Marketing Service

Carol Y. Koenecke-Grant *** West Hill Street Champaign, IL 61820

217-***-**** – Cell

Professional Experience__________________________________________________

Guthrie Health, Sayre, PA January 2010 – Dec 2011

SVP, Strategic Planning and Marketing

Responsible for all marketing, communications, public and community relations, strategic planning, business development, and physician network strategy, for this $550M integrated health system. Guthrie Health serves northern PA and southern NY with 23 regional clinics, 3 hospitals, nearly 400 providers and 4400 employees. Robert Packer Hospital, a teaching hospital, consistently achieves Top 100 Hospital status and supports 3 residencies and one fellowship program.

Key Responsibilities and Accomplishments:

Created organization’s first market research function, aligning business development responsibilities with key service lines

Developed and implemented system’s first actionable strategic plan resulting in capital expenditures of $400M to include 2 new hospitals, acquisition of a community hospital, physician recruitment of 75+ additional providers, development of 3 Centers of Excellence, and Service Excellence and Talent Management initiatives.

Implemented system wide patient satisfaction initiative. Created new customer service survey methodology. Serve as system lead for Service Excellence/patient satisfaction

Rebuilt entire marketing, public/community relations function and internal communication function with system orientation.

Carle Clinic Association, Urbana, IL April 2005-December 2009

Vice President, Planning and Marketing

Responsible to CAO and Board of Governors for marketing , strategic planning , market research, public and government affairs of Carle Clinic Association, one of the nation’s largest physician-owned multi-specialty group practices. Planning and marketing services support 350+ physicians, in over 50 specialties at ten regional clinics throughout central Illinois as well as research needs for physician owned tri-state health plan and Carle Foundation Hospital.

Key Responsibilities and Accomplishments:

Created first strategic planning and business development function for the Clinic.

Restructured marketing department with strategic service line responsibilities, budget accountability; and alignment with planning function.

Developed Clinic’s first multidisciplinary business development teams. As a result, visits increased 53%; surgeries increased 21% in 2 years.

Developed internal communication vehicles for CEO, CAO, physicians, IT and finance.

Developed first physician outreach function, increasing referrals 5% in < one year.

Developed metrics and vehicles to increase patient satisfaction to 80% excellence rating.

Coordinated all events, including 3 national clinic meetings, media and promotion of 3

new regional facilities, 4 major renovations, and all communications for 300K

patients, thirteen communities, and 5000 + physicians and employees.

Revamped recruitment tactics for Clinic increasing successful recruits by 10%.

Increased PR coverage 175% in 18 months.

Restructured printing services function to profitable status by year end.

Greenville Hospital System, Greenville, SC July 2000-April 2005

Manager, Marketing Services

Reported to the Vice-President of Marketing and Planning Services to develop and implement marketing strategies that advance the organization’s business objectives. Managed all marketing initiatives and identifies growth opportunities for this 1100 bed tertiary teaching hospital and largest integrated health system in South Carolina, including four hospitals, system service lines, affiliate organizations and practices.

Key Responsibilities and Accomplishments:

Develop integrated, data-driven strategic marketing plans across service lines, and in support of system’s overall brand position and strategic plan. Introduced new decision-making model to evaluate appropriate resource allocation.

Created a research and data-driven department-wide culture to support system-wide marketing decision-making.

Responsible for all printed material, including service line collateral, consumer and physician specific publications, annual reports, brochures, newspaper inserts, CME materials and recruitment collateral.

Developed strategic growth strategies for affiliated physician practices.

Responsible for system’s advertising agency.

Participated in brand development and successful system wide launch.

Analyzed appropriate mix of marketing tools and tactics for decision-making.

Utilized quantitative and qualitative research to develop tactical marketing strategies.

Led development of second -generation Web site including content and design.

Assumed lead role in selecting and managing system-wide consumer call center.

