Susan Haider begin working in March for UnityPoint Health in the newly created position of vice president of marketing and communications. A native of Cleveland, Ohio, Haider was selected following a nationwide search. In her new role, she is responsible for product and service development and marketing across multiple channels for UnityPoint Health, which operates in nine regional markets in Iowa, western Illinois and southern Wisconsin. A self-described “brand geek,” Haider previously worked at The Deluxe Corp. in St. Paul and for 3-M Corp., where she was responsible for key brands, among them the Post-It Note brand. Haider reports to Executive Vice President Kevin Vermeer, who will become CEO when Bill Leaver retires at the end of this year. 

What are your goals with this newly created position? 
It’s definitely advancing the brand. There has been a very successful rebranding and launch that has been very well-received in all the communities. I’ll definitely be furthering that. Patient engagement, employee internal communications, all of those key dynamics will be important. And then, really providing marketing for new business areas that we pursue. 

Tell me a little about your previous background. 
I’ve always worked on either corporate or strategic brands. So I’m kind of a “brand geek”; I like brands and all that they stand for. I think sometimes people think they’re just a marketing thing, but actually they’re really a big piece of culture for an organization and can be a guidepost to really everything you do. So I like to think of them in that larger context. I have worked in a number of different businesses, so to speak, so I’ve got B-to-B background, B-to-C background and then different types of markets as well. I’ve always found that to be fun from a marketing standpoint, but also it seems that you can leverage those experiences when you’re in a different market. 

How big a shift will it be for you to represent health care products and services? 
I’m very fortunate in that there is a strong department with really strong health care marketing individuals, so I’m happy to have that. As health care becomes a little more consumerized, I’d like to apply my brand and marketing leadership skills to that effort. When it comes right down to it, we’re all consumers. And I’d say the fortunate folks become UnityPoint Health patients. 

Is UnityPoint Health still in the early stages as a new brand? 
The way brands go, I think you’d have to say that. It’s been out there two years, and that’s a very short time in the life of a brand. I think the way it’s been received in the marketplace has been excellent and is definitely a credit to the system and the care that our providers give. And there are plenty of ways to leverage that over time. So I would say, stay tuned. 

Have you moved yet from the Twin Cities? 
I am commuting right now because our daughter is a junior in high school. So I’ve been exploring Des Moines, and actually traveling quite a bit throughout our region to meet our CEOs in their locations and their leadership teams. I’m getting to know Iowa, western Illinois and southern Wisconsin. 

How are you adjusting to Des Moines so far? 
I like it a lot; it’s about 10 degrees warmer than Minneapolis, so that part has been good so far. What I have found is this really nice combination of innovative approaches and thinking with just very down to earth realism and good connection. There just seems to be a very good connection. I have enjoyed all the Iowans I’ve met. 

Favorite activities? 
As a family we like to downhill ski when we have a chance to do that. This winter we really didn’t get out much because it was so mild. We really just enjoy spending family time together; we’re a pretty tight little trio. We enjoy cooking together, walking the dog together. And with a junior of course there are a ton of activities. I seem to be the mom who makes the pancakes on Saturday morning after the sleepover. I’m trying everything I can to keep that going. I’m told I flip a mean pancake. 

Special interests? 
Genealogy is actually an interest. I just have to fill in all of the paperwork to have a review for becoming a (member of Daughters of the American Revolution). I have gone to the tricentennial family reunion; my maiden name – Robnett – came to America in 1682. And we have extensive family history tracing that family, and also on my mother’s side. Her maiden name was Cope. They founded Maplewood, N.J. So I’ve had fun exploring that, but I have to say the (DAR) application is a little daunting so I haven’t submitted it yet.