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MICHAEL J.

KRIVICH, FACHE, PCM
Plainfield, Illinois 60544-7050
(815) 351-0671 michael@themichaeljgroup.com

VP-DIRECTOR MARKETING/STRATEGIC MARKETING/REVENUE GENERATOR
An entrepreneurial healthcare marketing executive who is a thought-leader, strategic and revenue focused. This is
accomplished in a collaborative, data-driven, highly accountable approach that clarifies, improves, builds and
strengthens marketing relationships, performance and accountability across the organization. Strategic marketing
plans are developed and executed that are fully integrated into the strategic, operational and financial plan of the
enterprise. Market share, sales and revenue grows as marketing becomes seen as an organizationally valued asset.
Specialties: Thought Leadership; Social Media Strategy; Product Marketing; Hospital & Health System Service
Line Marketing; Patient Acquisition; Client Acquisition; Hospital Brand Marketing; Physician Experience;
Tradeshows; Collateral Materials; Strategic Marketing: Media & Public Relations; Merger & Acquisition Brand
Consolidation; Brand Management; Key Message Development; Marketing Communications; Sales and
Marketing Integration; Crisis Communications; Department & Budget Management; Staff Mentoring and Growth.

PROFESSIONAL EXPERIENCE
Truven Health Analytics, Chicago, IL  2012- 2014 (VERTIAS Capital Reorg-RIF)
Truven Health Analytics delivers unbiased information, analytic tools, benchmarks and services to the healthcare
industry with $500 million in revenue.
Senior Marketing Manager, Hospital Segment
Oversee development and execution of strategic marketing campaigns for lead generation, revenue enhancement,
brand awareness and market share increases for healthcare focused IT systems- using Sales Force and Eloqua email
marketing systems for population health enterprise-wide IT, operational and financial improvement, clinical and
physician advisory services, marketing and social media plans, press releases, media relations, sales integration,
collateral development, budget management and trade shows. Manage staff of 3 with a $2 million budget as well as
contract negotiations.
 Reported to the EVP/COO for Commercial Division with matrix reporting relationship to all Solution GMs,
Vice President Sales as well as SVP for Corporate Strategy.
 Member of senior management leadership team and active meeting contributor.
 Refocused marketing team from features and benefits marketing to needs solution integrated marketing.
Results- C-suite email open rates of 25percent; marketing qualified leads increased 14.5 percent; Sales
accepted leads increased by 10.5 percent; long funnel increased 49 percent; short funnel increased 10
percent; generated 4,445 MQLs; 1,200 SALs.
 Integrated and enhanced public relations program into the social media strategy.
 Designed and initiated thought leadership hospital marketing program to hospital CEOs, CFOs, COOs
etc., blog, research briefs and white papers. Results generated over 700 download and a 62 percent open
to click through rate. Developed and executed cobranded webinar with the American Hospital Association.
Results- 750 registrations, 635 attendees, 450 marketing qualified leads, 370 sales accepted leads.
 Developed and executed go to market product launch plans, new sales collateral, sell sheets, capabilities
brochure, FAQs and campaigns for new product launches.
 Developed strategic marketing campaigns for lead generation, revenue enhancement, brand awareness and
market share increases for Population Health Management IT systems, performance improvement
measurement, data analytic solutions and consulting services. Results over 1,000 market qualified leads
and 700 Sales accepted leads generated for Population Health Unify & Unify ACO solution.
 Changed and Developed Truven Health HealthLeaders Fact File from generalized Pulse Survey data
trend analysis to operational, financial, quality analysis to into solution specific national data trends
analysis to using the full national scope of Truven product and solution data for operational, financial,
quality and performance improvement benchmark trends published 10 times a year.
 Extensive use of WebEx, SalesForce.com and Eloqua in Pragmatic Marketing for email marketing
campaigns focused on existing clients, contacts and leads for marketing campaign and media relations.

