june 2015 jrobaina resume linkedin

2
JULIO ROBAINA 908.406.0777 • [email protected] ADMISSIONS & MARKETING DIRECTOR Experienced and accomplished admissions, public relations, and marketing director responsible for driving revenue growth and product visibility for leading acute and post-acute providers. Successfully implemented and supported business development initiatives to increase census and payer mix and coordinated high-profile press conferences and outreach events. PROFESSIONAL EXPERIENCE Skilled Nursing Facility- Essex County, NJ 7/2011 – Present Admissions & Marketing Director / Administrator-In-Training Responsible for directing referral and admissions to a 200-bed skilled nursing facility housing one of the state’s largest chronic and sub-acute specialty care units. Served as liaison for secondary and outlier facilities, specifically focusing on quality sub-acute payer mix patients and clients requiring long-term respiratory assistance. Accountable for marketing initiatives including relationship-building and revenue-generating activities targeting social workers, case managers, discharge planners, physicians and those with direct connections to facility appropriate clients. Outreach efforts and aggressive marketing led to increased referral and admission volume and yielded an average daily census of 95% for 2012, 2013, and 2014. Genesis HealthCare - Summit Ridge Center, West Orange, NJ 9/2010 – 7/2011 Admissions & Marketing Director Oversaw patient satisfaction and admissions programs for a 152-bed skilled nursing facility. Developed and maintained referral base and nurtured relationships with hospital discharge planners and community referrers. Led presentations to referral sources and prospects about center’s product lines. Made sales calls outside of the facility to medical, insurance, legal and financial professionals, senior organizations, and appropriate special interest groups. Effectively communicated bed availability and barriers to admissions between the acute and post- acute settings; Maintained knowledge of Medicare, Medicaid, Federal and state nursing home regulations and reimbursement. Christ Hospital, Jersey City, NJ 7/2009 – 4/2010 Public Relations Director Managed the PR, marketing and advertising activities for a 376-bed hospital Developed media releases and pitched newsworthy items to local print, radio and broadcast outlets. Designed and launched company’s website and maintained social networking pages to increase prospect traffic and build brand awareness. Spearheaded publicity and outreach efforts targeting residents within hospital’s catchment area. Served as spokesperson and ghostwriter for executive and board communications. East Orange General Hospital, East Orange, NJ 10/2007 – 9/2008 Public Relations and Marketing Manager Created PR and marketing strategies promoting professional services for a 196-bed hospital. Responsible for creating new brand identity and coordinating all branding initiatives. Updated and authored PR policies and procedures. Pitched feature stories to media and managed press events, interviews, photo and film shoots.

Upload: julio-robaina

Post on 09-Jan-2017

245 views

Category:

Documents


1 download

TRANSCRIPT

Page 1: June 2015 JRobaina Resume LinkedIn

JULIO ROBAINA 908.406.0777 • [email protected]

ADMISSIONS & MARKETING DIRECTOR

Experienced and accomplished admissions, public relations, and marketing director responsible for driving revenue growth and product visibility for leading acute and post-acute providers. Successfully implemented and supported business development initiatives to increase census and payer mix and coordinated high-profile press conferences and outreach events.

PROFESSIONAL EXPERIENCE Skilled Nursing Facility- Essex County, NJ 7/2011 – Present Admissions & Marketing Director / Administrator-In-Training

• Responsible for directing referral and admissions to a 200-bed skilled nursing facility housing one of the state’s largest chronic and sub-acute specialty care units.

• Served as liaison for secondary and outlier facilities, specifically focusing on quality sub-acute payer mix patients and clients requiring long-term respiratory assistance.

• Accountable for marketing initiatives including relationship-building and revenue-generating activities targeting social workers, case managers, discharge planners, physicians and those with direct connections to facility appropriate clients. Outreach efforts and aggressive marketing led to increased referral and admission volume and yielded an average daily census of 95% for 2012, 2013, and 2014.

Genesis HealthCare - Summit Ridge Center, West Orange, NJ 9/2010 – 7/2011 Admissions & Marketing Director

• Oversaw patient satisfaction and admissions programs for a 152-bed skilled nursing facility. • Developed and maintained referral base and nurtured relationships with hospital discharge

planners and community referrers. • Led presentations to referral sources and prospects about center’s product lines. • Made sales calls outside of the facility to medical, insurance, legal and financial professionals,

senior organizations, and appropriate special interest groups. • Effectively communicated bed availability and barriers to admissions between the acute and post-

acute settings; • Maintained knowledge of Medicare, Medicaid, Federal and state nursing home regulations and

reimbursement.

