Citrus Valley Health Partners Names New Chief Marketing and Communications Officer

Diane L. Martin, MBA will be joining Citrus Valley Health Partners as its new Chief Marketing and Communications Officer.

Ms. Martin will lead the organization’s rebranding initiative, which will include a brand new name for the nonprofit health system that currently operates three hospitals, a hospice and multiple outpatient and ambulatory sites in eastern Los Angeles County.

“We are very pleased that Diane is joining our organization,” said Mary Kirchen, chair of Citrus Valley’s Board of Directors Strategic Planning, Marketing & Community Benefit Committee. “We are about to launch one of the biggest marketing initiatives in our history. Diane’s extensive marketing and branding experience will be key to ensuring that our new identity and story is shared most effectively with our patients and our community. Everyone on the board and in our administration is looking forward to Diane being a part of our hospital family.”

Ms. Martin has more than 14 years of experience in the field of marketing, communications, strategy and business development. Most recently, she served as the Corporate Director of Marketing Communications and Digital Strategy for Prime Healthcare.

During Ms. Martin’s tenure with Prime Healthcare, she was charged with unifying the health system’s brand across the nation and improving its reputation through storytelling, press releases and the utilization of influencers. She also helped build marketing playbooks for their key service lines, streamlined their digital platforms and played a key creative role in physician and nurse recruitment.

She is also a former strategic marketing and communications consultant with Stanford Health Care and UCLA Health, leading successful marketing and advertising initiatives for a wide range of service lines.

As the former marketing communications manager for Dignity Health, Ms. Martin implemented system-wide go-to market Public Relations and Marketing plans that sparked a 20% boost in patient base for Maternity Care, General Surgery, Pediatrics and other major medical services. She also partnered with corporate and physician stakeholders, creative agencies and business development to develop an integrated corporate identity roll-out.

She received her MBA from the University of Redlands and her bachelor’s in Public Relations from Barry University in Florida. Ms. Martin also studied LEAN methodologies at Reitaku University in Japan and The Chinese University of Hong Kong in China as part of a global business study abroad program.

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