Hospital makes CFO choice permanent
Rob Feldman, the acting Chief Finance Officer of Sonoma Valley Hospital since July 1, has been named permanently to the post.
“He is perfect for us as we take this hospital to the next level,” said Kelly Mather, hospital CEO. “He has the right background. He’s brilliant; he’s a fanatic for detail, and he has a sense of humor.”
Feldman was brought in by former CEO Carl Gerlach and former CFO Tim Noakes to consult on special projects. He was named interim CFO when Noakes left for a job in Los Banos.
“I like the hospital,” Feldman said. “It’s easy to see how people have a great deal of affection for it. It’s different in that it’s fully formed around the needs of this community.”
The biggest appeal, he said, is the hospital’s untapped potential. “If this were stock, I’d be buying it.”
Feldman has been CEO of a major ambulatory surgery center, served as executive director of a primary care clinic, and led the managed care process for a large medical group. As president of Corona Consulting, Feldman led many successful strategic and financial projects for medical groups, clinics, hospitals and technology firms.
“In addition to having the capabilities and relevant experience,” said hospital board chair Bill Boerum, “Rob is responsive, collaborative and thorough. He has demonstrated confidence-building skills essential to excellent relationships with the district board.”
Feldman is optimistic about the future. “We’re going to renovate this hospital in every sense. We’re going to modernize it. We’re going to bring up the service levels to what the community expects and otherwise would have to leave town to obtain.”
Another tactic for success is recruiting top medical talent to the area. “We’re going to bring in some of the best and brightest physicians – and we’re doing that now.”
As an example, he cited two new surgeons, Dr. Scott Perryman, who had his choice of hospitals all over the country, and chose SVH because of the community and the hospital’s potential, and Dr. Mike Brown, whose total joint replacement program is “a classic example of an evolving need in the community.”
Feldman is married and the father of two teen-age boys. He will reside in Sonoma part time and his family will remain in Auburn.
