In the mid-1980s, Larry was instrumental in establishing SPM’s focus in healthcare before hospital marketing was a discipline. He was at the helm, leading SPM’s continuous growth and innovation throughout his successful SPM career. Before SPM, Larry was a hospital strategic planning consultant, and spent several years as an administrator in a two-hospital system in Ohio well before systems became the rage—so he knows healthcare inside and out. In fact, he served on the board of directors and was past president of the Society for Healthcare Strategy and Market Development (SHSMD); he was also honored by this esteemed organization with the Leadership Excellence Award for lifetime achievement and advancement of healthcare marketing. He also served on the board of trustees for a safety net hospital in Chicago, and is an industry thought leader.