Scott Serbin Email & Phone Number

Parsippany-Troy Hills, Nj, Us

Nashville, Tennessee, Us

o Marketing Director for a national healthcare company's $6B PE-backed physician services group. Lead clinical recruiting marketing strategy for six specialty service lines (Emergency Medicine, Anesthesiology, Hospital Medicine, Radiology, Women’s and Children’s), including content marketing, budgeting, digital marketing, social media, advertising, trade show/event management, job boards, and resident/fellow recruiting. Manage a team of 9 (remote) plus indirect resources. Develop omnichannel campaigns (print, digital, social, SEO) for new/existing client sites, supporting 1,000 sites and 19M patient encounters with a 94%+ fill rate Engage with internal and external KOLs, SMEs, and influencers to gather insights, drive focus group development, and optimize current and future recruitment strategies  Lead tradeshow strategies and experiential events for 80+ annual shows ensuring brand alignment, sponsorship selection and management, KPI achievement of 5% average increase in leads year over year, and budget management within a $1M annual budget Manage residency/student national outreach team, executing 200+ annual programs, overseeing clinician training, relationship management with academic and medical associations while achieving a 98% net promoter score and budget management of an $800K annual budget Design, execute, and manage recruiting media planning including digital and print ad buys, paid social, association advertising, and more than 19 job boards adhering to a multi-million-dollar budget.  Create and manage CME and CEU programs (onsite and virtual), webinars, board review courses, labs, regional and national conferences while securing external financial support

Dallas, Tx, Us

o Recruiting Marketing Director for a $45M national for-profit multi-specialty medical group. Led overall clinical recruiting marketing strategy for physicians and advanced practice providers for four clinical specialty service lines (Emergency Medicine, Hospital Medicine, Anesthesiology, and Surgical Services). Led omni-channel campaigns, including print, digital, social media, webinars, and podcasts. Advertising placement and trafficking, trade show strategy and execution, budgeting, digital marketing, social media, event planning, job boards, resident/fellow/student recruiting event marketing and strategy, medical education, and reporting. Designed and executed a clinical recruiting marketing strategy to support more than 1,000 existing and new client sites achieving a 93% clinician fill rate Created and executed recruiting tradeshow strategy for 75+ shows (physician and APP), including the annual ACEP Closing Party Sponsorship, which attracted more than 3,500 annual attendees. Successfully increased booth attendance annually from 5%-10%, while managing a $1M annual budget Implemented a web-based lead scanning solution which reduced printing costs by 70% and increased efficiency for onsite lead capture Achieved $100K in savings by bringing media planning and job boards in-house. Managed a $1M dollar advertising budget Co-directed the Annual Advanced Emergency and Acute Care Medicine Regional Conference managing sponsorships, vendor relations, CME/CEU submission, and post-conference management and secured vendor sponsorship ($250K) for the National Clinical Leadership Conference (800+ attendees)

Parsippany, Nj, Us

o Director of Education and Research for a multi-million-dollar regional emergency and hospital medicine democratic physician group located in the tri-state area. Designed, implemented, and managed CME and CEU programs, including enduring materials and onsite skills labs for 2,000+ providers  Led focus groups with key opinion leaders (KOLs) and subject matter experts (SMEs) to enhance educational offerings and clinical relevance Co-directed the nationally recognized “Annual Advanced Emergency and Acute Care Medicine Conference” which successfully ran for 19 years up until 2023, included both the US and International attendees and exceeded financial KPIs annually  Collaborated with Life Sciences partners and secured more than $700K in educational grants and sponsorships and offered a pathway to introduce and evaluate new state-of-the-art technology Developed learning modules for internal and external clients, and implemented a web-based scribe training and testing module which reduced training and travel costs by 40% Participated in the development of the Physician Assistant Boot Camp Program-a four-day intensive program which included both lectures and labs and achieved a 95% net promoter score Designed, implemented, and managed emergency department-specific patient volunteer programs to create a candidate funnel for the medical scribe program

Parsippany, Nj, Us

o Director of Provider Marketing for a multi-million-dollar regional emergency and hospital medicine democratic physician group based in the tri-state area. Developed and executed recruiting marketing campaigns and managed branding, advertising, media placement, regional and national tradeshows and events.  Developed and led recruiting marketing campaigns (print, digital, social) for physicians and APPs to support both new and organic growth, resulting in a 95% candidate fill rate Managed all advertising and media placement and clinical job boards and management of an $800K budget  Led quarterly and ad-hoc meetings with client hospital directors of marketing, community outreach and provider relations to review performance of outreach initiatives Created and executed trade show strategy including advertising, branding, logistics, sponsorships, and booth creation while increasing booth attendance by up to 6% year Implemented state-of-the-art web-based lead capture tool which reduced print collaterals by 75% and decreased lead import time into ATS by 100%.

