News

7.31.2014

Theresa DiNardo Brown Named AVP and Executive Director of Marketing and Communications

Theresa DiNardo Brown, Chief Communications Officer of the Ohio State University Comprehensive Cancer Center – James Cancer Hospital and Solove Research Institute, has been named Associate Vice President of Marketing and Communications for the Miller School of Medicine and UHealth, and Executive Director of Marketing and Communications for the Sylvester Comprehensive Cancer Center.

At Ohio State, DiNardo Brown is responsible for all strategic, operational and fiscal management for branding, marketing, communications, digital strategy and event planning for one of the largest National Cancer Institute-designated cancer centers in the nation.

“The University of Miami Health System – UHealth is truly poised for remarkable growth, an opportunity to make a difference in the lives of more patients and their families, to prevent disease and cure it,” DiNardo Brown said. “For some, that means a unique cancer clinical trial that puts their leukemia in remission. For others, that means seeing – quite literally – their first-born grandchild, and for still others, it means the beating of a new healthy heart. I am honored and humbled to play a role – no matter how large or small — in helping people find the UHealth experts, care and cures they so desperately need.”

Under DiNardo Brown’s leadership, the Ohio State cancer center has won several national advertising awards, including the Best in Show and Gold Award in the 2014 National Healthcare Advertising Awards (out of more than 3,700 entries), a Gold Award in the 2014 National Aster Advertising Awards, and a Gold Award in the 2013 National Cancer Awareness Advertising Awards. This strategic marketing campaign has resulted in significant gains in volume and market share for the James Cancer Hospital.

“Theresa will be a dynamic leader for our efforts to continue building the reputation and reach of Sylvester, Bascom Palmer Eye Institute, the University of Miami Hospital, and other parts of UHealth,” said Joe Natoli, interim Chief Operating Officer of the Miller School of Medicine and UHealth, and Senior Vice President for Business and Finance and Chief Financial Officer of the University of Miami.

“I’ve found that effective healthcare marketing is grounded in research and business strategy — defining the position you can hold in the marketplace and the attributes or differentiators that will keep you there and beyond,” DiNardo Brown said. “It’s grounded in knowing who your audience is and who they are not. It’s knowing how to deliver a message they will understand and to which they will respond.

“In short, it’s strategic, creative and relentlessly consistent. And curiously, it is often that last quality – consistency – that is the demise of most want-to-be brands. It’s easy to change messages, positioning strategy, creative and entire campaigns with the wind. It’s extraordinarily challenging to have the disciplined tenacity and courage to remain on message, day in and day out. But that’s what builds brands. That’s what defines successful advertising. And in the end, that’s what moves market share.”

Before joining Ohio State in 2008, DiNardo Brown was President of Brown Communications in Columbus for nearly 20 years. Her marketing and communications clients included health systems, Fortune 500 companies, research laboratories, governments, financial institutions, and some of the Midwest’s largest privately held companies.

A Phi Beta Kappa, Summa Cum Laude graduate of Ohio Wesleyan University, Dinardo Brown begins work at the University of Miami on September 29.

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