Sandra May Greefkes brings a pragmatic, data-driven lens to some of the most complex challenges facing health tech, AI, and cybersecurity leaders today. Through articles, webinars, presentations, and executive briefings, Sandra shares actionable strategies that bridge innovation .and execution—helping organizations turn emerging technologies into sustained business results.
Her featured work reflects deep operational experience and strategic clarity. Explore selected publications, commentary, and presentations that demonstrate Sandra’s leadership in shaping market direction and business outcomes.
Awards
Sandra was recognized by Drug Store News (DSN) as a 2025 Top Women in Health, Wellness, & Beauty winner in the Business Excellence category.
OTHER AWARDS:
- Information Technology Sales and Marketing Association (ITMSA) Global Marketing Excellence Gold Award for Social
- DEMANDBASE Account-Based Marketing Award
Work
Thought Leadership
WHITEPAPER: RCM Pitfalls in Hospital Specialty Pharmacy
BLOG: Five Practical Ways AI Is Revolutionizing Revenue Cycle Management (A 4-Part Series)
WHITEPAPER: Researched and developed Revenue Cycle Management (RCM) gap analysis sales enablement too
ARTICLE:
Publisher US Pharmacist writes about XiFin survey conducted by Sandra May Greefkes highlighting Rising Confidence in Specialty Pharmacy
Industry Recognition
ANALYST RELATIONS:
Secured coverage by leading IT Analyst firms IDC Health Insights, KLAS Research and Frost & Sullivan
INDUSTRY PRESENTATION: 2024 Executive War College: Five Practical Ways Embedded AI is Reshaping Revenue Cycle Management
BEST PRACTICE:
CEB (now Gartner) published the TELUS Wireless Solution Roadmap case study and the SMART Technologies Identity Need Translation Diagnostic as best practices and added to their cirriculum
MAGAZINE FEATURE:
Strategy Magazine feature entitled VIRTUAL TELUS-TROPOLIS spotlighting the TELUS Innovation Experience, a on-line world that allows prospective customers to learn about the multi-industry (Healthcare, Retail, Public Sector, Energy) solution portfolio across a virtual city scape
PUBLISHED AUTHOR:
Rule #11 “Use Social Media or Be Fired! in the Book 42 Rules of Product Marketing
Research & Data Analysis
RESEARCH PAPER: 2025 Specialty Pharmacy Transformation Outlook Research Report
RESEARCH PAPER: Initiated greenfield research conducted by the Healthcare Financial Management Association (HFMA) and published as the Analysis of Outpatient Revenue Cycle Management Outsourcing that unpinned market expansion strategy development
RESEARCH PAPER: Initiated, conducted and published first of its kind State of the Laboratory Information System Industry Research report
ARTICLE: Journal of Precision Medicine publishes research findings entitled Informatics Initiatives Exceed Value Expectations
Strategic Marketing Impact
ENTERPRISE B2B GROWTH:
Developed and implemented Account-based Marketing (ABM) Program at XiFin, which helped double annual bookings in the past 4 years and recognized with the 2023 Demandbase category placement for The Omni Award: Smarter GTM™ with Account Intelligence
BRAND/CATEGORY LAUNCH: Developed new product brand identity, GTM strategy, and positioning, and launched Precision Medicine Informatics platform and market expansion initiative receiving industry analyst technology enabling award
CORPORATE IDENTITY CREATION:
Launched the new Corporate Identity Allstream (replacing AT&T Canada due to divestiture and acquired by Zayo Group, LLC in 2015) 2 months early; 30% under budget; achieved 60% market recognition within 6 months
Mission
Transforming Healthcare and Cybersecurity Through Strategic Execution and High-Impact Leadership
© 2025 Sandra May Greefkes
