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Hendrick Health President/CEO Brad Holland elected chair of Texas Hospital Association

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Hendrick Health President/CEO Brad Holland elected chair of Texas Hospital Association

On Jan. 1, Brad Holland, president and CEO for Hendrick Health, began serving a one-year term as board chair for the Texas Hospital Association (THA).

“I’m very excited about the opportunity to serve in this capacity and give back to the industry,” Holland said. “I’m extremely humbled and will work hard to represent the healthcare industry and those who elected me to this position.”

Holland is a San Angelo native who initially attended Texas A&M University and received an undergraduate degree in biology from Southwest Texas State University (now Texas State University) and a master’s degree in healthcare administration from Trinity University.

Since his healthcare career began in 2000, Holland has held leadership roles in hospitals in Oklahoma, Mississippi and Texas. He joined Hendrick in 2019 after serving as CEO for Cedar Park Regional Medical Center in Cedar Park, located near Austin.

Within his first three years, Holland more than doubled the size of Hendrick through a number of service expansions, access initiatives and the 2020 acquisitions of two hospitals, today known as Hendrick Medical Center South and Hendrick Medical Center Brownwood.

Additionally, he led Hendrick through an enterprise-wide electronic medical record and patient engagement portal implementation, as well as through the purchase and renovation of the 147,000-square-foot vacant Sears building, now called Hendrick Service Center. This new facility consolidates health system support services and distribution/warehouse functions for improved operational efficiencies.

Other notable accomplishments during his tenure at Hendrick Health include recruiting more than 65 physicians to the medical staff and developing a network of urgent cares.

“An important focus for me as THA board chair will be leading a collective effort by the state’s hospitals to develop a clear message that addresses one of the great challenges of our industry – the cost of care,” Holland said. “I look forward to ensuring that Texas hospitals have a clear message about that challenge as we prepare for the 2025 legislative session.”

Along with his THA chair obligations and his day-to-day duties for Hendrick, Holland will be highly focused on the preparation and implementation of Hendrick Health’s centennial. The yearlong celebration will kick off in September 2024.

About THA
Founded in 1930, the Texas Hospital Association is the leadership organization and principal advocate for the state’s hospitals and healthcare systems. Based in Austin, THA enhances its members’ abilities to improve accessibility, quality and cost-effectiveness of healthcare for all Texans. One of the largest hospital associations in the country, THA represents 452 of the state’s non-federal general and specialty hospitals and healthcare systems, which employ some 400,000 healthcare professionals statewide. Learn more about THA at or follow THA on Twitter at