Baptist Health names new chief marketing officer, cancer services leader

Baptist Health has named Lawrence Montgomery as the system’s chief marketing officer and John Goodman as corporate vice president of oncology, pharmacy and respiratory services.

Montgomery previously served as executive director of national brand advertising for Kaiser Permanente in Oakland, Calif., where he has been since 2010. Prior to that, he served at UC Davis Health System and the State of California, Department of Public Health.

Since 2010, Montgomery was responsible for multiple Kaiser Permanente advertising functions across brand and other lines of business. He managed advertising/marketing departments across Kaiser Permanente including strategic partnerships, paid media, social media and brand advertising as well as multicultural, translation, mental health, sports and wellness marketing.

At Baptist Health, Montgomery will be responsible for developing and leading marketing and communications focused on optimizing the patient experience, driving service line revenue growth, and supporting the brand and mission of Baptist Health.

Goodman has more than 17 years of experience in health care leadership. He will steer Baptist’s cancer services systemwide and in partnership with the Winthrop P. Rockefeller Cancer Institute at the University of Arkansas for Medical Sciences.

Goodman will also lead pharmacy and respiratory services across Baptist Health focusing on operating performance, resource planning and utilization, clinical collaboration and quality outcomes.

Prior to joining Baptist Health, Goodman recently held the position of chief operating officer and chief administrative officer of a local cancer organization. Before that, he held the position of vice president of the oncology service line for Ascension Saint Thomas in Nashville, Tennessee, where he also served as the vice president of hospital operations at Saint Thomas Midtown and West. Earlier in his career he was the system leader for oncology services at Piedmont Healthcare in Atlanta and served there approximately 12 years.