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Home My WebLink AboutLTC 23-2002 I. \ . 4 CITY OF MIAMI BEACH Office of the City Manager Letter to Commission No. ~3 -~OO2- m To: Mayor David Dermer and Members of the City Commission Jorge M. Gonzalez . ~ City Manager ~ Ie. Date: January 25, 2002 From: Subject: APPOINTMENT TO THE PERSONNEL BOARD Attached please find a resume and bio from Mr. Orlando Alvarez. Orlando currently serves on the City's Health Advisory Committee. Recently, however, he has expressed a desire to take on a different challenge. In meeting with him, and reviewing his experience and background, I feel that he would be an excellent addition to the Personnel Board and I would recommend his appointment. JMG\ptw f:/cmgr/$all/ltc-02/armalv.pbd 01/23~2002 WED 15:18 FAX 305 680 4723 MERCYHEALTH l~C . ~UUZ/UU;) ORLNADO L. ALVAREZ, JR. CHIEF MARKETING &: DEVELOPMENT OFFICER MERCY HEALTH SYSTEM At Mercy Health System, Orlando L. Alvarez, Jr. is responsible for providing the strategic direction to the departments of marketing both domestic and internationaL, public relations, physician development, and PHO marketing and retention. He is the hospital's senior expert in marketing and public relations, cuLtivating, negotiating and executing key strategic aLLiances, acquisitions and joint ventures. Throughout his 10-year career, Mr. Alvarez has established himself as a leader in the area of healthcare marketing. At Mercy HeaLth System, he has created a growth plan that will yield $30 million in net revenue through CY2003, along with the development and execution of a $2 million branding campaign in which he has increased Mercy Hospital's physician referrals by 62%. PreviousLy, Mr. ALvarez acquired vast experience at OrNda Health Corp, a fifty- hospital for-profit hospital network, where he held the. position of assistant administrator for deveLopment and managed care. He was responsible for aLL marketing and public relations functions, IPA development, managed care and physician development. He also managed ten of the corporation's wholly owned practices. At OrNda, Alvarez aLso held the position of director of business development where he successfully oversaw the consolidation of regional business deveLopment functions, responsible for all negotiations of managed care contracts. He implemented a satellite clinic strategy, opening ten locations impacting census and outpatient volume. OrNda honored him in 1994 with the Winner's CircLe Award, highlighting his efforts as director of business development for the year. Mr. Alvarez also served as an administrator for three Humana Medical Plans affiliated HMO centers. He was responsible for all operational aspects of patient care, including negotiating and executing all specialty and ancillary contacts, both in capitated and fee-for-service payment structures. In addition, he was responsible for implementing a marketing strategy, which resulted in a membership increase of 20% in one year. In addition to his professional accomplishments, Mr. Alvarez is affiliated to various community organizations such as the Coconut Grove Chamber of Commerce where he currently holds the position of president elect. He also participates in the South Beach, Coral Gables and Greater Miami Chambers of Commerce. He belongs to the American College of Healthcare Executives, the Society of Healthcare Strategy and Market Development and the South Florida Healthcare Executive Forum. 01/23r2002 WED 15:16 FAX 305 860 4723 MERCYHEALTH INC . Mr. Alvarez holds a bachelor's of arts from the Bennington College. He is fluent in both English and Spanish and has worked and traveled extensively throughout Europe and the U.S. 1lJ003/005 0~/23/2002 WED 15:16 FAX 305 860 4723 MERC11ffiALTH INC , . la1 0041005 430 I CULLINS A V I:::N UI::: APT. 807 MIAMI lIr:.ACH. 1'1. 