievements:

Worked closely with Crozer-Keystone Health System (CKHS) and Gateway Health leadership to ensure that approximately 6,000 affected beneficiaries would continue to be able to access the CKHS network following the termination of Bravo Health Plan in March 2014. Prepared all content and rolled out a direct response advertising campaign in Delaware County, PA that resulted in 785 leads for Gateway Health at a cost of $29 per lead -- converting into a subsequent enrollment of 401 new members at a cost of $56 each;

Contributed to more than 15% growth in membership during 2015 Medicare Annual Enrollment Period through the creation of a three-stage direct response mail campaign. Responsible for all copywriting and creative development; and

Realized 50% savings for the printing and fulfillment of 2015 Medicare Advantage enrollment materials by eliminating legacy relationships.

Preferred Care Partners, Miami, FL August 2010 to July 2013

Marketing Communications Manager

Provided strategic development and oversight for the creation of internal and external communication programs that effectively described and promoted the organization. Oversaw all strategic messaging, copyrighting, and marketing communication efforts for Medicare and Medicaid lines of business. Responsible for writing member and provider newsletters, creating sales presentations, member educational materials, manuals, and website content while ensuring compliance with regulatory guidelines. Provided strategic guidance and oversight of public relations activities. Mentored junior members of in-house compliance team and served as lead project manager for programs that supported member retention and network development.

Select Achievements:

Wrote 100+ page Healthy Living website portal to drive quality metrics;

Reduced production costs by more than 50% for 2013 Annual Enrollment Period member enrollment materials;

Realized more than $40,000 in cost containment by streamlining and consolidating English and Spanish pre-enrollment marketing materials to support 2012 Medicare Annual Enrollment Period; and

Wrote and rolled out inaugural member and provider communications to support launch of Medicaid line of business, resulting in the Agency for Health Care Administration (AHCA) selecting this Medicaid line of business as the statewide standard for all Medicaid member education materials.

Humana, Inc., Miramar, FL August 2004 to August 2008

Corporate Communications Manager

Prepared strategic messaging for all Medicare Advantage products. Wrote member communications to support enrollment and retention initiatives.

Select Achievements:

Received 2007 Gold MarCom Award for writing inaugural CarePlus bilingual member newsletter to support member retention following Humana, Inc. acquisition;

Wrote all content for the inaugural CarePlus direct response advertising campaign following Humana acquisition – resulting in membership increase of more than 15%;

Supported Humana’s expansion from 25 to 46 states – resulting in a 102% increase in 2005 Medicare Advantage enrollment;

Drove 77% membership increase by writing and rolling out member and provider materials for nationwide Medicare Part D benefit; and

Created all collateral to support Humana’s first national Medication Therapy Management program.

LA BioMed at Harbor-UCLA Medical Center, Torrance, CA September 2000 to Oct. 2002

Director of Communications and Public Affairs

Built and oversaw internal and external communication programs for nation’s sixth largest NIH-funded biomedical research center. Supported clinical studies, pharmaceutical product launches and fundraising.

Select Achievements:

Responsible for a 33% increase in 2001 donor enrollment through the writing and launch of Benchmarks Magazine that showcased the organization’s clinical research activities;

Generated first-ever feature story in the Los Angeles Times on clinical research underway at LA BioMed;

Served as primary public affairs liaison between Harbor-UCLA Medical Center’s Faculty Society and Los Angeles County Board of Supervisors, national and state medical societies, local civic coalitions and news media during 2002 County Department of Health Services redesign which resulted in the successful continuation of Harbor UCLA Medical Center’s status as a Level 1 trauma care center and

Positioned LA BioMed scientists as global source matter experts through the implementation of an electronic newswire program.

INAMED CORPORATION, Santa Barbara, CA March 1998 to August 2000

Senior Global Marketing Communications Manager

Built and managed global marketing communications department for a $450 million medical device manufacturer. Worked with senior leadership to write and launch investor relations, public relations, and physician loyalty programs. Managed all media buying, collateral development and trade show activities with a $7 million budget. Coordinated all FDA labeling activities; oversaw creative development and implementation of nation’s first consumer breast augmentation print advertising campaign. Created and managed physician turn-key advertising program to support physician retention initiatives. Wrote sales training materials and oversaw in-house creative department with seven direct reports.

Select Achievements:

Realized nearly $2.5 million in savings by consolidating all communication functions following the acquisition of Collagen Aesthetics;

Facilitated an annual savings of $200,000 by creating an in-house media buying department for national consumer and trade print advertising programs; and

Contributed to a 30% increase in 1999 sales by writing and rolling out a value-added marketing program to more than 1,000 North American-based plastic surgeons.

QUEST DIAGNOSTICS INC., San Juan Capistrano, CA January 1996 to December 1997

Communications Manager

Managed the Quest brand for seventeen laboratories throughout the United States; supported marketing activities for 5 business units through the provision of content development. Developed and rolled out sales training materials in conjunction with product launches. Leveraged clinical research innovations through North American trade show activities. Wrote and published bi-monthly internal Nichols Institute newsletter. Collaborated with senior leadership to bring new assay methodologies to new levels of awareness and acceptance.

Select Achievements:

Maximized operational efficiency by working with senior leadership to create a centralized corporate communications department for Quest Diagnostics following the spin-off of Corning Life Science’s reference laboratories and Nichols Institute;

Positioned Nichols Institute as Quest’s premiere innovator in viral load testing by launched Genotyping and 2nd generation PCR testing to an international audience of more than 9,000 scientists and molecular microbiologists during the 37th Interscience Conference on Antimicrobial Agents Congress; and

Strengthened the Nichols Institute brand as Quest’s Center for Innovation by authoring portions of the 1996 Annual Report.

References Available Upon Request

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