Chief Executive Officer

Philadelphia, Pennsylvania
Position Specification
Chief Executive Officer
Prepared by
Kathleen M. Gillespie
Partner and Practice Leader
Home Care, Hospice & Community-Based Services Practice
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Lisa DeSimone Arthur
Senior Associate
Home Care, Hospice & Community-Based Services Practice
May 2014
This Position Specification is intended to provide information about the VNA of Greater Philadelphia and the
position of CEO. It is designed to assist qualified individuals in assessing their interest in this position.
TABLE OF CONTENTS
Page
INTRODUCTION
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PERSONS INTERVIEWED
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THE ORGANIZATION
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CANDIDATE GOALS AND OBJECTIVES
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CANDIDATE QUALIFICATIONS
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PROCEDURE FOR CANDIDACY
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2
Introduction
Witt/Kieffer has been retained by the Search Committee of VNA Greater Philadelphia (VNA) in
Philadelphia, Pennsylvania, to assist in the search for the Chief Executive Officer (CEO).
This report represents the results of our discussions with a variety of stakeholders, including
members of the VNA Senior Management Team; select members of the organization’s board;
and members of the VNA CEO Search Committee. We also carefully reviewed written materials
on VNA provided to us in advance of these meetings. These discussions allowed us to:
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Gain a full knowledge and understanding of the organization, the Greater Philadelphia
regional marketplace, and the position of VNA CEO, as well as the organization’s
expectations of the goals and objectives to be achieved by the VNA CEO;
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Prepare the specifications of the background, experience and type of person ideally
suited for the position of CEO;
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Identify key challenges and attractions involving the role and the search for the new
VNA CEO;
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Make appropriate recommendations regarding the search effort.
We are pleased to be working with you on this important engagement. We wish to express our
appreciation for the courtesies and hospitalities extended to us during our start-up interviews.
Your candid input, cooperation and willingness to assist have been most helpful.
Persons Interviewed
VNA Senior Management Team
Karen Alston, RN, MSN
EVP Home Health/CNO VNA Housecalls
Walter Borginis III, CPA
EVP Finance and Administration & CFO
Jane Feinman RN, MSN
SVP Hospice of Philadelphia
William L. Gross, MBA
SVP Development
Steven Holt
President & Chief Executive Officer
Mimi Schaible, RN, MSN
SVP Business Development
VNA Search Committee
William L. Stulginsky
Chair, VNA CEO Search Committee
Elizabeth Bligan
Member
Jerry M. Francesco, DPh
Member
Joan E. Lynaugh, RN, PhD
Member
Thomas R. Morse
Chair, VNA Board of Trustees
Richard J. Pinola
Member
Maurice L. Stewart, CLU
Member
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The Organization
The Visiting Nurse Association of Greater Philadelphia (VNA), a nationally
respected, Medicare-certified nonprofit healthcare network, provides home-based
health care services and community-based health programs of the highest quality to
residents of the City of Philadelphia. VNA has consistently served the inner city poor
and minority populations of Philadelphia over the course of its 128-year history. As
one of the nation’s first providers of Medicare home healthcare services, this nonprofit organization is governed by a dedicated 24-member all volunteer board of
trustees.
The VNA is the oldest and largest non-profit home health and hospice provider in
the region and one of the most innovative. The mission of the VNA is to provide
comprehensive home health and end of life care of the highest quality to all people,
regardless of their ability to pay.
SCOPE OF THE ORANIZATION
The VNA is headquartered in Philadelphia and has been a vital part of the city’s health
care infrastructure since its founding in 1886. The organization was founded by Helen
Carnan Jenks as the Visiting Nurse Society of Philadelphia (VNS). Helen Carman Jenks
learned about England’s district nurse service from a friend and wondered if such a
service could be started in Philadelphia.
At the end of its first year of operation, the VNS had served over 300 patients. The
visiting nurses provided quality health care including maternity care, hygienic instruction
and preventative education. In the decade that followed, the VNS grew to be a critically
important component of health care in Philadelphia. Epidemics of influenza, tuberculosis,
and poliomyelitis, as well as America’s entry into World War I, taxed the city’s health
care system. The VNS worked to meet Philadelphia’s health care needs by providing
prevention, treatment and education.
