Under general supervision by the Senior Vice President of Strategy, Community and Business Development, supports, within the context of the overall mission, vision and values of the University of Maryland Medical Center (Downtown and Midtown Campuses), enhancements to clinical services, including new initiatives, program expansions, volume improvements and program integration. Oversees key operation planning and market intelligence functions and processes to support business growth through effective project implementation, including space planning and project development. Provides overall direction in strategic and program planning efforts. Activities frequently involve meeting with UMSOM physician and administrative leaders, faculty members, individual physician groups, Vice Presidents, planning agencies, consultants, and government officials.

Principal Responsibilities and Tasks

The following statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all job duties performed by personnel so classified.

Strategy and Business Development (University Campus and the Midtown Campus), 75%

1. Facilitates efforts related to business planning initiatives for new or existing clinical programs to increase inpatient and ambulatory volumes and enhance institutional revenue. Writes periodic volume, financial and quality summary analyses for all lines of business under area of responsibility to be used in making improvements

2. Assesses the needs and preferences of physicians and clients for expanded clinical services. Meets with physicians and client populations to gather this information. Meets periodically with current users to determine the efficiency of existing programs. Reports findings to appropriate standing committees, physicians, and management.

3. Continually updates Executive Management on volume and market share indicators - internally and externally. Often functions as liaison between business entities to track market dynamics.

4. Analyzes data available through published surveys, financial performance records, and marketing studies to determine the competitiveness of UMMC and Midtown Campus programs for facility usage, physician preferences, and utilization of services. Recommends modifications to service line operations or organization in order to maximize competitiveness.

5. Collaborates with the Director of Facility and Project Development to support the Medical Center master planning and space planning projects. Facilitates meetings to plan and design the construction and/or renovation of Medical Center and Midtown campus facilities required for clinical programs or new business ventures as assigned. Consults with planning consultants, architects and state and local government planning agencies, and others as needed.

6. Coordinates the annual volume budgeting process with Finance, Patient Care Services, Clinical Effectiveness and clinical departments.

7. Provides support to annual and long-range capacity planning initiatives including inpatient bed planning, ambulatory care planning, and planning for the annual capital budget for special projects.

8. Participates in the development of the overall Strategic Plan and Annual Operating Plans for UMMC and the Midtown Campus by researching ideas, writing drafts, and discussing options collaboratively with members of the UMMC Leadership Teams. Present portions of the Strategic Plan to Senior Management and Department Management, when required.

9. Provides research and project development support for new service development and enhancements including ambulatory care services, population health, clinical program integration between the University Campus and the Midtown Campus.

10. Identify and evaluate new business opportunities, including service line expansion, partnerships, mergers and acquisitions. Develops business cases, financial modes, and feasibility studies to assess potential investments or collaborations.

11. Develop formal clinical program business plans identifying strategies to expand existing programs and/or establish new service, improvements in levels of care that would expand and/or open up new markets for an assigned service line. Develop projections of probably usage and cost benefit of new services.

12. Collaborate with clinical faculty physicians, other departments, consultants, other hospitals, payors and the managed care department to provide the service line and identify opportunities for growth. Manage referral systems to maximize volume including active participation with key community physician practices and medical groups.

13. Research and evaluate a variety of trends and parameters of hospital usage, service utilization, community needs and physician's preferences, market share and competitor situational analysis. Conduct formal and informal studies of physicians, payors, hospital patients, and community agencies to assess needs and evaluate potential growth markets.

14. Collaborate with hospital departments and medical staff to correct deficiencies identified by customer satisfaction surveys.

15. Collaborate with the Directors of Marketing, Public Affairs and the Service Line Marketing Manager (supporting assigned programs) of clinical programs via media placements, paid advertising, physician marketing and relationship management, consumer events and the UMMC consumer website.

16. Manage and represent the Medical Center in programmatic joint ventures within the UMMS member organizations and medical staffs and the other community hospitals or physician groups