Melanie Olsen
Oviedo
Summary
Strategic healthcare marketing leader with 13+ years of experience driving growth across nationally recognized health systems and healthcare organizations. Expertise developing integrated marketing strategies that increase patient acquisition, physician engagement, brand awareness, and service line growth across pediatric and adult care. Trusted advisor to physician leaders, executives, and cross-functional stakeholders with extensive experience leading go-to-market strategies, product launches, omnichannel campaigns, market research, and healthcare brand strategy. Broad clinical marketing experience spanning more than 30 specialties, including oncology, hematology, gastroenterology, surgery, neurosciences, cardiology, orthopedics, endocrinology, emergency medicine, women's health, pediatrics, and primary care.
Overview
14
14
years of professional experience
Work History
Senior Manager, Service Line Marketing
ORLANDO HEALTH
01.2024 - Current
- Develop integrated marketing strategies for 30+ pediatric specialty service lines and adult general surgery, enhancing service visibility and patient engagement
- Lead marketing strategy for the opening of Orlando Health Children's Pavilion, bringing together more than 30 pediatric specialties in one destination
- Partner with physician leaders, institute executives, and operational leadership to align marketing with organizational growth priorities
- Create annual strategic marketing plans based on business objectives, market opportunities, and competitive analysis
- Directed omnichannel campaigns across digital, paid media, social media, CRM, email, public relations, physician relations, events, and traditional advertising, maximizing reach and impact
- Manage marketing budgets and optimize investment based on performance analytics and ROI
- Conducted market research and consumer insights, identifying new patient acquisition opportunities aligned with organizational growth objectives
- Present marketing strategy, campaign performance, and business recommendations to executive leadership
- Recruit and mentor marketing temporary staff supporting department initiatives
- Ensure all marketing activities align with healthcare regulations and brand standards
Senior Manager, Brand Marketing
DISPATCHHEALTH
01.2023 - 10.2023
- Directed enterprise brand strategy across paid, owned, and earned marketing channels
- Developed go-to-market strategies for healthcare products and service lines, enhancing market entry effectiveness
- Created messaging frameworks for product launches, driving organizational growth
- Partnered with commercial sales, B2B marketing, product, clinical, and executive teams
- Led thought leadership content strategy for demand generation, increasing brand visibility and engagement
- Oversaw website optimization and digital customer experience initiatives
- Managed social media strategy and performance optimization
- Managed social media team
Senior Marketing Manager
ADVENTHEALTH
04.2013 - 12.2022
- Led regional marketing strategy supporting hospitals, outpatient centers, emergency departments, physician practices, imaging centers, urgent care locations, and specialty programs across seven Central Florida counties.
- Directed integrated marketing initiatives that increased patient volume, market share, and brand awareness
- Collaborated with physicians, service line leaders, business development teams, and executives to drive strategic growth initiatives and enhance service offerings
- Developed annual marketing plans aligned with organizational priorities
- Managed agency partnerships and media strategy across television, radio, digital, social, print, and outdoor advertising to enhance brand visibility and engagement
- Oversaw marketing budgets and campaign performance reporting
- Led community partnerships and high-profile sponsorships, including Orlando Magic initiatives
- Directed creative production of video, photography, advertising, and digital content to align marketing initiatives with organizational branding
- Managed and developed a high-performing marketing team
- Identified market opportunities through competitive analysis and consumer research
- Executed clinical marketing initiatives to enhance service visibility.
- Developed primary care outreach programs to increase patient enrollment.
- Elevated women's services marketing to improve community health awareness.
- Designed outpatient services campaigns to enhance patient access.
- Managed hospital marketing efforts to strengthen community relationships.
- Promoted retail healthcare services to enhance customer access.
Foundation Special Projects Manager
VALENCIA COLLEGE
04.2012 - 04.2013
- Developed grant proposals resulting in $1 million in funding
- Led fundraising marketing initiatives and capital campaign communications to enhance donor outreach
- Coordinated foundation events to engage donors and strengthen relationships
- Managed foundation social media and community partnerships to amplify mission visibility
Education
Bachelor of Business Administration - Business Management
Stetson University
DeLand, FL05-2010
Bachelor of Arts - Sports Management
Stetson University
DeLand, FL05-2010
Skills
- CRM Marketing
- Email Marketing
- Social Media Advertising
- Marketing Analytics
- Google Analytics
- Marketing strategy
- CMS Platforms
- Project Management Software
- Budget Management
- Microsoft Office Suite
Timeline
Senior Manager, Service Line Marketing
ORLANDO HEALTH
01.2024 - Current
Senior Manager, Brand Marketing
DISPATCHHEALTH
01.2023 - 10.2023
Senior Marketing Manager
ADVENTHEALTH
04.2013 - 12.2022
Foundation Special Projects Manager
VALENCIA COLLEGE
04.2012 - 04.2013
Bachelor of Business Administration - Business Management
Stetson University
Bachelor of Arts - Sports Management
Stetson University
CORE COMPETENCIES
- Healthcare Marketing Strategy
- Health System Marketing
- Service Line Marketing
- Oncology & Hematology Marketing
- Physician Engagement
- Provider Marketing
- Go-to-Market Strategy
- Integrated Marketing Campaigns
- Patient Acquisition
- Market Research
- Competitive Intelligence
- Consumer Insights
- Healthcare Branding
- Cross-functional Leadership
- Executive Communications
- Digital Marketing
- Content Strategy
- Marketing Analytics
- Budget Management
- Project Leadership
- Healthcare Communications