Today, the VNA delivers care to a wide range of patients in both the city and neighboring
suburbs, providing comprehensive home health and hospice care. The VNA operates out
of the communities it serves, with a daily census of over 2,300 home care and hospice
patients, of which 800 or more are Medicare beneficiaries. The VNA serves acute and
chronically ill patients, as well as hospice patients, and employs a staff of over 300.
VNA House Calls provides physician services to over 700 patients in their homes.
The VNA provides Home Care including skilled nursing (including wound/ostomy
care and incontinence therapy), rehabilitative therapy, and mental health services.
Hospice of the VNA provides home palliative and end-of-life care, inpatient hospice
and bereavement counseling. VNA provides Community-Based Care including health
screening, health education, health assessments, intervention and referrals
throughout Philadelphia.
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VNA’s patient population is 70% minority, including 59% African-American and
11% Asian, Hispanic or others; and 90% of VNA’s patients reside in the City of
Philadelphia, including many in high-risk neighborhoods and inner-city areas. The
average age of VNA’s patients is 78 years old and one-third live alone. Compared to
national averages, the average VNA patient is sicker, older and requires more
therapies and suffers with more challenges in managing the ADLs (activities of daily
living) and coping with the pain associated with ADLs. VNA patients are more likely
to suffer chronic conditions and emotional problems.
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VNA Home Care is ranked the #1 Medicare-certified home care provider in the
Philadelphia marketplace, offering skilled nursing care (including
wound/ostomy care and incontinence therapy) and rehabilitative therapy.
VNA Chronic Care Program provides care to patients with chronic illnesses
such as CHF, COPD, Diabetes, HTN and Arthritis, using a high touch delivery
system that consists of in-home visits and periodic structured telephonic visits,
nurse-practitioner clinical resources, self-management support, and the use of
technology and telemonitoring for early detection of disease exacerbation --- all
ongoing management and evaluation strategies to decrease the incidence of
complications and unplanned hospitalizations.
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VNA In-Home Palliative Care Program provides high-quality care to patients
with life-limiting illnesses. The VNA offers support to patients and families at
any stage of illness, whether patients are receiving curative treatments or are
considering other options such as hospice. The goal of the program is to alleviate
suffering through pain control and symptom management measures to improve
the patient’s quality of life. The VNA program offers a multidisciplinary
approach to care which includes registered nurses, nurse practitioners, physicians,
home health aides, social workers, chaplains, volunteers and rehabilitative
therapies.
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VNA Hospice of Philadelphia provides comprehensive hospice care in the
comfort of the patient’s own home whether it is in the community or a nursing
home. When a patient is unable to remain at home, the VNA 15-bed in-patient
unit welcomes them to a home-like setting in a one of a kind unit located in Falls
Center (in Philadelphia).
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VNA House Calls, with two highly experienced geriatric physicians working in
collaboration with nurse practitioners and physician assistants, provides
diagnostic and prescriptive services to patients at home. VNA House Calls
provides primary care to more than 700 patients each day.
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VNA Mental Health Services includes individual and family counseling,
psychotherapy, drug and alcohol treatment, dementia care, case management and
medication assessment and follow up.
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ACCREDITATION
The VNA is accredited by The Community Health Accreditation program (CHAP).
COMMITMENT TO EXCEPTIONAL CARE, SERVICE AND QUALITY
The VNA has a record of outstanding performance as a home health and hospice
provider, due to its ability to provide the right care in the right place at the right time
for the benefit of its patients and their families.
The VNA’s home health clinicians follow best clinical practices which include:
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Timely start of care visit - Patient referrals receives their start of care visit on
the day following their facility discharge date.
Comprehensive medication reconciliation - The admitting physician completes
comprehensive medication reconciliation.
Collaboration with the patient’s physician - The clinical collaborate with the
patient’s physician to develop the comprehensive plan of care.
Frontloading of home health visits - Patients receive 5 visits within their first
14 days of service to address health care needs during their most vulnerable
period.
Self-Management - Standardized educations materials and zone tools are
utilized to teach self-management skills and early recognition of complications.
Provision of Specialty Programs and Services - Patients receives individualized
care provided by expert clinicians who hold advanced training.
Care Transition - Calls are provided to patients 30 days after hospital discharge
and every 30 days after home care discharge.
These clinical best practices serve to prevent hospital readmissions.
