Sandra Astorga Email & Phone Number

Responsible for advising marketing managers on the development and implementation of external and internal communications plans and campaigns to achieve business goals and create brand continuity for 12 hospitals. Region spans across four counties and generates more than $XXMM in annual revenue. Emphasis on enhancing service line awareness and growth, as well as maintaining a positive external brand reputation and goodwill within the community, including B2B and B2C efforts. Responsibilities… Show more Responsible for advising marketing managers on the development and implementation of external and internal communications plans and campaigns to achieve business goals and create brand continuity for 12 hospitals. Region spans across four counties and generates more than $XXMM in annual revenue. Emphasis on enhancing service line awareness and growth, as well as maintaining a positive external brand reputation and goodwill within the community, including B2B and B2C efforts. Responsibilities encompass marketing initiatives, PR, communications, branding, client relationship management, social/digital media, media buying, crisis management, and special projects. Deliver advisement for C-suite executives and provide leadership for a staff of 12 indirect reports. ✔Serve as the Team Lead for the Hospital Marketing and Communications Team, creating consistency and systemizations for branding and marketing of service lines for 12 hospitals.✔Collaborate with several units within Marketing & Communications for successful media pitches, social media, creative, design, production, CRM, digital, SEO, media buy, and brand management initiatives. ✔Led a $XMM marketing campaign for the brand integration of a hospital system that was acquired by Baptist Health, including Centers of Excellence. Brand awareness increased in the new market by XX%.✔Serve as the subject-matter expert for services lines offered at the hospitals.✔Manage the assessment and prioritization of new hospital initiatives in alignment with Baptist Health’s strategic priorities. ✔Championed the branding launch and awareness plan for Baptist Health Innovation Institute’s Knight Foundation Fellowship for Healthcare Technology Innovation.✔Spearheaded the planning and launch of Baptist Health Innovation Institute’s full website development.✔Oversee crisis management at the hospitals, as needed.✔Led the campaign for Fibroids with XX% of the new business originating from the campaign. Show less

Coral Gables, Fl

Accountable for marketing the hospital to the community, as well as internally for employee engagement and physician communication. Responsibilities encompassed marketing initiatives, PR, communications, branding, client relationship management, social/digital media, media buying, crisis management, and special projects. Provided advisement to C-suite executives.✔Developed and implemented external and internal communications plans and campaigns to achieve each entity’s business goals… Show more Accountable for marketing the hospital to the community, as well as internally for employee engagement and physician communication. Responsibilities encompassed marketing initiatives, PR, communications, branding, client relationship management, social/digital media, media buying, crisis management, and special projects. Provided advisement to C-suite executives.✔Developed and implemented external and internal communications plans and campaigns to achieve each entity’s business goals, enhance service line awareness and growth, and maintain a positive external brand reputation and goodwill, including both B2B and B2C efforts. ✔Served as the subject-matter expert for service lines offered at the hospitals.✔Collaborated with several units within Marketing & Communications for successful media pitches, social media, creative, design, production, CRM, digital, SEO, media buy, and brand management initiatives. Show less

Promoted as a key member of the founding leadership team chosen to oversee the planning, development and opening of the first new, non-replacement hospital in Miami-Dade County in over 35 years. Accountable for bringing new service lines to the hospital, assisting in recruiting new physicians for practices, handling physician compensation, maintaining high levels of physician satisfaction, and leadership contracting. Managed physician relations and business development staff.✔Attained… Show more Promoted as a key member of the founding leadership team chosen to oversee the planning, development and opening of the first new, non-replacement hospital in Miami-Dade County in over 35 years. Accountable for bringing new service lines to the hospital, assisting in recruiting new physicians for practices, handling physician compensation, maintaining high levels of physician satisfaction, and leadership contracting. Managed physician relations and business development staff.✔Attained and maintained exceptionally high physician satisfaction scores and retained 93% of physicians on staff.✔Contracted physicians and medical leadership and oversaw the structuring and negotiation of compensation.✔Worked with internal stakeholders, as well as external clients/customers to develop growth strategies designed to establish a premier hospital facility in West Kendall. ✔Monitored referral patterns using Salesforce and interpreted trend data to plan the activity of the Physician Relations team. ✔Delivered the hospital’s strategic plan and achieved market share goals, creating brand awareness. ✔Consistently delivered on volume goals with continuous upward trending volume since opening. Captured XX% market share in FY 2012 and exceeded budget in FY 2013 by XX% through the creation of development plans, prospecting activity, retention strategies and client retention events, as well as identifying areas of opportunity and leakage for the organization with its medical staff. Show less

Responsible for the establishment, growth and maintenance of strategic relationships with physicians to drive patient referrals to South Miami Hospital. Accountable for overall growth targets for the hospital through business development and client retention activity. Oversaw marketing campaigns and business development strategies to promote the hospital. ✔Provided team leadership and support to other members of the Physician Relations department, as well as held responsibility for a… Show more Responsible for the establishment, growth and maintenance of strategic relationships with physicians to drive patient referrals to South Miami Hospital. Accountable for overall growth targets for the hospital through business development and client retention activity. Oversaw marketing campaigns and business development strategies to promote the hospital. ✔Provided team leadership and support to other members of the Physician Relations department, as well as held responsibility for a personal book of business.✔Worked in partnership with the President of the Medical Staff to implement and execute growth strategies.✔Collaborated with the executive team to design and implement strategic growth initiatives.✔Worked closely with the hospital’s strategic planning department in developing and delivering against the hospital’s strategic goals.✔Maintained relationships with the current referring physician base and sought out new referring physicians for the center.✔Created marketing strategies to increase patient volume and center revenues.✔Generated requests for proposals (RFPs) for the center’s departments and for physician events.✔Organized dinner/lecture events for current and potential referring physicians.✔Coordinated and executed events for the patient population.✔Effectively resolved issues with our physicians and patients to ensure high levels of physician satisfaction and retention. Show less

Oversaw the day-to day operations the Baptist Outpatient Service Volunteer Program and the float pool staff to support Diagnostic Imaging Centers, Urgent Care Centers and Ambulatory Surgery Centers including nurses, techs, administrative staff, and volunteers. Accountable for recruiting, onboarding, scheduling, and performance evaluations.✔Worked with leadership team in Outpatient services to ensure their patient centers stayed running at full staff capacity.✔Developed and… Show more Oversaw the day-to day operations the Baptist Outpatient Service Volunteer Program and the float pool staff to support Diagnostic Imaging Centers, Urgent Care Centers and Ambulatory Surgery Centers including nurses, techs, administrative staff, and volunteers. Accountable for recruiting, onboarding, scheduling, and performance evaluations.✔Worked with leadership team in Outpatient services to ensure their patient centers stayed running at full staff capacity.✔Developed and implemented new goals and strategies, maintaining continuous communication with Baptist Outpatient Service leadership to coordinate volume growth. ✔Awarded Baptist Outpatient Service "Employee of the Quarter" Q1 FY 2008 and “Employee of the Year” 2008.✔Selected for a stretch assignment to assist in recruiting clerical and patient financial reps for outpatient centers during a time when the company recruiter position was vacant. Show less

Miami, Florida

🎓 Master Of Arts Degree In Management And Operations

🎓 Bachelor Of Science Degree In Mass Communications And Advertising, Minor In Marketing