MICHAEL J. KRIVICH, FACHE, PCM

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the michael J group, Plainfield, IL  2010- 2012
Healthcare marketing consultancy delivering exceptional strategic marketing plans, tactical planning, customer
experience management, product launch plans, sales training and integration of sales and marketing programs,
new product launch, physician marketing, public relations, media relations and brand management and
development for hospitals, health systems and specialty pharmacy.
Founder/Independent Consultant
Oversee business development, all marketing and social media plans, press releases and media relations, and brand
development, budget management, marketing plan strategic development and tactical execution, client
management. Develop and acquire additional outside support resources for projects as needed.
 Interact with senior management executive suite leadership in providers and vendors.
 2014/15: Continuing investment managers, analysts,& equity/private venture capital strategic market
consultation projects, through Gershon Lehrman, Alpha Sights, Coleman Research and SAI Infocomm,
regarding strategic market analysis of companies and markets for private equity and capital investment
firms in population health IT, healthcare analytics, specialty pharmacy, infusion services and healthcare
advertising and PR firms.
 2007-2015 thought leadership: Healthcare Marketing Matters, a provider focused strategic healthcare
marketing blog read in 52 countries with over 5,000 page views per month; totaling 287 posts & 250,000
page views ; LinkedIn, 42 posts to date with 15,354 views, 980 likes and 172 comments; Founder
Healthcare Marketing Leaders For Change, a LinkedIn professional group.
 Completed strategic market overview of U.S. specialty pharmacy for Coleman Research Group for $250
billion international equity investment firm.
 Completed strategic market consultations: Medco Express Script merger; 2012 PBM selling season;
specialty pharmacy market, for Gershon Lehrman Group for $500 billion international global equity firm.
 Rewrote start-up business plan, created executive summary, provided media relations, press releases and
strategic marketing expertise for a medical device start-up resulting in capital investments of $10 million.
 Developed new sales materials for a Workers Compensation Network PPO product.
 Developed social media strategy for regional 500,000 members PPO.
 Strategic marketing plan review for pharmacogenetic startup.
 Provided Customer Experience Management advice to Franciscan St. Elizabeth Hospital, Wake Forest
Medical Center Radiology Department, Emory University Radiology Department, and Manipal Hospital,
Bangalore Area, India. Provided Experience Map tool and Customer Experience Management overview
presentation.
BioScrip Inc, Elmsford, NY  2009-2010 (acquisition/reorg)
National specialty pharmacy with 32 community pharmacies, 3 specialty pharmacy mail centers,8 infusion centers,
PBM and prescription mail operations doing $1.8 billion in annual sales.
Director of Traditional Marketing
Oversee budget management, marketing plan creation for specialty pharmaceuticals - strategic and tactical, trade
shows, market research, public and media relations, crisis communications, managed care and physician sales team
strategies and support, key message development, brand positioning, and transitioning of all acquired brands.
 Reported to EVP for Managed Care, matrix reporting relationship to CEO/President, General Counsel and
VP Sales. Active member of senior management team.
 Wrote, orchestrated and executed initial integrated marketing plans including department rebuild and
budget.
 Created and launched national AHIP Smartbrief e-newsletter ad campaign to managed care
executives generating over 200 leads.
 Developed and launched community pharmacy national HIV/AIDS medication consumer purchase
campaign.
 Created and implemented strategic marketing plans, redesigned key publications to reinforce brand
message, integrated marketing communications materials to leverage brand messages.
 Instituted ROMI (Return on Marketing Investment) measures, implemented logo graphic standards,
redesigned advertising to be more brand specific and measurable.
 Created and launched proactive media and advertising strategies increasing media exposure 75 percent.

