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Chief Marketing and Communications Officer

Location:
Newtown Square, PA
Posted:
December 06, 2022

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Suzanne Sawyer

adtvto@r.postjobfree.com 215-***-**** Newtown Square, PA

MISSION-DRIVEN CHIEF MARKETING and COMMUNICATIONS OFFICER An innovative executive with more than 25 years of experience in healthcare marketing, brand development, communications, and growth.

• Strategic Thinker Creative, conceptual, analytical, and strategic

• Entrepreneurial Innovative marketer focused on brand differentiation and clinical growth

• Builder A collaborative leader of diverse and high-performing teams

• Performance Transformation Focused on operational excellence and productivity

• Marketing Expert A pioneer in precision marketing and advanced CRM & PRM Developer of creative, compelling, and differentiated campaigns and brands Experience and Results

Johns Hopkins Medicine 2019 – 2022 Baltimore, MD

SVP, Marketing and Communications

Chief Marketing and Communications Officer of $9 billion academic medical center and health system. Six hospitals. Four health plans. Community practices. Surgery Centers. Domestic US and international programs.

• Strategic Planning. Led development of a multi-year strategic plan for Marketing and Communications. Areas of focus include: Market Insight & Strategy

Brand Strategy

Digital Strategy

In-Network Utilization

Referral Development

Strategic Communications

Diversity and Inclusion

Operations

• Integration and alignment. Unified 170+ employees of Marketing and Communications, enhancing collaboration to work as one.

• Expanded Diversity, Equity, and Inclusion initiatives. Expanded DEI programs to support patients and communities via innovative content partnerships, thought leadership forums, and outreach including a website dedicated to COVID-19 vaccines and care. Community engagement though content partnerships and program sponsorships helped to build a framework for thought leadership. Recipient of Ragan Communications DEI Award 2021 for Community Relations & Engagement.

• COVID-19 Leadership. Sharing updates and insights as the world’s trusted source of information about COVID-19, including the Coronavirus Resource Center, thought leadership from Johns Hopkins physicians and researchers, and guidance for healthcare providers and caregivers around the world.

• Branding and Marketing

o Launched the first branding campaign for Johns Hopkins Medicine in nearly a decade: “Forward. For all of us.” Strong campaign metrics included a 50% lift in brand awareness, 17% increase of return visitors to the website (42,000 visitors), a 72% increase in employee engagement, and an average web session duration of 9 minutes, demonstrating web content was relevant and engaging.

o Launched campaigns for specialty and subspecialty clinical services for adults and children throughout the US and internationally.

• Launched an app-based internal communications platform, “JHM LINK”, for JHM faculty, employees, learners, and leaders. 500 employees volunteered to test the platform and provide feedback prior to deployment. Representatives from all Hopkins entities were trained to create and share meaningful content and experiences. Nearly 10,500 users logged into the app after just one week.

• Launched the “Digital Front Door” program. Collaboration among Marketing, Health IT, Access Services, and other corporate functions improved patient access to Johns Hopkins Medicine. User research informed the approach which included Star Ratings of Hopkins providers, online reviews, enhanced location search functionality to provide accurate location listings, and physician information across the web. Conversational AI supports appointment scheduling, cancellations, and patient questions. 2

Penn Medicine

Chief Marketing Officer & VP, Business Development 2007 – 2015, and 2016 – 2019 Philadelphia, PA CMO for $4 billion academic medical center & integrated healthcare delivery system including acute care hospitals, faculty practice, clinical services, acquisitions, and affiliations. Recruited to return to Penn after a year at IBM.

• Brand Management, Marketing Operations, and Revenue Growth. Rebranded health system as Penn Medicine with durable positioning, differentiated branding, and innovative marketing contributing to year-over-year increases in volume, revenue, and market share.

• Performance Transformation and Operational Excellence. Redesigned structure, infrastructure, and processes to support market growth. Enhanced strategic, analytical, and technical competencies of staff (150+ FTEs) increasing productivity and impact of all functions including Marketing Strategy & Communications; Operations & Infrastructure; Digital & Interactive Marketing; Referral Development; Contact Center; Creative Services; Customer Insight, Market Research & Analytics; and Sales for Corporate, International & Concierge programs.

• Marketing Technology, Data, & Analytics. Developed an integrated marketing technology platform and data warehouse incorporating data (clinical, claims, financial, behavioral, modeling), CRM, business intelligence, marketing automation, telephony systems, Web content management system, resource management systems, and analytics to execute campaigns, monitor response, and evaluate impact.

• Innovation and Pilots. Launched an extensive array of pilot projects – ultimately taken to scale – in precision marketing, digital campaigns, social media, content personalization, portal development, referral development, influence analysis, and clinical integration to enhance lead generation, referral growth, brand experience, loyalty, preference, and health outcomes. IBM Watson Health

Vice President, Portfolio Marketing 2015 – 2016 New York, NY Watson was the first commercially available cognitive computing system to analyze massive volumes of data, understand complex questions posed in natural language, and surface evidence-based insights helping physicians, researchers, insurers, and others to innovate and accelerate discovery and care.