Christ Hospital, Jersey City, NJ 7/2009 – 4/2010 Public Relations Director

• Managed the PR, marketing and advertising activities for a 376-bed hospital • Developed media releases and pitched newsworthy items to local print, radio and broadcast outlets. • Designed and launched company’s website and maintained social networking pages to increase

prospect traffic and build brand awareness. • Spearheaded publicity and outreach efforts targeting residents within hospital’s catchment area. • Served as spokesperson and ghostwriter for executive and board communications.

East Orange General Hospital, East Orange, NJ 10/2007 – 9/2008 Public Relations and Marketing Manager

• Created PR and marketing strategies promoting professional services for a 196-bed hospital. • Responsible for creating new brand identity and coordinating all branding initiatives. • Updated and authored PR policies and procedures. • Pitched feature stories to media and managed press events, interviews, photo and film shoots.

Page 2: June 2015 JRobaina Resume LinkedIn

J. Robaina Continued…

Barnabas Health – Livingston and Union, NJ 4/2001 – 10/2007 Certified Patient Access Representative / Public Relations Director

• Implemented marketing and outreach strategies to promote hospital services. • Developed the campaign theme and marketing plan for “H.U.G.S.” an acronym for “Help Us Give

Support.” Concept raised $240,000 over three-years for employee and patient-designated programs. • Devised campaigns highlighting emergency preparedness programs and readiness efforts. • Assisted in disaster drill preparation and served as Public Information Officer during emergencies. • Supervised offsite publishing team to produce health magazine targeting 30,000 households. • Developed intranet site and worked with teams to implement new hospital website. • Responsible for  implementing strategies to increase employee communication and morale,

including internal newsletters, town hall meetings and employee events. • Handled admissions and finance related duties for outpatient and inpatient units.

CAREER HIGHLIGHTS • Advertising: Worked with full service creative agencies to conceptualize and develop new

corporate websites for two New Jersey hospitals and executed outdoor ad campaigns, promoting maternity, orthopedic and cardiac care services.

• Public Relations: Served as hospital spokesman, public information officer, and executive ghostwriter. Successfully hosted numerous press and media events for C-level leadership and political dignitaries.

• Media Outreach: Created and disseminated news releases, media advisories, fact sheets, and marketing materials. Managed press events, interviews, photo and film shoots and pitched feature stories to media.

• Business Development: Developed relationships with referrers, physicians, and general community to promote healthcare services. To spotlight hospital physical therapy services in 2007-2008, implemented idea to introduce gaming system for use in acute patient rehabilitation after seeing success in programs established in West Coast states. Garnered state-wide print and television coverage that resulted in facility gaining notoriety as the first hospital in New Jersey to establish a virtual reality-based physical therapy program.

EDUCATION & LANGUAGES • BA, Communications (Concentration in Public Relations and Journalism) • AA, Communication • Fluent in English and Spanish

AFFILIATIONS • American College of Health Care Administrators- Active Member, 2015 • Municipal Land-Use Board, Roselle Park, NJ, Class IV Member, 2011 - Present • Bayonne Community Action League, Bayonne, NJ, Communications Director, 2009 - 2011 • New Jersey Hospital Association, Princeton, NJ, PR Constituency Group Member, 2006 - 2008 • SBMC Executive Focus Group for hospital-wide improvement initiatives, Member, 2003 - 2006

AWARDS & CERTIFICATIONS • HCANJ 100-Hour Administrator Preparation Course- Education Hours completed 3/2015 • Certified Planning Official/NJ Planning Officials - Municipal Land-Use Board, Roselle Park • Disney Institute - Disney’s Approach to Quality Service for Healthcare Professionals • FEMA/Emergency Management Institute: Certificate - ICS 100 and ICS 700 • Saint Barnabas Health Care System (SBHCS) Leadership Management Training Institute • SBHCS Disaster Preparedness Training - Certificate of Achievement • SBHCS Exceptional People Inspired Curriculum (EPIC) Program • SBHCS Recognition Award Recipient (multiple occasions) for excellence in customer service