Meet Our Strategy Faculty

Edward Rafalski, Ph.D., MPH, FACHE is an accomplished healthcare executive with demonstrated acumen and strength to lead large multi-disciplinary projects, in both staff and line capacity, in complex and competitive organizational environments, including urban, suburban, and academic health systems. Offering more than 30 years of combined strategic planning, marketing, digital/e-commerce, social media, community relations, business development, public relations, contact center, real estate, managed care, group purchasing and emergency department / pediatric product line management experience, Dr. Rafalski is respected as a creative, data-driven, transformational leader, entrepreneurial-minded, and innovative. He is known as a direct yet diplomatic thought leader who instills confidence, creativity, collaboration, and critical thinking amongst peers and direct reports that drives the achievement of goals.

Paul is an independent consultant and thought leader and former Senior Vice President of Brand Experience for Texas Health Resources. He previously served as service area Vice President of Marketing, Communications, Public Relations, and Business Strategy for Dignity Health in the Phoenix market. Paul has a strong background in driving and collaborating on successfully executing strategies, initiatives, innovations and developing multi-stage customer experience transformations. He is known to be an active listener with a vivid imaginative conception for future trends and developments. Paul is a frequent speaker and author on marketing, brand, consumer insights, social science, and a self-described “Positive Deviant.”

Ellen is a dynamic strategy, insights, and innovation executive with over 30 years of experience across the healthcare, insurance, and education sectors. She specializes in audience profiling, positioning strategy, trend translation, facilitation, and strategic innovation. She has held leadership roles at agencies serving clients like Philips and Hill-Rom and previously worked at P&G. Ellen has also consulted for VC-backed startups, bringing agility and strategic foresight to early-stage innovation. Recognized by peers as a thought leader, dot connector, and expert facilitator. Ellen brings a future-forward mindset to every engagement. Ellen has many awards for brand building and has spoken on Innovation at the FEI and Fuse Conferences.

Jill is a strategy-driven senior consultant with 25+ years of experience helping healthcare organizations achieve measurable growth. She is known for transforming complex data into clear, actionable strategies, building trusted partnerships, and uncovering new opportunities for performance improvement.​ Her expertise spans market expansion, brand positioning, and patient experience. Jill develops innovative research solutions, leads cross-functional teams in high-stakes initiatives, and conducts stakeholder workshops to address business challenges and remove barriers to success.​ A skilled coach and advisor, Jill equips client teams to effectively socialize insights and drive strategic decisions. Her blend of insight, execution, and collaboration enables organizations to make informed choices and achieve lasting results in competitive markets.​

Prior to founding Springboard in 2002, Rob was involved in the leadership of two national marketing communications companies specializing in the healthcare industry.As a healthcare strategy leader, Rob is a frequent speaker at national healthcare conferences and is regularly featured in trade publications on the subjects of strategy and organizational development. In addition, Rob has authored articles and textbook selections for various publications and is a contributor to Springboard’s healthcare branding blog.In 2019, Rob was honored to be inducted into the Hospital Marketing National Hall of Fame.

Mike brings extensive experience to Springboard, having successfully led branding and marketing initiatives for healthcare, nonprofit, and higher education clients. As President, he guides all agency accounts, ensuring client satisfaction and the delivery of unique, impactful solutions. He's driven award-winning campaigns for our healthcare clients, from hospitals and health systems nationwide to leading medical associations. His commitment to driving innovation was recognized in 2023 when he was inducted into the Agency Vanguard Award, honoring his contributions to patient communications and influence on consumer health campaigns. Mike is an alumnus of the Kelly School of Business at Indiana University.

Howell is the architect of The GreenHouse Theory of Social Innovation and Innovation Dynamics™

Donna helped navigate MedStar Washington Hospital Center through a wide range of challenges that stressed the mission and brand.

Brian enables digital skillsets by providing website design, development, and data propagation; his team has a rare combination of expertise and speed.