The Voyageur Inn and Conference Center, Reedsburg, WI June 1994-July 2000

General Manager

During this six-year period, I returned home to care for an ailing parent and help manage several family-owned businesses including marketing, retail, service, hospitality and sales.

Responsible for seventy two-room full service hotel with convention facilities to 750, and on site restaurant and health club. Secured sales contracts and licensing with state and local regulatory agencies. Responsible for all sales and marketing initiatives. Managed 60+ employees. Responsible for all crisis communications, management and financial performance of business.

Key Responsibilities and Accomplishments:

Increased occupancy by 19% in highly competitive market.

Partnered with Chamber of Commerce and City Council, and increased tourism by 20% utilizing media and targeted marketing programs.

Increased revenue by 11% over three-year period.

Reduced staff turnover by 35%.

Charter Behavioral Health System, Leesburg, VA Nov. 1992-June 1994

(formerly Springwood Psychiatric Institute)

Assistant Marketing Director

Responsible for marketing and outreach activities for entire Washington DC metropolitan area for this national multi-hospital system. Managed referral development efforts targeted to physicians, private mental health practitioners, and corporations. Developed clinical protocols designed to assess patient needs. Managed physician relations, and media and community relations for the region. Provided community education programs, clinical evaluations, group counseling and crisis intervention to physician practices and community. Coordinated all internal communications.

Key Responsibilities and Accomplishments:

Created clinical evaluation systems for day treatment centers.

Developed a triage system for patient care resulting in 20% increase in referral activity.

Increased admissions in region by 15%.

Pressley Ridge Schools, Ohio, West Virginia March 1991-Nov. 1992

Ohio State Director

State Director for this $16M non-profit agency offering community-based alternative treatment services. Responsible for new program start up and development, including communications and marketing to state referral and licensing agencies. Created policies and procedures and staff training programs in two states. Coordinated marketing efforts statewide including referral development, public relations, marketing communications and recruitment. Worked jointly with Department of Human Services, state regulatory bodies, and the community at large to design strategic plans and specific treatment programs based on identified need.

Key Responsibilities and Accomplishments:

Obtained state licensing for Ohio and reinstated revoked West Virginia license.

Designed training presentations and marketing plans to introduce new program to Ohio state agencies.

Responsible for corporate/employee communications and referral development.

Straight, Inc., Florida, Texas, Virginia, Maryland Nov. 1984-March 1991

Administrator

Coordinated all state licensing, JCAHO accreditation and marketing with regulatory agencies and referring service providers for this national drug rehabilitation program. Responsible for new business development. Managed media relations including crisis management. Significantly increased revenue at two of the company’s major metropolitan locations

Key Responsibilities and Accomplishments:

Assumed lead role in renewal of revoked state license. Developed corresponding training, policy and communication plan.

Developed aggressive marketing campaign resulting in 60% increase in admissions in year one.

Initiated corrective action and developed an aggressive referral network and marketing campaign that resulted in a 50% increase in revenue.

Developed off-site family service centers to enhance referral opportunities.

Education___________________________________________________________________________

Rollins College, Winter Park, FL

Masters of Counseling Psychology (MA)

Louisiana State University, Baton Rouge, LA

Bachelor of Arts (BA)

Professional Affiliations___________________________________________________

Society for Health Care Strategy and Marketing Development (2000 - present)

-Board Member (2008 - present)

-Member/Chair- Products and Business Development Committee (2004 - 2008)

-Board Liaison-Membership Experience Committee (2008 – 2009)

-Annual Conference Planning Committee (2009, 2010)

-Annual Conference Executive Committee (2011, 2012)

-Nominations Committee (2010)

-Finance Committee (2011, 2012)

American Medical Group Association (2005 – present)

-Chair Elect, Marketing and PR Leadership Council (2010 - four year commitment)

-Member, Carolina Healthcare Public Relations and Marketing Society (2000 - 2005)

