Anthony L. Cirillo, ABC, CHE*
15645 NorthStone Drive
Huntersville, NC 28078
704-992-6005 (W)704992-6160(F)
*Accredited Business Communicator, IABC; Diplomate, American College of Healthcare Executives
STRENGTHS
Leadership and Management Skills:
- past president, International Association of Business Communicators, Philadelphia; led 18 member Board
- 19+ years experience as a VP/Director; excellent staff retention; mentor staff for career progression
Strategic / Tactical Skills:
strategic planning, public affairs, broadcast, media, fundraising and community relations
internal communications, employee recognition programs, special events and promotions
- research, writing, and implementation of marketing and communication plans
- electronic business, e-health, internet/intranet development and Web Master duties
- building and managing a call center and sales staff
EXPERIENCE
Position:PresidentOctober 2001 – Present
Company:Fast Forward, Strategic Planning and Marketing Consulting
Position:Vice President ofMarketing January, 2000 – September 2001
Company:Touchstone Health Partnership, Wall Street, New York, NY
Duties:Marketing and sales responsibility for pre-IPO, start-up, Lehman Brothers funded medical management organization that defines a new model for the delivery of healthcare to seniors through the managed care structure. Staff of three; reported to President.
Major Accomplishments:
• through a brand initiative, dramatically changed the company culture and mindset to a consumer focus.
• formed a sales team and call center function that contributed to a 600% membership increase.
• formed a community development function as a means to live the brand in the community.
• developed membership outreach and retention initiatives.
Unisys Corporation March 1997 – December 1999
Position:Director of Communications, Unisys University April 1998 – December 1999
Duties:Responsible for communications, marketing, university, media, and community
relations for Unisys University, the training organization for Unisys corporation.
Reported to Vice President. Managed a staff of seven.
Major Accomplishments:
• part of the leadership team that created and launched a corporate university at Unisys.
• conceived best-in-class e-business web solutions for training delivery and enrollment.
• media placements in Wall Street Journal, Fortune Magazine, Information Week, Business Week, more.
• complete branding of University tied to corporate branding.
• metrics: at departure, University Intranet was second highest rated in company; training use was at record levels with 22,000 employees (of 34,000) expected to receive some type of training by end of year, 1999.
Position:Manager of Employee Communications March 1997 – March 1998
Duties:Responsible for HR to employee communications, HR to HR communications,
HR media relations, communication needs within business units.
Major Accomplishments:
• As Employee Network webmaster, maintained what was then the second most visited Unisys intranet site.
• authored, produced and launched an HR-to-HR intranet site, IABC Epic Award winner.
• produced two international HR television programs; one of which received an IABC Epic Award.
• received two Unisys Achievement Awards of Excellence in first nine months, three during tenure.
Position:Director of Marketing and Public Relations March 1989 February 1997
Company:Rancocas Hospital and Zurbrugg Memorial Health Center, Burlington Co., NJ
Duties:Responsible for employee, marketing, media, community and government relations,
special events, senior membership program, and Lifeline sales and marketing program for two community hospitals. Reported to President. Managed a staff of six.
Major Accomplishments:
• coordinated a major employee / community / media announcement of the closing of acute care services at Zurbrugg Hospital. Minimized negative publicity. Contributed to strong transition of services.
• created and implemented a comprehensive internal communications / recognition program.
• completed a name change and launched marketing and media campaign for the Rancocas facility.
• lobbied on behalf of healthcare related issues and legislation.
• instituted a program involving and rewarding employees for identifying media stories.
• developed 55+ senior membership services, which grew to 6,000 members at time of departure and accounted for 59 admissions per month. Successfully sold Lifeline service while keeping market brand.
• developed and implemented marketing plans for identified product lines resulting in growth of services.
• improved public image through intensive and ongoing media relations campaign. Established an exclusive medical hotline showcasing hospital physicians monthly in local daily newspaper.
• strengthened ties to the community through partnering and participation in events. Participated widely in community boards; developed an awardwinning Bicycle Safety Day.
1989 and Previous
Director of Corporate Communications, Episcopal Hospital, Philadelphia, July 1985 February 1989
Writer / Editor, J.B. Lippincott Company, Philadelphia, PA, August 1984 July 1985
Writer / Editor, Slack, Incorporated, Thorofare, NJ, May 1983 August 1984
Producer, CBS Incorporated - WCAUTV, WCAUAM Radio and the CBS Radio Network - July 1979 May 1983: produced syndicated “Sports World Roundup. Script writing. Reporting duties.
EDUCATION
M.S. University of Pennsylvania, Organizational Dynamics Pgm., 1998GPA: 3.9
B.S. Communications, Drexel University, Philadelphia, PA, 1980 GPA: 3.7
ASSOCIATIONS
Contributing Member, Health Leaders online; Board Member, Society for Healthcare Strategy and Market Development (SHSMD); Fellow, Society for Health Care Strategy and Market Development; Diplomate, American College of Healthcare Executives; Accredited Business Communicator, International Association of Business Communicators; Past President, Board of Directors, International Association of Business Communicators, Philadelphia; Member, American Association of Healthcare Consultants
SPEAKING ENGAGEMENTS
1st Middle East Strategic Healthcare Marketing Forum, December 2004, Dubai, United Arab Emirates
1999 Corporate University Week International Conference; Orlando, Florida
11th through 17th Annual Conferences for SHSMD in various roles
Chairman and Master of Ceremonies, Touchstone Awards, SHSMD
BOOKS
“Who Moved My Dentures?”, Warren Publishing, 2004
AWARDS
Eight IABC Epic Awards; Gold Award, New Jersey Health Care Public Relations and Marketing Society
(others). Featured in the following: Communication Briefings, Ragan Report, Profiles in Health Care
Marketing, Healthcare Marketing Report. 1997 Burlington County Chamber of Commerce Notable.
POSTSCRIPT:Singer / songwriter / musician / with extensive community service as an older adult entertainer; featured in Philadelphia Inquirer,The Charlotte Observer,Orlando Sentinel among others.