Cheryl Hamilton Fried
Richmond,VA
Summary
Accomplished leader with comprehensive experience in both not-for-profit and for-profit healthcare sectors, specializing in guiding organizations through significant transitions, growth and integration. Expertise in restoring stability and driving expansion within legacy healthcare organizations, with notable success in increasing assets and significantly increasing patient census. Skilled at developing and implementing strategic initiatives that enhance service delivery, operational efficiency, and financial performance. Excellence in building and leading large, diverse teams, reducing staff turnover, and cultivating a culture of accountability and excellence. Proven ability in securing substantial funding, and executing major capital projects, such as development of full-service campuses and innovative patient care programs. Strong communicator, adept at negotiating key contracts and partnerships to extend service reach and improve patient outcomes. Committed to integrating cutting-edge clinical practices and technology to surpass field standards and enhance overall organizational impact.
Multi-talented business leader bringing years of experience as successful professional. Strategic problem solver and change manager. Visionary executive implements plans that meet current and future needs. Key expertise in non-acute care.
Overview
14
14
years of professional experience
Work History
Chief Executive Officer
Kirva Hospice
Richmond, VA
11.2024 - Current
- Company Overview: Kirva Hospice is a not-for-profit, community-based provider founded in 2022.
- Joined Kirva Hospice to lead strategic growth initiatives focusing on end-of-life care and seriously ill populations.
- Navigating the organization through a new provider TPE.
- Prepared the first annual budget for the organization in 2025.
- Directed strategic initiatives for patient care and operational efficiency at Kirva Hospice.
- Oversaw budgeting and financial planning to support hospice services and programs.
- Fostered partnerships with community organizations to enhance service delivery and outreach.
- Implemented policies ensuring compliance with healthcare regulations and standards.
- Negotiated and approved contracts between company and distributors, suppliers and other external entities.
- Facilitated communication between board members, executives, staff members, and other stakeholders.
- Analyzed market trends and competitor activities to inform product development decisions.
- Delivered speeches and attended industry conferences to promote company image and engage with colleagues and vendors.
- Spearheaded overhaul of underperforming departments to reduce stagnation and increase productivity.
- Drove revenue by cultivating successful client relations.
President & CEO/Startup Founder
Harmonia Health
Richmond, VA
01.2024 - Current
- Consultative support for providers of serious, chronic, and end-of-life care in finding operational efficiencies, developing scalable foundations to improve and maintain measurable quality care.
- Provide outcomes driven data to demonstrate value to other payers.
- Assist organizations with business development and growth plans focusing on service standards, new business lines and key decision makers.
- I maintain Harmonia Health for consulting services.
- Established strategic partnerships with healthcare providers to enhance service offerings.
President and Chief Executive Officer
Blue Ridge Hospice, Blue Ridge Independence at Home, Blue Ridge Care
Winchester, VA
01.2021 - 01.2024
- Selected by the Board to lead and revitalize a revered, community-based not-for-profit hospice facing declining market share and census amidst prior management upheavals and the COVID-19 health crisis.
- Stabilized operations, maintained essential services, and initiated strategic planning process focused on growth and organizational rebuilding.
- Directed efforts to expand staff and services, managing more than 400 employees and addressing critical labor shortage in healthcare.
- Implemented new clinical care model and launched significant initiatives such as multiple palliative care programs and innovative mission-fulfillment programs like Program of All-Inclusive Care for the Elderly (PACE), all while overseeing 13 direct reports.
- Increased average daily census from 185 to almost 400 in three years, achieving a positive hospice operational margin for the first time in the agency's 40-year history.
- Doubled organizational revenue to over $40M and secured a $1million-philanthropic gift for the Future Fund, leading to a crucial capital campaign needs analysis for an inpatient, grief/loss and administrative center.
- Initiated the RFA and obtained approval for Program of All-Inclusive Care for Elderly (PACE) in Northern Virginia., competing with a PE backed applicant.
- Expanded existing hospice service area into eastern Loudon County and secured a key general inpatient contract with Inova Loudoun Hospital.
- Reduced clinical staff turnover from 29% to 15%, enhancing staff stability and operational efficiency.
- Developed and implemented a financial restructuring plan, including a new accounting system and KPIs for various service domains.
- Operated eight thrift retail operations employing over 150 staff, contributing $1.6M in net income annually.
- Managed daily operations of multiple healthcare programs.
- Developed partnerships with local organizations to enhance service delivery.
- Collaborated with staff members to ensure operational efficiency of the organization.
- Represented the organization at community events and public forums to promote its mission.
- Organized and facilitated board meetings, strategic planning sessions, and annual conferences.
- Led mergers and acquisitions to strengthen market position and enhance product offerings.
- Developed and executed strategies for entering new markets and increasing market share.
- Negotiated high-value contracts and partnerships to expand market presence.
Executive Consultant
Envista Health Consulting
Tampa, FL
01.2018 - 01.2020
- Engaged in various project consulting engagements and interim leadership roles with hospice, home health/care and PACE providers to oversee operations and drive business development for healthcare organizations during transitional periods.
