Shannon Hoofnagle
Shannon Hoofnagle
Principal, Owner | SMH Communications
A dynamic and experienced public relations professional in the healthcare and communications industries for more than a decade, Shannon Hoofnagle has excelled as the principal and owner at SMH Communications, which she founded in 2024 to support multiple commercial companies. She also works with AstraZeneca, a research-based biopharmaceutical business, where she led the oncology portfolio in the United States. Her efforts went beyond medicine and aimed to better understand and support the needs of the oncology community, for which she spearheaded a campaign called “Your Cancer,” which highlighted inspiring individuals and provided essential support services like transportation and meal programs. In addition, she works with a PR agency that serves numerous pharmaceutical companies.
The most notable achievement of Ms. Hoofnagle’s career was her work with Medtronic on a medical device for stroke patients. It would effectively restore stroke patients to their pre-stroke condition, marking a significant medical innovation. Her support for Medtronic extended to five publications, an unprecedented achievement in the healthcare industry. In addition, she has recently been involved in a campaign focused on dispelling vaccine hesitancy related to COVID-19 titled “Making Vaccines, Making a Difference,” which aimed to increase understanding of vaccine science and promote informed healthcare decisions.
Ms. Hoofnagle was previously active at Novavax and as a Capstone adviser at Georgetown University from 2019 to 2023. In this capacity, she guided and oversaw students in the university’s Master of Professional Studies in Public Relations and Corporate Communications program from 2019 to 2022, guiding them on strategy for a wide range of clients and participating in course grading and assessments. She previously served in various titles at AstraZeneca, including director of its Oncology Signature Programs, associate director of U.S. Oncology Corporate Affairs, and senior manager of Global Immuno-Oncology Communications. At AstraZeneca, she was involved in the global launch of a new oncology product and contributed to the rollout of several products specific to the U.S. market. Prior to becoming the director of healthcare at Clyde Group in 2016, she launched her career as a media assistant within the Office of Public Affairs at James Madison University, an assistant account executive of GYMR Public Relations in Washington, D.C., focusing on healthcare, and advanced from a client executive to associate and senior associate at Burston-Marstellar.
Upon graduating from high school, Ms. Hoofnagle earned a Bachelor of Arts in communications from James Madison University and a Master of Arts in corporate communications from Georgetown University. While initially wanting to become a broadcaster and reporter for a major newspaper, she quickly realized there are many aspects to news in general—the thought of simplifying complex scientific concepts for the general public to help them better understand what people might be going through at any given moment resonated with her. As a result, she shifted her focus from broadcast journalism to public relations. At this stage, she’s now passionate about understanding healthcare at the grassroots level and bringing those skills to help companies in their various endeavors.
Outside of her primary endeavors, Ms. Hoofnagle has long been a mentor with Everybody Wins DC and a public relations volunteer at Chemo Comfort and a member of the Public Relations Society of America Inc. A lifelong equestrian, she enjoys horseback riding in her spare time, in addition to spending time with her family—which includes her husband Brendan—an attorney and active duty soldier with the U.S. Army—and their two sons.
Looking ahead, Ms. Hoofnagle believes people can shape a better future by working together, learning from one another, and uncovering opportunities through connections.
Press Release
Marquis Who’s Who Honors Shannon Hoofnagle for Expertise in Health Communications and Public Relations
Shannon Hoofnagle, principal and owner of SMH Communications
MANHATTAN, KS, September 19, 2024, Shannon Hoofnagle has been selected for inclusion in Marquis Who’s Who. As in all Marquis Who’s Who biographical volumes, individuals profiled are selected on the basis of current reference value. Factors such as position, noteworthy accomplishments, visibility, and prominence in a field are all taken into account during the selection process.
Ms. Hoofnagle is the principal and owner of SMH Communications, a company she founded in 2024 in Manhattan, Kansas. With a career spanning over a decade, she has established herself as a prominent public relations and health communications professional. As such, Ms. Hoofnagle focuses on health and health care public relations campaigns to increase clients’ media exposure and enhance brand initiatives.
Having begun her professional journey in health communications at GYMR Public Relations in Washington, D.C., Ms. Hoofnagle served as an assistant account executive from 2011 to 2013. She then joined leading PR-firm, Burson-Marsteller as a client executive and was quickly promoted to associate and senior associate during her tenure, contributing to significant public relations campaigns in the neurovascular and diabetes spaces with clients including Medtronic and Sanofi Diabetes until 2016. Ms. Hoofnagle’s expertise in health care communications led her to Clyde Group, where she was the director of health care, building the firm’s healthcare arm and leading communications activities for the National Health Institute’s All of Us Research Program from 2016 to 2017.
Over the next few years, Ms. Hoofnagle served at AstraZeneca in both global and US market-level roles, supporting the organization’s Oncology Business Unit to launch immuno-oncology, hematology and antibody drug conjugate medicines in multiple indications and tumor types. Beyond the medicines, during her tenure at AstraZeneca, Ms. Hoofnagle was also responsible for leading US Oncology signature programs, where she spearheaded the “YOUR Cancer” campaign, which partnered with community organizations and patient advocates to drive change in health equity, precision medicine, early intervention and access to potentially life changing therapies for people living with and affected by cancer. Together with Scientific American, and as part of the YOUR Cancer program, she also lead an annual awards program recognizing unsung heroes in cancer care.
In 2022 Ms. Hoofnagle joined Novavax, a vaccine company, as the director of external communications and became the company’s Global ESG Lead in 2023. In these roles, Ms. Hoofnagle lead executive visibility and corporate reputation initiatives for the organization focused on building confidence in the company’s protein-based COVID-19 vaccine and contributed to campaigns aimed at dispelling vaccine hesitancy.
In addition to her corporate roles, Ms. Hoofnagle has been an active member of industry-related organizations, such as the Public Relations Society of America Inc. Previously, she was active with the professional development committee for Washington Women in Public Relations and served a capstone advisor for public relations and corporate communications graduate candidates at Georgetown University.
Ms. Hoofnagle has also been involved in various civic activities, mentoring students through Everybody Wins DC and volunteering at a therapeutic riding facility. Previously, Ms. Hoofnagle was a public relations volunteer for Chemo Comfort.
Ms. Hoofnagle received a Bachelor of Arts in communications with a focus on public relations from James Madison University in 2011. While working full-time, she furthered her education with a Master of Arts in corporate communications from Georgetown University. Adding to her expertise, Ms. Hoofnagle has held several certifications through the Federal Emergency Management Agency since 2015.
Ms. Hoofnagle has received numerous accolades, including PRWeek Awards for campaigns she has led in her various roles. She envisions continued success, including growing SMH Communications into a trusted organization with a brick-and-mortar office and a diverse team that brings creative ideas to the forefront.
