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Panelist: Barb Ficarra
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Barb Ficarra

Episodes in which Barb Ficarra appears

Rosacea Patient

Barbara Ficarra is an Associate Director of Public Relations and Communications at the University of Rochester Medical Center. Prior to joining URMC she was director of public relations at its affiliate Highland Hospital. She began her professional career as a journalist at a Knight-Ridder newspaper in Florida, then returned to Rochester to work in corporate communications for Xerox. “Health care is the ideal career for me because it has so many points of interest: compelling patient stories, scientific exploration and discovery; business strategy, cultural change. We are at a crucial and fascinating moment in health care as we undergo a shift from the traditional fee-for-service business model to population health management. To be effective, health care organizations need to work closely with the communities they serve to ensure consumers can partner in their own health care and make informed and empowered decisions. Second Opinion not only delivers important health information to the public, but also puts the patient’s experience – in the patient’s own words – at the center of the story."

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