-Board of Directors, Opportunity Greenville/Greenville Chamber of Commerce (2000 - 2004)

-Board of Directors, Connections/Furman University Business Professional Organization

(2003 - 2005)

-Board of Directors, Champaign County Chamber of Commerce (2005 – 2009)

-Board of Directors/Strategic Planning Consultant, Animal Care Sanctuary (2010-2011)

-Leadership Illinois, Class of 2008

-Leadership Loudoun Class of 1993

Publications, Presentations, Awards_________________________________________

“Strategy Guide to Healthcare Marketing” – Group Practice Journal Volume 61, No. 3 Publication of the American Medical Group Association (March 2012)

“Trust and Transparency: A Guide to Ethical Marketing Communications” – Wisconsin Healthcare Public Relations and Marketing Society - webinar (November 2011)

“OMG – I Need a Plan B: Demonstrating Marketing’s Value to an Organization” – Maryland Society for Healthcare Strategy and Market Development (November 2011)

“Trust and Transparency: A Guide to Ethical Marketing Communications” – American Medical Group Association – Marketing and Public Relations Leadership Council (April 2011)

“Trust and Transparency: A Guide to Ethical Marketing Communications” – National Association of Children’s Hospitals and Related Institutions – national webcast (January 2011)

“Trust and Transparency: A Guide to Ethical Marketing Communications” – Society for Healthcare Strategy and Market Development – national webcast (December 2010)

“Service Line Regional Growth Strategy” 2010 Annual Conference – American Medical Group Association. New Orleans, LA (March 2010)

“Evaluating Strategic Performance” 2009 Annual Conference - Society for Healthcare Strategy and Market Development. Orlando, FL (October 2009)

“Service Line Regional Growth” 2009 Annual Conference – Society for Healthcare Strategy and Market Development. Orlando, FL (October 2009)

“Strategic Social Media” Society for Healthcare Strategy and Market Development – on-line course

(August 2009)

“Strategic Social Media” American Medical Group Association – national webcast (July 2009)

“Strategic Social Media – How GenX staff demonstrated Facebook’s value to Boomers” Society for Healthcare Strategy and Market Development - webinar (June 2009)

“Putting the Pieces Together: Integrated Communications for Healthcare Marketing”

2008 Spring Institute – New England Society for Healthcare Communications, Providence, RI

(May 2008)

“Tracking and Measuring Physician Relations Success.”

2008 Forum for Healthcare Strategists – Physician Strategies Summit, Los Angeles, CA (March 2008)

“Hire Drill: Competent Culture Hiring Isn’t What You Think” Marketing Health Services

(Spring 2007)

“Leveraging your Medical Staff Marketing and Branding Efforts.”

2007 Forum for Healthcare Strategists – Physician Strategies Summit, Orlando, FL (February 2007)

“Breaking Through the Clutter – Constructing a Memorable Brand and Identity for Physician Practices.”

2006 Fall Institute – New England Society for Healthcare Communications, Brewster, MA

(October 2006)

“Using Public Relations to Promote Physicians and Physician Groups: It’s All about Connectivity.”

2006 Annual Conference – Society for Healthcare Strategy and Market Development,

Phoenix, AZ (September 2006)

Marketer of the Year Award presented by Central Illinois Chapter of the American Marketing Association

(April 2006)

“Market Research: Can Surveys Reach a Point of No Return?” Healthcare Marketing Report

(March 2006)

“From Unfocused to Targeted Marketer: a Personal Odyssey.” Healthcare Marketing Report

(September 2004)

“Greenville Hospital System Gains Heart-Healthy Results with Target Direct Mail.” AHAData.com

(June 2004)

Award for Excellence (1989 – 1990) Straight Inc.

“Are We Really on the Cutting Edge of Competition – The Effects of Drugs and Alcohol on our Industry and our Companies.” Twelfth World Conference. Association of Field Service Managers International - AFSM Internation

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