Women of Distinction

Woman of Distinction 2025: Nicole Cotrill

Managing partner, health provider services leader, Finn Partners

MM+M Staff

May 28, 2025

11:00 am

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Describe your job in 10 words or fewer.

I help health leaders and innovators achieve their missions.

What do you like most about working in healthcare marketing?

Having an impact on people’s health is the most rewarding part of this job. At the end of the day, all of what we do really does ladder up to making a difference in people’s lives — advancing public health and awareness of vital issues, explaining new science, elevating important positions, rallying advocates, drawing more people to consider healthcare careers, introducing new treatments. This is an amazing and diverse field that allows you to connect your work to purpose every day.

What frustrates you most about working in healthcare marketing?

The pace! It can be a roller coaster: at times, very slow — slower than other industries in many ways — but then incredibly fast after your crest that first hill.

Pick one: In-office, hybrid or remote work? Why would that be your choice?

I’m remote today but would love a more hybrid option that doesn’t require a long drive or plane ride! My closest office is about a four-hour drive from where I live in western Pennsylvania. I would like the flexibility of being able to work in the quiet of home when you need it, but also able to go to the office to be with your people. I love to travel to our offices. Being with a team in-person can have a different energy than virtual gatherings sometimes — magic can happen in little moments.

Who is your hero, and why?

It is a tie between two great women who epitomize the power of showing up for others and who have been unafraid to burn it all down for what they believe in: 1. My mom, who cared for so many people throughout her life — as a nurse, listener, driver, terrible baker and questionable comedienne. 2. My friend Sarah, a pharmacist, wine and cheese connoisseur, and shameless dancer, who through her community pharmacy, Rising Suns, and her mentorship and teaching of young pharmacists and physicians tirelessly — and often tiredly — strives to reach, support and heal those often forgotten or overlooked.

Where do you want to be, professionally and personally, 10 years from now?

Professionally, I’d like to still be working with great people, doing great work for great clients and making a difference in this great industry. Personally, I’ll no longer have a middle schooler or a high-maintenance rescue dog, so I’d like to vacation more — putter around the country to see more friends and support more of their causes.

What is your favorite piece of media (book, TV show, movie, band or song)? What about it resonates strongly with you?

I will always and forever love The Music Man — the 1962 movie version with Robert Preston. I’ve given up my dream of becoming Shirley Jones, but I still firmly believe that you gotta know your territory, that there is real power in just believing that you can do something, and that you should always watch your phraseology.

What’s one piece of advice for the future generation of leaders?

One piece of advice I have never forgotten: Surround yourself with more energy-givers than energy-takers. This isn’t always an easy thing to do, but boy, does it make a difference.

What’s the biggest roadblock you have overcome in your career to get to where you are today?

Me! Honestly, I have been so fortunate to work for so many great leaders — people who always pushed me out of my comfort zone and who believed that everyone’s voices mattered and that a great idea didn’t come from age or title. There were many times that they believed in me more than I did in myself. I can only hope that I can be this person for others.

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