• Strategic MarketingPerform market segmentation analysis and conduct marketing research to better target the recipients of Marketing materials. Provide strategic insight needed by Service Line Directors and Marketing Managers for the development of Marketing Plans. Provide consumer testing for creative materials prior to launch. Measure the effectiveness and calculate ROI of all campaigns.• Consumer Relationship ManagementProvide analysis to support increased customer acquisition & retention. Conduct research to help increase customer service and customer satisfaction (also monitor). Ongoing monitoring of our consumer relationships.• Brand ManagementConduct Branding Research to assist in Brand Strategy Development. Track and monitor our Brand presence, position and strength. Provide analysis to assist in Brand re-positioning when needed.• Strategic & Financial Planning and Business DevelopmentConduct market analysis for each business unit; assist unit leaders in the development of Environmental Assessments for maximizing business within their defined markets; assist in measuring and evaluating results. Provide market, system, hospital and physician volume trends along with market growth and demand forecasting to assist in resource allocation and development.• Physician Manpower PlanningConduct physician focus groups/interviews; develop community and medical staff surveys; provide patient demographic profiles; service area physician inventories and community need, medical market profiles and medical staff analysis.

• Directed and performed a variety of analytical studiesFormulated an approach for performing a meaningful study, researching and compiling necessary data, logically assembling the information and translating it into meaningful information for management decision making. • Educated, trained and managed the planning analysts • Supported key planning processesIncluding the strategic plan, annual planning & budgeting process, annual environmental assessment, volume projections task force, facility master plan, etc. • Supported business development efforts. Included assessing the market opportunity including: competitors/providers serving the market, capacity of market to accommodate additional providers, demographics, etc. Also, provided support in preparing pro forma and other analyses.• Developed and maintained physician databaseAllowed MHS to monitor physician activity levels, assess loyalty and project manpower needs.• Monitored internal and external factors affecting volume trends, clinical program changes, competitive developments, physician activity, etc. Communicated key alerts to senior management and projected impact on MHS• Managed primary and secondary market researchMaintained log of all primary market research studies and projects. Acted as resource in the development and monitoring of primary market research studies. Maintained repository of secondary market research sources and studies performed for and by MHS. • Developed ways to enhance the use of existing decision support systemsProposed new/modified systems as they are identified.• Proactively prepared analyses that will allow MHS to identify key strategies and seek out new opportunities. Identified ways to efficiently provide routine data to managers dispersed throughout the health system.• Coordinated research efforts for New Technology Committee. Served on other committees or work groups as assigned

• Directed the development of strategic information resources necessary for marketing, community health, physician recruitment, business development and strategic planning activities at the system and entity level.Defined the processes for gathering disparate categories of information, data standardization and market analyses.Implemented a scenario-based comprehensive bed need model to assess facility expansion needs and quantify future hospital campus capital investment options.Managed the development of board level reports and presentations summarizing THR Strategic, Operating and/or Performance Management plans. Managed the creation of reports and presentations, (including conclusions and recommendations), that lead to the development of information-based decisions. Coordinated regular meetings with customers to maintain and improve usefulness of information provided.Assessed upcoming organization initiatives and identified key data needed to make decisions.Identified new and evaluated existing methods of gathering and disseminating information.Established staffing budget, hired and managed personnel.• Directed the monitoring of THR’s competitive environment.Defined the methodology and created tools for tracking and monitoring the competitive environment. Provided updates to senior leadership regular basis.Directed the disciplined proactive collection, maintenance and distribution of cutting-edge knowledge of emerging trends in all critical areas likely to impact the delivery of health care.• Developed the annual budget for Strategic Information Resources and managed the deployment of approved resources throughout the year.• Represented THR’s interest and served as liaison to other facilities, communities, hospital associations and state data collection agencies in order to enhance THR’s strategic direction.Identified state and national data sharing initiatives and provided participation recommendation to senior leadership.