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Sue (Reinoehl) Birch oversees system-wide strategic planning, corporate communications, and board development.

Birch has over 33 years of experience in health care administration. She has held many roles at Bronson including outpatient services, operations, physician recruitment and development, physician practice administration, regional development, planning, marketing, and service line administration. Prior to joining Bronson, Birch was the system vice president for physician support services at Oakwood Healthcare System in Dearborn, Michigan.

Birch received her Master of Health Services Administration in Hospital Administration from the University of Michigan and her Bachelor of Arts in Business from Michigan State University. She served on the Malcolm Baldrige National Quality Award Board of Examiners and is a fellow in the American College of Healthcare Executives. She has served on many community boards including Leadership Kalamazoo, Irving S. Gilmore International Keyboard Festival, West Michigan Cancer Center, Kalamazoo Symphony Orchestra, Bronson Lakeview Foundation and United Way of the Battle Creek and the Kalamazoo Region.