Marcos Irigaray Email and Phone Number

Faculty rank of Instructor in the VCU Department of Health Administration, College of Health Professions, teaching Healthcare Marketing.

Endeavor's Executives in Residence program brings together former executives who have served at nationally recognized healthcare organizations.https://endeavormgmt.com/capabilities/advisory-services/executives-in-residenceBenefits and advantages:Accelerates time to business results by integration with our consulting and communications teamsA strong team that meets regularly to share insights and prescriptionsDecades of experience with some of the most highly respected organizations in the countryExpertise in strategy design and implementation – the full continuum of support from research through communications

I founded Marka Strategy Group, a boutique consulting firm focused on helping businesses achieve long-term success by aligning brand and corporate strategies. With a background in strategy, brand, marketing, analytics, and communications, I am passionate about using data-informed decision-making, integrity, and collaborative teamwork to deliver strategic insights and actionable recommendations to my clients.

Summary: Accountability for business development and communications for the new VCU Stravitz-Sanyal Institute for Liver Disease and Metabolic Health.• Managed business and research-collaborative relationships with more than a dozen academic and industry enterprises.• Developed and led the initial communications, marketing, and brand positioning.• Co-developed the launch and led communications for the inaugural Institute academic symposium consisting of academic and industry thought leaders in liver disease and metabolic health from around the world.

Summary: Accountability for the well-coordinated brand stewardship, marketing, and public affairs, internal communications, and digital/web services for the VCU Health System.Highlights● Led an amazing team that managed all internal and external pandemic‐related communications and concurrently maintained all direct-to-consumer messages and service line brand campaigns, leading to attributable volume growth through our Salesforce CRM platform, social media advertising, SEM pay‐per‐click, and SEO strategies that produced year-over-year growth of millions of impressions, thousands of consumer engagements, qualified leads, service line appointments, and evidence-demonstrated net patient revenue growth of approximately $19 million.● Between CY2019 Q3 and CY 2022 Q2, increased brand awareness (60.3% to 68.4%), top-of-mind (18.1% to 29.1%), advertising recall (11.8% to 27.0%), and preference (16.9% to 24.1%) Source: NRC Health Market Insights.● Drove effective and engaging messages for important COVID-19-related information through digital, written, video, and display channels. Launched a successful, high profile, and engaging “This Sh♥t Matters” multi-media campaign encouraging general public awareness and acceptance of the COVID-19 vaccine.● Supported all team members through careful, disciplined, and effective communications about multiple large-scale information technology and business systems conversions, including the Ensemble outsourced revenue cycle management transition, API payroll installation, Workday ERP conversion, Epic EHR transition, and onboarding communications for our new VCU Health Tappahannock Hospital team members.

Summary: Focus and accountability for well-coordinated marketing and public affairs, internal communications, digital/web services, strategic intelligence, and enterprise analytics for the VCU Health SystemHighlights● Launched a novel intranet solution for VCU Health which became a vital internal source of truth for the COVID-19 pandemic response.● Established inaugural executive and enterprise internal communications capabilities.● Led internal and external communications strategies for the health system’s Virginia Premier Health Plan merger with Sentara Optima Health Plan.● Established brand redesign and new positioning and launched a new media campaign for Children’s Hospital of Richmond at VCU.● Implemented Enterprise Analytics data warehouse redesign using the IBM Unified Data Model for Healthcare and deployed Snowflake cloud-based solution.● Executed a strategy to in-source and build out Salesforce health and marketing cloud CRM and digital marketing capabilities.

