David Larrick

DAVID LARRICK Clermont, FL -- PROFESSIONAL PROFILE With more than a decade of experience in marketing and communications in several different and distinct markets, I’ve had the opportunity to serve both for-profit and not-for-profit organizations and have worked in critical access hospitals, community medical centers, academic/research medical centers specializing in tertiary and quaternary care and multi-site, regional healthcare systems. WORK EXPERIENCE Director of Marketing and Public Information Officer, Munroe Regional Medical Center, Ocala, FL (Mar 2017 - Current) Lead the strategic planning process including SWOT, market and competitive analysis at the organizational and service line level, then utilize the data to suggest and build operational plans designed to drive growth Build and execute the marketing and communication strategy to drive patient/consumer acquisition Design and analyze various qualitative and quantitative consumer research studies with the goal of increasing the effectiveness/ROI of marketing and communications Model and build unique experiences for various consumer populations through the use of robust consumer relationship management tools Continuously test, analyze and adjust campaign components and channels to maximize ROI and reduce cost per consumer/patient interaction and acquisition Lead numerous local and national vendors in the ideation, creation and execution of tactical campaign components across traditional and new media platforms Analyze the operational efficiency of various business units and the potential impact to/from marketing efforts Act as Public Information Officer for all crisis communications Regional Director of Marketing and Communications, Presence Health, Chicago, IL, (Jan 2016 – Mar 2017) Develop and execute the marketing strategy and tactics for the largest region of one of Chicago’s largest healthcare providers including four hospitals (1,200 beds) and three ambulatory healthcare centers Manage the public relations, media relations, internal communication, physician communication and social media presence for the aforementioned facilities Work with regional and system leaders, hospital directors and service line managers to translate the organization’s strategic goals into actionable marketing plans Manage the efforts of two marketing managers, two community relations specialists, one graphic designer, one social media coordinator and numerous vendors and partners Accountable for goals associated with awareness, preference, utilization and ROI Marketing Manager, Central Florida Health Alliance, Leesburg, FL, (Jul 2013 – Jan 2016) Direct the development of system wide marketing campaigns for three hospitals, two urgent care centers, five labs and one outpatient surgery center Develop marketing campaigns for all major service lines including Cardiac, Orthopedics, Oncology, etc. Direct campaign partnerships with outside vendors including call centers, website management companies, advertising agencies and promotional item vendors Track contributions to the organization’s community benefits and CHNA through the use of CBISA software Work with department directors and service line managers to translate the organization’s strategic goals into actionable marketing plans Manage social media presence and digital marketing efforts including the development and launch of the organizations mobile applications Work with local media to gain positive coverage of events and stories emanating from the health system Coordinate sponsorships and participation in various public events Track and report the marketing budget and return on investment for individual service lines Senior Marketing Specialist, The Nebraska Medical Center, Omaha, NE (Nov 2009 – Jul 2013) Lead internal and external marketing, communication, advertising and public relations efforts for Bellevue Medical Center Participate in the development of organizational goals and strategic plans Work with department directors and service line managers to translate the organization’s strategic goals into actionable marketing plans Work with internal talent and outside agencies to develop the various components and collateral needed for executing marketing tactics in traditional, digital and social media arenas Track and report the marketing budget and return on investment for individual service lines and organizational marketing plans Act as liaison for informational requests from the media and serve as the Public Information Officer during community wide crisis situations Marketing Coordinator, Memorial Community Hospital & Health System, Blair, NE (Mar 2008 – Nov 2009) Develop, execute and track marketing plans to serve the entire health system including the main campus, three physician’s clinics, a specialty clinic, diagnostic imaging center, and several service lines such as home health, sports medicine and skilled nursing Serve as the Executive Director for the health system’s foundation raising over one hundred thousand dollars during my short tenure Coordinate, staff and advertise for events including open houses, health fairs and fund raising events Write, design and place advertising with a variety of media outlets Act as liaison for informational requests from the media Write and submit press releases that present the organization in a positive light Act as administrator for the system wide website Marketing Director, Maple Crest Care Center, Omaha, NE (Nov 2004 – Mar 2008) Develop, execute and track marketing plans to enhance and increase census Establish and maintain strong working relationships with hospital discharge planners, social workers, physicians and others to market and sell the organization’s services Design various advertising materials; including print ads, direct mailings, etc. Create and maintain up-to-date databases containing both customer and vendor information Negotiate contracts, purchase and schedule advertising through various media outlets Write and submit press releases that present the organization in a positive light Conduct primary and secondary market research to guide future marketing efforts Marketing Director, Omaha Electric Service, Inc., Omaha, NE (Jun 2003 – Nov 2004) Developed and implemented marketing strategies to facilitate growth of operations Effectively developed strategies to enter eastern Iowa as Iowa Electric, a subsidiary of Omaha Electric Service, Maintained and updated the company website using Dreamweaver software. Designed and formatted quarterly company newsletter and other various marketing materials Established solid working relationships with general contractors and business owners Cultivated new leads and bid opportunities for the residential, commercial, and service areas EDUCATION Master’s in Healthcare Administration, Clarkson College, Omaha, NE (2014) GPA: 3.9/4.0 Bachelor’s in Marketing Management, Bellevue University, Bellevue, NE (2007) Dean’s ScholarGPA: 4.0/4.0 Associate’s Degree in Graphic Design, Metropolitan Community College, Omaha, NE (2003) Dean’s List GPA: 3.6/4.0 CERTIFICATIONS ICS 100 – Introduction to Incident Command System for Health Care/Hospitals – FEMA ICS 200 – ICS for Single Resources and Initial Accidents – FEMA NIMS 700 – Introduction to National Incident Management System – FEMA IS 800 – National Response Framework – FEMA G290 – Basic Public Information Officer Training – Douglas County Emergency Management ASSOCIATIONS American College of Healthcare Executives Society of Healthcare Strategy and Market Development Former Chair Elect – ACHE – Local Program Council – Lake County Florida TECHNICAL KNOWLEDGE AND SKILLS Proficient with Macintosh and Windows platforms Proficient on a variety of Social Media platforms including Facebook, Twitter, YouTube and Pinterest Solid experience in digital marketing including SEM, SEO, Digital Advertising, etc. Experienced with Adobe Creative Cloud including Illustrator, Photoshop, InDesign, Acrobat and Dreamweaver Additional software experience with Quark XPress, Harris PLS, ACT, Match Maker, BrandSmart, Cision, Marketware and multiple email marketing platforms, CRM interfaces and content management systems Expert in use of MS Office (Word, Excel, Publisher, Outlook and PowerPoint) REFERENCES AVAILABLE UPON REQUEST