The VNA provides traditional home health care services such as skilled home nursing,
physical therapy, occupational therapy, speech therapy, social work, home health
aides, mental health care and more, as well as home hospice and nurse practitioners.
VNA provides care to patients, regardless of their ability to pay.
The VNA is the largest “hospital without walls” serving more than 1,400 individuals
daily in Philadelphia, Bucks, Chester, Delaware and Montgomery Counties.
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STRATEGIC LONG RANGE GOALS FOR VNA
The VNA will establish and sustain an organization-wide culture of quality
excellence to achieve a high level of quality, strong volume, and image enhancement.
VNA will achieve high levels of satisfaction from their customers, including patients,
families, physicians, referrals sources, employees and other stakeholders.
VNA will strive to maintain full compliance with standards of care established by
accrediting and regulatory bodies,
VNA will work to attain excellence in clinical outcomes. This will require the
continued retention and recruitment of staff.
VNA will respond to patient needs in the Philadelphia area through the development
of new and innovative community-based services.
ENDOWMENT
VNA maintains an endowment that consists of fourteen individual funds established
for a variety of purposes. The VNA endowment includes donor restricted
endowment funds.
The VNA has a long, distinguished history of and a strong commitment to building
its endowment for the benefit of those it serves, both now and in the future. As of
2014, the VNA endowment totals approximately $23.0 million.
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FINANCIALS
The VNA reported $33.2 million in total unrestricted revenues, gains and other support in
FY 2013. Total unrestricted revenues, gains and other support for VNA in FY 2012 were
$35.1 million. Charity Care estimated costs in 2013 were $2.3 million. The VNA reported a
positive bottom line (revenues in excess of expense) in FY 2013, and projects a positive
bottom line for FY 2014. Its fiscal year end is June 30.
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Candidate Goals and Objectives
In discussions with members of the VNA Senior Management Team and the VNA CEO
Search Committee, the following goals and objectives were identified as important for the
new CEO to accomplish within the first 12 to 18 months:
Strategic Leadership
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Establish a clear vision and strategic direction for VNA through a successful
collaborative planning process with management and the Board. Effectively
communicate the VNA vision and strategic direction within the organization and
externally across VNA’s broad geographic marketplace.
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Continue to align VNA with ACOs (Accountable Care Organizations) as a Strategic
Partner.
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Evaluate all lines of business at VNA. Ensure outstanding performance is achieved
across the VNA network.
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Preserve and enrich the positive relations the current VNA team has developed with
patients and their families, fellow VNA management colleagues and staff, the VNA
Board, and the range of communities served by VNA. Build on this solid foundation
of shared respect and professionalism.
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Plan the continuous growth of the VNA organization, particularly in the areas of
Hospice and Palliative Care, as well as joint ventures, partnerships and affiliations.
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Continue to serve as the preferred provider partner in Home Health Care, Hospice
and Community-Based Services to area hospitals, health systems, HMOs, long term
care facilities and assisted living and retirement communities in an effort to avoid
and reduce acute care readmissions and hospitalizations and significantly cut patient
length-of-stay by utilizing the high quality, coordinated home and community-based
care provided by VNA.
Team Development and Operations Leadership
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Establish a positive and healthy esprit de corps among members of the VNA team.
Build on the organization’s strong team cohesion and maximize the team’s strengths
and capabilities to ensure the organization’s goals and objectives are accomplished.
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Continue to invest resources in tools and systems needed by VNA management and
staff by improving internal operating systems and procedures as well as internal
communications. Allow the team to achieve a higher level of performance to match
the organization’s planned growth.
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Provide support and direction to the VNA operations team in their effort to expand
referral relations with hospitals, health systems, HMOs, skilled nursing facilities,
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assisted living centers, and retirement communities to increase VNA home health,
hospice, palliative care, and community health program volume in these settings.
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Build on the excitement and respect VNA has earned in its regional marketplace.
Work with members of senior management to improve marketing and outreach
performance at all sites. Work with the team to further educate the community
about the VNA’s innovative “continuum of services” in order to achieve targeted
volume goals for home health care, hospice and other service lines.
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Promote VNA success stories and positive community impact and community benefit.
Cultivate current and potential new business partners and future philanthropic donor
audiences.
