Responsible for: ~ Leading all internal engagement, marketing, media relations and social media strategies for the largest, busiest hospital in the Washington, DC, region ~ Developing and implementing strategic marketing plans and advertising campaigns for all service lines, including the nationally recognized MedStar Heart & Vascular Institute, now aligned with Cleveland Clinic, and strengthening the hospital's brand in support of the overall MedStar Health position~ Leading the department toward content-driven strategies to enhance customer relationshipsRecent Accomplishments ~ Created a new set of communications tools to strengthen employees' connection to our "Above All, Patients First" mission and our patient safety commitment, including quarterly Scorecards, enhanced recognition programs, an employee recognition video series, and a newly evolving in-house digital communications system ~ Created a successful integrated marketing strategy for MedStar Heart & Vascular Institute (based at the Hospital Center and now aligned with Cleveland Clinic), helping maintain our 24% cardiac market share and driving greater awareness of this new alliance~ Developed campaigns to support the opening of a new Orthopaedic Surgery Suite and the expansion of the Bariatric Surgery Program, generating a 15 to 1 ROI for both ~ Created the hospital's first blog and also a content-marketing partnership with the region's leading news radio station, involving physicians in weekly radio segments supported by robust online content, the strategic use of native advertising and social media. The blog exceeded 500,000 users in 2017.

Founded this consulting firm offering expertise in creating campaigns that integrated marketing, public relations, branding and community outreach for long-term, bottom-line impact. Earned numerous national and regional awards for strategies that helped clients increase not only awareness and preference but also revenue. Some of her most successful advocacy campaigns involved the creation of public-private partnerships around such important causes as women and heart disease, diabetes, cancer survivorship and healthy lifestyle changes. These initiatives positioned clients as community advocates and valued healthcare leaders, and also drove results tied to the organization’s strategic goals. While leading this consultancy, Donna participated in several professional organizations and served as president of the Maryland chapter of the Society for Healthcare Strategy and Market Development.

As the senior strategist with Springboard -- an innovative branding and communications firm with expertise in healthcare -- worked with company founder, Rob Rosenberg, to develop strategic branding and marketing plans for such clients as Lehigh Valley Health Network, Carle, West Georgia Health, Holy Cross Hospital, and the American Society for Dermatologic Surgery.