Healthcare Communications Manager

Richard P. Scala

Amityville, NY *****

************@*****.***

***/***-****

PROFILE

Versatile practitioner who has leveraged knowledge and technology to transform communications for prominent firms in healthcare, media, and financial services

• Talented resource and effective counselor to organizational clients who has identified and realized on-target, high-value solutions for key initiatives, and brought fresh thinking that improved existing approaches

• Adaptive innovator who has successfully introduced and promoted a broad range of healthcare programs, including ACA and Medicare plans; seamlessly communicated changes in benefits administration; and maximized the effectiveness of annual enrollment campaigns

• Have repeatedly sourced and implemented emerging communications technologies, such as website revamps, new features and functionality; created and revitalized publications and converted them to online and electronic publishing platforms; and applied innovative web and video technology to live events

• Outstanding track record of accomplishment within dynamic, change-oriented work environments

EXPERIENCE

Church Pension Group New York City

Senior Healthcare Benefits Writer 2014 thru 2020

Successfully established healthcare practice within corporate communications function of nationwide financial services organization serving well over 100 Episcopal dioceses and institutions, and 25,000-plus clerical and lay employees. Responsible for multi-channel communications programs driving client growth and retention:

• For annual enrollment program, reengineered all member materials, improving quality, consistency, and adherence to corporate graphic standards:

Led comprehensive revamp of online content, creating customized enrollment site driving higher engagement among each primary member population; also developed new mailing template pulling members to dedicated page content

Streamlined content for retired member mailings and brought production and fulfillment in- house, increasing timeliness, control, and quality, while generating

$20,000 in annual cost savings

• Capably ensured smooth transitions throughout series of changes in health plan offerings, vendors, and processes:

For 2016 to 2018 changes in health plan array, astutely identified continuity of care as primary issue and ensured communications provided full details for affected members, reducing anticipated call volume from those transitioning

For 2019 program year, created awareness of need to choose new coverage via innovative “Keep yourself in our plans” postcard mailing

Conceptualized and implemented enhanced branding elements, improving the visual identity of all program communications; defined series of campaign-related posts for

organization’s new social-media platforms; and proposed and delivered first electronic member communication (60% email open rate tripled industry average)

• Selected as lead communications resource for enterprise-level Clergy Pension Plan Revision initiative; produced fact sheets and news articles to ensure clients’ understanding and acceptance of key changes and ability to correctly calculate contributions under new plan provisions; managed extensive revisions to client benefits packets, facilitating correct processing of pension payments

• Boosted growth of Church Insurance business by producing animated video series that promoted greater client understanding of new coverages and program enhancements. For “claims-made” coverage protecting Church against misconduct claims, portrayal of this policy option praised extensively by senior management Affinity Health Plan New York City

Communications Manager 2005 thru 2013

Led communications for pioneering non-profit health plan serving Medicare Advantage, Medicaid, Child Health Plus, and ACA member populations. Volunteered to head successful revamp of affinityplan.org public website, including content development and user interface, and continued to serve as site webmaster. Further accomplishments included these:

• Devised advertising concepts including “A+” campaign for Child Health Plus program and “One less thing to worry about” general campaign theme

• Capably liaised with selected ad agency for multi-channel advertising campaign introducing ACA plans (“This is an Affinity community.”)

• Medicare Advantage

Obtained approval from senior federal official for critical program communications enabling organization’s entree to Medicare marketplace

Developed key marketing materials driving exponential program growth, including print and electronic advertising, enrollment kits, signage, and mailings

Conceived multiple ad campaign themes and oversaw creative development resulting in 25 percent enrollment growth

Administered targeted direct-response ad campaign producing cumulative premium revenue of more than $10 million

• Healthy Streets newsletter

Revitalized quarter-million-member publication by extending variety and depth of content; per management, efforts “elevated” quality of publication

Successfully converted newsletter to online delivery, generating $200,000 in annual cost savings

EDUCATION

Bachelor of Arts, Journalism (Advertising)

Philadelphia, PA

Temple University

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