New Chief Executive Officer for Collier Boulevard
3/10/2026
Naples, Florida - Physicians Regional Healthcare System has named Justin Serrano as the new chief executive officer of its Collier Boulevard campus, effective April 13th. Serrano brings more than a decade of healthcare experience to the position.
Serrano was most recently chief executive officer of Crestwood Medical Center in Huntsville, AL. During his tenure there, Justin led several initiatives that strengthened the hospital’s growth, access to care and quality outcomes. Under his leadership, the organization saw increases in key service line volumes while also expanding utilization at the hospital’s freestanding emergency department. In addition to operational expansion, he prioritized quality and patient safety, resulting in the hospital achieving 24 consecutive months without a hospital acquired CAUTI or CLABSI and improving the facility’s Leapfrog Hospital Safety Grade.
Serrano joins Scott Lowe, Physicians Regional Healthcare System’s market chief executive officer, in developing strategic initiatives for the Collier campus.
Lowe stated, “Given the exciting growth of the East Naples area, we are naming an executive leader for our Collier Boulevard campus to bolster our service to the community and maintain our high quality metrics as an organization. Justin brings a wealth of experience to the market and we are excited to have his focus on operating our Collier Boulevard campus.”
Prior to his role at Crestwood, Serrano was the chief executive officer of Santa Rosa Medical Center in Milton, Florida. During his tenure at Santa Rosa, Serrano was been instrumental in strengthening Santa Rosa Medical Center’s cardiac, stroke and emergency care services, including achieving Level 1 Adult Cardiovascular Service licensure.
Serrano holds a Master of Health Administration (MHA) from Johns Hopkins Bloomberg School of Public Health and a Bachelor of Arts in public health studies from Johns Hopkins University. Justin and his wife Nicole, along with their young children Benjamin and Penelope, are thrilled to join the Naples community and excited to enjoy everything southwest Florida has to offer.
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