Valerie Simon is responsible for marketing and communications at Lumeris, bringing a passion for transforming healthcare delivery and more than 20 years of success driving revenue growth, brand awareness, and organizational reputation. Prior to Lumeris, Valerie served as the Chief Marketing and Communications Officer for Atlantic Health System and Chief of Strategic Marketing for Plymouth Rock Assurance. She has also held leadership positions in customer service, operations, and sales capacities for media intelligence firm Burrelles, where she served as Senior Vice President, Sales, and a member of the organization’s executive committee.

Valerie was a 2019 Aspen Scholar and has received numerous recognitions for her marketing and communications leadership, including the Public Relations Society of New Jersey PR Professional of the Year and the Millennium Alliance Healthcare Marketing Innovator of the Year.

How did you become an executive in the health care industry? Have you always been interested in health care?

While my interest in the healthcare industry stems from a lifelong desire to help people when it matters the most, my career pathway was not a straight line. At an early age, I put myself on a trajectory to become a lawyer. I loved English and history and at the age of thirteen, I made the decision to pursue a career in law. In college, I interned for the Juvenile Division of the DC Public Defender Service and aspired to be a voice for children who had no one else to advocate for them.

When I did not get into Stanford Law School, I was devastated and began to question my future. I realized that what I enjoyed was building and sharing stories that would drive change. This realization led me to a career in marketing and communications. After working for a media intelligence service and a property and casualty insurance company, I had the opportunity to join Atlantic Health System as the Chief Marketing and Communications Officer. Healthcare allowed me to marry my marketing and communications leadership with my desire to make a meaningful impact. Today, I have the privilege of helping health systems across the nation fulfill the promise of value-based care as the Chief of Marketing and Communications for Lumeris.

The past few years have highlighted the need for value-based care, which is Lumeris’ focus. What are your guiding principles when considering new marketing and communication strategies centered around consumer experience?

The Lumeris vision, “to create the system of care every doctor wants for their own family,” is what grounds me. Mike Long, our CEO, likes to personalize this vision even further, often citing his focus on creating the system of care he wished his own mother had experienced. Our vision serves as a true north when considering all marketing and communications strategies and reminds me of the privilege and responsibility we have to the communities we serve. As we evaluate new marketing and communication strategies centered around consumer experience, my guiding principles are simple and focus on both heart and science.

Driving behavioral change requires a deep understanding of your audience and taking a scientific approach challenges me to ask more questions and requires rigor around observation and experimentation. But the proper research and data-driven approach to marketing should be table stakes. To ask the right questions you must not be afraid to feel. Getting in touch with the emotional and practical needs of your audience is critical to the development of compelling messaging. And above all else, building trust requires you to hold up a mirror and feel good about the work you have done.

You’ve held leadership positions in a number of different industries, from media intelligence to insurance and now healthcare. How does your cross-industry experience help you succeed in your current role?

I found coming from outside of healthcare was a tremendous asset for three key reasons:

1. Healthcare is complex. The financing of healthcare is complex. As an outsider, I read things first as a consumer. That consumer perspective helps drive simple, straightforward communications.
2. It is important to question and even challenge ideas. Coming from outside of healthcare, my ignorance was often a blessing, allowing me to ask tough questions and help drive change.
3. I am a fan. What team members see as “doing their job,” I recognize as helping someone in their most vulnerable moment. My sincere appreciation for and awe of my colleagues inspires me every day.

What has been your favorite part of WBL membership since joining our network in late 2021? What do you hope to accomplish in the future as a part of WBL?

I have really enjoyed the speed networking events and getting introductions to leaders I would not have otherwise met. We have so many accomplished and inspiring leaders in our network!

Although women currently represent a majority of the US health care workforce, we are generally underrepresented on leadership teams, which leads to a smaller role in policy decisions that affect population and women’s health. The women of WBL have a voice at the table and I am looking forward to getting to know more inspiring women and together, making a true impact on the healthcare industry.

Personally or professionally, what might the WBL network be surprised to know about you?

While I don’t think there is much about me that is particularly surprising, I would love to get to know more WBL members and get their perspectives!