- Focused on operational efficiencies, patient care improvement, and cost management strategies.
- Led significant changes in process management, particularly inpatient admissions, care transitions, and access while greatly enhancing service delivery speed and compliance.
- Increased patient census significantly within months by redesigning referral and admission processes, reducing average intake duration from over four days to approximately 2.1 days.
- Enhanced operational margins and profitability across multiple hospice settings by implementing continuous care program improvements and achieving higher conversion rates from palliative to hospice care.
- Delivered training and development programs to hospice organizations nationwide, focusing on sales, intake efficiency, and operational best practices.
- Provided interim leadership for organizations in transition.
Chief Operating Officer
Chapters Health System
Temple Terrace, FL
01.2017 - 01.2018
- Returned to drive financial and clinical service excellence across Chapters Health System's hospice providers and certified home health agency amidst increasing competition.
- Implemented innovative patient care metrics and accountability measures across all service lines.
- Developed and executed new referral and admissions framework that led to timely and compliant patient care processes.
- Spearheaded initiatives to enhance operational performance and patient care, managing a budget of $220M and senior leadership team overseeing 1500+ FTEs.
- Revamped operations, increasing operating margins by 22% and improving critical patient care metrics such as same-day admissions and bedside documentation.
- Reduced annual turnover among clinical staff of new affiliation from 60% to 30% in one year by enhancing hiring practices and management stability.
Chief Operating Officer
Covenant Care, Inc.
Pensacola, FL
01.2015 - 01.2016
- Recruited during pivotal leadership transition to oversee daily operations and strategic direction for major not-for-profit post-acute service provider.
- Managed acquisition and integration of a certified home health agency, improving patient transition rates from home health to hospice care.
- Led senior executive team and managed $75M+ budget, focusing on expanding service offerings and improving overall operational efficiency and patient care quality.
- Improved clinical operational efficiencies of over $5M, achieving a positive operating margin for first time in five years.
- Introduced an innovative medical staffing model that reduced expenses by 40% and increased billable patient visits by 30%.
- Converted eight-bed hospice inpatient unit to a 12-bed memory care, ALF unit.
President/Chief Executive Officer
Envista Health, LLC
Tampa, FL
01.2012 - 01.2015
- Founded Envista Health to consult with healthcare providers and deliver direct staffing services to seniors in Central Florida.
- Envista also provided comprehensive care management and home health services, reaching substantial client and revenue milestones before successfully selling the agency.
- Developed business and market strategies that achieved first-year revenues exceeding $1.3M with consistent annual growth.
- Developed innovative, at-risk contracts with hospital systems to avoid re-hospitalization.
- Implemented a dual-purpose business model that improved service delivery and client satisfaction in a competitive healthcare market.
Education
Master of Business Administration - Health Services Management
Webster University
St. Louis, MOBachelor of Arts - Major in Psychology, Minor in Business Administration
Rollins College
Winter Park, FLHospice Administrator Certificate Program -
California Association for Health Services at Home (CAHSAH)
Skills
- Strategic Planning & Execution
- Financial Oversight
- Revenue Growth
- Organizational Excellence/Lean
- Team Building & Leadership
- Service Line Diversification
- Program/Product Development
- Stakeholder Engagement
- Value-Based Care
- Clinical Care Model Innovation
- Mission Fulfillment
- Acquisition and Affiliation
- Compliance & Quality Standards
- Operation Efficiencies
- Social Determinates of Health
- Public Speaking/Crisis Management
- Turnaround Strategies
- Project management
Affiliations
- National Hospice and Palliative Care Organization/National Alliance for Care at Home
- Florida Hospice and Palliative Care Association
- National PACE Association
- Florida PACE Association
- Vice Chair, Virginia PACE Association
Community Leadership
- Shenandoah Community Health Center (FHQC), 01/01/22 - 12/31/24
- Leadership Tampa, 01/01/07 - 12/31/21
- Care Transitions Coalition, West Central Florida Area Agency on Aging, 01/01/12 - 12/31/14
- The Home Association, Tampa, FL, 01/01/06 - 12/31/15
Professional Presentations
- Aging Media Network/Hospice News Elevate Conference, 04/2025
- Home Care 100 Healthcare innovation, 01/01/24
- Aging Media Network/Hospice News Elevate Conference, 01/01/23
Timeline
Chief Executive Officer
Kirva Hospice
11.2024 - Current
President & CEO/Startup Founder
Harmonia Health
01.2024 - Current
President and Chief Executive Officer
Blue Ridge Hospice, Blue Ridge Independence at Home, Blue Ridge Care
01.2021 - 01.2024
Executive Consultant
Envista Health Consulting
01.2018 - 01.2020
Chief Operating Officer
Chapters Health System
01.2017 - 01.2018
Chief Operating Officer
Covenant Care, Inc.
01.2015 - 01.2016
President/Chief Executive Officer
Envista Health, LLC
01.2012 - 01.2015
Master of Business Administration - Health Services Management
Webster University
Bachelor of Arts - Major in Psychology, Minor in Business Administration
Rollins College
Hospice Administrator Certificate Program -
California Association for Health Services at Home (CAHSAH)