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Continue to raise the profile and visibility of VNA in the region. Make presentations to
a range of audiences, and invite senior management team members to continue to do
the same, educating regional organizations and institutions as well as state and federal
payers regarding VNA’s latest performance record and home health care, hospice and
community-based care delivery capability.
Financial Leadership
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Continue the discipline of implementing an effective long-range strategic financial
plan for VNA which will ensure the long-term financial stability of the organization.
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Pursue alternative sources of funding in addition to managed care and governmental
funding and establish new sources of revenue for the VNA, including the possibility of
new programs and services aimed at increasing the private pay audience.
Fundraising and Community Relations
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Work collaboratively with the VNA Senior Vice President of Development to continue
the work of increasing philanthropic dollars raised by the organization. Establish
positive relations with and earn the respect of financial contributors.
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Expand the sources of philanthropy by developing strong relationships with existing
donors and foundations, and expanding the base of private support from individuals
and corporations to ensure continued support from all communities.
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Work closely with the VNA Senior Vice President of Development in pursuing a
variety of new funding sources for VNA in order to underwrite a greater portion of
the organization’s current enterprise through philanthropy. Assume an active role
in the pursuit of philanthropic funds as part of the continued diversification of
VNA’s funding/payer mix.
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Advocate for the VNA within its broad service area. Become a local and regional
leader in the home health care, hospice, community-based care and acute care
hospital professions on behalf of the VNA.
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Serve as a credible, articulate, dynamic spokesperson for the VNA with a range of
civic and healthcare constituents, including local and county health care
professionals, leaders of area hospitals, health systems, managed care providers,
nursing homes, assisted living centers, home care and hospice providers, as well as
with community leaders in the Greater Philadelphia region and across the state.
Board Relations
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Establish an effective working relationship with the VNA Board in carrying out the
mission of the organization.
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Collaborate with the Board in evaluating the long-range strategic direction and
structure of the organization. Work with the Board to developing the next three-year
Strategic Plan for the VNA to ensure the organization’s future growth and expansion.
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Participate in attracting future Board members to the VNA Board and contribute to
the development of future Board leaders.
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Demonstrate leadership by assuming full accountability for the organization and
providing candid reporting to the Board on strategic, clinical, operational, and
financial matters to support VNA decision-making and improve the organization’s
performance in fulfilling its mission.
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Candidate Qualifications
The educational and experiential background and personality traits of the ideal candidate for
the role of VNA CEO in the view of the VNA Management team and the VNA CEO Search
Committee include the following:
Experience and Skills
Leadership
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A leader who possesses a proven track record of experience leading an organization
grounded in stellar quality and strong outcomes. Experience as a CEO or COO will
be highly desirable.
A leader with a track record of success in improving the organization’s strategic
positioning. Strong clinical care and service delivery management and leadership
experience in a Home Health Care and Hospice environment will be critically
important.
An executive who creates cohesive teams that cross business units and functional
areas.
A leader who leads others through influence. He/she relies on strong
communications, with the goal of driving consensus to achieve their goals.
A creative thinker who embraces thought leadership.
An executive with the requisite leadership skills to create a solid teamwork culture
characterized by strong and positive group dynamic and interactions. A leader who
is comfortable with the natural organizational shifts in culture and process that may
occur.
A leader fluent in the use of clinical informatics and the analytics of healthcare.
A professional with outstanding presentation and communications skills. Strong
ability to be the public face of the organization, and serve as a regional advocate for
Home Health Care, Hospice and Palliative Care issues.
Quality/Safety/Outcomes
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Drives a focus on quality through all levels of the organization, starting with top
management and the board and inclusive of those who give care in the home and in
the community.
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Operationally savvy leader who embraces strong clinical partnerships and
possesses great clinical sensitivity.
Track record of improving metrics across the organization, with special focus on
clinical outcomes.
Experience developing collaborations that integrate strong regional clinical
partnerships.
Experience developing healthcare innovations and/or working on best practices
and emerging new approaches to health care delivery and outcomes.
Finance
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Fluent in and understands the multiple options under discussion for healthcare
payment reform, and experienced at successfully implementing the right options to
benefit VNA and those VNA serves: value-based purchasing, pay-for-performance,
bundled payments, as well as risk and gain sharing.
Prior successful experience in the negotiation and implementation of managed care
contracts.
