Full-Time Director, Service Line Marketing & Web Strategy
This position is responsible for spearheading marketing communications strategic endeavors for Tufts Medical Center’s adult clinical departments, divisions and service lines and brand. The incumbent will consider all avenues for brand and volume building and will be charged with developing the organization’s digital strategy. This incumbent works closely with the Vice President of Marketing and Communications, physician chairs and chiefs, business operations managers and members of the Department of Marketing and Communication and Department of Strategic Planning to develop and execute a communications strategy that successfully positions our brand for success and our clinical services for referrals from physicians as well as patient self-referral. The strategist will set marketing goals and monitor and report progress in attaining these goals through robust analytics.
Develops comprehensive marketing plans for key product lines/departments/divisions, helping them to meet their operational and awareness goals.
Executes these marketing plans working with other team members in Marketing and throughout the hospital. Manages freelancers, agencies and consultants when appropriate.
Prioritizes projects and requests for service lines/departments/divisions and helps non-priority service
Develops action plans for marketing initiatives that delineate expected deliverables, deadlines, accountable individuals and measurable benchmarks.
Develops regular reports that track project results.
Mentors and Manages the Marketing Communications Specialist(s) and Community Liaison and assist with planning and executing communication strategies for designated service lines/departments/divisions assigned to the Specialist(s) and Liaison.
Develops the strategic plan for improving the Medical Center’s digital presence, including web sites, search results (paid and organic), paid advertising, paid social, apps, listings and other avenues.
Works in concert with the Director of Communications to develop a strong content strategy (web sites, blogs, social, native, etc.) that uses the talents of the social, web, marketing, design and media teams.
Participates in the editorial discussions related to all publications (digital and print)
Stays abreast of the changing marketing and digital landscape to recommend best practices and new strategies
Partners with the lead marketer for Floating Hospital for Children and the Director of Strategic Planning and Business Development to effectively reach referring physicians and increase referrals to the Medical Center
Is instrumental in the development and execution of a Customer Relationship Management strategy
Seeks out ways to support Tufts Medical Center’s Service Excellence initiative, especially considering new digital offerings to improve the patient experience
Guides discussions around new technologies that will enhance our digital footprint and reach to ensure we are considering the most up-to-date technologies and services possible given the resources available and the use case.
Manages the budget for product line/department/division initiatives, ensuring adherence to the agreed upon budget and work with the VP of Public Affairs to coordinate these projects within the overall Public Affairs budget.
Working with the Marketing Communications Specialist(s), assist product lines/departments/divisions in maintaining effective web pages on their services.
Works with the advertising/marketing agency to assist in strategy development and logistics around campaigns that support the Medical Center’s brand and the business goals of the product lines/departments/divisions under assignment.
Serves as a key member of the Wellforce Marketing and Communications Work group.
Partners with Wellforce members to share best practices and consider opportunities for collaborations that will result in enhance results and/or cost savings..
Works with team on affiliate marketing campaigns related to key service lines/departments/divisions.
Collaborates with other communications and strategic planning professionals to ensure the inclusion of important information concerning these product lines/departments/divisions in marketing materials and initiatives; these professionals include but are not limited to the communications director, media relations manager/specialists, web communications specialists, strategic planning director and vice president, physician liaisons, government relations director, graphic designers, internal communications managers and others.
Works closely with physician liaison colleagues and the marketing manager/director over network integration; assists with communications strategies and support for physician-to-physician marketing endeavors including the introduction of new physicians to referral prospects, one-on-one and group outreach efforts, the development of new referral services and customer service programs, etc.Remains up-to-date on specialty business plans, volume analyses, volume goals, current volume trends, and future targets in order to make sound and strategic marketing communications recommendations and adjust the marketing communications plan as needed. Creates annual marketing plans working with the product line directors, chairs/chiefs and nursing leadership of priority service lines.
Attends Product Line Directors meetings and Product Line Report Out sessions
Serves as a member of the Marketing and Communications Leadership Committee to establish goals, priorities and workflow for the department. Works with the Director of Media Relations to ensure that news about the assigned product lines/departments/divisions is being pitched and released to local, regional and national media, bloggers, brand journalism sites, etc. when appropriate
Serves as the communications project manager for the product lines/departments/divisions’ participation in and/or sponsorship of activities in the community
Partners with internal communications colleagues to address issues affecting the operations and/or reputation of a service line.
Partners with Marketing Manager/Director of Floating Hospital for Children generally and specifically to coordinate timing of campaigns and share best practices and insights.
Works with the marketing agency and Public Affairs staff to ensure that brand standards are maintained throughout the hospital and the brand awareness is built through all marketing and communications activities.
Bachelor’s degree in journalism, marketing, communications, public relations, business, strategic planning or other related field. Master’s beneficial but not required.
10 or more years of marketing experience with some of this time in health care marketing
Ability to develop sound strategic marketing communications plans to assist in achieving business objectives
Excellent writing skills
An outstanding knowledge of web, interactive, mobile and social media capabilities
Exceptional written and oral communication and presentation abilities
Ability to multi-task and work in a fast paced environment
How to ApplyPlease apply on our website: https://pm.healthcaresource.com/cs/lgh#/job/2711
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