Summary: Focus and accountability for well-coordinated marketing and public affairs, digital/web services, strategic intelligence, and enterprise analytics for the VCU Health SystemHighlights● Planned, built, and launched the new VCU Health brand in 2015.● Inaugurated vendor turnkey CRM digital marketing capabilities in 2017.● Oversaw comprehensive web redesign and new Sitecore CMS for vcuhealth.org● Directed multiple analyses, strategic planning, communications and marketing for the merger of Community Memorial Healthcenter in rural South Hill, Virginia in 2014.● Oversaw Tableau visualization and analytical platform enterprise-wide deployment.● Co-led RFP process for a joint university and health system, comprehensive data warehouse solution.● Established and co-led the inaugural system-wide data governance structure. ● Supported business M&A analysis and co-managed internal and external communications for a joint venture to create the Sheltering Arms Institute.● Created an Enterprise Strategic Intelligence office supporting strategic planning and business development. Connected the Virginia Hospital & Healthcare Association statewide inpatient discharge data with our internal Enterprise Analytics data warehouse and applied the Sg2 CARE Grouper as a unifying categorical dictionary.● Continued crisis communications resulting from community-led efforts for a free-standing, independent children’s hospital.

Summary: Refocused accountability for well-coordinated strategic planning, marketing/public affairs, and digital/web services for the VCU Health System Highlights● Developed first brand positioning platform under the tagline “Every Day, A New Discover” and implemented subsequent brand creative and communications strategies.● Developed and executed awareness and complementary brand campaign for a new $184 million 15-level, 367,000 square-foot critical care hospital.● Co-created a renewed mission, vision, values, and strategic performance framework.● Led communications and marketing for the merger that created the Children’s Hospital of Richmond at VCU in 2010.● Analyzed and created the business case for the new Children’s Outpatient Pavilion.● Managed extended crisis communications resulting from community-led efforts for a free-standing, independent children’s hospital that began in 2012.

Summary: Line management and operational responsibility for inpatient and outpatient pharmacy, physical and occupational therapy, speech therapy, inpatient and outpatient rehabilitation, audiology, and neurology/EEG services while maintaining accountability for strategic planning, marketing, public affairs, and developmentHighlights● Line management of operational units with over $100 million in net revenue and comprised of inpatient and outpatient pharmacy, physical and occupational therapy, speech therapy, inpatient and outpatient rehabilitation, audiology, and neurology/EEG● Maintained operations within budget variance limits on a volume-adjusted basis.● Implemented enterprise-wide new IV therapy Alaris smart pump technology, Pyxis pharmacy cabinets, and automated medication dispensing for outpatient pharmacy.● Maintained marketing campaigns for brand and selected service lines and completed marketing metric surveys.● Monitored and reported progress regularly to senior management and board on strategic plan progress.● Interim managed all MCV Campus parking – patient, visitor, valet, and employee.

Summary: Accountable for the well-coordinated strategic planning, marketing/public affairs, and website services for the VCU Health System Highlights● Coordinated, compiled, and wrote the 2004-09 system-wide strategic plan.● Launched the first VCU Health System website.● Developed and implemented marketing campaigns for overall health system brand awareness and service lines for cancer, heart, obstetrics, pediatric specialties, and neurosurgery.● Implemented routine marketing survey studies assessing aided/unaided brand awareness, advertising recall, service line preference, and other marketing KPIs.● Provided analytics and support for new critical care bed tower COPN.

Summary: Directed and coordinated the strategic and business planning for MCV Hospitals in collaboration with MCV Physicians and the five health VCU Sciences Schools (Dentistry, Health Professions, Medicine, Nursing, and Pharmacy). Highlights● Provided analytical, communications and administrative support for creating the MCV Hospitals Authority and ultimately the VCU Health System Authority.● Compiled and wrote the inaugural strategic plan for the VCU Health System presented to the Authority Board for their action in June 2000.● Analyzed the business performance of a large, off-site MCVP clinic location that led to bond defeasance and transfer of assets to MCV Hospitals.● Developed a faculty recruitment evaluation and authorization process with the VCU School of Medicine and MCV Physicians.● Performed business valuations and plans for selected community practice acquisitions.

