Heather Dixen Email & Phone Number

Spring, Tx, Us

Houston, Texas, United States

CAREALLIESDrives business launches and annual marketing planning inclusive of analysis, strategy creation, implementation, and monitoring for CareAllies. • Leads marketing in support of growth and affordability for CareAllies, a Cigna business, which manages 65 provider organizations and 450,000+ members.• Creates the digital marketing and content marketing strategies for CareAllies which continues to grow year-over-year and is considered the gold standard across Enterprise Marketing.• Collaborates with senior leadership to align marketing priorities with business goals and support the needs of the operations, sales, and clinical teams to improve physician and patient engagement. DELIVERY SYSTEM ALLIANCESLed the development and targeted execution of provider marketing strategy and programs related to advancing Cigna's provider-of-choice model with local market scope. Drove marketing planning inclusive of analysis, strategy creation, implementation, and monitoring for Cigna’s integrated partnerships and joint ventures with healthcare professionals. • Forms the value proposition and messaging that recognizes the unique needs of the community across various audiences (healthcare providers, consumers, employers, and brokers). • Develops insight-driven strategy and roadmap based on gaps and unmet needs of the local market.• Continually grows new membership for local market joint venture products by 14%.• Collaborates with the Chief Marketing Officer and marketing’s Centers of Excellence to drive the local market brand strategy for our local market joint venture products.

Houston, Texas Area

Launched and grew Practice iQ, a Healthagen business from Aetna focused on helping independent physician organizations move from a volume-based to a value-based care model in an effort to improve patient outcomes and reduce the total cost of care. Responsible for developing and executing marketing strategy, branding, communications, digital marketing, customer acquisition and loyalty, member communication and education, and employee development. A member of the Practice iQ leadership team reporting directly to the President of Practice iQ and the Chief Marketing Officer of Healthagen.• Responsible for developing the marketing strategy, and planning, organizing, staffing, training, and managing all marketing functions to achieve business objectives.• Positions the company for growth and supports sales strategy by providing highly qualified leads in Aetna priority markets through targeted inbound and outbound digital marketing that leverages customer success stories in case studies or white papers, Practice iQ experts, SEO, and social media. Grew the business to sign 245 primary care physicians in its first year.• Directs the development, launch, and maintenance of customer specific web portals to enable customers to drive accountable care culture and education of their providers in order to align the physician group to achieve their required minimum savings rates set forth by their participation in the Medicare Shared Savings Program. • Collaborates with Practice iQ’s Chief Medical Officer and operations heads to customize communications on behalf of the ACO leadership team targeted at providers and Medicare members through multiple communication channels including email and direct mail.• Develops the value proposition, training, and necessary tools for each of our customers to effectively position themselves for growth through value-based contracts with Medicare and Commercial payers.

The Woodlands, Texas

Drove national marketing programs for McKesson Specialty Health’s Oncology Reimbursement Solutions, Care Advantage oral oncology pharmacy, and iKnowMed EHR business units targeting physicians, managing 2 direct reports. Responsible for the development and execution of marketing plans for all provider technology systems including two electronic health record (EHR) systems, a practice management system, a patient portal and physician portal, and a drug inventory management system. Worked with cross-functional teams to deliver individual technology solutions that were market-ready, competitively priced, and supported many practice types. Created successful sales tools and customer communications to ensure optimal customer experience. • Led the marketing launch of Oncology Reimbursement Solutions, Care Advantage, iKnowMed EHR.• Increased the number of providers using iKnowMed EHR by 75% over three years. • Initiated marketing programs that generated nearly 400 nursing leads in 2010 and 2011 for Care Advantage.• Advocated and drove McKesson Specialty Health’s involvement with industry analysists which led to top performance results published in their 2010 and 2011 reports. Publicly recognized across the company by John Hammergren, the former CEO of McKesson Corp., for my work with Brown-Wilson Group.• Created a monthly sales training program that focused on market competition, and highlighted features and benefits, market perception, and messaging for all technology products.

Louisville, Kentucky Area

Create and execute marketing programs in 11 markets to grow business 2% or more each year. Implement competitive blunting programs, local brand awareness campaigns and regional product launches. Decrease restaurant asset write-offs. Supervise national promotional programs by working with local advertising agencies to assess results of local media and revise strategies if necessary. Analyze historical and competitive data to manage media budgets. Coordinate communication with national project teams to share field perspectives. Lead cross-functional teams from merchandising partners and internal finance, consumer insights, operations and advertising departments. Recognize brand and product opportunities and continually segment target audiences.• Grew profits by 8% and sales by 5% after creating a program using all pantry products.• Elevated same store sales by 2% over prior year.• Maximized back-of-the-house efficiency and performance by administering a SKU reduction in KFC/Taco Bell and KFC/Long John Silver’s multibrand restaurants.• Received Superman Award for “making the impossible happen,” and the Multibrand Team Player Award for successful partner conflict resolutions and effectively managing cross-functional teams.

Coordinated measurable marketing programs from conception to execution. Managed Community Health Systems (CHS) account, a rural healthcare provider with approximately 70 hospitals throughout the United States. Co-developed marketing and positioning strategies with CHS’ CEO to increase brand awareness and patient visits. Led and supervised account team of 6, and coordinated projects with account planning, creative directors and productions. Wrote customized creative briefs for hospital service lines. Supervised marketing programs for Kohler and Lexmark that included outdoor and broadcast placements, direct mail, in-store collateral, and packaging. Maintained customer relevance and company objectives throughout campaigns.

Spearheaded company branding and positioning strategies and coordinated launch events. Established partnerships with banks and national retailers. Analyzed ROI and supervised creative and technical teams to continually enhance marketing strategies and campaigns.

Supported media planner on $10 million Southwestern Bell Wireless account in 10 major markets. Researched and wrote media recommendations for client presentations. Identified target audience profiles, analyzed local markets and tracked the competition’s spending.