In my role as AVP of Digital Strategy for North Shore-LIJ Health System in New York, I develop and implement strategic marketing and business development initiatives that utilize the power of social media and transactional Web to engage the diverse population that is the target market of Inova, a six-hospital nonprofit health system serving the greater New York Metropolitan area. I have spearheaded the use of measurable, integrated approaches to promoting health services through the effective use of traditional online search marketing, SEO and social-media optimization. I also have expanded our use of low-cost, high-return branding efforts and used targeted online strategies to attract and retain patients. I am a member of the Mayo Clinic’s Social Media Advisory Board and regularly speak at conferences nationwide on how hospitals can use digital mediums to improve their marketing/communications efforts. In summer 2010, I led the successful development and rollout of an Emergency Room Wait Times app for iPhone, as well as an online interactive fitness program called "Fit for 50" with former Redskins star Darrell Green. With a background including more than 15 years of experience as a marketing and sales consultant, I have spent the last five years in the healthcare industry and has personally worked with more than 100 hospitals and physician practices throughout the United States on implementing successful social media and online marketing programs.