Transforming data into measurable tactics is foundational to Susan Dorfman’s achievements in healthcare marketing. In the dissertation for her Ph.D. in health administration, she zeroed in on the physician’s view of web-based health tools, measuring their effect on consumer health behaviors and producing recommendations for future optimized outcomes. At the helm of CMI Media Group, she has led the creation of proprietary tools utilizing machine learning, triggered messaging and other techniques to make sure the message reaches the audience member at the right time and in a privacy-compliant way. Says Steve Zatz, CEO of WebMD, “Susan has been a pioneer in our industry, in particular related to data, insights and strategy.”
Dorfman has been a leader in DE&I efforts within CMI Media Group and is the executive sponsor of PLUS+, the agency’s employee resource group that exists to increase education about and raise awareness for the LGBTQ+ community.