VIEWS: 151 PAGES: 3 CATEGORY: Resumes POSTED ON: 7/2/2012
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.
NORMA LYNN STRACENER Newton, MA 02460 Phone: 978-729-6810 Email: firstname.lastname@example.org EXECUTIVE SUMMARY: 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 EXPERIENCE: 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, FYE12-14 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 Services 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. EDUCATION: Graduate: B.S. Mass Communications / Journalism, Arkansas State University, 1984 Certificate Course: Strategic Planning, U.C. Berkeley’s Haas School of Business, 1996 PROFESSIONAL ACCOMPLISHMENTS AND COMMUNITY ACTIVITIES 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- committee 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 Sales 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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