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Martin B. Rosen Chief Marketing Officer, Executive Vice President
and Cofounder
mrosen@HealthAdvocate.com
Martin Rosen is an accomplished marketing executive who has broad-based experience in healthcare branding, marketing strategy, communications and sales management. He has been instrumental in developing innovative marketing programs that have led to increased market share, awareness and enhanced brand value.
Rosen served as head of Communications for Aetna U.S. Healthcare where he was responsible for directing all communications programs and overseeing the company's brand. He joined Aetna U.S. Healthcare in 1998 after Aetna acquired NYLCare Health Plans. His responsibilities included management of all internal and external communications, advertising, design and brand management, public relations, media relations, public affairs and promotional programs.
Before joining Aetna, Rosen was Senior Vice President and Chief Marketing Officer for NYLCare Health Plans, the $3 billion health and benefits subsidiary of the New York Life Insurance Company. He was responsible for developing and launching the NYLCare brand in 1996 following the integration of Sanus Corp. Health Systems and the New York Life Group Health Department.
As Senior Vice President for Marketing and Sales at Sanus, Rosen played a critical role in the success of this start-up company. Founded in 1983 as an entrepreneurial venture Sanus grew to become one of the top regional managed care companies before being acquired by New York Life in 1987. Rosen also helped to launch Express Scripts, Inc. as a subsidiary of Sanus, was responsible for naming this company, and was an advisor on its marketing programs.
Rosen received his B.A. and M.A. degrees from Hunter College in New York. He is the author of numerous articles on marketing and branding issues and is a frequent guest speaker at key industry events.
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