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Continuing Care Healthcare Marketing Director in Boston MA San Diego CA Resume Norma Stracener


Norma Stracener is a dynamic team leader and business builder with a proven track record in business development and marketing for healthcare systems with average annual revenues between $200 million to $1.4 billion.

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									                                        NORMA LYNN STRACENER
                                              Newton, MA 02460
                               Phone: 978-729-6810 Email:


A dynamic team leader and business builder with proven track record in business development and marketing for
healthcare systems with average annual revenues between $200 million to $1.4 billion. Tenured in corporate
consulting roles as well as facility-based directorship roles in both non-profit and private sectors. Frequently
described as a thought leader and ‘go to’ for innovative solutions around program marketing, and service line
growth and expansion. Areas of expertise include:
     Marketing operations, Advertising, Collateral development, Special Events coordination
     Facilities planning and service line development
     Customized business analytic tracking tools
     Physician Liaison programs and Referral Network development
     Territory Management, Quarterly Marketing and Sales Planning and Skills Training Programs
     Intake Systems development and reengineering
     Managed care contract negotiations and payer relations


POST-ACUTE HEALTHCARE MARKETING EXECUTIVE                                                          2011 - Present
Newton, Massachusetts (Greater Boston Area)
Independent Consultant / Contractor
Ongoing contract assignments with Oral Surgery Practices (CT, RI), Community Health Centers (OR), Post-acute
Care Providers and Healthcare Advocacy Groups (MA). Project work involves:
        Development of pre-opening marketing plans for new transitional care unit and community health center,
        Design and implementation of repositioning and rebranding campaign to support health center’s launch of
        new Foundation; as well as operational changes in volume and payer mix required to advance under new
        healthcare reform initiatives FYE12-14
        Seminar planning, speakers bureau and program promotion including coordination of international lecture
        series with the Italian Association of Dentists and Maxillofacial Surgeons
        Retooling office intake procedures to improve patient/customer experience as well as billing/collections for
        oral surgery practice
        Leading website and logo redesign initiatives, including RFP/vendor selection, work plan development,
        etc., for two separate organizations

LAWRENCE & MEMORIAL HOSPITAL                                                                             2010 - 2011
New London, Connecticut
Director Business Development – Marketing
Team leader of organization-wide marketing program including development of physician liaison team, website and
intranet redesign and implementation of annual marketing/media plans in collaboration with PR, Communications,
medical staff and senior leadership. Co-facilitated campus renovation / growth initiatives in line with the hospital’s
strategic and multi-year master facility plans. Achieved the following:
          Assumed and completed $800k facility renovation of Pequot Emergency Department, November 2010
          Assumed and completed full facility launch in October 2010 of $1.2 million Stonington Primary Care
          Walk-in Center including: redesign of lobby / reception area and opening of Diagnostic Imaging/Lab
          Completed planning and gained approval for $300k aesthetic upgrade of Flanders Healthcare Center
          Advanced first year development of physician liaison team including service line training, territory
          assignments, quarterly marketing plans, productivity metrics and launch of Sales Logix (CRM) software
          Led hospital’s launch of successful rebranding initiative, “Bringing the Future of Healthcare…”
N.L. STRACENER                                                                                                      P.2

CARE ALTERNATIVES HOSPICE, (Year-long contract assignment)                                               2008 - 2009
Corporate Headquarters – Cranford, New Jersey
Senior Consultant – Business Development / Marketing
Evaluated regional office profitability with specific focus on business development, marketing and intake
operations. Performed market/competitor, program productivity analyses, as well as team resource assessments.
Increased combined program volume and revenues by 3-5% through change management, team building and
integration of new business development tools into daily operations. Assignments covered Kansas, Missouri,
Pennsylvania and New Jersey regions.

PARTNERS HEALTHCARE SYSTEM                                                                                 2003 - 2008
Spaulding Rehabilitation Network (Non-Acute Care Services Division) – Boston, Massachusetts
Director Strategic Business Development and Managed Care Contracting
Guided divisions managed care functions within the larger framework of Partners HealthCare System. Promotion in
2005 expanded this role to include business development, marketing and branding functions. Dual role shared
responsibility for achieving $320 million top-line revenue goals. Division comprised of 2 rehabilitation hospitals, 2
Long-term Acute hospitals, 21 outpatient satellites, 3 skilled nursing facilities, and 1 home care division, including 5
large Visiting Nurse Associations, Private Duty services, and a Hospice company.

         Designed division’s first fully integrated business analytic trend reporting series. Quarterly analyses
         combined with action plans led to a four percentage point improvement in system retention of non-acute
         volume FY06-07, and projected net patient revenue gains of $10 million for the division FY06-08.
         Collaborated with Director of Referral Relations to centralize referral / intake operations for division’s
         Strategic Planning & Integrated Referral Network FY05-07.
         Successfully renegotiated major HMO contracts 2003-05 in tandem with Partners System Contracting and
         Finance teams. Averaged cumulative rate increases of 35-45% and projected combined revenue growth of
         $25 million over multiyear contract terms.

