Mary Beth Nelson

• Develop, operationalize, execute, support and evaluate marketing plans for Care Division services across the Southeast. Care Divisions encompass all services outside the large eight service lines, such as Weight Management, General Surgery, Gastroenterology, Trauma and 40+ others
• Develop plans that are measurable and data driven
• Partner with service line marketing managers to support Health Observances Month marketing such as Breast Cancer and Colon Cancer Awareness. For example, identify appointment access for preventive screenings that feed service lines. Screening mammograms/Imaging and screening colonoscopies/Gastroenterology feed the cancer service line.
• Responsible for developing content for every aspect of Care Division marketing. Examples include, writing patient stories, drafting press releases for media relations, writing copy and providing photos for social media, understanding the communities we serve and ways to become involved to strengthen community relations, ensuring website content is updated in a timely manner and create copy for landing pages when needed.
• Meet regularly with Care Division leaders to identify business goals along with access, first, best and onlys, then share with the MCC Coalition Committee for vetting and approval to market campaigns.
• Enhance advocacy of Atrium Health brand across the Southeast
• Provide marketing support for the Atrium Health Wake Forest Baptist High Point Medical Center, the largest network hospital with 351 beds in the Wake market which includes the Hayworth Cancer Center and Congdon Heart & Vascular Heart Center.
• Responsible for marketing Greensboro expansion efforts ahead of new practice launches, an ambulatory surgery center and hospital openings. Current work includes developing relationships in the business community and identifying strategic sponsorships. Examples include, becoming a Leadership Greensboro 2024 classmate, securing top-tier Greensboro Chamber membership to match Cone Health, our competitor in this market, onboarding High Point Medical Center President, Dr. James Hoekstra to the Greensboro Rotary, onboarding Wake Forest Baptist Medical Center President, Dr. David Zaas to the Greensboro Chamber Board and sponsoring key Chamber events throughout the year.

• Developed, drafted and executed annual strategic marketing and communications plan that supported institutional strategic plans. Identified market opportunities and priorities for building overall brand image, increasing patient volumes, growing individual clinic and program volumes and enhancing overall patient payor mix.
• Responsible for marketing 140+ ambulatory urgent, primary and specialty care practices in the High Point, Greensboro, Lexington, Hickory, Asheboro and Winston-Salem markets
• Supported retail-based services such as Weight Management, Bariatric surgery, LASIK surgery and plastics across two different physician groups: Health Network and UGP
• Responsible for new provider marketing: coordinating provider profile video shoots, optimizing provider webpage, consumer-facing and referring provider-facing direct mail as appropriate
• Responsible for new practice location and practice merge marketing
• Responsible for supporting Business Development with referring provider-facing materials across the Wake market
• Transitioned the legacy Cornerstone locations to the Wake Forest Baptist Health brand. Worked with Business Development to create new practice names, facilities to replace branded signage, web team to optimize web pages and create paid search campaigns for legacy Cornerstone service lines.
• Provided support for a series of focus groups for the purpose of gathering consumer insights that helped establish a new name for the legacy Cornerstone practices under the Wake Forest Baptist Health brand: Wake Forest Health Network.
• Developed a New Primary Care Patient Appointment Access Report to help the Access Center and BestHealth For Business understand which providers are accepting new patients in order to make appropriate referrals
• Worked with the BestHealth For Business team to grow primary and specialty care. For example, connected onsite clinic nurses with primary care offices who were accepting new patients, attended employer events and provided branded primary and specialty care materials.
• Developed "pilot" New Mover campaign for primary care

- KPIs:
New patient charges: $311K
Timeframe: FY20 – 7 months
Number of new patients: 222
Counties: Guilford: 116, Forsyth: 106

• Wrote scripts and coordinated physician spokespeople for :60 second Health Minute segments which ran during multiple WXII and WGHP newscasts and aligned with national health observances months
• Developed comprehensive Urgent and Primary Care collateral piece which included locations across the Wake service area with actual Wake provider photos
• Supported COVID-19 screening events by writing and submitting media releases, website and social media content with photos, creating branded signage and educational handouts, ordering screener t-shirts and serving as a volunteer at multiple screening events
• Served as the preceptor for an Appalachian State intern in the summer of 2018

• Developed comprehensive marketing plans in alignment with overall business goals and objectives
• Negotiated media buys for TV, digital and print
• Managed social media channels, Facebook, Twitter, Instagram
• Managed website content
• Responsible for new provider marketing
• Responsible for new practice location and practice merger marketing
• Supported transition of the old Cornerstone brand to a new one: new logo, mission, vision, values, signage, website rebrand
• Served as a physician liaison to connect providers with referral sources and hosted quarterly Medical Neighborhood mixers
• Served as an employer liaison to connect Cornerstone Health Care services with local employers to drive new patient volumes
• Managed media relations
• Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact

• Conducted regular meetings with physicians to discuss referral strategies and ensure patient needs were met
• Coordinated physician greet and meets, lunches and dinners
• Collaborated with marketing teams to develop targeted materials promoting services offered by the practice and hospital
• Developed comprehensive reports to analyze trends in referral patterns, identifying areas for improvement and growth
• Documented all correspondence with practitioners' office staff and kept accurate records using Salesforce
• Served as employer liaison for the health system promoting occupational medicine and health and wellness services
• Coordinated physician led wellness talks for employers

• Prepared and edited presentations on behalf of executives for both internal meetings and external conferences
• Contributed to budget management by monitoring expenses and providing detailed expenditure reports regularly
• Provided professional administrative support during board meetings, including agenda preparation and minute-taking duties
• Managed executive calendars, scheduling meetings and appointments and coordinating travel arrangements to optimize time
• Organized and coordinated conferences and monthly meetings
• Processed travel expenses and reimbursements for executive team and senior management group
• Supported business and hospitality needs of corporate partners and staff during meetings and company events.
• Handled logistics, catering, agendas and travel arrangements for meeting and event planning for board of directors and executive vice president
• Organized travel arrangements and coordinated accommodations for executives
• Maintained confidentiality with sensitive documents, ensuring proper storage and distribution as needed
• Improved office efficiency by implementing new filing systems and document management processes