President and CEO
Hendrick Health
Brad Holland, FACHE
President & CEO | Health System Growth Leader | Advocate for Independent, Mission-Driven Healthcare
With more than 25 years of experience leading healthcare organizations across the Southwest, Brad currently serves as the fifth President & CEO in the 101-year history of Hendrick Health—an integrated health system serving 24 counties in central West Texas, covering nearly 9% of the state’s land mass. He leads over 5,400 employees across three hospital campuses, nearly 800 providers, and an expanding network of outpatient services.
Since joining Hendrick Health in 2019, Brad has guided the system through transformative growth—including the acquisition and integration of two acute-care hospitals, implementation of a system-wide electronic medical record and patient portal, and the development of a centralized support services hub within a renovated 147,000-square-foot former department store. Brad also played a key role in passing Texas Certificate of Public Advantage (COPA) legislation, enabling federal antitrust immunity for hospital mergers in markets without hospital taxing districts.
Additional milestones under my leadership include:
• Recruited more than 120 physicians to the medical staff in last 5 years
• Establishing a regional urgent care network
• Maintaining positive operating margins as the largest safety-net hospital system in Texas not supported by a hospital tax district
• Launched the “Centennial Plan,” Hendrick’s largest expansion project to date, supported by a $100 million fundraising effort
Prior to Hendrick, Brad served as CEO for Cedar Park Regional Medical Center near Austin, and for San Angelo Community Medical Center. His earlier roles included COO and administrator positions in Oklahoma, Mississippi, and Texas. He holds an MHA from Trinity University and completed his administrative residency at Hillcrest HealthCare System in Tulsa.
Brad currently serve on the boards of Trinity University’s HCAD Alumni Association, First Financial Bank Regional Advisory Board, and committees with the Texas Hospital Association (2024 Board Chair) and American Hospital Association. He is also a Fellow of the American College of Healthcare Executives.
A former Division I tennis player at Texas A&M and Southwest Texas State University,Brad is also an Eagle Scout and an avid outdoorsman. He enjoys tennis, golf, fly fishing, and mountain biking—and rarely turns down an invitation to participate in any of the above.
Innovative Solutions to Challenges in the Rural Perioperative Healthcare Setting
Tuesday, March 3, 2026
10:45am - 11:45am CT