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AMFP Greater New York - "Impact of Branding on Healthcare, Real Estate, & ROI"
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Location
360 Hamilton Avenue
White Plains, NY 10601
USA
Category
AMFP Greater New York
Registration Info
Registration is required before Thursday, October 16, 2025 at 8:30 PM
Payment In Full In Advance Only
Registration cancellations will be accepted until Tuesday, October 14, 2025 at 1:00 PM
About this event
An AMFP Greater NY Chapter Event - Westchester/Hudson Valley Committee
Agenda:
5:00-6:00 PM ET - Registration & Networking
6:00-7:00 PM ET - Panel Discussion / Q&A
7:00-8:00 PM ET - Networking
Sponsors:
Thanks very much to our:
Venue Sponsor: Zurn Elkay Water Solutions
A/V Sponsor: CBRE Global Workplace Solutions
Food & Beverage Sponsor: CBRE Global Workplace Solutions
Event Partners: RVP Flooring Systems, Inc.
Event Supporters: Lothrop Associates Architects
"Impact of Branding on Healthcare, Real Estate, & ROI"
Branding in healthcare extends far beyond identity and signage—it shapes the way patients, families, and staff experience care. In this panel, leaders from healthcare operations, design, capital projects, and executive teams across New York City and the Hudson Valley will explore how brand experience translates into the built environment, influences patient trust, supports staff culture, and drives long-term return on investment.
Through real-world examples and interactive discussion, we’ll examine how strategic branding can elevate healthcare facilities, strengthen community connection, and add measurable value to capital projects and real estate decisions.
Moderator:
-Adrian Levin, Principal, Levin Silbert, Brand Expert
Speakers:
-Charley Adams, LEED AP, Senior Director of Construction Operations, Hospital for Special Surgery (HSS)
-Derek Anderson, MPH, FACHE, SVP, President, Northern Westchester Hospital, Northwell Health
-Liliana Petrova, CCXP, CXPA, CEO/Founder, The Petrova Experience, User Experience
-Enrique Suarez, AIA, LEED AP BD+C, Principal / CEO, HED, Integrated Design Firm
Registration:
Members: $25.00
Nonmembers: $50.00
Employees of Healthcare Systems: Free
You can JOIN FIRST for just $195/Stategic Partners or $95/Healthcare End Users annual membership, and then register for the member rate!
Join here: https://www.amfp.info/content.aspx?page_id=60&club_id=513573
Speaker Bios:
Charley Adams is the Senior Director of Construction Operations at Hospital for Special Surgery (HSS), where he has led design and construction for hundreds of projects, ranging from targeted renovations to large-scale new facilities that expand the hospital’s regional footprint. In this role, Charley partners closely with hospital leadership to align design and construction with HSS’s strategic vision for growth— ensuring that every space reflects the hospital’s brand of excellence, innovation, and patient-centered care.
With more than 20 years of construction experience in the healthcare sector, Charley brings deep expertise in managing the full lifecycle of complex projects, balancing technical demands with operational needs and budget realities. His leadership has been central to transformative initiatives such as the development of multiple regional ambulatory care centers as well as large scale campus transformation at HSS’s main hospital. Charley holds both a Bachelor of Science in Civil/Structural Engineering and a Master of Engineering Management from Duke University. A LEED-accredited professional, he is passionate about creating sustainable, high-performing environments that enhance healthcare delivery and serve communities well into the future.
Derek Anderson is Senior Vice President and President of Northern Westchester Hospital (NWH), part of Northwell Health, where he directs daily operations and strategic growth. Since taking the role in 2020, he has led NWH to significant achievements, elevating its CMS rating from 2 to 5 stars, earning a Leapfrog “A” safety grade, and introducing full-service cardiac interventional and electrophysiology programs alongside major capital improvements.
With more than a decade at Northwell, Derek previously served as associate executive director of North Shore University Hospital, overseeing daily operations of the 850-bed quaternary campus and guiding $740 million in capital projects, including a $625 million surgical pavilion completed in 2024. He is a Fellow of the American College of Healthcare Executives and serves on multiple regional healthcare boards. Derek holds a Bachelor of Science in Health Promotion and Education from the University of Utah, a Master of Public Health from Columbia University, and a Project Management certificate from Harvard School of Public Health.
Adrian Levin brings more than three decades of experience at the intersection of branding and architecture, shaping environments that translate corporate identity into immersive experiences. With a background in architecture, communication design, and branding, Adrian has developed an integrated design practice at Levin Silbert. He leads projects that fuse design, storytelling, and operational needs – helping organizations across industries create spaces where brand values are felt as well as seen. Adrian's approach embraces creative vision and practical execution, making him a trusted voice on how strategic branding can elevate the built environment and deliver lasting impact.
Liliana Petrova is a visionary leader in customer experience (CX) with over 20 years of expertise transforming organizations and redefining passenger journeys. As Founder/CEO of The Petrova Experience, she creates human-centered experiences through technology, empathy-driven design, and service excellence. Her portfolio includes JFK T5 lobby redesign & recent transformative projects with MTA (Penn Station Reconstruction) & the Port Authority NY/NJ (Newark Airport AirTrain replacement).
Enrique Suarez is co-CEO of HED, a leading national architecture and engineering firm, where he also serves as Chief Marketing Officer. In his dual role, he leads brand strategy, innovation, and client engagement, guiding the firm’s vision for integrated design excellence and long-term growth. Over his 35-year tenure with HED, Enrique has had the privilege of collaborating with forward-thinking clients who share his commitment to design as a catalyst for progress. He champions a design philosophy that blends creativity, strategic insight, and community engagement to deliver transformative impact.
A/V Sponsor $1,000
Available: SOLD OUT
Non-Compete
Sponsor Recognition on All Electronic and Social Communications
Company Logo on Digital and Paper Promotions
2 Complimentary Registrations
1-minute Company Introduction at Event
Custom Slide Loop
Food & Beverage Sponsor $1,000
Available: 1
Non-Compete
Sponsor Recognition on All Electronic and Social Communications
Company Logo on Digital and Paper Promotions
2 Complimentary Registrations
1-minute Company Introduction at Event
Custom Beverage Napkins with Company Logo
Venue Sponsor $2,500
Available: SOLD OUT
Non-Compete
Sponsor Recognition on All Electronic and Social Communications
Company Logo on Digital and Paper Promotions
3 Complimentary Registrations
3-minute Company Introduction at Event
Table Set Up or Business Promotional Giveaway
Event Partner $500
Available: 2
Non-Compete
Sponsor Recognition on All Electronic and Social Communications
Company Logo on Digital and Paper Promotions
2 Complimentary Registrations
2-minute Company Introduction at Event
Event Supporter $250
Available: 5
Compete
Sponsor Recognition on All Electronic and Social Communications
Company Logo on Digital and Paper Promotions
1 Complimentary Registrations
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