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Spine - Marketing, Education & Branding

Effectively building and nurturing a Spine referral base requires not only spine care excellence, but also a well-designed marketing and educational campaign crafted for both consumers and physicians, along with a reliable system of rapid access and patient navigation.

As hospitals and physician spine specialists increasingly align as systems, differentiating spine services has become even more critical. Effective models for promoting spine care will be presented from the perspective of a Joint Commission Certification Specialist, a Practice Administrator for Physiatry and a Service Line Vice President. Patrick Vega, Vice President for Corazon-will host the conversation. Discussion will focus on proven strategies in diverse provider settings and marketing to specific audiences: Primary Care, Direct-to-Consumer, and Health System Networks.


  • Scott Reynolds, MBA, Field Representative, The Joint Commission, Chicago IL
  • Jillian Seus, Practice Supervisor for Physical Medicine & Rehabilitation (PM&R) at Rutland Regional Medical Center
  • Bill Munley, VP, Orthopaedics, General Surgery & Professional Services, Bon Secours, Greenville, SC
  • Patrick Vega, MS, VP Corazon, Pittsburgh, PA

Patrick Vega, MS

Vice President, Corazon

Patrick brings with him over 20 years of experience and achievements as a leading expert in orthopedic, spine, and neuroscience service line development for hospitals, healthcare organizations, and physician practices. His former career experience included leading his own consulting company for almost ten years in addition to working with dozens of hospitals and health systems across the country to optimize their orthopedic programs. Patrick’s strengths include business assessments, strategic planning, and transformational change management coupled with highly developed physician relations abilities.