Medicare and Medicaid Marketing Expert Consultant

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Summary

This Medicare and Medicaid Marketing Expert Consultant is an accomplished, multi-disciplined leader with a proven track record of delivering outstanding business results and possessing deep experience driving strategy, marketing, product and technology management and development. This Medicare and Medicaid Expert has demonstrated success in leading go-to-market plans, supporting sales teams, utilizing competitive and market research, increasing ROI and solving complex problems with creative, analytics-based solutions. Respected manager and coach able to build motivated teams and strong cross-functional partnerships with high EQ and within a positive work culture.

Highlights

• Go-to-Market, B2B, B2C, Commercialization
• Strategic Business Planning
• Leadership, Recruitment, Coaching, Team Development
• Sales Enablement and Support
• P&L Management, Finance
• Executive and Client Communications, RFPs
• Thought Leadership, Design
• Consumer Engagement
• Content Organization, Delivery
• Audience Identification
• Analytics, Segmentation
• Product / Technology Development & Management
•  VOC, NPS, User Experience
• Project Management, Agile
• Reporting and Measurement
• Change Management
• Vendor Management, Events

Relevant Accomplishments

• Project-based business consulting within areas of expertise listed above. Healthcare Industry Experience: Commercial, Medicare and Medicaid products, technology and services for providers, payers, consumers and employers. Other Industry Experience: Legal and logistics technology, airline transportation, publishing and transaction and compliance.
• Owned portfolio growth plan. Marketed to/for payers, providers, consumers, employers, pharmacists and dentists.
• Led 15-20 person team which supported over 200 solutions partnering with a national sales and account management organization, multiple international product teams, and major industry analysts, agencies and trade associations.
•  Led marketing organization through the post-merger integration of Change Healthcare and McKesson and through the 2019 IPO process. Key director and liaison in first year of Change Healthcare’s pre-acquisition efforts to Optum.
• Led marketing for 80% of solutions surpassing Change Healthcare’s total 2021 solution revenue goals ($804 million).
• Partnered with executives and managed team to identify and develop innovative marketing and product solutions
  across all healthcare segments. Managed diabetes, cost transparency and surgical products within the digital portfolio.
• Work included market sizing, research, audience identification and competitive analysis. Development of strategy, go- to-market plan, CBA, product charter and requirements, roadmap, risk analysis, messaging, pricing and design.
•  Completed research and persona development to understand the needs and attitudes of providers and patients.
•  Led marketing and planning for UHG’s largest corporate event, the Innovation Summit, for 10 locations across the U.S.
• Led commercial, Medicare and Medicaid consumer technology programs, pilots and vendor partnerships.
•  Managed major workstreams including go-to-market / commercialization, sales enablement, reporting and blueprint
  development for Optum’s Health Care Advisor Advocacy and combined OptumRx solutions, incorporating products (e.g. NurseLine, Clinical Decision Support, Wellness, Condition & Disease Management) across all healthcare segments.
• Developed and led all aspects of the Spine Joint Solution (SJS) bundled payment product based on GE pilot learnings, claims analysis via Tableau, research and provider insights; Initiated UHC National expansion to over 50 COE providers.
•  Led SJS cross-functional team of clinical, non-clinical, business intelligence, B2B and B2C marketing, solutioning, implementation, finance and technology partners to develop, execute and operationalize new business opportunities.
•  Led product scaling efforts. Supported Sales / Solutioning teams and senior leaders with RFPs and in client meetings.
• Responsible for design, VOC, research and segmentation projects and evaluating and improving consumer experience.
• Managed consumer engagement marketing plans for Population Health Solution (PHS) employer and provider clients.
• Led Strategic Technology Committee reporting to CEO, CMO and CFO; Managed IT team and team of consultants.
•  Managed team that built Augsburg’s fully integrated ERP, CRM, webstore, social media and digital marketing system.
• Responsible for corporate technology and projects including website design, AF’s first social media strategy, software product development, e-mail vendor selection and onboarding, and CRM / ERP implementation and training.
• Managed academic publishing division with 16 reports with over 90 new and 10,000 backlist products increasing revenue 9% YOY. Marketing and technology advisor to CEO. Implemented consultative higher education sales strategy.
• Executed integrated email, catalog, ad, SEO, event, direct mail, webinar, social media and website marketing program.
• Managed and executed marketing activities and transition efforts of over 100 sales managers from multiple acquisitions for a $500MM business. Led team of 12. Planned and presented at multiple tradeshows and conferences.
•  Trained sales managers and developed tools to differentiate and sell complex solutions to C-suite customers.
• Completed database marketing projects; including segmentation, scoring and research to understand markets, competitors and to qualify over 100,000 prospects. Led CRM strategy. Priced products. Created white papers.
•  Managed vendors, agencies and advertising campaigns. Developed 5-year plan and roadmap.
• Developed and managed Westlaw/Print/CD product marketing strategy exceeding goal of retaining $600MM in print revenue and generating $50MM in new sales annually. Managed 6 direct reports and a large cross-functional team.
• Led market research including voice of the customer (VOC) and major consumer segmentation project.
• Developed profitable library customer acquisition strategy while preserving existing base and doubling multiyear contracts in second year. Led national sales presentations and developed all sales enablement resources.
• Built staffing models to assess pilot resources versus flying requirements that supported $500MM budget limitations.
•  Influenced pilot union negotiations simulating what-if scenarios to advise long-term impacts. Advanced analytics.
• Priced all NWA/KLM flights from Amsterdam hub. Created pricing and loyalty programs with EMEA country managers.
•  Developed and executed Joint Venture Atlantic strategy exceeding $250MM goal. Managed International team.
• Managed NWA’s largest sales incentive program resulting in over $800MM. Negotiated multi-year contracts with
  major accounts ranging from $10-$50MM. Trained Canadian and U.S. sales managers. Managed 4 analysts.

Roles

• Owner, Consultant – Loop du Nord
• Vice President, Segment Marketing – Change Healthcare
• Senior Director, Marketing and Product Development – Enterprise Research and Development, UnitedHealth Group
• Director, Marketing and Product – Consumer Solutions Group / Specialty Networks, Optum
• Manager, Marketing – Consumer Engagement Design – Consumer Experience, Optum
• Director, Technology – Systems Integration and Development, Augsburg Fortress Corporate
• Director, Marketing and Academic Segment Management, Fortress Press
• Director, Marketing – Technology Solutions, Merrill Legal Solutions / Merrill Transaction and Compliance
• Manager, Product and Segment Marketing – Westlaw
• Sr. Planning Analyst, Flight Operations, Pilot Crew Planning, Finance
• Sr. Marketing Analyst, Pricing and Network Management, International Revenue Management
• Analyst, Sales Planning & Analysis, Marketing

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