November 10, 2011 11:32 ET

Chris Moreland Joins VHA Inc. as Senior Vice President of Sales Operations

IRVING, TX--(Marketwire - Nov 10, 2011) - VHA Inc., the national health care network, welcomes Chris Moreland to the newly created position of senior vice president of sales operations. In his new role, Moreland will establish consistent operational processes; establish, track and measure sales effectiveness and develop enterprise-wide sales-related objectives. Moreland reports to Scott Downing, executive vice president, and Chief Sales and Marketing Officer at VHA Inc.

Sales Operations is a 25-member, Irving-based team that directly supports member sales, service and business development components including membership services, performance tracking and measurement, sales administration, CRM and data integration. This group works with VHA's 16 regional offices, marketing, HR, MIS and Legal to coordinate enterprise-wide business efforts.

An accomplished leader in sales, marketing and business development, Moreland has repeatedly demonstrated significant expertise in leading sales operations. With his 10 years of combined experience in global operations in the health care and equipment management sectors, Moreland's Six Sigma Master Black Belt has helped him to successfully drive business strategies and forge cross-functional alliances.

"Our members look to VHA for help and guidance that will enable them to continue delivering high-quality, cost-effective health care to their communities," said Scott Downing. "Chris' previous leadership accomplishments demonstrate his skill and capability to help VHA members continue achieving their clinical and operational performance objectives despite today's myriad challenges."

Before joining VHA Inc., Moreland served as vice president of corporate accounts at the online travel company, Expedia. Earlier, as vice president of global strategic pricing at Johnson & Johnson, he established a governance process, a value-based pricing model and a worldwide operations center of excellence that directed sales training and development, surgeon training, sales analytics and customer insights.

Before his post at Johnson & Johnson, Moreland served as general manager of global sales and sales operations at General Electric. There, he led the Six Sigma program within the Aircraft Engines Service Division that transformed the sales organization and increased productivity. Prior to GE, Moreland successfully led both sales and marketing efforts for the KFC brand at PepsiCo./Tricon International. Previously, he worked as a district sales manager for Mobil Oil, chemical division.

"I welcome the opportunity to contribute to the success of VHA's member hospitals," said Moreland. "I want to enable hospitals large and small, urban and rural to perform effectively and profitably and will strive to help them accomplish their goals."

A captain in the United States Air Force, Moreland also worked as logistics officer for Wright-Patterson Air Force Base in Ohio. He earned his bachelor's degree from the United States Air Force Academy in Colorado Springs, Colo., and his master's of business administration degree from Central Michigan University.

About VHA
VHA Inc., based in Irving, Texas, is a national network of not-for-profit health care organizations that work together to drive maximum savings in the supply chain arena, set new levels of clinical performance and identify and implement best practices to improve operational efficiency and clinical outcomes. In 2010, VHA delivered record savings and value of $1.7 billion to members. Formed in 1977, VHA serves nearly 1,350 not-for-profit hospitals and more than 30,000 non-acute care providers nationwide, coordinating delivery of its programs and services through its 16 regional offices. VHA has been listed as one of the best places to work in health care by Modern Healthcare since 2008.

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