Summary: Directed the decision support and business development functions for the Univesity of Florida College of Medicine and its practice plan that sustained strategic planning coordination with Shands Hospital, the University of Florida Health Science Center, and its affiliates. Reported jointly to the associate dean of clinical affairs and executive director of hospital marketing and strategic planning.Highlights● Developed expense and resource schedules for a $93 million five-year strategic plan and created detailed implementation and responsibility matrices.● Developed a Primary Care Clinic Network model for north central Florida.● Completed new market feasibility reports and business plans and performed independent physician practice M&A valuations.

Summary: Served as Associate Director of Operations for the UF Shands Clinic. Direct line management of fourteen primary and multi-specialty outpatient clinics as part of the administrative team for a 350+ physician academic group practice with over 100 specialties and about 250,000 visits annually.Highlights● Line managed fourteen primary and multi-specialty outpatient clinics for a 350+ physician academic group practice with over 100 specialties and 250,000+ annual visits.● Oversaw coordination of registration, medical records, ancillary services, financial counseling, charge capture, managed care contracts, and other joint operations.● Created a criteria-based performance appraisal for clinic managers and redesigned the multi-million-dollar budgeting process.● Oversaw clinic productivity studies with the clinical systems engineering department.● Co-coordinated information systems implementation of computer-based clinic appointment scheduling and early elements of an online medical record.● Completed new clinic feasibility and business plans, expanding sites from ten to fifteen.

Summary: Completed business and administrative tasks, correspondence and project work for the Vice President of Nursing and Patient Care Services (CNO) at Shands Hospital at the University of Florida.Highlights● Co-developed the financial feasibility and marketing strategies for Shands HomeCare.● Developed pro formas and business plans for eight simultaneous home health CONs, a medical technology-dependent child home care program, a home I.V. therapy program, and a diabetes center.

Summary: Selected as the first non-University of Florida graduate to be the administrative resident at Shands Hospital at the University of Florida, and completed a year of experiential learning and project-oriented work.Highlights● April-October: Served as interim director of the Adult Pulmonary Functions Laboratory and facilitated a merger with Pediatric Pulmonary Functions.● Co-developed and wrote a sports medicine center proposal.● Developed a macro-driven spreadsheet analyzing employee turnover.

Summary: Part-time work during graduate school as a clerical associate in the Duke University Hospital Emergency Department. Primary duties included patient in-take and registration, and back desk clerical support for either the acute or non-acute areas of the emergency department.

Summary: Performed laboratory skills involving tissue culture, DNA isolation, and chemical carcinogen assays at the Lineberger Cancer Research Center at the University of North Carolina.Highlights● Achieved co-authorship of one paper and three abstracts.● Promoted from Research Technician II.Paper7.1 Kulkarni, Mahmooda S., Calloway, Karen, Irigaray, Marcos F., and Kaufman, David G.: Species Differences in the Formation of Benzo(a)pyrene-DNA Adducts in Rodent and Human Endometrium. Cancer Research, 46: 2888-2891, June 1986 https://cancerres.aacrjournals.org/content/canres/46/6/2888.full.pdfAbstracts7.2 Lyn-Cook, Beverly, Rinehardt, Clifford A., Irigaray, Marcos F., Barett, Linda, L., Siegal, Gene P., Kaufman, David G., “Invasive Properties of Human Endometrial Cells Transfected with HVV-fos” 78th Annual Meeting for the American Association for Cancer Research, Atlanta, Georgia, 1987.7.3 Kulkarni, Mahmooda S., Irigaray, Marcos F., Kaufman, David G., “DNA Damage and Repair in Human Endometrial Stromal Cells Induced by UV, Benzo-A-Pyrene-Diol-Epoxide (BPDE-I), and N-Methyl-N-Nitroso-N-Nitroguandine (MNNG)” 78th Meeting for the American Association for Cancer Research. Atlanta, Georgia, 1987.7.4 Rinehardt, Clifford A., Irigaray, Marcos F., Lyn-Cook, Beverly, Kaufman, David, G., “An In Vitro Model System for the Organogenesis for Human Endometrial Secretory Glands” Annual Meeting for the American Society of Cell Biology. 1987.