Margaret Plofchan, MA, RD

ad473f@r.postjobfree.com • 210-***-****

White Plains, NY • LinkedIn

Summary

Marketing Director/Senior Director

Award-winning leader harnessing 15+ years of experience in the marketing and sales industry within the healthcare sector to drive revenue growth.

Demonstrated track record of identifying and utilizing effective media channels and marketing opportunities to boost ROI. Proven success in conceptualizing and executing winning sales and marketing plans and projects to enhance visibility, resulting in sales. Expert at leading and supervising high-performing sales and marketing teams to meet and surpass targets. Natural communicator, talented at cultivating relations with key personnel, securing partnerships and collaborations. Skilled in captivating client interest and engagement through compelling marketing campaigns. Expert in leveraging data-driven strategies by conducting analysis.

Areas of Expertise

•Integrated Marketing

•Physician Partnerships

•Data & Metric Analysis

•Leadership & Training

•Sales & Revenue Growth

•Customer Acquisition

•Conversions Optimization

•Digital Marketing

•Public Relations Management

•Brand Awareness

•Budgeting & Finances

•Launches & Go-to-Market Plans

Career Experience

Memorial Sloan Kettering Cancer Center (MSK), New York, NY 2022 – 2024

Director – Physician Relations & Communications

Directed and supervised a dynamic team focused on enhancing relationships between physicians and organization by strategically communicating mission and services. Led the Physician Liaison Program, crafting multi-focused marketing strategies targeting specific demographics in three key markets, and developing unique territory plans for team members. Drove referral growth, enhancing organizational reputation, and maximizing marketing ROI through innovative strategies and team empowerment.

●Secured 73-100% growth in referrals for Collaborative Oncology Programs through targeted physician practice list development, significantly enhancing awareness and engagement.

Phelps Hospital, Northwell Health, Sleep Hollow, NY 2017 – 2021

Director – Marketing & Public Relations

Managed high-performing teams responsible for optimizing marketing acquisition funnels for both the hospital and NHPP MD groups. Oversaw the development of strategic marketing programs utilizing various tactics such as direct marketing, mass media, social, and SEM to increase awareness and drive volume for strategic service lines. Crafted communication materials, media strategies, and public relations initiatives

●Achieved a 119% year-over-year increase in awareness, a 205% increase in clicks, and a 485% increase in conversions through programmatic display in 2020-2021.

●Spearheaded an integrated marketing program to drive awareness and increase business in critical service line areas.

●Led a team of marketers in a 238-bed hospital to design and execute marketing and media plans.

Procurement Treatment Centers, New York, NY 2010 – 2016

VP Marketing, 2013 - 2016

Led strategic oversight of multi-million-dollar budgets and headed comprehensive marketing initiatives to drive growth and brand awareness. Supervised annual marketing budgets, developed targeted marketing approaches to reach specific demographics, and analyzed key performance indicators for radiation oncology centers.

●Boosted unaided and aided awareness across multiple centers, as well as notable growth in patient referrals and consults.

●Developed comprehensive training programs for network sales team, focusing on core and clinical competencies, as well as physician-led training programs and CME programs for MD.

●Orchestrated strategic marketing and sales planning, leading to increased revenue and market share for a $250M network of proton therapy radiation centers, a start-up company.

●Successfully delivered a 24% year-over-year increase in conversion rates through continual media plan optimization and effective leadership of a $22M marketing budget for four proton centers.

Senior Director Marketing, 2012 - 2013

Delivered strategic leadership and oversight for marketing efforts across a network of cancer centers. Oversaw center marketing directors and Clinical Partnership Managers, setting team goals aligned with financial objectives, and developing sales processes. Crafted comprehensive sales process for Liaisons, including territory analysis and compensation plans.

●Headed tactical implementation of marketing strategies, encompassing media planning, SEM/SEO, digital and social media campaigns, patient advocacy, public relations, CRM, and sales initiatives.

●Successfully setting and achieving goals for MD leads, consumer engagement, and patient under beam (PUB) metrics.

Director – Center Marketing, 2010 - 2012

Coordinated development and execution of launch plans for new treatment centers, overseeing project management for openings including marketing, PR, and media training.

●Established launch budgets and go-to-market plans to increase awareness of centers and proton therapy, resulting in the establishment of a pipeline of new patients and referrals upon opening.

●Successfully launched three new Procure centers through meticulous project management and strategic planning.

Additional Experience

Senior Account Supervisor, Everything Health Agency, Basking Ridge, NJ

Education

Master of Arts, Nutrition and Business, University of the Incarnate Word, San Antonio, TX

Bachelor of Science, Nutrition Science, University of the Incarnate Word, San Antonio, TX

Registration/License, American Dietetic Association, #800549

Awards

DTC Perspective, Hospital Marketing National, NE Marketer of the Year, 2019

Affiliations

Integrative and Functional Nutrition Academy, 2019-present

Academy of Nutrition and Dietetics, 1990 to 2016

The American Marketing Association, 2012-2017

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