Silvia Arana
Miami
Summary
Results driven, innovative Sales/Management leader with 20 years experience in specialty genetic testing and molecular diagnostics in Women's Health and Oncology with proven success as a Senior Territory Manager and Regional Sales Manager in the South Florida market as well as Puerto Rico, the Caribbean and Latin/South America. Excellent communicator with strong work ethic, experience managing executive level relationships and developing strategic partnerships with multiple healthcare organizations including hospitals, IDNs, MSOs, ACOs, regional clinical labs, Managed Care Organizations and large physician networks. Broad experience in all aspects of healthcare sales including project management, marketing, contract negotiations, strategic planning and product launches.
Overview
32
32
years of professional experience
Work History
Southeast Regional Account Director
ASPiRA Labs, a Vermillion Company
08.2018 - Current
South Florida Regional Manager
Bioreference Laboratories, Inc & Laboratorio Buena Salud, an OPKO Health Co.
08.2014 - 12.2017
- Managed clinical sales team of 6 Account Executives, 1 CTS (Clinical Technical Specialist 4Kscore), 1 Lab Care Coordinator and 5 Field Marketing Associates (FMAs)
- Areas of responsibility spanned all phases of clinical lab services, 4K product launch including development of collaboration with other divisions, field training and coaching, billing & collections and territory budgets
- Exceeded region targeted growth goal from 2.7M to 6.7M in less than 24 mos
- Realigned territories to achieve efficient rep coverage & revenue growth
- Hired, trained, coached and evaluated sales team including performance improvement
- Strong knowledge in reimbursement, payers and managed care landscape
- Created Lab Care Coordinator position to support value based care partners by providing lab analytic reports to PCPs in order to better manage their chronic patients
- Developed/Managed strategic alliances with ACOs and other value based medical groups
- Product Launch 4Kscore- Added a CTS to sales team to focus on PCP education
- Conducted educational programs strategically to support territory revenue objectives
- Onboarding committee member- improving new client experience
- Project management for 4Kscore initiative, PSC expansion and other Corp strategic projects
- Hired/managed 5 FMAs to generate 4Kscore leads, new business & brand awareness.
Senior Territory Manager
Integrated Genetics (formerly Genzyme Genetics) LabCorp Specialty Testing Group
03.1998 - 07.2014
- Responsible for growing and maintaining a 12M + territory by promoting prenatal genetic and oncology testing to MFMs, OBGYNs, Reproductive Endocrinologists, Geneticists, Hematologists/Oncologists, Pathologists and other specialty groups in Hospitals, physician offices and clinics
- Strong understanding and experience in managing profitability and political trends in Latin America
- Secured multiple alliances with regional hospital systems and laboratories with Genzyme as the exclusive specialty testing partner
- Intuitive ability to identify new business development opportunities
- Exceeded 100% quota year after year
- Only hybrid (Prenatal & Oncology) TM on the sales team
- Consistent contributor outperforming team in cytogenetic & molecular sales volume
- Partnered with other Biotech companies- Personalized Medicine initiatives
- Collaborated/co-traveled with Therapeutics Division to identify rare disease patients
- Product Launch NIPT- Harmony Prenatal test- Ariosa Diagnostics collaboration
- Member of President's Club for acquiring over $1MM in net new revenue
- Star Performer, Alpine Award 2001, President's Club 2008, Florida Region Achievement Award 2008-2009, PDP 500 MC Blitz 2000-#1Winner, Helix & Gold Team
- Region mentor; considered the "go to" person for creative resolutions
- Developed and implemented standard operating procedures for international clients: account set ups, logistics, billing & collections.
Director of Community Services
HomeAdvantage Home Health Care Agency
10.1996 - 03.1998
- Responsible for all sales and marketing for the agency and the supervision of the Admissions Coordinators and Public Relations Specialist
- Managed new business development and special projects with emphasis on payer, patient and provider relations.
Director of Patient Services
Mercy Hospital Home Health Agency
09.1994 - 10.1996
- Responsible for management of all patient care services for both the Medicare/Medicaid and private agency-over 50 employees, per diems and independent contractors
- Directed and supervised all patient care supervisors and ancillary staff to ensure compliance of nursing standards of practice
- Served on Advisory Board, UR and all patient care related functions.
Director of Patient Services
HomeAdvantage Home Health Care Agency
11.1992 - 09.1994
- Provided leadership and supervision in the delivery of all private patient care which included insurance, managed care, private pay and specialty programs
- Managed over 100 per diem staff including nurses, therapists, HHAs, and CNAs
- Established and managed private duty services for the Agency at Mount Sinai Medical Center which included RN, LPN, and CNA services.
Education
MBA - International Business and Marketing
University of Miami
BS - Nursing
University of Miami
Skills
- English and Spanish
- Revenue Growth
- Partnership Development
- Microsoft Office
- Molecular Diagnostics
- Biotechnology
- Hospital and Health Care
- Genetics
- Life Sciences
- Client Relationship Management
- Team Development
- Business development and planning
Timeline
Southeast Regional Account Director
ASPiRA Labs, a Vermillion Company
08.2018 - Current
South Florida Regional Manager
Bioreference Laboratories, Inc & Laboratorio Buena Salud, an OPKO Health Co.
08.2014 - 12.2017
Senior Territory Manager
Integrated Genetics (formerly Genzyme Genetics) LabCorp Specialty Testing Group
03.1998 - 07.2014
Director of Community Services
HomeAdvantage Home Health Care Agency
10.1996 - 03.1998
Director of Patient Services
Mercy Hospital Home Health Agency
09.1994 - 10.1996
Director of Patient Services
HomeAdvantage Home Health Care Agency
11.1992 - 09.1994
MBA - International Business and Marketing
University of Miami
BS - Nursing
University of Miami
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