VICTORIA BURCH
Lakeland,FL
Summary
Talented Regional Vice President possessing first-rate skills in relationship development, strategic planning and execution with a proven track record of successful leadership and sales performance in the home health and hospice industry. Strong work ethic and business acumen; relates well with diverse populations, to include peers, physicians, clients, senior level management and within the medical community. Expertise in penetrating new markets, expanding and retaining client accounts, growing market share, and managing sales teams throughout the Florida market.
Overview
31
31
years of professional experience
Work History
Regional Vice President of Sales
VitalCaring Group
05.2022 - Current
- Currently manage Areas Sales Directors for the East coast of Florida, execute strategic marketing plans, develop and maintain relationships with referral sources and stakeholders and deliver consistent revenue and referral growth
- Responsible for month over month admission activity and growth of the territory which has consistently been greater than budgeted goals
- Worked in conjunction with our operations team and Florida Medical Clinic to develop a hospital at home and SNF at home program
- Performed all new hire sales training and development in Florida
- Fostered long-term relationships with key accounts, ensuring repeat business and sustained profitability.
- Developed evidenced based care transitions program for the state of Florida to present to hospitals, SNF’s, ACO’s/MCO’s and physician groups
- Established strategic partnerships to drive business development and maximize revenue opportunities.
- Recruit, hire and train team of clinical nurses to manage the day-to-day care transitions of patients from hospitals/facilities to home
- Manage quality metrics, 30 day rehospitalizations rates and STAR ratings
- Worked to establish preferred provider agreements with hospital and facility partners, ACO/MCO’s and physician groups
Director of Marketing
Trilogy Home Health Care
07.2021 - 05.2022
- Recruit, hire, train and manage a sales team of 8 in Polk Co as a start-up for Trilogy Home Health
- Established preferred provider status at Lakeland Regional Health, as well as other hospitals in Polk County
- Establish and brand Trilogy in the community, set up referral networks with physician partners in facilities
- Collaborate with area hospitalists to establish protocols to prevent rehospitalizations, set up in home transitional care visits with providers which will in turn promote census growth
- Work closely with operation partners to positively impact quality scores and STAR ratings
Director of Business Development
Seasons Hospice
01.2020 - 01.2021
- Lead a team of 12, that includes both hospice care consultants and clinical nurse liaisons, to admit hospice eligible patients from a referral base that includes hospitals, skilled nursing facilities, assisted living facilities, physician offices, ACO/MCO groups, and community education
- In 2020 led the site with highest year over year growth in medicare hospice eligible patients at 115.4% which resulted in an increase in market share by 9.1%
- Exceed monthly budgeted admission and census goals month over month
- 2021 Q1 exceeded monthly budget goals by 108%, Q2-106% MTD
- Tampa, FL
Area Vice President of Business Development
Amedisys Home Health Care
01.2015 - 01.2020
- Company Overview: Winter Haven, FL
- Manage, hire and direct sales teams for Polk, Highlands, Hardee, Osceola, Hillsborough and Manatee Counties
- Recruit, hire, and train sales staff to ensure delivery of exceptional customer service
- Manage sales budget, quota setting, monthly operating meetings, sales and marketing strategies
- Establish and develop relationships with physicians, hospitals, skilled nursing facilities, assisted living facilities, hospice, and other organizations in the medical community to promote home care services
- Managed two competing sales teams for one year in the same market during merger without loss of market share
- Exceeded sales goals in all markets and established preferred provider relationships with hospitals, skilled nursing facilities, assisted living facilities and physician groups
- Winter Haven, FL
Regional Director of Business Development
Comprehensive Home Care
01.2013 - 01.2015
- Company Overview: Tampa, FL
- Manage and direct sales teams for Hillsborough, Polk, and Pinellas counties
