Margaret C. Breeden
Summary
Thirty years experience in strategic planning, operations, marketing, and new business development with health products and service organizations from $30MM non-profit to Fortune 10 organizations. Talented in strategic development and tactical implementation of new products and services; and developing and articulating distinguishing brand platforms.Outstanding achievements include successfully launching a $50 million product line, growing homecare Medicare market share by 15% in one year, increasing hospice average daily census by 18% in 36 months; and launching a palliative care in-home service line, and growing patient census to186 in two years.
Career History
______June 2014 – Present CxO Business Solutions Beverly Hills, MI
Principal Marketing Consultant
Coalition of C-level executives with complementary industry, functional and geographic expertise. Areas of concentration: Performance improvement consulting; Interim-to-permanent executive assignments; and Organizational transformation.
2014 - 2015 Developed branding and positioning strategy for a leading healthcare IT consulting firm consistent with the strengths and personality of the organization. Brand platform was used to create new website and collateral materials.
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July 2015 – February 2016 Angela Hospice Livonia, MI
Director of Marketing
Developed and launched a marketing and business development function for a 30 year-old hospice organization. Defined and articulatedunique brand position, unique selling features by key audience and a customer focused business development strategy. Implemented advertising plan and brand awareness campaign. Increased referrals by 8% in 12 months.
2010 –April 2015 / Arbor Hospice / Ann Arbor, MI
Director Innovation and Business Development (June 2014 – April 2015)
Vice President Marketing and Business Development (May 2010 – June 2014)
- Referral and Admission Center – Integrated marketing and admission teams; improved same day admissions by 10%.
- Business Development – Led team to grow agency average daily census from 216 to 254 in three yearsand grew market share from #5 to #2 in seven county service area.
- Arbor Palliative Care – Led start-up of new home-based, nurse practitioner led palliative care service resulting in census of 186 at end of second year.
- Marketing – Wrote RFP and hired firm to create new website, led public relations and internal and external communications strategies, community outreach, online presence and reputation management, developed distinguishing brand pillars.
1999 - 2009 / VNA, Inc. / Oak Park, MI
Vice President Marketing and Community Relations
Led marketing, sales and public relations functions for home health care, hospice and community and corporate wellness service lines. Responsible for community programs division including immunizations, corporate wellness, a personal emergency response system, and telehealth.- Launched and grew wellness service line to $2.5 million in six years.
- Consistently exceeded home health budgeted referral volume by an average of 3% - 5%.
- Combated an eroding payor mix and increased Medicare admissions by 7%; and 19% within the Detroit Medical Center.
- Increased hospice patient volume by 200% in one year by targeting underserved nursing homes.
- Grew a dynamic public relations program that established VNA as a respected media resource; produced more than 100 media placements annually, including a spot on Good Morning America.
1992 - 1998 / VNA, Inc. / Oak Park, MI
Director Community Relations
- Structured VNA’s first marketing and sales department that achieved year after year increase in patient volume and brand awareness.
- Built relationships with key physicians to exceed sales goals by 5%.
- Leveraged the equity of the VNA brand during a yearlong centennial celebration.
- Led cross-functional team to improve customer service with internal and external customers. Developed VNA’s first customer service training program used during new employee orientation.
1985 - 1989 / MetLife Health Care Network / Canton, MA
Director of Marketing
- Founding member of management team in a newly formed HMO.
- Developed and implemented marketing plans and strategies driving an average annual sales growth of15%.
- Recruited, trained and managed sales and telemarketing teams.
1981 – 1985 The Kendall Company Boston, MA
Product Manager
- Profit and loss responsibility for a $50 million adult incontinence product center.
- Launched a graduated compression boot used in orthopedic surgery.
- Created marketing collateral and sales presentation tools for 300 sales representatives.
- Coached sales representatives on selling product lines.
Education
MBA- Northeastern University, Boston, MA
- Marketing concentration
- Environmental Design
International Association of Business Communicators (IABC) Renaissance Awards
- Award of Excellence: Most Improved communication Process
- Award of Excellence: Marketing/Communication Plan
- Award of Excellence: Shoestring Budget communication
- Award of Excellence: Special Events/External
“I've have been fortunate to work with Margaret twice during the past several years. Margaret is a bright and articulate marketing professional who has great assessment skills and is able to immediately identify trends, strengths, weaknesses and opportunities. She has the skills to move a project forward and the experience needed to turn the project into exactly what's needed.
Margaret is a very dedicated professional. She is passionate about enriching the lives of those she touches in our mission and is comfortable doing so at many levels…
I would be happy to work with Margaret again at any time.” Margot Parr, President & CEO, Angela Hospice
“Margaret ’s strategic brand discovery process led us to uncover our unique and distinguishable brand purpose and promise. We have utilized these to build our marketing and sales platform including a new website and collateral materials. Margaret delivered on time and on budget and her friendly professional style was welcomed by our customers and employees.” Jim Ruthven, Business Development Director, Preferred Solutions
“Margaret is creative and driven. As valued member of the executive team at VNA, she always brought the customer’s perspective into the conversation and decision making process. She also worked collaboratively with clinical management and was a strong team leader. She was instrumental in creating and implementing marketing and community outreach strategies that involved key stakeholders. Margaret is a proven professional, and I would strongly recommend her to any organization looking for a competitive advantage with a strong marketing leader. She will be an asset to any organization looking to improve their marketing and public relations scope. “Gloria Brooks, President and CEO, Angela Hospice
care, marketing, new business development, operations, new product launch, newnon-profit, executive, promotion, public relations, team leader, coach, customer servic