HOLLY HALLEN

Temple TX 76502

hollyhallen@me.com 254-931-3034 (M) 254-231-3257 (H)

SENIOR MARKETING EXECUTIVE

Healthcare Industry Marketing leader with 20+ years of experience in healthcare industry, specializing in integrated provider systems and physician alignment. Excels in taking revenues, brand awareness and stakeholder loyalty to new levels of growth by leveraging a deep understanding of marketing complex healthcare systems. Defined and executed marketing strategies for prominent healthcare organizations including Scott & White Healthcare, Massachusetts General Hospital, Gundersen Lutheran and Childrens Memorial Hospital. Contributed to consistent year-over-year increases in revenue and patient visits. Led development of campaigns and websites that won industry awards and national recognition. Fostered a collaborative and creative workplace culture that inspired employees to stretch their abilities. Core Competencies Strategic Planning & Execution Product Positioning Digital Marketing Integrated Marketing Marketing Communications Brand Management Team Leadership & Motivation Marketing Research & Analysis Social Media

PROFESSIONAL EXPERIENCE
SCOTT & WHITE HEALTHCARE Temple, TX 2007Present One of the largest US multi-specialty group practice systems; 1,000 physicians and scientists, 13,000 employees, 12 hospitals, 60+ clinics; primary teaching facility for Texas A&M College of Medicine. Vice President, Marketing Built and led centralized marketing department during 5-year period of intense growth. Direct multiple functions: service line marketing, marketing communications, market research, public affairs, physician relations, digital media, sponsorships and community relations. Manage $12 million annual budget. Organizational Leadership. Centralized all marketing functions to support systems rapid growth, and created a marketing scorecard to demonstrate marketing ROI to senior leaders. Positioning. Re-cast organization as an integrated health system, aligning internal and external communications strategy to ensure cohesive branding across the company and widespread understanding of offerings and value among key external audiences. Growth Strategy. Contributed to 4%+ annual growth for 5 consecutive years by leading development and execution of integrated marketing campaigns, facilitating acquisition of new patients and practices. New patient visits grew from 80,000 to 2.1 million; clinic locations doubled from 30 to 62; employed physician network grew from 510 to 900+. Product Launch. Defined strategy for successful launch of Scott & White Childrens Hospital, a freestanding 64-bed specialty facility serving primary and secondary catchment areas. Foundation Fundraising. Achieved 12% year-over-year increase in 2011 donor base for Scott & White Healthcare Foundation by targeting mid-level donors through traditional and social media channels. MASSACHUSETTS GENERAL HOSPITAL Boston, MA 20032007 Bostons leading academic medical center and the largest teaching hospital of Harvard Medical School; with 1,000+ beds. MGH offers diagnostic ands clinical care in visually every specialty and subspecialty of medicine of medicine and surgery.

Marketing Director Applied consumer research to add value to customers and create a rich foundation for unifying the organizations 240+ service and product lines under a cohesively communicated brand. Advised senior operations and clinical leadership on marketing and communications goals. Growth Strategy. Enabled 5%+ annual volume growth and sustained Boston market leadership position through targeted segmentation strategy supporting specialty services. Digital Marketing. Strengthened hospitals online presence by planning and launching new website in 2008 that aligned seamlessly with strategic business priorities. Award. Won 2007 CLIO Award for Best Print and Radio advertising for Heart Center Campaign. GUNDERSEN LUTHERAN La Crosse, WI 19982001 Leading integrated health system in western WI; 24 regional clinics, other facilities and rural hospital affiliates; $360 million in annual revenues, 1+ million patient visits annually. Director of Marketing Led marketing and communications department to advance organizations growth goals. Delivered marketing strategy to strengthen position of key specialty services competing with Mayo Clinic. Strategic Initiatives. Introduced multiple marketing schemes including system-wide branding and positioning strategy, new website and marketing program to strengthen awareness of retail ventures. Multi-media Advertising. Generated 6% increase in 2000 patient volume and 7% in 2001. Segmentation. Created and implemented database marketing strategy targeting 110,000 households regionally. CHILDRENS MEMORIAL HOSPITAL Chicago, IL 19941998 Leading pediatric specialty hospital and referral network in the Midwest; $260 million annual revenues, 13,000 inpatients visits and 250,000 outpatient visits annually. Marketing Director Directed B2C and B2B advertising and marketing communications campaign to build brand preference. Spearheaded research activities including patient satisfaction survey and analysis that led to operational recommendations. Delivered communications promoting CME program with Northwestern Medical School. Integrated Marketing. Achieved 30% increase in appointments to health system in 3 years using broadcast, print, direct mail, website, and outdoor advertising. Referral Loyalty. Reached 100% of goal for aligning primary care physicians to system. Product Launch. Developed marketing campaign for launch of new Medicaid health plan. Fundraising Communications. Created compelling messaging that enabled Childrens Memorial Foundation to achieve 75% of its 5-year capital campaign within first 2 years. PREVIOUS POSITIONS Manager, Corporate Marketing, PREMIER HEALTH ALLIANCE Westchester, IL Managed marketing and communications program for consortium 200+ members. Marketing and Advertising Director, PARKSIDE BEHAVIORAL HEALTH Park Ridge, IL Produced internal and external communications for national network of drug and alcohol treatment centers and hospital-based psychiatric treatment programs. Creative Director, ANCILLA SYSTEMS Elk Grove Village, IL Developed marketing communications for health system with 7 hospitals in Illinois and Indiana.

EDUCATION MS, Marketing and Communications, UNIVERSITY OF WISCONSIN BA, English and Communications Arts, GUSTAVUS ADOLPHUS COLLEGE St. Peter, MN ADDITIONAL EXPERIENCE Adjunct Faculty, MARIAN COURT COLLEGE Swampscott, MA Adjunct Faculty, VITBERBO UNIVERSITY La Crosse, WI 20012006 19992000