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 oversees the integration of primary care, urgent care, and surgical services, ensuring alignment with the organization's mission to serve the Amarillo, Texas community. This leadership role involves fostering a culture of excellence and innovation across all departments. By guiding strategic planning, Michael Cruz ensures the sustainable growth and financial health of BSA Health System, positioning it as a leading healthcare provider in the region. The Chief Executive Officer's purview extends to stakeholder relations and long-term organizational development, driving the system's impact on patient care and community health.

Jerome Brooks, the Senior Vice President and Chief Operating Officer at BSA Health System, directs the day-to-day operational activities across the entire healthcare network. Brooks oversees the efficient functioning of primary care, urgent care, and surgical departments, ensuring seamless patient flow and high-quality service delivery. This leadership position involves optimizing resource allocation, managing operational budgets, and implementing best practices to enhance clinical outcomes and patient satisfaction. By driving operational excellence, Jerome Brooks ensures that BSA Health System effectively meets the healthcare needs of the Amarillo, Texas region. The Senior Vice President and Chief Operating Officer's focus includes streamlining processes, improving facility management, and supporting strategic initiatives that expand the system's reach and impact.

Ronald Coots, the Chief Information Officer at BSA Health System, architects and executes the technology strategy that underpins all healthcare operations. Coots manages the information systems infrastructure, ensuring the security, integrity, and accessibility of patient data across primary care, urgent care, and surgical clinics. This involves overseeing the implementation of advanced health information technology solutions to enhance patient care delivery and operational efficiency. By driving digital transformation initiatives, Ronald Coots ensures BSA Health System remains at the forefront of technological adoption in healthcare. The Chief Information Officer's responsibilities include managing IT budgets, leading cybersecurity efforts, and fostering innovation in digital health services to support the system's growth and commitment to the Amarillo community.

Iris Hicks, the Chief Human Resources Officer at BSA Health System, leads the strategic development and execution of human capital initiatives across the organization. Hicks oversees all aspects of workforce management, including talent acquisition, employee relations, compensation and benefits, and professional development for staff in primary care, urgent care, and surgical services. This role is critical in fostering a supportive and high-performing work environment that aligns with BSA Health System's mission. By championing employee engagement and retention strategies, Iris Hicks ensures the organization attracts and retains top healthcare talent. The Chief Human Resources Officer's leadership is instrumental in building a robust workforce capable of delivering exceptional patient care and supporting the system's continued growth in Amarillo, Texas.