BSA Health System Executive and Leadership Team

Michael Cruz, the Chief Executive Officer at BSA Health System, directs the overall strategic vision and operational framework for the healthcare system. Cruz guides the organization's expansion and service development, ensuring alignment with patient needs and industry advancements. This leadership role involves fostering a culture of excellence and accountability across all departments, from primary care to specialized surgical services. Cruz's oversight extends to financial performance and long-term sustainability, positioning BSA Health System as a leading provider in Amarillo, Texas. By championing innovation and efficient resource allocation, Michael Cruz ensures the delivery of high-quality, accessible healthcare to the communities served.

Jerome Brooks, the Senior Vice President and Chief Operating Officer at BSA Health System, directs the day-to-day operational execution and efficiency across all healthcare facilities. Brooks oversees the seamless functioning of primary care, urgent care, surgical services, and various clinics, ensuring optimal patient flow and resource utilization. This leadership position involves managing operational budgets, implementing process improvements, and ensuring compliance with healthcare regulations. Brooks's focus on operational excellence supports the delivery of high-quality patient care and enhances the overall patient experience. By driving operational strategies, Jerome Brooks ensures BSA Health System effectively meets the healthcare demands of Amarillo, Texas, and maintains its commitment to community service.

Ronald Coots, the Chief Information Officer at BSA Health System, architects and executes the technology strategy that underpins all healthcare operations. Coots manages the integration of advanced digital solutions, enhancing patient care delivery, data security, and operational efficiency across primary care, urgent care, and surgical departments. This involves overseeing the implementation of electronic health records, telehealth platforms, and robust cybersecurity measures. Coots's responsibilities extend to ensuring seamless data flow and accessibility for clinicians, supporting diagnostic accuracy and treatment planning. By driving technological innovation, Ronald Coots strengthens BSA Health System's capacity to provide modern, secure, and effective healthcare services throughout Amarillo, Texas.

Iris Hicks, the Chief Human Resources Officer at BSA Health System, leads the strategic management of the organization's workforce, cultivating a supportive and high-performing environment. Hicks oversees all aspects of human capital, including talent acquisition, employee development, compensation, benefits, and labor relations, ensuring the system attracts and retains top medical and administrative professionals. This role is critical in aligning HR initiatives with BSA Health System's mission to deliver exceptional patient care across its primary care, urgent care, and surgical clinics. By championing employee well-being and professional growth, Iris Hicks ensures that the dedicated staff are equipped and motivated to meet the evolving healthcare needs of Amarillo, Texas, and surrounding regions.