HEALTHSOUTH HOSPITALS                                                                                       1998 - 2003
Northeast Regional Offices – Woburn, Massachusetts
Regional Director of Commercial Operations and Hospital-based Director of Marketing
Provided direct supervision and leadership of Marketing and Admitting teams for New England and Braintree
Rehabilitation Hospitals. Promoted to Regional Director of Commercial Operations with responsibility for
establishing private-sector pricing for region’s 11 hospitals, 54 outpatient centers and 3 diagnostic centers.

         Improved program occupancy a combined average of 5-10 Average Daily Census (ADC) for Stroke,
         Orthopedic, Brain and Spinal Cord Injury, Cardiac, Pulmonary and Oncology programs, exceeding
         hospitals’ budgeted revenue and payer mix goals over two consecutive years.
         Negotiated traditional payer and risk-sharing contracts with leading Boston-area IPA’s that positively
         impacted annual net revenues by $3.3 million and exceeded region’s commercial net revenue goals for
         diagnostic services by 7%.

VENCOR, INC.                                                                                   1997 - 1998
Northeast Regional Offices – Lowell, Massachusetts
Regional Director of Business Development
Implemented centralized business development model that grew census, occupancy and payer mix, and exceeded
pre-tax revenue goals for region’s 79 nursing centers and 7 hospitals within 12 states.

ARBOR HEALTH CARE COMPANY                                                                                 1994 - 1997
Corporate Satellite Office – Tampa, Florida
Regional Director of Marketing - Florida
N.L. STRACENER                                                                                                 P.3

Hired, trained, and developed center-based Marketing Directors, Physician Liaisons, and Intake staff. Provided
ongoing corporate support to assist field operations teams to meet or exceed budgeted census, payer mix, occupancy,
revenues and pre-tax profits.

         Exceeded region’s budgeted pre-tax revenue goals over three consecutive years by 5% average.
         After completing strategic planning course work through University of California Berkeley’s Haas School
         of Business, developed a new strategic planning model that gained company-wide adoption. Used model to
         implement successful pre-opening marketing programs on behalf of Arbors at Tampa, St. Petersburg,
         Pensacola, and Jacksonville FL, and generated over $34 million in additional annual start-up revenues.

CONTINENTAL MEDICAL SYSTEMS                                                                   1990 - 1994
Corporate and Satellite Offices – Mechanicsburg, PA, San Diego, CA and Dallas, TX
Regional and Hospital-based Director of Marketing
Served as Director of Marketing for Central Arkansas Rehabilitation Hospital and Continental Rehabilitation
Hospital of San Diego. Promoted to Regional Director of Marketing for CMS’s West Coast (CA, NV, AZ) and
Central (TX, KS, OK, AR, IN, MD) Regions.

        Implemented hospital start-up as well as department reorganization plans for marketing, physician liaison
        and intake programs that achieved financial break-even and profitability for $60 million in assets.
        As Regional Director of Marketing, increased region’s total Average Daily Census by 22% and inpatient
        occupancy by 8% after implementing new physician liaison territory management and productivity model.


        Graduate:           B.S. Mass Communications / Journalism, Arkansas State University, 1984
        Certificate Course: Strategic Planning, U.C. Berkeley’s Haas School of Business, 1996


        2010-Present      Chairperson Marketing Committee and Board Member New England Society for
                          Healthcare Strategy, Member since 2008
        2009-Present      Strategy Committee and Board Member of Samaritans, Inc. Boston / Metro west
        2003-2008         Partners Continuing Care Senior Leadership Team and Board of Trustees, Partners
                          HealthCare System’s Managed Care Contracting Committee, (Chair of Non-Acute
                          Managed Care Committee), Partners Strategic Planning Committee, (Chair of Non-Acute
                          Strategic Planning & Integrated Referral Network Development Committee), MGH &
                          BWH Non-Acute Task Forces, Case Management / Care Coordination Leadership Task
                          Force, Co-chair Partners Continuing Care Data Management & Business Analytics Sub-
        2007              Recipient of Partners in Excellence Award, Partners HealthCare System, Inc
        2001- 2006        Managed Care Work Group and New Product Task Force Committee, MHA
        1998              Government Relations Committee, American Diabetes Assoc., New England
        1995 - 1998       Member of National Assoc. for Female Executives (NAFE)
        1996              Judge, Medical Business Healthcare Awards of Tampa Bay /Gulf Coast
        1996              Faculty presentation – “Real Life Sales Subacute Care” presented at the AHA’s
                          Society for Healthcare Planning and Marketing’s 6 th National Symposium on Health Care
        1992              Continental Medical System’s Marketing Director of the Year Award Recipient
        1986 - 1988       State Public Information Chairperson for the American Cancer Society
        1986              Published Article entitled: “A Physician’s Guidebook to Marketing”,
                          CompuServe: January 1986; Co-author M. Lack, M.D.

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