Ms. Cohen is responsible for leading all communication and outreach strategies at UMC, including patient, employee and physician experience initiatives, in addition to marketing, advertising and public relations. She developed and promoted the “ICARE” framework, a communication model supported by an ongoing series of training courses focused on five key principles of identifying, communicating, asking, responding and exiting, which has resulted in significant gains in patient and staff satisfaction scores. All of UMC’s nearly 5,000 employees receive training on this framework on a biannual basis, and Ms. Cohen and her team also provide specialized training for all new employees as part of onboarding. Starting her career at UMC as a public relations coordinator, she rose to chief experience officer while building a new experience division dedicated to patient and staff experience, public relations, branding, marketing, physician outreach and internal communication. Ms. Cohen has earned a reputation as a leading national expert in crisis communication, most notably leading UMC’s public relations response to the largest mass shooting in modern American history in October 2017 in Las Vegas, where UMC serves as Nevada’s only level 1 trauma center. She frequently helps hospitals across the nation prepare for mass casualty incidents, sharing lessons learned and best practices for communicating amid tragedy. UMC has earned Las Vegas Review-Journal “Best of Las Vegas” gold awards in categories including best urgent care and walk-in clinic, best primary care, best radiology and best place to have a baby.
