Carson City Hospital
The Pittsburgh Pirates won the World Series, Jimmy Carter was the President of the United States, Mother Teresa won the Nobel Prize for Peace, and Sony Walkmans were first marketed to the world.
The year was 1979. This same year, current Carson City Hospital (CCH) President and CEO Bruce L. Traverse, FACHE, began employment at CCH as an Assistant Administrator. In January 1982, Traverse became the Administrator of the hospital when his predecessor Donald McKenna retired, with a corporate re-structuring process giving Traverse the title of President and CEO that he’s held since 1986.
Carson City Hospital President and CEO Bruce L. Traverse, FACHE, accepting the Michigan Health and Hospital Association (MHA) 2011 Meritorious Service Award from MHA President Spencer Johnson
More than 30 years later, Traverse is announcing his retirement from the hospital he has been passionately devoted to for so many years. His retirement is effective December 31, 2011. Current Vice President and Chief Operating Officer Matthew J. Thompson, FACHE, has accepted the CCH Board of Directors’ offer to become the President and CEO on January 1, 2012, in a culmination of more than five years of succession planning efforts enacted to ensure a smooth transition.
“It is a bittersweet time for me,” said Traverse. “This hospital is part of me, and I will miss the people, the patients, the physicians, and the day-to-day experiences of working at a job I love. Although I look forward to pursuing new projects in my life, Carson City Hospital will always hold a place in my heart.”
In June, he was honored at an event on Mackinac Island by the Michigan Health and Hospital Association (MHA) with its highest achievement award – the 2011 Meritorious Service Award. Traverse and only one other individual – Burton O. Parks, President of West Shore Medical Center in Manistee – received this honor. According to the MHA, “Traverse is enhancing access to care by continuously recruiting, maintaining primary care and specialty physician positions and practices and using innovative visiting physician services. His strong support of Michigan’s hospital community is evidenced by his involvement in the MHA.”
An ongoing member of the MHA Small or Rural Hospital Council, Traverse has also served on the MHA Pension Advisory Committee, the MHA Medical Liability Task Force, and the MHA Unemployment Compensation Advisory Committee.
Traverse’s career in the health-care industry began when he earned his Bachelor of Science degree in Business Administration from Ferris State University in 1968 and his Master’s degree in Business Administration from the University of Detroit in 1974. Beginning in 1969, he worked as both a Schedule Coordinator and Assistant Director of Nursing at Henry Ford Hospital in Detroit. From December 1972 to August 1979, he was an Administrative Assistant for Lansing General Hospital, before officially taking the helm in Carson City on August 1, 1979.
“Since Carson City Hospital’s founder – Dr. Emmett Binkert – named Don McKenna as his Superintendent in 1946, the hospital has been led by only two executive leaders over the past 65 years – Mr. McKenna and Mr. Traverse,” said Gary Sweet, a long-time CCH employee and current hospital Accreditation Manager and Rights Advisor. “Consistency and excellence starts and proceeds from the very top of the organization, and I have been inspired by Bruce Traverse’s commitment to excellence since I have known him.”
Sweet said that the August 1 start date for Traverse back in 1979 was not a random date. It also happened to be the month and day that McKenna began his tenure in 1946. “Dr. Binkert noted during Mr. McKenna’s retirement party that August 1 was his (Binkert’s) birthday,” said Sweet. “So that date held a special significance for him, obviously, which is why we celebrate Founder’s Day here at the hospital each August 1.”
Other hospital employees are also aware of Traverse’s sincere commitment to this small, rural hospital that has managed to remain independent during a time when most small health-care facilities have become part of larger organizations.
“Being CEO of Carson City Hospital has not just been a job to Bruce,” said CCH Assistant Director of Nursing Jodie Diaz, R.N., B.S.N. “It’s been his passion. Bruce’s touch is seen throughout this hospital every single day – from the quality medical staff he has brought on board to the upgrades in diagnostic equipment. He has always wanted what was best for our hospital’s employees, our patients, and our whole community.”
Madeline Palmer, an R.N. and the Clinical Network Manager of the Carson Health Network Physician Hospital Organization, said Traverse’s commitment to the quality of the hospital facility was something that made her proud of where she worked. “After I had gone east to visit my mother in the hospital there, it became so apparent to me that our hospital’s appearance was outstanding compared to others,” she said. “Bruce made it a priority to create a beautiful space for our patients, and I’ve always appreciated that.”
Traverse, who has raised two sons, has a passion for skiing at dramatic locations throughout the world and makes his home in Carson City with his wife of 30 years, Halina – was honored by his community with Carson City Citizen of the Year nominations in 2008, 2010 and 2011. “This recognition, typically given to persons other than top executives, speaks to the city’s appreciation for his successful career,” said Sweet.
During his time at CCH, Traverse has led the hospital in a recent $19.6 million renovation and expansion project, and managed an affiliation agreement with Sparrow Health System in Lansing that has provided financial, recruiting and expertise benefits to CCH since January 1997 while allowing CCH to maintain its majority ownership and autonomy. As part of his commitment to the local community, he supported construction of the Carson City Regional Correctional Facility in the 1980s, actively fought for renovation and expansion of the local school facilities, and spear-headed the development of The Laurels of Carson City, an 82-bed nursing and rehabilitation center.
Traverse has also been the major motivating force behind the success of an annual community event and multi-health-care-organization fundraiser – the Summer Dance Party. This year’s event, which will be held at Soaring Eagle Casino and Resort on Saturday, Sept. 17, will include a special recognition for Traverse in honor of his retirement and his hard work to make this fundraising event a success year after year.
Other professional organizations Traverse has served include the MOHA, AOHA, West Michigan Hospital Council, Montcalm County Strategic Planning Committee, Workforce Investment Board of Directors, Physicians Health Plan HMO, Mid-Michigan Health Plan Board of Directors, Montcalm Alliance, American College of Osteopathic Healthcare Executives, and the American College of Healthcare Executives.
CCH Director of Patient Services Nancy A. Weaver, M.S., R.N., F.N.P., agrees. “One of the things I liked about Bruce was that it was easy to approach him,” she said. “I’ve worked here for more than 40 years, and I have always felt that he had this very sincere feeling for the hospital and the community.”