Summary
Overview
Work History
Education
Skills
Involvment
Timeline
Generic

Sandra K. Simpson

SUGAR LAND,TX

Summary

A versatile, results-oriented marketing and communications professional with extensive experience in oncology, rehabilitation, behavioral health, orthopedics, ophthalmology, and imaging. A proven track record in building patient volumes and brand awareness. An acknowledged team builder with an intuitive sense of market potential, strategic opportunities, and service line development

Overview

31
31
years of professional experience

Work History

Vice President, Marketing & Practice Growth

Texas Oncology
Dallas, TX
06.2007 - 12.2023
  • Developed and executed strategic plans to support the vision of the organization
  • Grew new cancer patient volumes, 3-6%, year over year
  • Total new patient volumes saw double digit growth annually
  • Brand awareness of the practice steadily increased annually from the low single digits in 2007 to more than 60% (aided and unaided) in less than three years
  • Advertising and public relations campaigns produced for the practice received 38 professional awards including a Silver Anvil and recognition as marketer of the year in two separate years
  • Developed brand identity, advertising campaign, website, and referral generation plan for Texas Center for Proton Therapy in 2015
  • Managed 42 liaisons across the practice’s geographic footprint who interfaced with new and existing referral sources, and consistently achieved their impact targets
  • Developed Right Here podcast debuted in 2021, an adjunct to the advertising campaign, featuring patients and their stories, generated more than four million impressions in less than a year
  • Developed brand architecture and marketing plans for surgical service lines including breast, urology, colon & rectal surgery
  • Negotiated agreement with Careflash, resulting in 35,984 Careopolis communities formed in two years, with more than 870,000 members, patients and families who see Texas Oncology branding at each login
  • Through an agreement with IDEOlogy, practice clinicians have access to continuing education and can subscribe to Sound Bites, a texting platform sharing short video snippets about Texas Oncology
  • 100% of the marketing and liaison team completed the employee opinion survey, team engagement rate exceeded 85% in 2023

Director, Service Line Marketing

Memorial Hermann Health System
Houston, TX
03.2006 - 05.2007
  • Facilitated collaboration between teams by encouraging open communication channels during acquisition
  • Transition of TIRR to the Memorial Hermann Healthcare System
  • Integrated TIRR into the brand architecture for Memorial Hermann
  • Drafted the initial marketing plan for the newly integrated neurosciences service line
  • Maintained strategic marketing responsibilities for TIRR

Vice President, Marketing & Public Relations

TIRR (The Institute for Rehabilitation & Research)
Houston, TX
04.1993 - 03.2006
  • Developed and executed strategic plans to support the vision of the organization
  • Initiated an emergency marketing strategy for the inpatient service when significant referring hospitals closed due to a major flood in the Texas Medical Center, maintained needed inpatient census levels
  • Instituted a customer relations initiative to provide continuous feedback from external constituents
  • Established consistent reporting mechanisms to maintain statistical databases on referral sources, service line utilization, and payor mix for tracking results
  • Created and maintained two separate websites for the patient care organization and foundation
  • Negotiated contracts with vendors for services, products and supplies.
  • Maintained relationships with key stakeholders by attending meetings and responding promptly to inquiries or requests for information.

Education

Bachelor of Arts - Communications

Texas Lutheran University
Seguin, TX
05-1979

Skills

  • Customer Segmentation
  • Partnership Development
  • Sales Enablement
  • Marketing Analytics
  • Brand Development
  • Omnichannel Marketing
  • Creative Direction
  • Stakeholder Engagement
  • Research & Analysis
  • Campaign Development & Execution
  • Media Relations
  • Advertising
  • Market Dynamics
  • Integrated Marketing

Involvment

  • International Affairs Advisory Council of the Texas Medical Center. served as chairperson for two years, a member more than five years
  • "Our Promise" team member for the development of the culture compact for Texas Oncology
  • Developed Texas Oncology Care Guide, a tool for patients in treatment
  • Established the Patient & Family Advisory Council for Texas Oncology

Timeline

Vice President, Marketing & Practice Growth

Texas Oncology
06.2007 - 12.2023

Director, Service Line Marketing

Memorial Hermann Health System
03.2006 - 05.2007

Vice President, Marketing & Public Relations

TIRR (The Institute for Rehabilitation & Research)
04.1993 - 03.2006

Bachelor of Arts - Communications

Texas Lutheran University

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Sandra K. Simpson