Jennifer Smith

Acting Chief Marketing and Communications Officer for the system.

• By streamlining and restructuring vendor support, as well as adding new partners, created a $1.2M budget windfall to date.
• Overhauling the brand through qualitative and quantitative research to position system and service lines as industry leaders, in addition to system's role as a community provider, with the first campaign dropping six months from start date.
• Creating an internal communications platform to share timely information from executive, hospital and system leaders, as well as Human Resources.
• Expanding CRM and AI marketing capabilities across all omni-channel campaigns to increase trackable lead generation.
• Reorganizing the department to eliminate leadership redundancies and increase staffing to enhance hospital and service line support, while remaining budget neutral.

Chief Marketing and Communications Officer for the system. Assumed responsibility for Community Outreach in October 2024. Promoted from AVP of Communications & Marketing.

• Launched a system rebrand that incorporated consumer, employee and physician research findings to steer the new value proposition, mission/vision statements, employee values, logo development, north star positioning, core messaging and brand guidelines that include retail space concepting, a new website and a new intranet.
• Created a three-year strategy, which is updated annually, to facilitate brand launch, service line growth, change management communications, physician and business development, and expansion of digital outreach.
• From 2022 to present, consumer preference has shifted to believe Broward Health has more advanced treatments and skilled experts, the best top-to-bottom conversion from awareness to preference in the market and the highest unaided awareness across all competitors, with an increase in favorability of 10% and 12% in those aged 65 and older, as well as a continued shift to more private insurer usage, along with a 5.3% increase in patient encounters over prior year.
• Creating new sponsorship/outreach platform to align with system's core values, growth strategies and annual objectives, while accounting for hospital needs.
• Developing a leadership council to position system leaders as subject matter experts for enhanced exposure across trades, conferences and media opportunities.

Promoted from AVP of Communications.

• Led completion of competitive analyses and consumer research, as well as web and digital audits, to determine short- and long-term marketing and communications strategies.
• Centralized marketing and communications operations from hospital-based to a corporate-led function, constructing org chart, budgets and new workflows for the enterprise.
• Implemented story branding and patient journey exercises for key service lines, establishing messaging to differentiate system from competitors while increasing audience engagement and brand loyalty.
• Launched RFP for agency of record, building scope of work, budget and scoring to procure comprehensive creative and marketing agency to represent system interests.

Chief Communications Officer for system. Promoted from Director of Corporate Communications.

• Drove internal and external communications for executive leadership, including system and hospital Chief Executive Officers and Chief Medical Officers. Composed talking points, speeches and presentations and directed media opportunities for system and hospital leadership to ensure brand positioning.
• Directed government relations messaging, working closely with state and federal lobbyists and External Affairs to ensure cohesive narrative for all outreach efforts.
• Crisis expert, successfully assuming the role of chief spokesperson and strategist in the aftermath of the Marjory Stoneman Douglas High School shooting and during the COVD-19 pandemic. Devised all external communications and directed the team to ensure brand integrity and continuity within narratives.
• Managed internal and external communicators, leading annual planning, campaign management and execution of tactics, ensuring optimal performance and compliance.

Lead Public Information Officer for the system.

• Rebuilt communications team, hiring key positions, drafting policies and procedures, as well as managing a $1M budget.
• Constructed brand journalism workflow across five hospitals to successfully activate PESO communications model.
• Achieved proactive feature media placements with The New York Times, Good Morning America, NBC Nightly News and regional outlets.
• Launched Broward Healthy Now, a quarterly magazine. Managed content, workflow, design, editorial and distribution of digital and 60,000 print-run publication that highlights key service lines.
• Created the system-wide Being Healthy Starts Here marketing/communications campaign to drive patient volume and re-educate the public on health care safety measures following the COVID-19 lockdown. Campaign showed an almost 20% increase in scheduled elective procedures within weeks of launch.

• Recruited by Tenet to manage external operational communications while developing internal communications program.
• Coordinated national communications program for ACA enrollment, ensuring consistent messaging across Tenet-owned hospitals.
• Managed media analytics and reporting for all Tenet holdings and assets.
• Assisted with enterprise and regional crisis response and emergency planning.

• Crafted crisis plans and managed crisis communications with C-suite and legal, advising response and management of issues to ensure brand integrity.
• Led content discovery and generation, such as cannabinoid concussion clinical trial, for proactive regional and national media outreach, and repurposed for digital, social and other audience-specific channels.
• Coordinated editorial calendars for ongoing media buys and placements, as well as composed scripts for radio and televisions spots.
• Negotiated and managed agency contracts, directing content generation for multiple platforms.
• Due to restructuring, regional consumer brand preference increased from 18 to 36% in 18 months.

• Strategized and directed public relations plans for system-wide campaigns, such as premier of former Miami Dolphins quarterback Ryan Tannehill as organization’s spokesperson.
• Guided crisis communication efforts, working with emergency management and law enforcement through the South Florida Media Coalition.
• Editor of Broward Health Magazine, an honorable mention in the 2013 PR Daily Awards for Best External Publication, and managed employee newsletter.
• Pitched technology, breaking news and patient testimonials to media, and responded to queries.
• Developed collateral and annual report.