Looking to expand its web-based marketing and extend its brand to a national audience, the North Shore-LIJ Health System today announced the appointment of Virna Brooks as vice president and chief branding officer.

In this role, Ms. Brooks is responsible for developing and managing a cohesive brand strategy that unites key elements of our hospitals, clinical service lines, and special programs and services such as long-term care, home health, hospice and The Feinstein Institute for Medical Research. She has direct responsibility for the health system’s brand, marketing and web activities.

Virna Brooks' vast experience in web-based marketing and branding both within and outside of the health care industry will help the North Shore-LIJ Health System extend its brand beyond the New York area to a national audience,” said Michael J. Dowling, North Shore-LIJ’s president and chief executive officer.

Ms. Brooks served previously as vice president of marketing at WellPoint Inc. in Manhattan, overseeing the integration of the company’s marketing activities in 14 states. Earlier, she served as chief web officer and vice president of marketing at Empire Blue Cross/Shield, which had been acquired by WellPoint. She also worked at Aetna Health Insurance in Middletown, CT, where she was responsible for electronic/internet marketing and retail strategy, and in senior marketing positions with American Express in Travel Related Services in New York, and British United Provident Association in London, England.

She earned her master’s degree from New York University, and her bachelor’s degree from the University of Puerto Rico.

About North Shore-LIJ Health System

The nation's third largest, non-profit, secular healthcare system, the North Shore-LIJ Health System cares for people of all ages throughout Long Island, Queens and Staten Island – a service area encompassing more than five million people. The health system consists of 14 hospitals, 18 long-term care facilities, The Feinstein Institute for Medical Research, three trauma centers, five home health agencies, a hospice network and dozens of outpatient centers. In addition, North Shore-LIJ is partnering with Hofstra University to develop a new medical school. Excluding its affiliate organizations, North Shore-LIJ facilities house about 5,000 beds, employ about 10,000 nurses, have affiliations with more than 7,000 physicians, and a total workforce of about 38,000 -- the largest employer on Long Island and the ninth largest in New York City. For more information, go to www.northshorelij.com.

Media Contact:
Terry Lynam
516-465-2640/2600
tlynam@nshs.edu