Parsippany, Nj, Us

o Director of Same-Store Sales Growth for a multi-million-dollar regional emergency and hospital medicine democratic physician group located in the tri-state area. Developed and led strategic marketing and outreach programs to increase emergency department, urgent care, and retail healthcare volume while enhancing the medical group and client partner’s brand presence in the community from demonstrating a successful increase between 3-5% Created patient-focused outreach initiatives, supporting diverse abilities in the community, including some of the nation's first Autism friendly emergency departments and urgent care centers, senior-friendly emergency departments, and a turnkey community outreach playbook for ED Directors to quickly respond to community outreach requests and presentation Led a team of marketing coordinators supporting community outreach efforts that bolstered brand presence Participated on client hospital committees (fundraising, public relations, golf, etc.) and presented co- branded messaging at both B2C and B2B local and regional events

Parsippany, Nj, Us

o Director of Sales and Marketing for a multi-million-dollar regional emergency medicine democratic physician group based in the tri-state area. Spearheaded the development and execution of a comprehensive B2B marketing and tradeshow strategy and implemented Salesforce to track and manage sales performance and pipeline Executed sales strategy including cold calls, emails, advertising, integrated sales campaigns, sponsorships, onsite sales presentations, and networking at local, regional, and national tradeshows- Secured the first NY client hospital resulting in increased revenue and rapid expansion in the territory

o Director of marketing and operations for an innovative start-up offering real-time admission review services. Led operations, partnership development, marketing strategy, branding, advertising, business planning, training, and sales. Built operational infrastructure, secured and managed key partnerships, developed business plans, led talent acquisition, ensured compliance, managed budgeting, and supported technology development. Developed branding, marketing strategy, omnichannel marketing campaigns, advertising, website design and SEO/SEM Led national sales strategy including business plans, pitch decks, cold calls, sales calls, and client relationship management, implemented salesforce to support sales activity and pipeline management, trained and mentored new sales representatives Designed tradeshow strategy, booth properties, vendor management, logistics, selected and managed sponsorship and events, promotional items, and led onsite management of all regional and national tradeshows

o Provided contract management support for a regional multi-specialty independent practice association (IPA).  Successfully negotiated and managed contracts with HMOs, PPOs, and TPAs on behalf of the IPA, ensuring favorable terms that aligned with organizational goals and optimized financial outcomes Created and presented the annual report to the board and stakeholders providing key insights on performance metrics and recommended strategy

o Chief Marketing Officer for this innovative retail healthcare start-up leading brand development and strategy, marketing, advertising and media planning strategy and execution, tradeshow and event strategy, sales leadership, and client relations.  Led the development of ExpressCare’s brand identity and executed a comprehensive marketing strategy. Enhanced the company website with SEO/SEM optimization, crafted compelling copy, designed marketing collateral, and managed print, digital, and social media advertising campaigns Oversaw media buys and public relations efforts, ensuring consistent and impactful brand messaging across all channels Strategically selected and managed ExpressCare’s presence at local and regional events. Directed booth design, and banner stands, coordinated logistics, and executed promotional strategies to boost brand visibility. Maximized sponsorship opportunities and created B2C and B2B networking events onsite and offsite Drove regional sales initiatives through cold calling and presentations, building relationships with hospital systems, community physicians, chambers of commerce, regional employers, and community members. Actively represented ExpressCare at events, fostering long-term partnerships and expanding the client base Increased revenue by 15% through the introduction of a prepaid healthcare card Expanded the company from one to three locations within 12 months

o Regional Manager for a national MSO specializing in independent practice associations (IPAs). Provided business plan development, addressed capitation and MCO contracting issues, provider network development managed provider relations, and developed medical education programs. Promoted the client’s provider network to MCOs and TPAs for contracting Managed daily operations including both employed and contracted staff  Recruited physicians to join the IPA and expand the provider network Designed and implemented medical educational programs  Presented monthly updates to each IPA’s board of directors

Livingston, New Jersey, Us

o Managed Care Network Coordinator for New Jersey's largest integrated delivery network hospital system. Executed system initiatives at assigned client hospitals, addressing managed care challenges affecting facilities, affiliated physicians, and practice managers. Identified and resolved managed care issues, using a multidisciplinary team approach to recover over $500K in owed payments and capture FQHC allowable charges, resulting in a 5% revenue increase Developed and implemented a comprehensive managed care contract review process for acute care and ancillary contracts, analyzing proposals and actively participating in negotiations Conducted onsite meetings with practice managers and physician leaders to troubleshoot managed care contracting issues

o Senior Grievance and Appeal Analyst for one of the country’s leading HMOs. Supported the grievance and appeal process for members and employers.  Researched and resolved member grievances and appeals, presented weekly findings to a regional medical director, and coordinated and facilitated appeal hearings Prepared monthly appeal hearings for tri-state area members and coordinated with internal and external HMO representatives, legal counsel, and plan members  Created a new training program for staff, enhancing their capabilities in handling grievances and appeals.

B.S., English With Secondary Education Certification

B.A., Communications