Healthcare Vets Join Forces with Workforce Tech Firm to Tackle Staffing Crisis

NEW YORK, NY – November 20, 2025

Hallmark Health Care Solutions today announced the formation of its Executive Advisory Board, comprised of five prominent former healthcare CEOs and leaders. The move signals a strategic commitment to tackling the escalating workforce challenges facing health systems nationwide and positions the company for continued growth in the rapidly evolving healthcare technology market. The board will provide guidance on product development and strategic direction, focusing on optimizing labor spend, integrating physician performance, and improving workforce engagement.

A ‘Dream Team’ for a Strained System

The healthcare industry is grappling with unprecedented staffing shortages, rising labor costs, and widespread clinician burnout. These challenges are not new, but have been significantly exacerbated by the COVID-19 pandemic and an aging population. Hallmark’s new advisory board, led by former Froedtert ThedaCare Health CEO Cathy Jacobson, brings together decades of experience navigating these complexities.

“There’s a real urgency to find sustainable solutions for the workforce crisis,” said one industry analyst. “Bringing together leaders with proven track records in managing large health systems is a smart move for Hallmark. They understand the pain points firsthand and can provide valuable insights.”

The board also includes Joseph Swedish, former CEO of Trinity Health and Anthem; Thomas Priselac, former CEO of Cedars-Sinai Health System; Terry Shaw, former President and CEO of AdventHealth; and Kate Walsh, former Secretary of Health and Human Services for the Commonwealth of Massachusetts and former CEO of Boston Medical Center. The composition of the board suggests a focus on holistic workforce management, encompassing clinical expertise, operational efficiency, and policy considerations.

Beyond Cost Savings: A Focus on Clinician Wellbeing

While optimizing labor spend is a key driver for health systems, the advisory board’s expertise extends beyond simple cost-cutting measures. Analysts suggest a growing recognition that clinician wellbeing and retention are critical for providing quality patient care. The board’s focus on workforce engagement suggests a shift towards more sustainable solutions that address the root causes of burnout and attrition.

“Health systems are realizing that they can’t just keep throwing money at the problem,” said another source familiar with the company's strategy. “They need to invest in technologies and strategies that improve the clinician experience and make it easier for them to do their jobs.”

Hallmark's platform manages over $10 billion in physician compensation annually and enables the sourcing of over 25,000 clinicians, supporting 100,000+ daily users. The addition of the advisory board aims to enhance the platform’s capabilities and ensure that it aligns with the evolving needs of health systems. The company claims its technology helps organizations optimize labor spend, integrate physician performance data, and improve overall workforce engagement – metrics increasingly scrutinized by hospital administrators and payers.

Strategic Growth and Market Positioning

The formation of the advisory board represents a strategic investment by Hallmark in its long-term growth and market positioning. While the company has established itself as a leader in workforce intelligence and enablement, competition in the healthcare technology space is fierce. The advisory board’s expertise and network can help Hallmark differentiate itself from competitors and expand its market share.

The company’s recent appointment of Robert Musslewhite, former CEO of Definitive Healthcare and Optum, to its Board of Directors further underscores its commitment to scaling its platform and forging strategic partnerships. The appointment of Bruce Cerullo as CEO in February 2024 brings extensive experience in healthcare workforce management.

“This isn’t just about building a better product; it’s about building a company that can truly transform the way healthcare organizations manage their most valuable asset – their people,” said one observer. “The advisory board’s collective experience and vision will be invaluable in achieving that goal.”

While direct analyst commentary on Hallmark specifically is limited, the company's core offering addresses critical industry trends. The healthcare industry is increasingly focused on value-based care, which requires efficient resource utilization and data-driven decision-making. Technologies that can help organizations optimize their workforce and improve clinician wellbeing are likely to be in high demand.

The company’s platform’s ability to integrate physician performance data could also be a significant differentiator. As healthcare organizations move towards more collaborative care models, it will be increasingly important to have a comprehensive view of clinician performance and contributions. The advisory board’s insights will be critical in ensuring that Hallmark’s platform continues to meet the evolving needs of the industry.

The board members represent a diverse range of healthcare organizations and geographic locations, suggesting a broad understanding of the challenges facing the industry nationwide. This diversity will be valuable in ensuring that Hallmark’s solutions are relevant and effective for a wide range of health systems and clinicians.

While the specifics of the advisory board’s initial projects have not been publicly disclosed, it is likely that they will focus on areas such as workforce planning, talent acquisition, and clinician engagement. The board's expertise will also be invaluable in helping Hallmark navigate the complex regulatory landscape of healthcare workforce management.