Deborah M. Scheetz
Summary
Dynamic, high energy and passionate growth leader specializing in Physician Sales, Outreach Programs, Consumerism and Strategic Growth. Proven ability to increase market share by strategically developing and maintaining relationships with healthcare stakeholders from physicians, consumers and administrators to post-acute care providers.
Overview
16
16
years of professional experience
Work History
Director of Physician Relations and Strategy
OhioHealth Hospitals
Columbus, OH
10.2023 - Current
- Developed and implemented strategies to engage provider networks for the successful launch of new providers, promotion of OhioHealth programs and services, referral volume increase, and leakage reduction
- Restructured territorial assignments and implemented a system-wide communications plan to enhance team functionality
- Collaborated with the Clinical Enterprise, Employed Physicians group, and Clinically Integrated Network to identify and engage with OhioHealth's provider network
- Consistently developed procedures to enhance the usage of analytical tools for assessing prospects, defining significance levels and quantifying achievements
- Developed and facilitated comprehensive portfolio review sessions with top-level executives, resulting in increased collaboration and optimized business growth strategies
Director Service-Line Marketing
Dayton Children's Hospital
Dayton, OH
04.2017 - 10.2024
- Developed plans to position and grow specialty services through referrals, new services development, strong consumer positioning, and patient/family communications
- Spearheaded innovative digital marketing plans which contributed to an average growth of 8% in new patient volume over 6 years
- Exceeded I/P and O/P Market Share Goals on an annual basis by implementing a targeted campaign strategy focused on the top 10 revenue-producing service lines
- Optimized Microsoft Dynamics for CRM/PRM; increased commercial payor mix, developed dashboard reporting and ROI, created automated email marketing, segmented, journey mapped the consumer experience
- Enhanced physician engagement score by 95% leveraging strong communication skills while conducting collaborative monthly service-line calls including operations/clinical leaders alongside liaison/service teams
- Developed integrated omni-channel referral marketing campaigns driving double digit year-over-year growth in physician referrals
Physician Relations Strategist-Project Based
Tiller-Hewitt Healthcare Strategies
Pocahontas, IN
11.2016 - 02.2018
- Strategically drove growth as a social media strategist, while contributing expertise in media, video, and education. Implemented sales promotions tactics and provided consulting services
- Recipient of Tiller-Hewitt Healthcare Strategies Liaison Legacy award, recognized for exceptional performance and influence among national physician liaisons
Director of Professional Outreach/Physician Liaison
Affinity Medical Center
Massillon, Ohio
11.2014 - 11.2016
- Consulted to boost yearly outpatient referrals by 8%, surpassing 4,000 registrations, also lifting outpatient surgeries by 14% and revenue by $1M
- Successfully executed a strategic communication plan that led to a 40% growth in physician practices linked with the Hospital's Cerner Health Information Technology platform
- Chaired the Physician-Hospital Relations Council to drive program development and promote alignment with Affinity Medical Center's strategic goals
Area Director of Marketing
Laurel Health Care Co.
Massillon & Canton, Ohio
06.2013 - 11.2014
- Initiated and directed programs to ensure SNF maintained optimal capacity without fail across dual locations
- Aided in team collaborations which resulted in earning the top spot in Stark County by the Ohio Department of Aging for Overall Customer Satisfaction due to prioritizing patient centered care.
- Formulated and executed a well-planned CRM strategy to achieve measurable monthly census objectives
Resource Director of Business Development
Vibra Health Care
Portland, Oregon
10.2012 - 04.2013
- Managed and trained a high-performing group of 9 professionals in achieving aggressive admission metrics on consistent basis
- Achieved an award by effectively implementing new referral relationship strategies, resulting in the highest vent associated patient population
- Reduced clinical liaison and admissions staff turnover by 55%
Senior Director of Business Development
Select Specialty Hospital
Akron, Ohio
10.2008 - 11.2012
- Increased profitability of a free-standing 60 bed hospital/Joint Venture between Akron General, Summa Hospital and nine practitioners by exceeding revenue targets
- Exceeded performance benchmarks with an unprecedented admissions rate of +125% compared to peer LTACH facilities
- Created a dedicated program focused on building strong rapport with senior leadership, service line management, and referrals from the marketplace to improve physician retention and recruitment.
Education
Master of Science - Health Communications
Boston University
2015
Bachelor of Science - Business Management and Marketing
University of Akron
Skills
- Strategic Thinker
- Superior change management and coaching skills
- CRM/PRM development and automation
- Digital marketing; omni-channel campaigns
- Consumer focused; journey mapping, personas
- Budget management and resource prioritization
- Analytical thinker with ability to synthesize data
- Excellent verbal, written and presentation skills
Timeline
Director of Physician Relations and Strategy
OhioHealth Hospitals
10.2023 - Current
Director Service-Line Marketing
Dayton Children's Hospital
04.2017 - 10.2024
Physician Relations Strategist-Project Based
Tiller-Hewitt Healthcare Strategies
11.2016 - 02.2018
Director of Professional Outreach/Physician Liaison
Affinity Medical Center
11.2014 - 11.2016
Area Director of Marketing
Laurel Health Care Co.
06.2013 - 11.2014
Resource Director of Business Development
Vibra Health Care
10.2012 - 04.2013
Senior Director of Business Development
Select Specialty Hospital
10.2008 - 11.2012
Master of Science - Health Communications
Boston University
Bachelor of Science - Business Management and Marketing
University of Akron
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