MICHAEL J. KRIVICH, FACHE, PCM

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Walgreens Health Services, Deerfield, IL  2007-2009 (recruited to BioScrip)
Specialty pharmacy division of Walgreens Health Services (Walgreens Co.) doing $3.2 billion in annual sales
through retail locations, specialty pharmacy mail, and PBM operations.
Senior Marketing Manager, Specialty Pharmacy
Oversee budget management, marketing plan and physician sales tool creation in oncology, MS, HIV/AIDS,
Transplant, RA and RSV- strategic and tactical, trade shows, market research, public and media relations, and crisis
communications, managed care and physician sales team support, key message development, brand positioning,
and transitioning of all acquired brands to a single brand, manage 5 staff.
 Reported to EVP Specialty Pharmacy& Director of Marketing WHS, matrix reporting relationship to VP
Corporate Communications Walgreens.
 Developed and executed physician sales and marketing integration program, while redesigning sales
materials to increase effectiveness. Increased regional fertility drug sales 25 percent.
 Project managed creation of media data base that identified 850 contacts in consumer, trade and business
press for all divisions and increased media exposure for specialty pharmacy by 80%.
 Wrote, orchestrated and executed initial integrated marketing plans including department rebuild and
budget.
 Developed and implemented brand transition plan for 5 acquired specialty companies adding $500 million
in revenue.
 Reorganized specialty marketing department along functional lines increasing quality in execution and
speed to market.
 Created specialty pharmacy’s first strategic marketing plan, including brand positioning nationwide.
Implemented ad campaign with American Health Insurance Plans e-newsletter.
 Standardized all consumer and physician satisfaction surveys across operating entities.
 Improved internal communications; raised departmental performance expectations; set marketing team
measurable goals and objectives; improved working relationships with acquired companies.
 Created integrated messaging across managed care, sales, and consumer marketing.
Agfa Healthcare, Grenville, SC  2006-2007 (international reorg)
Healthcare information technology and digital imaging division of Agfa-Gaveart Mortsel, Belgium Healthcare with
revenues of $3 billion.
Director Communications/PR Americas
Managed all marketing communications, trade shows, and public and media relations for U.S., Canada, and
Mexico/Latin America marketing while reporting to VP Communications, Mortsel, Belgium and VP Sales &
Marketing Americas. Managed staff of three based in New Jersey, Massachusetts and Texas.
 Reported to VP Global Communications, North America GM and North America VP Sales.
 Developed and executed strategy for internal communications.
 Directed international PR firm to develop campaign and execute media relations for healthcare press on
RIS, PACS, HIT North American Strategy, New Business wins.
 Developed and executed strategy for increasing business press coverage.
 Created FDA compliant US web site and received regulatory approval of all marketing and PR materials.
 Developed and implemented strategy for speaker’s bureau. Arranged all media interviews.
 Managed all crisis communications, statements, questions and answers development.
 Managed Agfa $7 million international trade show exhibit at RSNA resulting in $100 million in PACS, RIS
sales.
Adventist Midwest Health, (AMITA) Hinsdale, IL  2003-2006 (reorg from centralized to decentralized ops)
Multi-state four hospital healthcare system with revenues of $1.1 billion.
Regional Director of Marketing
Spearheaded individual hospital and system marketing, corporate Internet site, product line marketing/marketing
communications, community health screenings and wellness programs, physician referral, class and events
registration call center, public relations, crisis communications, senior programming, advertising and special events.
 Reported to Chief Administrative Officer with matrix reporting relationship to all Hospital CEOS, attended
senior management leadership team meetings at all hospitals and was active contributor.

MICHAEL J. KRIVICH, FACHE, PCM

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Adventist Midwest Health ( AMITA) continued:
 Created and implemented system strategic marketing plan, redesigned key publications to reinforce brand
message, integrated marketing communications materials to leverage brand messages, instituted ROMI
(Return on Marketing Investment) measures, implemented logo graphic standards, redesigned advertising
to be more brand specific and measurable.
 Launched system-wide ER ASAP campaign. Increased ER visit by 4.7 percent. Launched STAR3 (Schedule,
Test, Results in 3 days) Outpatient service campaign for Adventist GlenOaks Hospital. Launched Third
Opinion Oncology system Internet based campaign for Adventist Hinsdale and Adventist La Grange
Memorial Hospitals.
 Designed and implemented effective public relations strategy for CON for new hospital construction
generating 2,000 community letters of support and significant major media coverage. Obtained editorial
support for the project from the Joliet Herald Editorial Board for Adventist Bolingbrook Hospital.
Contributed to major media stories in Crain’s, Chicago Tribune, Modern Healthcare, Chicago Sun-Times,
Joliet Herald, Naperville Sun, and WJOL AM-1340. Developed key messages and successfully, kept senior
management on message for 12 months.
 Managed RN based call center; ROI 9,000 calls in 2004, $21 million in new charges generated, $4.2
million net income contribution ROI 18.22:1. Generated in advertising equivalent dollars, $1.07 million
worth of public relations media coverage in 2003 - 2005 by implementing overall media strategy for the
system.
 Launched new Adventist corporate brand successfully adding name to all entities. Designed and
implemented brand name change plan for name change in November 2004.

EDUCATION
Master of Health Administration, ACHESA accredited
Governors State University, University Park, IL
Bachelor of Arts, Applied Behavioral Science
National-Lewis University, Evanston, IL

ASSOCIATIONS
American College of Health Care Executives
American Marketing Association
Member, Chicago Health Executives Forum
Founder, Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

CERTIFICATIONS
Fellow, American College of Health Executives (FACHE)
Professional Certified Marketer (PCM), American Marketing Association
Miller Heiman Strategic Selling Program
Huthwaite SPIN Selling
Board Membership
Advisory Board Member, HCXperience Inc. A real-time patient satisfaction data collection, reporting and analysis
start-up.
LinkedIn http://www.linkedin.com/in/krivich0707 2,790connections with 3,317 followers
Twitter: http://www.twitter.com/mkrivich 1,652 followers