Mark White

About Mark White

Results-focused, senior marketing professional with a broad range of health care…

Experience

1. Marketing Manager, University Hospitals Dir of Marketing, Uh Parma Medical Center Parma Hospital

   University Hospitals

   Oct 2007 — Present · Shaker Heights, OH, US

   Design and execute integrated marketing initiatives that foster business growth, support the mission and generate awareness, engagement and preference for the health system and its service lines. Develop and execute short- and long-term marketing plans collaborating with clinical and business operation leads to identify go-to-market strategies with services that have the best opportunity to generate a positive ROI in a shrinking, hyper-competitive market. Managed marketing and creative services departments with reporting relationships to hospital presidents and senior marketing leadership.• Develop and deploy digital patient acquisition and nurture marketing programs featuring continuous optimization to lowest cost-to-acquire channels and A/B creative and message testing. • Led rebranding and communications through the integration from Parma Community General Hospital to UH Parma Medical Center. Resulted in UH PMC ranking the highest in top of mind awareness among all UH community hospitals. Significantly improved consumer perception study results in a number of key categories, including 108% YoY change in system affiliation awareness. • Planned and implemented the marketing strategy for a new $28 million health center. First year ED/Urgent Care volume exceeded budget by 250%.• Launched service and product line campaigns by leading and engaging a matrixed team to achieve clear, accountable milestones and collaborate toward shared goals. Campaign delivered 18% increase in online goal completions and 36% increase in calls.• Developed physician outreach strategies to build relationships with key referral sources. Successfully drove five consecutive years of contribution margin increases with independent orthopedic practice.• Led a collaborative marketing initiative between three independent hospital systems and a physician-owned practice focused on price transparency.• Negotiate and manage strategic partnerships including the Cleveland Monsters hockey team.

Education

• University of Toledo

  Bachelor of Arts (BA)

Skills

• Direct Marketing
• Creative Direction
• Market Research
• Social Media
• Market Planning
• SEO
• Digital Marketing
• Press Releases
• Marketing Communications
• Strategic Partnerships
• Strategic Communications
• Event Planning
• Marketing
• Social Media Marketing
• Media Buying
• Marketing Management
• Brand Management
• Marketing Strategy
• Email Marketing
• Media Planning
• Public Relations
• Media Relations
• Corporate Communications
• Strategic Planning
• Online Marketing
• Advertising