Donna became Editor In Chief of Telehealth & Telecare Aware in July 2013 after being Editor, North America from August 2009.
Donna Cusano is a strategic marketer, consultant and writer/editor who focuses on companies in healthcare services and technologies. As a marketer/communicator, she works with companies to establish brand and market leadership through customer-centric strategy, positioning, programs, external/internal communications, and promotions. She structures and integrates marketing, branding and value propositions to increase brand awareness and business in changing markets.
Donna’s introduction to the field of healthcare and technology was with Living Independently Group, where she headed marketing for three years (2006-9) and helped establish the pioneering QuietCare behavioral monitoring telecare system as the leader in the field. In 2009 it was purchased by GE Healthcare and now is a service line of Care Innovations. She headed marketing for telehealth pioneer Viterion Corporation as first a consultant, then marketing director, in their transition to digital/online telehealth systems, where she directed rebranding, communications, lead management and clinical training materials from 2014-2016. In consulting, Allegro Marketing & Communications Consulting LLC has provided services to Viterion, app security developer Blue Cedar, senior safety and wellness system CarePredict, data analytics consultancy SG Healthcare Analytics (Movedbymetrics.com), New York-based accelerator MedStartr and the 6,000-member Health 2.0 NYC group.
In other communications and consultancy work, Donna was recently marketing director for Collaborative Health Systems (CHS), a management services organization (MSO) for value-based integrated practice groups in Medicare and related programs (ACO, IPA). CHS is a division of WellCare Health Plans, a Fortune 100 healthcare payer, acquired in 2020 by Centene Corp. There, she helped to introduce population health and telehealth platforms to independent primary care practices managed by CHS. Previously, she was Internal Communications Manager for Horizon Healthcare Innovations (2011-2012), a subsidiary of New Jersey’s leading insurer, Horizon Blue Cross Blue Shield, which innovated payer-driven healthcare delivery models such as PCMH, ACOs, and Episodes of Care; telehealth/care management provider AMC Health and WTO Associates, an EHR/healthcare IT implementation consultancy. The first part of her marketing career was spent in the travel industry, with four positions over 13 years at Avis Rent A Car, concluding as Director, International Marketing. In the wild times of the deregulated airline industry, Donna survived and thoroughly enjoyed three years as Advertising Manager of New York Air.
Donna is committed to the advocacy and integration of healthcare technology into everyday life and care for all, but especially for older adults, those of all ages managing chronic health conditions and the disabled to achieve better outcomes for their health, safety, and independence.
Her experience in marketing, company positioning, program development, integrated communications and sales support spans several industries and over two decades. Based in New York City, she is available for advisory services globally.
Donna may be contacted for Telehealth & Telecare Aware, information and projects at firstname.lastname@example.org.
(The Gimlet Eye is an occasional imprint of Donna Cusano.)
Avis “We try harder” being towed to tag line junkyard? Editor Donna, a former Avis marketing executive, critiqued Avis US dropping the “We try harder” tagline in the US, which had been part of Avis’ communications since 1962, in favor of a new one in 2012, “It’s your space”. The departure from a storied and meaningful phrase which literally repositioned the company in the 1960s for the next four decades plus meant a departure, and not a favorable one, for how we think of brand equity—and perhaps marketing as a whole. The first installment was published on the SmartaMarketing blog (Australia) 20 Sept 2012, second part w/o 24 September, to be published in its entirety in the October e-newsletter of the Marketing Association of Australia and New Zealand (member access only).