• Global marketing strategy across strategic alliances and all market sectors (Provider, Payer, Life Sciences, Government, and Employers), for all lines of business (Oncology & Genomics, Imaging, Population Health, Social Programs, Life Sciences).

• Appointed to executive task force to redesign marketing strategy and structure across IBM. University of Rochester Medical Center and Strong Health System Chief Marketing Officer 1999 – 2007 Rochester, NY

CMO of a $1.8 billion academic medical center and health system including acute care hospitals, faculty practice, primary care and regional networks, home health, long term care, and schools of medicine, dentistry, and nursing.

• Strategic planning and marketing for all clinical services and business units. Directed market research. Rebranded health system, hospitals, and schools.

• Reinvigorated physician relations program directing referral analysis, increasing specialty referrals.

• Developed Internet strategy and implemented content management system. Established internal call center.

• Community Health. Introduced “Project Believe,” a national model for community engagement and health improvement, reducing racial and ethnic disparities in health outcomes. AAMC Outstanding Community Service Award.

• Co-producer of PBS series Second Opinion carried by 200+ affiliates. Renewed 3 seasons. Early Career (1984 – 1999)

Penn State Geisinger Health System System Director of Marketing Hershey, PA Penn State Hershey Medical Center Assistant Director, Strategic Planning and Marketing Hershey, PA American Enterprise Institute for Public Policy Research Director of Marketing Washington, DC National Wildlife Federation Director of Institutional & Individual Development Washington, DC Citizens for America Deputy Finance Director Washington, DC U.S. Congress Staff to Sen. Schmidt (NM), Cong. Sensenbrenner (WI) Washington, DC Education and Training

The Pennsylvania State University BA, Foreign Service & International Politics The Wharton School University of Pennsylvania, Penn Medicine Leadership Forum Northwestern University Kellogg Graduate School, Healthcare Executive Fellowship Center for Creative Leadership Executive Women’s Program Georgetown University Coursework in political science 3

Awards

Dozens of healthcare marketing and communications awards, including:

• Women We Admire: 2021, Top 100 women in healthcare (#12) https://thewomenweadmire.com/2021/07/20/the-top-100-women-leaders-in-healthcare-of-2021/

• 2018 Healthcare Influencer, MM&M and PR Week, (#9) www.HealthInfluencer50.com

• 2017 Healthcare Internet Hall of Fame induction

• 2015 Innovator of the Year, Evariant

• 2015 – 2022 Judges Awards, Best of Show, Gold Awards, and numerous and platinum, gold, and silver awards from Aster Awards, Telly Awards, AAMC, eHealthcare Leadership Awards, and Healthcare Marketing Report Guest Lecturer

Topics: Health Care Management, Health Care Marketing, and Strategic Brand Management University of Pennsylvania Wharton School 2008 – 2019 University of Rochester William E. Simon School of Business 2002 – 2006 Cornell University Sloan School of Business 2005 – 2006 Thought Leadership

A sampling of recent and older presentations on healthcare marketing topics

• When the World Turned to Johns Hopkins (Keynote, 2022)

• The Next Decade of Consumer Healthcare (2022)

• The Promise and Perils of Marketing Transformation

(Keynote, 2018)

• Reimagining Marketing in a Tech Driven World (2018)

• Mastering Analytics & Content (2018)

• Digital Healthcare Transformation (2017)

• How Cognitive Technology Will Transform Health

(2016)

• Next Generation CRM (2015)

• Contact Center of Tomorrow (2015)

• The Future of Healthcare: Technology,

Innovation & Personalized Care (2013)

• The Thought Leaders Project: Hospital

Marketing (2011), Chapter contributor:

Market Segmentation, Digital Campaigns,

and Implications for the Strategic Marketer

• http://amzn.to/HospitalMarketing

Community Engagement

Volunteer Service and Support

• McKeown Foundation for Alzheimer’s Research, Philadelphia. To generate awareness of Alzheimer’s Disease and provide support for a hospice home for families caring for their loved ones.

• Harbolis Endowment for Alzheimer’s Research at Penn State’s Milton S Hershey Medical Center. An endowment established by my family to support research into the causes and potential therapies to treat Alzheimer’s Disease.

• Go Red for Women, American Heart Association, Advisory Board, Philadelphia. To support women’s heart health.

• Women Against Multiple Sclerosis, Advisory Board, Philadelphia. To raise funds for research and patient services.

• Pro Bono consulting for non-profit organizations including a local food bank, health & human services programs, and community theatre.

Personal

Married, with two grown daughters.

Interests and Pastimes: Sailing (fleet racing and coastal cruising), SCUBA, Weightlifting, Cooking



Contact this candidate