Can I As a Few Questions? by: Alicia Moura, Chief Experience Officer

It’s amazing what you can learn from a chat.

Many years ago, I began my career as a journalist. And whether it was sitting down with a former Olympian who started swimming to help her asthma, cornering a moment with a Venezuelan CEO trying to make sense of the Chavista government or a random “thank you for your service” to a vet in an IHOP who turned out to be a WWII Navajo Code Talker…I always found that taking that moment to ask questions (and more importantly, listen), always left me professionally and personally enriched.

As I’ve continued forward into marketing, communications and strategy, I have found that this simple concept is still the most powerful and useful to my work. As a marketer, it is my job to tell the story—of the company and its employees, but also of the those we serve. As a strategist, I need to understand what the market needs and how we will answer that. As an experience builder, it is my job to know what keeps our clients up at night, what’s working for them and what’s not and to make sure that our story and our offering reaches them in the best possible way at every point in the process.

As the newest member of the RES team, I have come into a company that was created to fill a gaping void that healthcare planners desperately needed to fill. In my brief time here, I am seeing a team that is dedicated to being accessible, innovative and providing the critical answers our clients need. There’s more to it than that, but that is a big part the RES story.

However, unlike many years ago when my job was finished after the article was printed, the RES story will continue to evolve and change along with the healthcare market. To better understand what that will look like, I have spent the last few weeks interviewing our clients, trying to understand from a fresh perspective who they are, what they need, how they view RES, and how we can continue to improve. As always, I have found this to be an enlightening experience that will be the foundation for my work over the next several months and beyond. More importantly, there have already been several key improvements identified for our technology, STRATUS, that will make our users’ experience better.

Ask questions. Listen to the answers. Act. Repeat. There is absolutely nothing that is complex, sophisticated or fancy about those four directives. But they will always be the most important things we can do as a company and an individual. I am extremely grateful for the time our clients have spent with me. And I know that the very best way to thank them is to take that candid feedback use it to build a better story—for them and for RES.

To our existing clients, thank you for letting me reach out to you, and if I haven’t, I hope you won’t mind hearing from me soon!


As Chief Experience Officer at RES, Alicia oversees all aspects of clients’ and staff’s overall experience and touch points with the organization—from sales and marketing, to branding and positioning and internal culture. Alicia has over 12 years of experience in integrated marketing with a focus on digital transformation, internal communications and content strategy. She received her BA from Arizona State University and her MBA from IE University in Madrid. She began her career in journalism, living and working overseas for several global media companies before returning to the US and moving into healthcare. She has published medical travel guides, built programs for medical tourism, and served as the Director of Marketing for Tucson Medical Center, Southern Arizona’s largest community hospital. In the last several years, she moved into healthcare IT, where she has worked with companies across the US with focuses ranging from patient access and patient experience to ambulatory planning and strategy.

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