Understanding of how to engage clinical leaders, both nurse and physician partners,
in the quality and outcomes agenda through such programs as gain sharing and
other programs that focus on value, not volume.
Capable of creating and analyzing pro forma and business plans.
Personal Characteristics
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Decisive – confident and able to make decisions with imperfect information; not
paralyzed by analysis.
Autonomous – works with little direction, seeks counsel when necessary.
Integrity – honest, trustworthy, authentic, professional, values oriented.
Politically Astute – diffuses “turf” issues. Assists in the implementation of key
initiatives by being aware of which leaders need to participate in and support a
decision, and then working to ensure their endorsement and engagement.
Communication Skills – strong written and verbal communications skills, with the
ability to communicate in large and small groups. Emphasizes listening skills, seeks
to understand and integrate the viewpoints of others.
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Analytic thinker and root-cause oriented problem solver – has intellectual curiosity
and is always striving for a better way to do things.
Multidisciplinary - Ability to manage across multiple teams and organizations.
Collaborative – includes all business unit leaders and multiple constituencies.
Mission and Values driven – committed to the mission of caring for vulnerable
patient populations.
Balanced – positive attitude, enjoys work, creates fun and unity of purpose in the
work environment.
Professional Experience and Characteristics
The background, experience and personality traits of the ideal candidate for the VNA
include the following:
Education:
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A Bachelor’s degree, with a Master’s degree preferred in Health Care, Nursing,
Business, Finance or a comparable discipline.
Experience:
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A minimum of eight (8) years of progressively more responsible leadership experience
in a Home Health Care/Hospice setting, coupled with exposure to the full continuum of
care and extensive oversight and managerial leadership experience.
A leader with a track record of success in improving the strategic positioning, financial
performance, and quality outcomes of a Home Health Care/Hospice organization.
Possesses knowledge of and management experience in Home and Community-Based
Service delivery.
An executive with outstanding business skills who possesses superb leadership,
financial management, marketing, team development, strategic planning, operations
oversight, fund raising and board relations capability.
A leader who is committed to the mission of serving a vulnerable and underserved
population in the home environment.
A leader who has successfully implemented long-range strategic planning in
collaboration with the management team, staff and board.
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An executive experienced in and skilled at working effectively with a nonprofit board of
directors.
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A skilled leader capable of building on and enriching a climate of collegiality,
cooperation and collaboration among team members. A leader able to hold the team
accountable and willing to give the management team the authority to fully carryout
their roles and responsibilities. An individual capable of making tough decisions and
willing to take responsibility for them.
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An individual who possesses a superb understanding of Healthcare, the full healthcare
continuum and the crucial synergies that must exist to optimize care.
An outstanding communicator, able to listen. An outstanding speaker, able to educate
and inspire others. An excellent writer, able to express ideas succinctly and
persuasively.
A dynamic leader with a strong, engaging public image. Able to establish effective
relationships with both internal and external stakeholders, as well as civic, cultural and
business leaders in Philadelphia and surrounding region.
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Procedure for Candidacy
Please submit resume in confidence to:
Lisa DeSimone Arthur
Senior Associate
Home Care, Hospice, Senior Living and
Community-Based Services Practice
Witt/Kieffer
420 Lexington Avenue, Suite 300
New York, New York 10170
Phone: (212) 686-2676
Cell: (917) 209-0331
Fax: (212) 686-2527
Email : [email protected]
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Kathleen M. Gillespie
Partner and Practice Leader
Home Care, Hospice, Senior Living and
Community-Based Services Practice
Witt/Kieffer
2015 Spring Road, Suite 510
Oak Brook, Illinois 60523
Email: [email protected]
Cell: 630.215.9631
Discover Thought Leadership at w w w .w ittkieffer.com
The material presented in this position specification should be relied on for informational purposes only.
This material has been copied, compiled, or quoted in part from VNA Greater Philadelphia documents and
personal interviews and is believed to be reliable.
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Witt/Kieffer is the preeminent executive search firm that identifies outstanding
leadership solutions for organizations committed to improving the quality of life,
including Home Health Care, Hospice, Palliative Care, and Community-Based Service
organizations, Acute Health Care systems and Educational institutions. The firm’s
values are infused with a passion for excellence, personalized service and integrity.
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