Crothall’s Keenan Cortez has a unique, three-fold impact on the people of Joplin, Missouri. He is the patient experience manager at Freeman Health System, the city’s mayor, and an associate pastor at St. Paul’s United Methodist Church.
In these roles, Keenan brings unique opportunities for Crothall to connect more closely with patients while also helping the company bring its resources to help others in the community.
“I believe my work at Freeman and my role as mayor have helped elevate Crothall’s presence and reputation,” Keenan says. “Patients recognize me and can’t believe the mayor visited them in their room. It gives us a lot of favorable attention and opens up other ways for Crothall to contribute to the community.”
Unique Background
Cortez, who also served in the US Marine Corps, became involved in local government in 2004 when he was appointed to the Joplin Police Department’s Citizen Advisory Council. In 2019, he was appointed to the city council and was elected mayor by the council in 2024. Two decades of government service have enabled him to help Crothall better understand the community.
For example, at his direction, Crothall provided comprehensive cleaning services following the construction of 8 apartments to support the grand opening of the Washington Family Hope Center—a facility dedicated to serving women and children escaping broken homes by offering food, shelter, and essential services.
“We’ve taken volunteers there on several occasions to clean the facility pro bono, which helps cut their costs and increase the level of care,” Keenan says. “Leveraging my relationships, we’ve been able to use our expertise and help people who need it the most.”
Because of his knowledge and relationships with people who operate the city’s homeless shelters, Crothall was able to deliver hundreds of pairs of socks to these places as part of Compass One’s annual Socktober campaign.
“As the mayor of Joplin, Keenan is in high demand from many organizations,” says Gavin Goodwin, Crothall’s Resident Regional Manager at Freeman. “As such, he has valuable insight into the opportunities available to support the community. From his feedback, we can mobilize Crothall’s resources to assist those in need.”
Freeman Health System’s 100-Year Anniversary
When recently celebrating its 100-year anniversary, Keenan was one of the main speakers, delivering separate proclamations honoring the hospital on behalf of the city of Joplin and the state of Missouri.
He knows the hospital well, serving as Crothall’s Patient Experience Manager since October 2020. Under his leadership, HCAHPS Cleanliness scores have significantly increased in recent years. So far in 2025, they have jumped 6 points compared to the same time last year.
Keenan credits his team, led by patient ambassadors Shannon Walker and Kelsey Allen, for the jump in HCAHPS scores.
“They make the bulk of the visits in the hospital, and it’s their personalities and approach to the job that are making patients more satisfied,” he says.
Their strong performance has enabled Keenan to focus on improving EVS training as well as enhancing the EVS recognition program and building stronger relationships with the hospital’s clinical staff.
At Goodwin’s direction, Keenan did extensive research, including traveling to Pittsburgh, PA, to tour a simulation and Training lab at Allegheny Health Network. This travel and research resulted in the creation of the EVS Learning Lab at Freeman. The Learning Lab is the primary training center for all new hires. Crothall has 109 EVS associates at Freeman Hospital, so maintaining a well-educated workforce is a key to success.
Keenan and EVS Office Administrator Amie Mays teach a new class every two weeks. Every new associate receives a handbook and three days of instruction and hands-on training in the Learning Lab. There are three classrooms to teach them various skills, ranging from daily cleaning techniques to cleaning rooms once a patient is discharged. New associates also hear from Freeman’s Infection Prevention team on how Crothall complements its work.
Keenan makes a presentation to each class on the importance of patient experiences, including the impact on HCAHPS scores. In addition to properly cleaning and disinfecting a room, new associates learn how to present themselves to patients to ensure each patient is aware of and confident in the housekeeping services they receive.
“We have a high standard, so we want to represent the department and the company in the most professional way we can. It’s important each new EVS associate quickly understands that concept.”
To round out the training, each new associate is paired with a trainer for several days before they take on their initial cleaning assignments. As a result, Keenan says the Learning Lab has contributed to reducing EVS associate turnover by nearly 50 percent.
Recognition for Associates, Clinical Staff
Keenan also focuses heavily on employee recognition and building relationships with Nursing departments.
Crothall’s GEM Frontline awards are monthly, although Keenan regularly rewards the frontline staff with tokens that can be redeemed in the department’s Goodie Store to buy soft drinks, energy drinks, and a variety of food from candy bars to lunches. Self-care products are also available.
In addition to recognizing EVS Staff, Keenan leads quarterly celebrations to reward and recognize nursing departments as well. The awards include trophies and certificates highlighting the most improved and top HCAHPS scores. The staff members of units receiving the awards also enjoy a cart of pastries and fruit.
“These joint celebrations have resulted in increased communications and better overall relationships between the clinical providers and our frontline staff. It takes this partnership to achieve the desired outcome of improved HCAHPS results.”
My Mission – To Be of Service
Keenan was licensed as a pastor in July 2023 and was appointed assistant pastor at St. Paul’s United Methodist Church. Keenan and his family have been members of the church for more than 15 years.
“I’ve known since the age of 7 that my calling was to preach the gospel and to minister to people,” he says.
Keenan says his role as a pastor is tied closely to his work as mayor and a patient experience manager.
“My mission to God is to be of service,” he says. “In healthcare, we often see people in their worst moments. During that time, we can provide them the medicine no doctor can provide.
“I tell my staff that they can’t leave the patient until the patient smiles or laughs. That’s some of the best medicine that can be offered in a hospital. By taking care of people and making them feel safe, cared for, and happy, we get to reap the rewards.”
