Lead Strategist – Healthcare Marketing
Amanda Gonzalez is a healthcare marketing, branding, communications, and community engagement expert with experience in reaching multicultural audiences. Her nearly 25 years in both community health system and academic medical center settings, as well as her healthcare business acumen, creative approach, and in-depth knowledge of the latest healthcare marketing solutions, have led to a proven record of success with various clients and national healthcare brands. Recent client initiatives include service line marketing strategy, Hispanic audience content and digital strategy, new facility launch, international consumer marketing, national reputation strategy, referring provider strategy, executive communication, and MarCom team infrastructure, process, and development.
Prior to her consulting endeavors, Amanda served as the Associate Vice President of Marketing and Community Relations for the University of Miami Health System (UHealth), where she was responsible for the strategic development of all marketing divisions: advertising, brand activation, digital, CRM, and community engagement efforts for the University’s entire health enterprise, including Sylvester Comprehensive Cancer Center—South Florida’s only NCI-designated center.
While at UHealth, Amanda led various key brand and multicultural consumer marketing campaigns that yielded increased awareness, preference, volume, and market share. She was influential in the organization’s recent digital transformation and served as lead for a system-wide national reputation initiative that resulted in increased reputational scores for clinical departments within the Leonard M. Miller School of Medicine.
Prior to joining the University of Miami Health System, Amanda served as Assistant Vice President of Marketing and Public Relations at Baptist Health South Florida—the region’s largest not-for-profit healthcare organization in one of the most diverse regions in the country—where she oversaw several corporate-wide divisions and projects, including media buying and planning, strategy and research, digital marketing, and CRM for the organization. During her tenure at Baptist Health, Amanda was instrumental in developing and executing the outpatient marketing strategy, which was heavily focused on market expansion across diverse communities, as well as various joint-venture rebranding initiatives.
As a bilingual and bicultural woman of Latin descent who has lived and worked in Miami—the gateway to Latin America and the Caribbean—Amanda developed a keen passion and skillset for marketing to various multicultural population segments. She is particularly passionate about developing effective, targeted, and tailored healthcare messaging, not only to increase brand loyalty, but also to affect positive health outcomes.
Amanda earned a bachelor’s degree in public relations from Florida International University and a master’s degree in communication from the University of Miami. She is a graduate of Leadership Miami Class XXIX, and a 2013 Hispanic Woman of Distinction honoree. Amanda has served on the Board of Directors of Neighbors 4 Neighbors and Amigos for Kids, and served on the National Cancer Institute Public Affairs and Marketing Network (PAMN) from 2016-2020.