Tom Powell

Commercializing OrthoFX's transformational clear aligner technology in the only true end to end patient centered and doctor directed experience.

• Key hire brought in by the 45-location, PE-backed medical and cosmetic practice to conceive and build a best-in-class marketing and growth strategy — transitioning the organization from a decline in business to single-digit-percent YoY patient growth in less than one year and double-digit-growth in year two with market average budgets. • Designed and built marketing department, growth strategy, execution tactics, and performance monitoring centered around patient experience, treatment compliance, reactivation, and new patient acquisition. • Restructured branding to a common patient-centric brand voice and identity — unifying 11 disparate brands into a single voice and personality while enabling individual practice identities. • Created omnichannel patient acquisition strategy and built function that included gaining control of online properties and reputation. • Redesigned the company’s numerous web properties into a single cohesive brand platform that efficiently serves up common content while maintaining brand uniqueness and local presence. Drove a double-digit-percent increase in total site scheduled appointments and a triple-digit-percent increase in electronic appointment requests. • Acquired and launched Salesforce Marketing Cloud CRM platform to drive email, social media, and SMS patient reactivation programs — growing to account for double-digit % of all scheduled visits.

• Recruited into the prescription drugs and aesthetics solutions company via past relationships on a consulting and strategic advisory basis — receiving the option to stay on but choosing West Dermatology instead. • Strategic advisor for the launch of Restylane Refyne and Restylane Defyne products — providing late-stage launch guidance and advice. • Assumed leadership of Aspire product team and agency relationships to manage the loyalty & pricing program and oversee consumer CRM engagement.

• Promoted to Urology BU senior leadership team and national leader to launch a practice specialists group targeting 165 large Urology groups — building the team and model with the mission of increasing Botox adoption by improving acceptance & perception of OAB patients and leaving Allergan when the BU was dissolved. • Launched a high functioning team through strategic design, precise hiring profiles, robust training, and flawless execution. Drove target practice growth double-digit-percent faster than non-targets in Y1 and triple-digit-percent faster in Y2. • Drove extensive collaboration with sales and marketing to increase patient access to Botox — improving practice operational efficiencies related to OAB patient care. • Led groundbreaking initiative with Medtronic to create and deploy first-ever industry agnostic OAB treatment protocol — creating partnership with KOLs, Medtronic, Astellas, and Laborie. • Built and maintained strong relationships with Urology KOLs and LUGPA Leadership.

• Effective P&L owner of the Juvéderm line — holding responsibility for brand strategy, tactical and sales execution. Drove two consecutive years of over performance — creating market share separation from the biggest competitor for the first time in the history of the brand. • Responsible for strategy and execution of all office and sales force initiatives, including in-office consumer strategies, positioning, and advertising. • Assumed product during a negative growth trend, utilizing traditional & non-traditional strategies, reversing Y1 trend to achieve double-digit-percentage growth and continued growth in Y2 despite significant new market entrants. • Increased market share while increasing ASP by double-digit-percent — an accomplishment for a non-reimbursed cash pay product and reduced returns by more than half. • Key contributor to strategy and execution of Juvéderm Voluma launch, positioning Juvéderm to leverage Voluma momentum — ultimately leading to long-term strategy of Juvéderm family of fillers. • Conceived and launched new campaigns and digital destination — helping drive syringes injected per patient while reaching all-time highs in customer brand perceptions. • Created multiple competitive defense plans for significant market entrants — Teosyal and Emervel.

• Promoted to the U.S. corporate office in California and selected by division President to lead a cross-functional team in rebuilding and running all aspects of the company’s best-in-class loyalty and pricing program — across all brands and business units, including Botox Cosmetic, Juvéderm, Natrelle Breast Implants, and SkinMedica. • Restructured & re-launched program, obtaining buy-in from five brands, three business units, and 400+ reps across three sales forces to consolidate seven disparate programs into a single integrated platform — driving tens of millions of dollars in incremental net sales while significantly increasing ASPs. • Oversaw all pricing and customer loyalty integration activities after the company’s acquisition of SkinMedica — seamlessly folding the brand pricing structure into the Allergan portfolio program. • Created and launched HCP eCRM program to synchronize and refine e-communications for all five brands — generating 35% open rates and high ROI.

• Recruited by the Director of Practice Management to drive growth through KOL relationships and practice operational efficiency with the 50 largest aesthetic practices in upstate NY, PA, OH, VA, and WV. • Key resource for the aesthetic sales team in the Northeast — providing practices with advisory support on marketing strategy, operations, HR management, website development, and financial acumen. • Maintained position as a top performer across all three years on the team, achieving the #1, #3, and #2 spots out of 25. In 2010, selected by leadership as the first APC to be elevated for a position at corporate. • Led the creation of a series of tools and training programs that were validated through research and data testing and adopted by the national team. Formed relationship with prominent practice management software firm to fully integrate tools into future software releases.

• Post acquisition, recruited by ownership to stay on and build a full-service practice management consultancy specializing in revenue cycle, management, and governance for large practices in private and academic settings. • Contracted practice administrator, concurrently servicing 5 practices featuring 45 physicians and 300+ staff members across 12 specialties, including a health-system-owned integrated delivery system. • Reorganized the governance structure and compensation arrangement for multiple 10+ physician practices, including an integrated health system. • Lead consultant for effort to consolidate 12 physician groups into a single group of 55 physicians. • Court-appointed Compliance Officer responsible for evaluating national health plan’s compliance with the terms of a class action settlement agreement on behalf of plaintiff’s attorneys.

• Co-founded technology startup to create the first Web-based pharmacy insurance remittance and practice management platform — personally developing the vision of wrapping a service around the software solution and transforming the remittance process. Positioned PEP Express for sale in 2005. • Operations leader, creating and steering strategy, metrics, research, finance, HR, marketing, and a primary relationship with the retail sales team. • Negotiated key partnership with Cardinal Health to distribute services through its 350-person independent pharmacy sales force — outselling the closest competitor by 10 to 1 and paving the way to reach 300 contracts won within the first 12 months. • Partnered with developers to create a web interface allowing customers to view reconciliation and financial data in real-time while utilizing drill down tools to permit customizable data analysis.

• Out of college, founded full-service consultancy specializing in physician billing, practice management, and healthcare consulting — leading all aspects of client management, legal/contracting, compliance, funding, finance, and positioning the organization for its acquisition by Healthcare Administrative Partners, LLC in 2005. • Across 12 years, grew the company to employ a full-time team of 70 — serving 100+ medical practices in the Northeastern U.S. and ultimately driving revenue to millions of dollars annually. • Transformed organization with the introduction of outsourcing, quality improvement, self-auditing, and feedback programs — shifting 20% of the total workload overseas while lowering staff error rates from 5% to 2%. • Developed and implemented comprehensive corporate compliance programs for Medical Management Services, Inc. as well as numerous other organizations. • Selected by HHS to play an advisory role in drafting guidelines for HIPAA administrative simplification and privacy and by OIG in drafting guidelines for compliance programs in medical practices.