Reseda L. Cox, MBA
Reseda Cox is a dynamic healthcare operations and growth leader with more than a decade of experience driving performance, census expansion, and operational excellence across complex healthcare environments. As Director of Admissions at VITAS Healthcare, she oversees admissions strategy for one of the largest hospice programs in California, managing a high-volume referral pipeline and leading multidisciplinary teams focused on delivering compassionate, patient-centered care. Known for her ability to align strategy with execution, Reseda has built a reputation for improving workflows, strengthening health system partnerships, and creating scalable operational solutions that directly impact both patient access and organizational growth.
Raised in a family that owned and operated a successful Los Angeles restaurant business for more than 65 years, Reseda developed an early foundation in leadership, business management, and customer service. After beginning her healthcare journey at Fresenius Medical Care, she quickly advanced through multiple leadership roles, ultimately becoming a Facility Administrator responsible for stabilizing clinic operations, improving compliance, and enhancing team performance. Her expertise in change management and operational leadership later led her to hospice care, where she discovered a passion for supporting patients and families during some of life’s most difficult moments. Today, she is recognized for mentoring clinicians, coaching field teams, and ensuring compassionate communication remains central to every patient interaction.
Reseda earned her bachelor’s degree in Business Finance from California State University, Long Beach and further expanded her healthcare leadership expertise through graduate studies in healthcare management. Throughout her career, she has remained committed to leadership development, operational excellence, and community impact, including volunteer support for organizations such as the CHOC Foundation and healthcare outreach initiatives. Whether leading large-scale admissions operations, mentoring healthcare professionals, or building stronger systems of care, Reseda is driven by a belief that effective leadership begins with empathy, accountability, and a commitment to helping others navigate challenging moments with dignity and compassion.
• Leadership and Management Skills for Women
• California State University-Long Beach - College of Business- Bachelor's
• Western Governors University- M.B.A.
• The CHOC Foundation
• American Red Cross
• CHOC Children's
• Fresenius Medical Care
What do you attribute your success to?
I attribute my success to never giving up on finding my true passion—helping others during their time of need—and to leading with empathy, compassion, and a willingness to truly listen. I also believe that making a meaningful difference in people’s lives, while continuing to explore new cultures and experiences through travel, has shaped both my personal growth and professional perspective.
What’s the best career advice you’ve ever received?
One of the directors at Fresenius Medical Care gave me advice that changed my career path. She asked if I'd ever thought about the business side, the operations side of healthcare. She told me that I already had my bachelor's in finance, and she hated to see me go back to school to get my registered nursing license only to realize I didn't like bedside care when business seemed to just come naturally to me. I took her advice and did more of the operational route, and year after year at Fresenius, as I learned different skill sets, I got promoted. That guidance helped me find my true niche in healthcare management rather than clinical nursing.
What advice would you give to young women entering your industry?
What I would say is never give up. Sometimes people are going to underestimate you, but if it's your vision and you see it, believe in yourself, and that's pretty much all you really need. Self-validation is what matters most. Don't let others' doubts stop you from pursuing what you believe in.
What are the biggest challenges or opportunities in your field right now?
Continue to help many other people get thru the toughest times in life, making a difference each day, supporting families all over the world.
What values are most important to you in your work and personal life?
Leading by example, keep pushing forward, always eager to learn new things, continuing education.