- Hire and train all new sales personnel, implement marketing strategies and campaigns, ride a long with all sales staff, develop and implement business plan
- Doubled the Medicare census in Polk County in less than 6 months
- Grew the Hillsborough County market by 68% in 6 months
- Tampa, FL
Regional Director of Business Development/Clinical Marketing Representative
Ace Homecare
01.2008 - 01.2013
- Company Overview: Lakeland, FL
- Managed and directed marketing teams for Polk, Pinellas, Pasco, Hillsborough, Manatee and Sarasota counties
- Developed strategic marketing campaigns, hired and trained new sales representatives, sales forecasting, budget planning, market and competitor analysis, special event planning, Medicare billing
- Account manager for Lakeland Regional Medical Center, Watson Clinic, and Hospitalist’s groups
- Top 1% of sales since first month of employment
- Lakeland, FL
Cardiovascular Nurse Educator/Category Captainship
Novartis Pharmaceuticals
01.2006 - 01.2008
- Company Overview: Orlando, FL
- Blood Pressure Success Zone Nurse Educator Program
- Physician/staff training on BP Success Zone enrollment, patient teaching, staff training on Hypertension and Cardiovascular disease
- Planned and executed community outreach events involving TV, radio, vendors, blood pressure screenings and presentations in conjunction with Centra Care/Florida Hospital
- Sold BP Success Zone to pharmacies, employer groups, senior communities and physicians to ultimately increase enrollment and gain market share for Diovan/Lotrel
- Orlando, FL
Account Manager, Hospital Nurse Liaison
Amedisys Home Health Care
01.2004 - 01.2006
- Company Overview: Lakeland, FL
- Establish new and maintain current referral sources using clinical expertise and strategic marketing skills to grow Medicare admissions for the agency/market share
- Plan and execute special events, speaker engagements, educational programs and in-services
- Presidents Circle Award: 2004, 2005, 2006
- Lakeland, FL
Director of Marketing/Physician and Patient Educator
Lifeline Home Health Care
01.1999 - 01.2004
- Company Overview: Lakeland, FL
- Pioneered in home lovenox therapy and medical management for the treatment of deep vein thrombosis, in coordination with the prescribing physician and Aventis Pharmaceuticals Caremark Program
- Increased average daily patient census from 3 to 80 in 6 months
- Significantly grew market share by 112%
- Lakeland, FL
Team Leader/Registered Nurse/Nurse Intern
Lakeland Regional Medical Center
01.1994 - 01.1999
- Company Overview: Lakeland, FL
- Managed self directed work team of 15 nurses
- Peritoneal Dialysis Nurse Educator for LRMC
- Member of Strategic Planning and Organizational Improvement Committee
- Physician Satisfaction Committee
- Lakeland, FL
Education
Bachelor of Science - Marketing Management
Florida Southern College
Lakeland, FL01.2003
Associates of Science - Nursing, Registered Nursing License
Polk Community College
Winter Haven, FL01.1995
Skills
- New Business Development
- Excellent Product Knowledge
- Critical Thinking & Strategic Planning
- Market Share Expansion
- Registered Nurse
- Account Cultivation and Retention
- Strong Communication & Interpersonal Skills
- Cardiovascular Nurse Educator
- Outstanding Leadership & Team Building Skills
- Peritoneal Dialysis Nurse Educator
- Revenue Generation
- Competitive Analysis
- Sales Team Leadership
- Territory Management
Timeline
Regional Vice President of Sales
VitalCaring Group
05.2022 - Current
Director of Marketing
Trilogy Home Health Care
07.2021 - 05.2022
Director of Business Development
Seasons Hospice
01.2020 - 01.2021
Area Vice President of Business Development
Amedisys Home Health Care
01.2015 - 01.2020
Regional Director of Business Development
Comprehensive Home Care
01.2013 - 01.2015
Regional Director of Business Development/Clinical Marketing Representative
Ace Homecare
01.2008 - 01.2013
Cardiovascular Nurse Educator/Category Captainship
Novartis Pharmaceuticals
01.2006 - 01.2008
Account Manager, Hospital Nurse Liaison
Amedisys Home Health Care
01.2004 - 01.2006
Director of Marketing/Physician and Patient Educator
Lifeline Home Health Care
01.1999 - 01.2004
Team Leader/Registered Nurse/Nurse Intern
Lakeland Regional Medical Center
01.1994 - 01.1999
Bachelor of Science - Marketing Management
Florida Southern College
Associates of Science - Nursing, Registered Nursing License
Polk Community College
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