33140 TI:::Ll!PHONE: (305) 531.8510 OFFICI::: DIRr:.CT: (305) 860-H13 BI:::r:PIiR: (305) 287-6359 ORLANDO L. ALVAREZ,jR. PROFESSIONAL CAPABILITIES . Marlur reJ,tlZTrh & JlraI"!ic planllin,g · Brandis&> ima,ge 4"" poJmo,u",g · E-co11lmcrrt and diJtabtJJI 11IIlf'JurillIJ . CrtariOll of PJrpt'rian DtlJtJqprmflt Progaml · Dlvclopmmlof IP Ai, GP WWI aIId PI lOr · MaI/llUJ tlm ne.gotialio1f a1fd rontradinl. · jD;1tI umhmJ and 4utuiJiti",u · CNmo1f of hiJh f'I/Jtn1l1 fJ/'rJtlMdn!, ltIarluliH!,pro.!f'#M1 EXPERIENCE 1997-Pr<:llcnt ChitjMtlrktrin,g & Dm/opmmt Offiar Mercy Health System Miami, FL &murive re1pofIJibiJititl fir M4rJuring, Publir RtlPtiOllJ, Straltgif Planning, GOllff1lfJItnl R,lationJ, l~nal Markldn", P!Jyrifian Dt/itltJp11lont and &untion and PHO Marle,ting . Directs all Strategic: Planning and Development initiatives · Rc~ponlliblc for dc:veIOpll1el.lt & execution of all Marketing & Public Relations initiativC$ domestic and international . Responsible for creating Growth Plan to yield $30 million net revenuc through CY2003 · Developed and executed $2 million doll:u: branding camp:ugn with 62% incr~se in physician rcfarals and $6.5 million in net revenues · Cultivate, negotiate.~ and executes key strategic alliances, acquisition., and joint ventures · Leads Physician Development Program to increase hospital revenue and loyalty · Implementll and directs tri-lingual website and e-strategy plan for health system · Created crisis communication plan and implemented media training program for key clinical/non- clinical personnel . Developed integn.ted marketing plan for Mercy Medical Group . Manages all development/consulting engllgements 1995-1997 AJ.fiJtlJnt Admlflirtral~ D,lIIhpmcnt & Maflll,gtd Cm OrNda. HealthCmp Indianapolis. IN SeniQr ma1tIl.(,menl !Writion rrrponr;bl,/or mark,ting, puhlic rrlanollJ,lPA dcvelopm,nt, managtmtnt oj 1m o1ll1l,d prafliftJ, fIIana,ged fart alld phylidan tit"""'p""nt . Directed all Marketing and Public Relations functions . Responsible for developing a multi-specialty IP A . DL'Vdopcd plan for Indiana's first state-wide Podiatric IPA . Re-engineered the emergency room department including managcm~nt restrUcturing. managed care contracting. and markt:ting. cfforts resulted in a 34% increase in the number of I:!R visits . Consolidated managed care functions between hospital bascd MSO with organization's managed carc strUcture 1 U1/~J/~UU~ WeV 15:16 rAA JUS 660 472J MERCYHEALTH INC . 1lI005/005 page 2 Orlando L. Alvarez,jr. (305) 531-8510 . Launched productll which resulted in a 14% incr~":ISe in admissions . Rcspomible for all managed care contr:1Cttng and renegotiations . Supervised physician recruitment and d~elopment initiatives 1993-1995 OrNcla South Florida Miami, FL Dirraor ofBllJinw Dlllllupment Rupo,uib/~ for bu.rill~JJ J~/H/opm~lIt and mtmag~d (a,., a(ti1Jiti~s for StJuth Florida rf/,;M ofOrNda H~a/th(/Jrp, tl fif~ h01pita/ for-projir hDJ-piJaI nc//JIOrle, /attr rJcql.irfd by Ttn~t HIfJlth(ar~ Corporation . Success fully oversaw the consolidation of regional business development functions . Responsible for negotiation and rcnegotiatiom of all managed care contracts . M.-m:>.ged budget tying all expenditures to product lines, while rncking fOL RO.!. . PHO development through risk contracting and achieving delegation from managed care payors . MSO development c::;tabWhing a 16 hospitAl tri-county netwOLk., which included hospital and physician networks . D~'Vclopcd Indu.~triaI Medicine IPA . Directed phy~ician acquisitions, cultivation, recruitment, redirection, and retention effort$ . Implemented satellite clinic ~trategy; opened ten locations impacting eensus and out-patient volume . Rcgionalized media buying between fivc OrNda h03pitals to achieve a 15% savings 1991-1993 ~dwUu1~tor Humana MediC9.l Plans Mia1n~ PL Adminutrator ofthm HUlJlanll affilia/,d stoff molkl HMO (,,,Im tvith 10,000 M~di(ar4 livtJ . Responsible for all operational ~pect$ of patient care . Directed Alt/ AP management and accrual accounting system and reporting . Supervised elaims adjudication and processing . Developed IDNR traCking system to manage IBNR on a monthly blL~js . N<:gotiated and executed all specialty ~nd anc:ilWy contracts, both in capitated and fec-foNervice payment strUctures . Successfully targeted and implcmcn.ted marketing stmtegy which resulted in a membership increase of 20% in one year EDUCATION . Bachelor of Arts, Benningron College, 1991 . Graduate work toWllrds MBA, UnivetSity of Miami AFFILIATIONS' . Member, American College of Healthcare Executives . Member, Society for IIea.\thcare Strategy and Market Dcvelopment . Medical Group Management Auociation . South Florida Hea.\thcare Executive Forum . President, Coconut Grove Chamber of Commerce . Member, South Beacll & Greater Miami Hispanic Chamber of Commerce . Member, Miami Beach Ch1\rnber of Commerce